AFTER:

   (after-1)

   (after-2)

   (after-3)

Ampersands are always odd design elements in “alphabet soup” company identities representing a number of named partners.  It was decided to eliminate the symbol completely and just include the initials of the partners in a simple logo (after-1). To keep the costs of reproducing all printed materials to a minimum, the logo was limited to a one-color treatment at the time.

A change in the name of the firm, to Smith Freed Chock & Eberhard, required that the logo be changed to incorporate the acronym SFCE (after-2). A new two-color palette was introduced to set the image apart from the previous incarnation.

Yet another name change, to Smith Freed & Eberhard, resulted in additional alterations to the logo – and the reintroduction of the ampersand (after-3).

NOTE: This makeover appears in the new book "Logos Redesigned: How 200 Companies Successfully Changed Their Image" (http://tinyurl.com/ahx36) by David E. Carter.  The book was recently released by Harper Design, an imprint of HarperCollins Publishers.

Alina's Feedback:

When I first saw the original logo, I didn't know which direction to go in regards to order of the letters. It was quite confusing and a bit jumbled looking. It also seemed like the shading could be problematic, if nothing else, it added to the confusion of the design. Jeff's redesigns are straight-forward, clean, corporate, and classy.

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