Cooke Stationery Company Identity - Before
by Jeff Fisher, Engineer of Creative Identity
Jeff Fisher LogoMotives

Background:

Over the years, since opening in the 1930’s, the Cooke Stationery Company had used a variety of identifying elements, but did not have one consistent logo for use in its marketing and promotion.  The primary graphics used by the office supply and stationery store were a type treatment from the 30’s and a character illustration made up of an old-fashioned typewriter eraser, pencil, rubber bands, paper clips and a sheet of paper.  These two graphics were seldom used together, giving the business a spilt personality.

BEFORE:

AFTER:

When the owners began a process of restoring the historic façade of their Salem, Oregon building, it was also time to give the company image a make-over – while maintaining a connection to its history and celebrating survival as a small business in a world of “big box” stores.  One directive for the new logo was that it not look like a new logo.  An updated character illustration was created and framed in an oval with banners noting the date the company was founded.  The result was strong solid, single image projected by a logo that seems as if it may have appeared when the store opened in 1935.

Alina's Feedback:

Jeff did a wonderful job integrating and updating the old character logo into something that has a stronger identity and more cohesion. He looks friendlier too. I love how it's all in one neat "packet" and has that historical feel to it.