Background:
Macore has been producing marketing materials for the Nursery Industry for over 50 years. Throughout this time, they used the company name in poorly typeset Helvetica in place of a true logo.(See A below)

Macore had established a high level of name recognition, but, in the course of those more than 50 years, had not established any brand equity. In essence, there was no firmly established visual voice that clearly and consistently said, "Macore."

I was originally contacted by Macore for a trade show exhibit design, after they had printed one of my tag designs for another client. After meeting with them and conducting a brand audit, it was obvious that their visual identity needed to be addressed first. We met and I was able to convince them to tackle the logo prior to any other projects, including the exhibit. They agreed.

BEFORE:

See the AFTER results»