Design•a•Matic
The Creative Experience of Dan Carter
Branding
Product Sub-brand: Melnor Vortex Nozzles & Wands – Name & Logo Design
The Vortex nozzle sprays water in a spiral pattern. The unique spray increases cleaning power. The name needed to emphasize the motion of the spray and the strength of the cleaning action. In the dictionary, Vortex is defined as a "whirling mass of water". The "o" in the is created as a swirl and turned in 3D to create a dynamic effect.
Why did I include this? This logo creates a unique look for the product while still fitting into the overall brand strategy. I like the way the name and graphics work together to emphasize the significant aspects of the product.
Consumer Product Brand: Sprout Gardening Tools – Name, Logo Design, Color Names & Tag
This brand is targeted at those for whom gardening is a passion, not a chore. Sprout presents a modern brand that speaks to the joy of growing colorful flowers and fresh vegetables. The watering tools come in 3 colors that all are named for berries...Blueberry Blue, Raspberry Red & Gooseberry Green.
Why did I include this? I like the organic design of the logo. The playful tagline supports both the use of the tools and the multi-color design. The brand reflects the excitement growers feel at the beginning of the season.
Consumer Product Sub-brand: Melnor Mpact Cleaning Tools – Name & Logo Design
Melnor Mpact nozzles create a pulsing water action without any moving parts to improve the cleaning effect. The name suggests the spray action of the nozzle but is an invented word, allowing it to be trademarked in order to protect the brand when the inevitable copies hit the market. The use of negative space between the "c" and "t" further suggest an impact.
Why did I include this? There is a great deal of strategic thinking behind a strong brand. Mpact is a unique product and it's unique name creates an obstacle for competitors introducing similar products.
Brand: City National Bank – Logo & Positioning Statement
New leadership at City National Bank had an interest in expanding beyond local its local market and needed a brand image that would hold up to the test of time. Today, City National Bank is a multi-state financial institution. The positioning statement helped customers understand that while the bank was smaller than larger, corporate competitors; the institution could provide all the services needed.
Why did I include this? The City National Bank logo has fulfilled its mandate and has remained consistent during the institution's explosive growth. I like the way the words seem friendly while also establishing confidence.
Consumer Product Sub-brand: Melnor Torrent Nozzle – Name & Logo Design
Torrent is a big product targeted at guys who like big toys. The name suggests a blast of water that this product delivers. The dictionary defines torrent as, "a stream of water flowing with great rapidity and violence."
Why did I include this? I like the way the name and marketing materials target a very specific audience. The name evokes action and power that appeals to the intended customer.