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| | Chute Gerdeman-designed Logos Award-winners |
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Chute Gerdeman’s logo designs for Swiss Farms, Shopko, Flippers Pizzeria, and the Association for Retail Environments were chosen as winners in the American Graphic Design & Advertising competition. The four logos will be published in American Graphic Design & Advertising 25, available November 2009. Read on to learn a little more about these award-winning designs.
Swiss Farms
In an effort to shift the focus from dairy to a wider food offering, Swiss Farms, a drive-through dairy convenience store wanted to reposition themselves as the destination for the in-between shopping trip. Their products range from fresh produce to eggs, dairy, and prepared meals. Chute Gerdeman Retail worked with the Swiss Farms team to redesign the brand’s logo to convey this new offer and image. The updated identity creates a ‘fresh from the farm’ feel with the iconic rooster, sunrise imagery, and new color palette, communicating the freshness of their new product offering. The curved horizon line gives the feeling of a landscape and speaks to the speed of the shopping process.
Shopko
Chute Gerdeman redesigned the Shopko identity to better complement the brand’s new female focused position. The previous logo used a heavy font, bold, primary colors (blue and red), and an uppercase “K,” (stressing the “Ko,” leftover from a long-past trend in naming convention), all of which sent a masculine message to Shopko patrons. The new, more sophisticated, identity is easier to read and the all uppercase letters ensure less emphasis on the “Ko.” The updated version features a more feminine and fashion-forward aesthetic with an earthy palette.
Flippers Pizzeria
Highlighting their use of fresh ingredients and handcrafted approach to pizza making, Chute Gerdeman transformed Flippers Pizzeria identity. Their previous logo was black and red, and blended in with the slew of ‘mom & pop’ pizzerias that are found in most major markets. The updated design features an iconic ‘FP’ mark, updated color palette, and classic logotype that speaks directly to the authentic, high quality food that Flippers Pizzeria prepares and serves. In addition to the updated design, a logo kit-of-parts was developed to allow for various logo setups ranging from storefront signage to packaging and advertising, all while maintaining a consistent look and feel.
Association for Retail Environments
Chute Gerdeman worked with the National Association of Store Fixture Manufacturers (NASFM) to develop a fresh approach for how the organization defines itself. A trade organization representing all aspects of retailing and education, in addition to manufacturing, the name NASFM wasn’t effectively communicating the organization’s mission. After working with NASFM’s Rebranding Task Force, the team revised and pared down name lists to the favored finalist: the Association for Retail Environments (A.R.E.) and the selected tagline: Connecting People, Shaping Retail. The visual identity embodies the principles that the new name and tagline convey. A mark in the form of a stylized “bubble plan” (an invaluable first step in the design process), incorporates a variety of colors, representative of the many disciplines under the A.R.E. umbrella. A modern font is utilized to showcase the organization’s emphasis on being approachable and forward-thinking.
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| In Other News… |
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Experience Barbie® Flagship with Chute Gerdeman |
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In celebration of Barbie’s 50th year, Mattel opened the first ever Barbie flagship store earlier this month in Shanghai China.
Partnering with the world’s premier toy company, Mattel Inc., Chute Gerdeman Retail has created Barbie-themed experiences within the first ever Barbie flagship store, which opened earlier this month in Shanghai, China. [More] |
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Celebrating 20 Years with 20/20 Vision |
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In celebration of Chute Gerdeman’s 20th anniversary, we’re introducing a new Gist feature—20/20 Vision. Twenty years at the forefront of retail strategy and design has given us a unique perspective on our ever-changing industry, and our trendwatchers are bringing you their insights—everything from consumer trends and hot new concepts to cutting-edge materials and great do-it-yourself visual techniques. We’ll include five great finds in each quarterly Gist this year. By the end of our 20th year, you’ll have 20 great new ideas—all to give you a better view of the retail world. [More] |
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Let's Meet Up at GlobalShop |
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As you plan your visit to GlobalShop, we would like to invite you to learn why Chute Gerdeman Retail is one of America's fastest-growing and most respected branding and retail design firms.
Please join CG’s President and Chief Creative Director, Brian Shafley, and Paul Currie of Hamleys, the iconic U.K. toy retailer, as they share the story of Hamleys’ expansion into the Middle East, Ireland, India, and Asia. The two are featured speakers at the session “Interpreting Your Brand Globally,” on Tuesday, March 24, from 3:00-4:00 p.m. [More] |
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Cheap and Chic: Store Makeover on a Budget |
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WSA Today invited Chute Gerdeman’s Bess Anderson, Director of Visual Strategy to critique Pashmere, a boutique in Smyrna, Georgia. In the January issue, Bess offers suggestions on how to give Pashmere a fresh, new look on a budget. [More] |
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Katie's Top Five |
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Read on as Katie takes us on a visual “blast from the past,” with these retro-inspired materials. [More] |
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CG at the Podium |
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Denny and Joanna will be on the road this spring speaking at major industry events around the world. Check your calendars and hit the road with us. [More] |
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Q&A with Wendy Johnson
Senior Program Director for Barbie® Shanghai |
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The Gist sat down with Wendy Johnson, Executive Vice President of Account Management, in its continued quest to get inside the creative minds at Chute Gerdeman Retail. Wendy joined Chute Gerdeman as the firm's first college intern and is now one of Chute Gerdeman’s most tenured executives. [More] |
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CG in the News |
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Several Chute Gerdeman concepts have recently been featured in the news. Read more about Hamleys, Shopko, and Shopko Express. [More] |
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