Team Clermont Identity
- Client
Team Clermont - Date
November 2008
Since our days back in community radio we’ve been fans of Team Clermont, an independent music publicity company that regularly rises above the layer of jadedness that blankets the industry. Their publicists are passionate and sincere, and you knew that their roster was always worth a listen. Unfortunately, while they continued to kick ass at what they did, their logo floundered behind, and was soon old, dated, and didn’t convey what an awesome bunch of people this gang is.
The first step in the process was identifying the thought process that lead to the original logo, and figuring out if there were any elements we should hold onto. As we’ve seen many times in the past, even little changes can make a big impact. With those choices made, we proceeded with the following goals: to match the mood of the logo with the mood of the people that work there, to create a new mark that still had a connection with the old mark, and to add a level of depth to the logo through the use of color.
Once the path was clear, it was time to begin the rebuilding process. Using the circle/star as a starting point, the wordmark was rebuilt with a new typeface and custom ligatures. Once the words were working well together, a 4-color stripe was added to accent the wordmark, sprung from the way that each member of the “team” worked so hard together in such a strong, singular way. This stripe would be used throughout the collateral in various ways to anchor the logo with the overall design of the piece.
With the logo complete, work began in earnest on a larger set of collateral, including, but not limited to business cards, t-shirts, and a brand new website.