our process
ruef met with AMG’s current leadership team and several key employees to start the process of directing the latest evolution of the AMG brand. With their collective feedback and some priceless insight from their original president and founder, ruef was able to start exploring how to design a new logo that evoked the company’s current mission and future direction while honoring it’s significant history. The creative collaboration in the ruef office was fast, spirited, and vigorous. It wasn’t long before the team was presenting a distilled set of new logo concepts to AMG for additional feedback and an ultimate direction for the final logo.
results
The new logo was enthusiastically received at all levels within the company. Often, one of the effects of a logo or brand change is an internal reinvigoration that comes from the excitement, pride, and focus that comes with the company’s visual update. There was an unmistakable energy evident at AMG as the new logo rolled out. With any brand changes, a style guide is an invaluable tool, especially at small to medium sized businesses. The style guide provides inspiration and direction for how to put the new brand imagery into practice. Just as important, if not more so, the guide serves as a “rule book” to help companies make sure they don’t misuse the new assets in ways that dilute, confuse, or damage the brand. ruef Design creates brand guides that are clear, informative, and simple to use while showcasing the visual potential of the brand.
Let's create a good idea together.
