Identity Process
An overview of how logos and mastheads are developed through collaboration, iteration, and alignment with client goals from concept to final execution.
Logo Process:
Van Metre 70th Anniversary
1. THE BRIEF: Celebrate 70 years without redesigning the brand. For Van Metre’s 70th anniversary, the goal was to create a commemorative logo that honored the company’s legacy while staying true to its established identity. Working from internal brand guidance, the mark needed to feel timeless, trustworthy, and seamlessly integrated into the existing logo system.
2. EXPLORATION: Strategy translated into form. Design exploration focused on integrating “70” with the Van Metre wordmark while maintaining balance and restraint. Circular forms emerged as a way to reinforce stability, unity, and longevity.
3. REFINEMENT: Focused concepts. Real-world flexibility. Two concept directions were refined through feedback, adjusting proportion, scale, and structure to ensure the mark could work both independently and alongside the logo.
4. FINAL MARK: A commitment that endures. The final anniversary logo celebrates 70 years of Van Metre while remaining timeless, adaptable, and brand-consistent.
