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Building a Secondary Logo
Created from the primary logo to provide flexibility in usage and extend the representation of the business or brand, the secondary logo is an extension of the logo and an element of the identity system.
Created from the primary logo to provide flexibility in usage and extend the representation of the business or brand, the secondary logo is an extension of the logo and an element of the identity system.
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“The logo and corresponding identity system for this voice artist were developed from elements that represent speech, action and the spoken word.”
 Based on the primary logo, the secondary logo contains each element and element concept found in the primary logo.
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 With the ligatures of the letters serving as the speech bubble, the play symbol within carries through the concept of the primary logo.
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 With both the logo and the secondary logo containing the universal visual elements, a full identity system was developed.
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Now flexible, with multiple components that communicate the brand, the identity system can now be seeamlessly added to as needed.
 The identity color palette uses a single color plus white, to focus on, and strengthen the impact of the message., as well as the application of the identity system to any medium with photography. A secondary or third color could be incorporated without changing the tone of the brand.
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 The brand identity uses a combination of serif and sans-serid fonts, including Akzidenz Grotest and Garamond.
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 The brand identity uses a combination of serif and sans-serid fonts, including Akzidenz Grotest and Garamond.
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