The logo is an homage to the pressure-sensitive (sticky labels) heritage that built the company, while alluding to what comes next. The designer started with my simple sketch. He photographed actual curled paper for reference. The final award-winning mark is great example of collaboration delivering more than the sum of the parts.
Creative direction: Tye Bergeson; Design: Matt Dunn
Nourish is a separate coaching service offered beyond the usual roster of fitness classes at CrossFit AMROCK. Pre-existing AMROCK logo is paired with the new custom lettering mark.
Design: Tye Bergeson
The last name of this entrepreneur-owned business is Segura. All of the letters in the word ‘segue’ can be found in the mark.
Design: Tye Bergeson
Part of a campaign to promote a customer enrollment initiative.
Design: Tye Bergeson
The client desired a mark that looked technical, but not intimidating, contemporary but not flashy. The dark blue color is used in positive and reverse versions, and relies on the color theory of trust associated with blue hues.
Design: Tye Bergeson
Designed for swag and social applications, this mark shortens the studio name and plays off of the suitably common understanding of the term ‘YOLO’. In this instance, the mark is simple, universally appealing to both genders, and speaks to the potentially life-changing nature of yoga.
Design: Tye Bergeson
New formula required a new, fresh look. Target market was primarily female, but the mark needed to have universal appeal and look ‘tasty’.
Design: Tye Bergeson
Designed to make the customer aware of the naturally-derived fragrances in the product. The interlocking structure subtly alludes to the weave of fabric, the intended application of the laundry detergent.
Design: Tye Bergeson
Development program for sales team that was requested to be ‘fast’, but not overly masculine, as a majority portion of the sales team were women. Previous mark referenced typical race car motifs.
Design: Tye Bergeson
The client offers premium level multi-unit family homes. They pay extra attention to details, and consciously consider the impact to surrounding areas when planning and building. A stylized ‘overhead map’ seemed an appropriate metaphor for thinking beyond the properties of any given development. The icon structure is based on geometric forms to reference the mechanical engineering nature of the business.
Design: Tye Bergeson
The client wanted custom lettering for her name/mark. The final logo is playful but refined, reflecting the quality and craft of her work.
Design: Tye Bergeson
Client-commissioned hand lettering project.
Lettering: Tye Bergeson
The client built a mobile pet grooming business from scratch and this mark was the beginning of a strongly-branded business that visually set itself apart from competitors who utilized bubbles and paw prints.
Creative direction: Tye Bergeson: Illustration: Joshua Balleza
Small business startup needed a mark to stand out from typical electricity bolt logos.
Design: Tye Bergeson