Case Study: Logo and Tagline Development

Client Profile:

RMA Design Studios
RMA Design Studios is a well-established, commercial interior design firm. The two principals specialize in space planning and programming, as well as sustainable high-end interior design.

The Challenge:

The primary design concern with RMA Design Studios’ identity suite (logo, letterhead, envelope, mailing label, business forms) was that it lacked cohesion and unity. Additionally, their logo was a bit dated, and simply didn’t reflect their professionalism or philosophy. Finally, they didn’t have a tagline – so they were missing an enormous opportunity to pique the interest of potential clients.

From a marketing perspective, RMA was facing a different challenge – one of ensuring brand identity. A name-partner had retired to pursue other interests, but they didn’t want to lose the brand equity associated with their existing name as they negotiated a shift in visual identity. Plus, they weren’t capitalizing on their commitment to sustainability, which had the potential to be a huge selling point in their work.

Solution:

casestudy-01We worked to produce a fresh, yet classic, logo that is in alignment with their current work. Using unadorned squares to visually represent the “space” that RMA creates for its clients was the starting point; this motif is repeated to give the logo cohesion while maintaining its simplicity. Utilizing the squares in sets of two gave a subtle nod to the fact that there are now two partners, and the classic feel of the design made it appealing and appropriate for use by both of the principals. A customized lettering treatment was applied to create the wordmark, and a combination of the three elements – people, space, solutions – most crucial to RMA’s work made for a compelling tagline. Finally, the muted, earthy color choices of charcoal gray and sage green provided the much-needed visual emphasis on “green” design.

Results:

RMA Design Studios is now positioned to extend their brand into the next decade – and beyond. The elegant look and feel of their new logo has already begun to enhance RMA’s position in the industry, and their branding is now consistent across all materials – from business cards, to labels, to stationery, to presentation boards.

Testimonial:

“After 15 years with the same logo, we needed an update to our image. Susan Sharman was the perfect fit for us. As Interior Designers, we were very opinionated about everything from font selection to colors and spacing/placement. We found Susan Sharman to be a fabulous collaborative graphic designer as she developed our new logo and tag line. She was ultra-patient and professional and worked through numerous iterations of the design until we got it all just right. She then provided great follow-up and was prompt with delivery of the final products. We are thankful for her winning style and fabulous personality. We will not hesitate to call on her again in the future and would highly recommend her to others.”
Claire Anspach and Jean Mathieson
RMA Design Studios

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