TIME FOR A LOGO MAKEOVER?
From Cosmetic Surgery, to Toning and Tightening, Arketype Alters Biz Logos for the Better
Extreme Makeover
Some logos have no recognizable traits remaining after undergoing a transformation. The Gift Itself is just such an example. The familiar Green Bay business logo received total reconstructive surgery in 2004.
The Gift Itself is a unique gallery offering one-of-a-kind jewelry and art. Owners Al Buch and Michelle Zjala Winter say they were ready to take their 11-year-old business to the next level. Part of that leap included abandoning its original, rudimentary logo depicting a pair of hands in a stamped-like appearance. “We wanted a professional look, and we knew we’d need professional help,” explains Winter.
Enter the Arketype surgical team whose design efforts are now working to elevate the shop’s brand identity.
“The new logo is a total departure from the old one, but it’s not a total departure from what the gallery represents,” says Rivett. He points to the new logo’s cubist influence, which he says appropriately reflects art and creativity—characteristics strongly identified with The Gift Itself. “We’ve also included jewelry prominently in the illustration,” Rivett adds. “It’s clearly a more sophisticated image than the previous logo was, but it still complements the owners’ mission. And now, it likewise supports their strategic goal to elevate their business.”
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