Refreshed Identities

• Design firm Bader Rutter has created a new identity for TEMPO, a Wisconsin-based professional women’s association. The project ultimately inspired the client/design firm team to create a full documentary that shares the stories of women leaders across different industries.


• Stella Atrois is a very old brand—consider 1366—so it can easily become part of the get-together wallpaper. To become more relevant to contemporary consumers, the brewer worked with Jones Knowles Ritchie. JKR created a new “cinematic” photography style that shows people gathered around “the modern table,” which really can be anywhere—a couch, a low table, the front steps—anywhere people join with friends to eat and drink.


The refreshed identity  also includes a new single line logo, two bespoke typefaces, and a fresher color palette.


• Yale Lift Trucks has a recently revised logo that communicates not only what its products do, but also the benefits the company provides. A new icon has been added: a box made of arrows suggests the movement of lift trucks at work in a warehouse. The arrows also imply Yale’s role in helping customers grow and move. The Yale wordmark and brand color, familiar identifiers on millions of machines, remains unchanged.

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