OBJECTIVE
Redesign the corporate identity of a nationally known corporation, organization or non-profit charity. Develop a unique selling position that will drive the concept and creative execution of the project. Develop the new identity system and create a brand guideline manual that outlines the usage.
SOLUTION
Craftsman is one of America’s oldest and most successful tool brands. They have been around for over 80 years and are a part of this nation’s history. They built a lot of equity into the Craftsman Red color but the majority of their competitors use red as well. Beyond a geometrical typeface, nothing in their current identity system easily identified them as a tool company. I addressed these issues by incorporating two additional colors into the primary palette, creating a powerful symbol with meaning behind it, and incorporating Americana into the identity system to create credibility.