Lessons Learned File No. 1: Ensure Your Logo Design Does Not Translate Into Something Naughty

DKC Construction Group in Austin, TX is a reputable company that is currently contracted to redo the historic Katz Deli on 6th St., as well as other impressive projects.

They wanted a modern logo design that utilized the DKC initials. We relied heavily on color to show the transition between letters in the design; in hindsite, too heavily. As a result, several parties had informed the Group, that the DKC blended to tightly together, slightly registered as “D*CK” – not the message we were trying to convey:


We tweaked the logo, this time relying on white space to separate the letter and allowing for a better differentiation between letters:

Good Designs Comes First, then the Chile…

What comes first? Good design.

Chance’s Hatch Green Chile in San Antonio needed branding elements that would spread across multiple platforms. They needed a simple logo design that would look clear on labels, t-shirt, banners and more. We did a simple circular logo for the “Chance’s” portion and another for the product name itself. We went through several iterations:
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The client selected the following, simpler, stripped version:

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Strivin’ for Greatness with New Strive Logistics Logo Design

Strive Logistics was founded in 1995 as a local cartage and warehousing company, Strive Logistics has evolved into a premier multimodal transportation provider servicing companies from the Fortune 500 as well as smaller emerging businesses throughout the world. Their old logo needed a makeover. They wanted something more streamlined, something that would lend itself well to an app, with a clean font treatment. I’ve been working on an “s” icon that incorporates a road stripe, to convey transportation.

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Their old logo (featured here) did not accurately encompass their capabilities:
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We are currently in round 9 of logo options. Stay tuned to find the winner!