Premium Tool & Abrasives
A Distributor Exploring a Retooling
Premium Tool and Abrasives is an Edmonton-based equipment distributor. They wanted to explore a logo redesign. Although we explored many options, PTA ultimately decided to stick with its existing logo. Below is the process of one of the proposed designs.
Visual Identity Proposal
The client wanted to update its logo and product packaging to stand out better on the shelves. From the onset, I wanted to find ways to simplify the logo while still keeping the core of the existing identity intact. PTA has a vast and diverse product offering. For that reason, the logo needed to work in many different applications. The concept and the shapes had to be clear enough to read easily.
Building the Concept
PTA wanted to keep the maple leaf in their new logo. They felt that showing they were a Canadian brand differentiated them from the competition. So I worked on fleshing out a concept that showed an abstract maple leaf outlining a ring. The mark also doubled as an abstract representation of sparks flying from a cutting disc. After some refinement, I delivered the proposal to the client.
An Adaptable Identity
The new visual identity simplified and refined the core of the existing logo. The typeface choices and icon design performed better on packaging and the icon was more distinctive than the old maple leaf. However, in the end PTA decided to stick with their existing logo.
Every journey begins with the first step.
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