A logo that makes you wonder
When it comes to seeing a logo that makes you wonder, “Why didn’t I think of that?”
When it comes to seeing a logo that makes you wonder, “Why didn’t I think of that?”, what exactly is it about the design that gives you that impression?
There are four critical elements that can be seen in every great logo design:
1. It must be describable
2. It must be memorable
3. It must be effective without color
4. It must be scalable i.e. effective when just an inch in size
Points 1 and 2 go hand in hand, because if you can’t describe what a logo looks like then how will you be able to remember it?
Point 3 is important because color is secondary to the shape. Adding color to your logo should be left to the very end of the process, because if the mark doesn’t work in black only, no amount of color will rescue the design.
Point 4 is vital for things such as office stationery (pens, pin badges etc.). All those little things that people often forget about.
Recent Work: National Association of Home Builders (NAHB) Lapel Pin Design
Lapel Pin Design for the National Association of Home Builders - NAHB
GTD recently designed a lapel pin for NAHB’s Sponsorship of the Skills USA annual conference. NAHB asked us to design the pin to give to every carpentry and architecture student at the conference.
SkillsUSA is a partnership of students, teachers, and industry working together to ensure America has a skilled workforce. A nonprofit national education association, SkillsUSA serves middle-school, high-school, and college/postsecondary students preparing for careers in trade, technical, and skilled service occupations.
Recent Work: Dumbarton Arts & Education Rebrand
Dumbarton Arts & Education Rebrand
Founded in 1979 as a chamber music concert series, Dumbarton Arts & Education is a music, arts, and education organization that is doing extraordinary work in Washington, DC.
We had the opportunity to partner with the Dumbarton Arts & Education on a rebranding effort that included two sub-brands.
Dumbarton Arts & Education
Founded in 1979 as a chamber music concert series, Dumbarton Arts & Education is a music, arts, and education organization that is doing extraordinary work in Washington, DC.
Dumbarton Concerts
Dumbarton Arts & Education presents programs that promote diversity, community, accessibility, and a love of music and learning throughout greater Washington, DC. The Dumbarton Concerts music series showcases established and emerging artists for multi-generational and international audiences and creates a community for patrons and music lovers.
Inspired Child
The mission of Inspired Child is to improve the quality of early childhood education for children ages 0 to 5 living in Washington, DC’s most economically disadvantaged communities. They inspire a life-long love of learning and books through arts-based literacy programs for children, their teachers and families. A program of Dumbarton Arts & Education.
Recent Work: Permanente Medicine Medical Education
Permanente Medicine Medical Education Logo Design
GTD recently designed the new identity for Permanente Medicine Medical Education.
2021 Health & Wellness Design Award
Recent Work: International Housing Association (IHA) - Housing Affordability: A World Challenge Report
What is the IHA? The International Housing Association (IHA) is a unique housing policy and solutions forum. The IHA brings together leaders of the housing sector from countries around the world. Membership spans nations from six continents and includes both developed and developing countries. Together IHA members work to further the home building industry globally.
Recent Work: 2020 Election Day Voter Experience Study and Policy Perspective
GTD recently designed the 2020 Election Day Voter Experience Study (the Study); and. a Policy Perspective: Reflections on the US Vote 2020 Election Day Voter Experience Study and the For The People Act.
Recent Work: Arlington County 2020 Bicycle Comfort Level Map
GTD recently designed the new Arlington County Bicycle Comfort Map
GTD recently designed the new Arlington County Bicycle Comfort Map
It should be easy, intuitive, comfortable, and most importantly, safe, to get around Arlington by bike for all residents from age 8 to age 88. While many people already ride their bicycles in bike lanes or on roads with vehicles, not everyone is comfortable doing so. This map highlights the most stress-free routes to get around Arlington. There are often alternatives to busy routes on low-volume, low-speed neighborhood streets, and paths that will get you where you want to go. The front shows roads and trails rated by riding comfort level and the back includes how to use the guide, inset details, and much more.
Recent Work: Permanente Medicine Women's and Maternal Child Health
GTD recently designed the new identity for Recent Work: Permanente Medicine Women's and Maternal Child Health
GTD recently designed the new identity for the Permanente Medicine Women's and Maternal Child Health
Recent Work: GTD recently designed the identity for Arlington County’s VisionZero Traffic Safety Strategy
The nationally-recognized Vision Zero Network defines Vision Zero as, “a strategy to eliminate all traffic fatalities and severe injuries while increasing safe, healthy, equitable mobility for all.” The holistic set of principles known collectively as Vision Zero was first implemented in Sweden in the 1990s. They sought to evolve beyond disjointed, reactive responses to traffic deaths to implement a goals-based, multi-disciplinary approach that shifts the focus from individual incidents to system-wide improvement. While the Vision Zero approach is implemented uniquely in each community, all programs share a set of five core tenets:
• Build and sustain leadership and collaboration
• Collect, analyze, and use data to understand trends
• Emphasize equity and engagement
• Establish urgency and accountability
• Prioritize safe roadways and speeds in all transportation planning and design
Recent Work: Arrowine & Cheese
GTD recently designed a new identity for Arrowine & Cheese
Arrowine & Cheese is a neighborhood store with a national reputation offering rare wines, craft beers & artisanal cheeses, plus tasting events. Located in Arlington Virginia.
Recent Work: US Cellular Design Thinking mission guides for teachers and students
Teaming up with STEMconnector and US Cellular
The US Cellular Design Thinking Mission is to use mobile technologies (hardware, software, networks) to help create a better storm sanctuary: a temporary space where families can come together, connect, engage and be safe during, and immediately after, a natural disaster.
STEMconnector is a professional services firm committed to increasing the number of STEM-ready workers in the global talent pool.
Recent Work: Patdek Infographic
Infographic design for Arlington Virginia based Patdek
Patdek reimagines the patent process
Recent Work: Little Beast Neighborhood Cafe & Bistro
GTD recently partnered with the Gordon Food Group to help it bring a family style neighborhood cafe & bistro to Washington DC.
GTD recently partnered with the Gordon Food Group to help it bring a family style neighborhood cafe & bistro to Washington DC. The restaurant design brings a little whimsy and artistic flair to the space. Reclaimed wood and an open kitchen give the space an intimate, neighborhood vibe.
We worked with Kim Köster, a renowned graffiti artist from Berlin to spray-painted both the indoor and outdoor walls with little beast “monzters.”
NEW CLIENT: FHI 360
GTD is excited to be working with international nonprofit organization FHI 360
FHI 360 is a nonprofit human development organization dedicated to improving lives in lasting ways by advancing integrated, locally driven solutions. FHI 360 serves more than 60 countries and all U.S. states and territories.
Find out about FHI 360’s work at fhi360.org
Recent Work: Food Rescuers: STEM Innovations to Reduce Food Waste Design Challenge Workbooks
The National Day of Design Mission, Food Rescuers: STEM Innovations to Reduce Food Waste, provides an opportunity for students in grades K-12 to acquire deep understanding about a challenge that impacts their daily lives and their communities while using interdisciplinary skills in various sciences, English, technology, and the fundamentals of engineering to design a new invention that will reduce food waste in their school’s cafeteria.
The innovative design challenge encourages real-world critical thinking, communication, teamwork, and overall Science, Technology, Engineering, and Math (STEM) skills while connecting students to a larger national movement – thousands of students across the country participated in 2017’s inaugural National Day of Design, and this year, over 20,000 students are anticipated to complete the Mission.
Recent Work: WARECAP logo design
Logo Design in Washington DC
WARECAP is a peer-to-peer marketplace, which means you negotiate directly with the client or space owner. They are not a broker and don’t source customers to brokers. The platform is designed for simple, streamlined negations. - warecap.com
A New Declaration
We were thrilled to work with PRG Hospitality again to bring a second Declaration Restaurant to Nationals Park.
Gentleman of Letters
This 16-minute film about sign painters in Dublin is amazing. It’s great to see people carrying on this tradition into modern times.
Tips to staying on brand
1. Keep your guidelines accessible.
Have a hard copy on display at each team members desk. Have them put it in a designated place that protects it from being buried under papers, making it convenient to reference. Keep a digital version in a shared folder as well.
2. Highlight, earmark, write notes in the margins—go crazy!
This document is a tool to be used regularly. Refer to it often. Your brand guidelines are the first place you look when you’re questioning a layout, messaging strategy or visual. Use it to gather consensus among team members and move things forward.
3. The Brand Police.
Appoint one person to be responsible for knowing the content backwards and forwards—to own it. Give this person the authority to enforce the guidelines. To be the final sign-off and quality control “Brand Guidelines Police.” It’s key to have one person who knows it best.
4. When it’s time to fix.
Brand guidelines that work well are easy to follow. If it’s difficult to uphold them across your marketing materials, it’s time to think about a revision. The guidelines may be too constricting for your current needs, or lack clarity. In some cases, the introduction of a new product line or audience will trigger an update.
