Me In Sunny Carolina: Brand-spankin’ New Logo!

Tuesday, June 13, 2023

Brand-spankin’ New Logo!

The TCNA testing laboratory is growing and business is emerging outside of the materials science arena. To reflect this growth and opportunity for new business, TCNA formed an internal team to explore a new lab change to help encompass more testing capabilities that those related to ceramic tile. The new name — International Product Assurance Laboratories — was announced in January and my design for the new branding was revealed at our largest trade show of the year, Coverings.

Brand development is a great deal of work. Logo approval is just the beginning to establish detailed brand guidelines, as well as a public relations strategy for introducing the brand. We made our deadline of the Coverings show and even had a little celebration party in the booth with some fun gear.

New ads, brochures, signage, and “all the collateral,” were necessary to accomplish in a limited window, plus I added the logo to team lab coats in our favorite photos (Photoshop skills) to make sure the brand implementation was complete.

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References

I have known and worked for Cindy Faber Smith since 1998 when she, as the art director for Science magazine, commissioned me to do the cover art for the magazine. It was a bit of a surprise since my artwork is geared towards the children’s market. Typical of Cindy, she wanted to bring a different approach to that month’s cover of a rather dry, technical publication. What at first seemed to be a rather impossible assignment (a “hidden picture” type of piece, incorporating many diverse elements) turned out to be one of the most satisfying assignments I have had in my career. She contacted me again a couple of years later with another fresh approach to the cover art utilizing the red queen from Alice in Wonderland as the theme.

I was surprised, when a few years later, she contacted me as the new art director of Highlights. As a child I had a subscription to Highlights, so I had quite an affection for this magazine. Cindy has brought her many skills as a designer to give this 60+ year-old magazine a fresher, more updated look, while still keeping the trademark Highlights style.

Working with Cindy is always a pleasure. She is simply the best art director I have worked with in my 30-year career. She does not over direct and she allows the artist enough freedom to make them feel that they are adding something of their own selves to the illustrations. She is not heavy handed with her suggestions which produces a very positive collaboration.

Because Highlights hosts an annual party for their illustrators, I finally was able to meet Cindy in person. She is a delightful person, filled with humor, intelligence and warmth. I cannot sing her praises more boldly.

David Galchutt

Illustrator

I’ve known Cindy Smith for 25 years. Over the years, I’ve come to rely on her for her humor, earnestness, and enthusiasm in countless situations.

Aside from being an artist, she is a keen observer who thrives on the challenge of dissecting problems and always seems to find a creative solution. She also has the ability to guide others in solving problems that seem insurmountable. In many ways, I’ve become a better person through observing her at work, in our community, and at play.

I admire the way Cindy experiences life and am proud to count her among my closest and most trusted friends. I wouldn’t hesitate to recommend her for any job. I know she would embrace any challenge and undoubtly rise to any occasion.

Sincerely,
Dolores Motichka

“In the cynical world of illustration, I hold Cindy as a ray of light, a turning point in my hopes of a career in illustration. The über belief she had in my work encouraged me to chase after my dreams. My illustrations have now appeared in The New Yorker, for Major League Baseball, in hosts of magazines and children’s books.”

David Leonard