Client: Educational Systems & Services
Providing excellence in language learning technology since 1969
ESS is a family-run business that sells language labs to schools. They came to me with a classic logo their father had created many years ago. They valued it, but they needed to modernize their look.
This logo was strong in many ways. My job was not to replace it, but to really bring it out. First, I made it resonate by creating a strong resemblance between the star in the lower right and the center of the circle. I used a gradient to make it feel like the larger star in the center was glowing, and applied a contrasting color to make the smaller star stand out. No logo is complete without type. I used Museo Sans to make ESS look modern and gentle.
For their business cards, I found the vertical format worked especially well.