Corporate Identity


"Don't mess with our logo!"

The existing Elmer was so well-loved, and so recognized that the client was extremely hesitant to make any changes. However, we demonstrated that with a few minor adjustments, we could add quality, boost masculinity and update the look without losing it's heritage. We made the colours a little deeper and richer and ensured that it would work across all applications and product categories from hardware to children. Elmer's head was broadened to look more like a bull than a cow, and the wordmark was made crisper and bolder. Framed by a shimmering steel border, when the client saw the new logo, they were convinced it was the right thing to do.