ICE Logo Redesign and Trade Show Booth Graphic

Bull's-Eye just completed a logo redesign and trade show booth graphic project for Himex. The company, based out of Scottsdale, Arizona develops usage-based insurance software for corporate fleet management programs.

Himex contracted with Bull’s-Eye to work on its ICE (Intelligent Claims Environment) product. ICE modernizes the property and casualty claim handling process by leveraging proprietary connected vehicle technology to compress the claim lifecycle, including automated crash detection and notification.

The current ICE logo was dated, child-like and gave a poor first-impression of this state-of-the-art product and its parent company. Bull’s-Eye redeveloped the logo and corresponding trade show graphic to be modern, clean, and professional while representing the advanced technology of ICE.

 ICE-Trade-Booth-Graphic

ICE-Trade-Booth-Graphic

SGRA Capabilities Brochure

Bull's-Eye has finalized the SGRA (South Georgia Radiology Associates capabilities brochure! The company is looking to expand its marketshare in rural South Georgia with hospitals and doctors offices. This brochure is the final element of a print marketing collateral package including; business cards, letterhead templates, info sheets and a pocket-folder.

 SGRA Booklet Cover

SGRA Booklet Cover

 SGRA Booklet Inside4-5

SGRA Booklet Inside4-5

 SGRA Booklet Inside2-3

SGRA Booklet Inside2-3

 SGRA Booklet Inside8-9

SGRA Booklet Inside8-9

 SGRA Booklet Back

SGRA Booklet Back

Does Starbuck's SUCK?

Starbuck's own signage seems to say it! It's important to take into consideration the "real world" use of any graphic application. Here is a great example of a vehicle signage design that was NOT carefully thought through....

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416828_542831599076825_1078622068_n

New Windows 8 Logo As Bland As Unbuttered Popcorn

Up popped the new Windows 8 logo this weekend. Reviews have been notably negative. Critiques have pointed out numerous problems with the redesign. Some are fact based others a matter of opinion. This reinterpretation of Windows pervious logo shows a bigger issue though than first meets the eye....Microsoft just doesn’t get it. Chasing Apple’s simple elegance and cool factor is futile. The new logo is very simplistic. This is a good thing. I’m pleased to see the tied turning toward more straightforward approaches rather than the rampant overuse of gradient blends to hide a boring idea. Simplicity works when based on a clever concept. This is the same idea which wasn’t that clever to begin with. Apple’s logo is based on a clever concept hatched in the 80‘s that works to this very day.

One color approaches are all the rage. Gone are the days of the multi-colored everything but the kitchen sink color palette. Here again simple is better. But is this too simple and not any better? Does this one color illustrate Microsoft’s ho-hum corporate culture and product? Something bolder and daring might have been in order.

A typeface sets the tone for a logo. This new typeface is rather staid and boring. Sure, Helvetica has had a resurgence in the current simplistic movement but is something similar to it right for a new software product? I think not. A typeface with a bit more movement and action would have been better. Moving into the future not stuck in the past.

Microsoft is trying so hard to be cool like Apple. But as we all know, when you try too hard you often fail. The cool kids don’t try to be cool....they just are.

 windows8-180212

windows8-180212