Not all brands are timeless, so when I was told to page through the phone book and re-brand a company that had a less-than-timeless logo, my excitement was through the roof. I had barely made it through a few pages when I stumbled across All Star Towing’s logo. I knew immediately that this was the company that needed a face-lift, and so I got to work.
One of the requirements for this was to incorporate elements of the current logo into the re-brand. I chose to keep a similar color scheme and to also incorporate a star symbol. With a name like All Star, I was concerned that a red and blue star logo would be portrayed as too sporty. To combat this, I used white space to tell the story of the star and adjusted the blue and red color so that it was less sporty and more professional.