Suzanne Spano, Color Specialist and Marketing Liaison for Clement’s Paint and Decorating, came to Miller with a simple need that had a complex twist. Clement’s Paint needed business cards reprinted for the staff with a new logo – one that hadn’t been created yet. Like all great logos, this one needed to capture a number of nuances. The logo needed to reflect the heritage of this 30+ year locally owned paint store, the tenured, loyal employees and the two generations of the Ebbos family that participates daily in the business. It needed to capture the vision of serving, creating, bringing professionalism and creativity to the coatings and color services that are unique to Clement’s Paint. Suzanne wanted to capture the founder’s philosophy of valuing the individual and validating what each person, employee or customer, brings to the table – whether it is a desired end result or a unique ability or qualification. It also had to reflect Clement Ebbo’s creativity and responsibility and serve as a good steward for the vision of the company. And, the logo had to appeal to the diverse customer base and workforce that Clement’s prides itself upon having. How could they share this broad perspective of the company through a logo?
Suzanne had tried working with another print shop that offered creative services, but found the “creative” was missing, as was a clear creative development process. In the last year, Miller IDS has added creative services to our graphics offerings enabling us to help bring your ideas to print. Justin Espinosa, our in-house designer, was able to accomplish the creative task of original design, and the logistics of interpreting that logo for printed pieces and promotional product needs. Suzanne says Justin explained his creative process, which was a reassuring first step. He began by asking numerous questions and seemed interested in the background and history within the conversation, as well as the specific facts. Justin explained he would do three initial designs: the first would be an exact representation of what he understood as specific requests Suzanne brought from Clement’s internal team, the second would be a design of his own with his thought and creativity, and the third would be a combination of the first two ideas. This process results in three unique but relevant ideas to use as a starting point. Usually a design is selected at this point with just minor tweaking occurring.
Justin and Suzanne established timelines and expectations and the development process began. Suzanne gave her feedback including input from the Clement’s team as well as from customers.
Justin pointed out what we all know: you cannot incorporate all of the suggestions, but you can modify the original design blending some of the specific ideas, but still making sure the foundation and core values are expressed in the logo.
Clement Ebbo and his company team are happy with their new logo. It “feels” right. It is versatile for the varying branding needs: a complex card assignment with 4 locations and a myriad of uses, website identification, hats, paint buckets, t-shirts, women’s t-shirts and more. They even chose a second design that may be used to illustrate the environmental concerns that Clement had long before it was an industry requirement.
At Miller we love to work with local businesses. We love to give small businesses the resources of large businesses. Our goal is to make you look your best so that you in turn may grow to your potential.
Sidenote: Please read more about Clement’s Paint and Decorating. Clement Ebbo began the business just over 30 years ago when he bought the Bradford Paint location at 6th and Nueces. Later he bought Arrow Paint and Decorating and became the oldest Benjamin Moore dealer in Austin. Now with four locations, Clement’s provides a variety of architectural coatings services. Suzanne herself has 30 years of seeing the Benjamin Moore palette on walls in all types of places. Her eye and expertise may be helpful to you!
Contact info if needed: Suzanne Spano