Creating a distinctive logo is a great way to establish a consistent corporate image. However, over time some company images can become dated or obsolete for one reason or another. Ground Zero, a snowboard shop with locations in downtown Sandpoint and Schweitzer Mountain Resort decided that it was time for a redesign. The owner, Todd Sayre, approached Kodiak Advertising with a new concept for Ground Zero’s logo. He wanted it to reflect the new millennium with a more technological feel. The new logo had to work for everything from stickers to t-shirts to skateboard decks. It also had to reproduce well in both black and white and color and work as a die cut sticker.
To create the new logo, Brian Pecha, an intern at Kodiak, drew the flower by hand. The artwork was then scanned into Adobe PhotoShop, traced with the pen tool and exported to Adobe Illustrator where the text and final adjustments were made to the artwork.
The old logo was hand drawn by the owner and used a
font that is reminiscent of Grateful Dead concerts. The
flower came from their old slogan "North Idaho's Bad Seed" and
the fact that they were a new, growing business. Even
after Ground Zero dropped the slogan, they continued to use
- The new font called Techno is easier to read than the old
font and has a more modern feel to emphasize the
millennium. Rivets were added to the text to create a sheet metal
effect. In color, the logo is black and silver, which further
emphasizes the metallic look.
- The redesigned "roots" of the flower give more dimension
to the logo. Changing them to look like a "bomb" is a play
on the company name. The 2000 emphasizes the
millennium (but will be dropped without replacement in 2001).
Redesign by: Kodiak Advertising, Sandpoint, Idaho
Hardware: iMac with 233MHz processor and 64 MB RAM
Software: Adobe Illustrator and Adobe Photoshop