Every logo tells a story
Updated: Aug 22, 2019
As Design Studio Manager at Edson Evers PR Ltd from 2006 - 2018, I was curious to take a look back at Edson Evers’ history and explore how their logo and branding has adapted and changed over the years. Since the company's foundation in 1972, from typefaces to logotypes, the branding for the PR and Marketing Agency has evolved to reflect its image, client-base and culture at different points in time over the past 47 years.
Pre-90s: The ‘Goudy’ Years
The earliest example found in the archives of an Edson Evers logo dates back to when the company was based at Friars Terrace in Stafford. The Edson Evers brand at this time used the serif typeface ‘Goudy’ in all lower-case lettering. Designed by American designer Frederic Goudy, it was considered elegant and stately, conservative yet classic. Goudy is considered by many to be one of the most legible and readable typefaces ever produced. It was highly prevalent in printed media during this pre-Internet era and conveyed the company's experience and specialism at the time along with the quality of the communications and written content produced.
90s to Noughties: Revolutionary ‘Rotis’
At this time, Edson Evers was very much a B2B business with a small number of consumer clients. During this period the brand logo was set in the typeface ‘Rotis’. Notably, Rotis Sans-Serif. The typeface was designed in 1989 by Otl Aicher, a German type and graphic designer.
At its launch, it was considered almost revolutionary due to the blending of sans with serif into one typeface with maximum legibility. When Edson Evers moved to a new home on the Stafford on the Wolverhampton Road in the mid-nineties, the typeface helped to convey the company’s move and more modern approach to public relations and creative marketing, while still retaining its strong B2B foundations.
Mid Noughties to 2017: A Conservative Approach
In late 2006, Edson Evers moved home again to an open plan office in Stafford on the Newport Road to accommodate the growth in staff numbers. The company is still located there today in 2019. It was important that the latest logo reflected the younger age of the staff and their new ideas. A new range of designs was developed, but in 2008, the financial crash hit and the UK entered the Great Recession. Some of the more unconventional and contemporary designs that had been working on were put on hold.
Organisations and clients during the recession wanted an agency that was reliable and stable. Therefore, the decision was made to update the logo but err on the side of caution, with a more restrained design than had previously been planned.
The finished logo, completed in 2009 implemented a logotype and symbol, something that the Edson Evers brand had not previously used. The ‘roundel’, as it was sometimes known or referred to, consisted of two speech bubbles. These were positioned on top of one another, in light petrol-blue and navy colours. While the first colour was meant to convey the more modern, younger, brighter side of the company, the navy suggested professionalism, experience and a ‘safe pair of hands’. The two speech bubbles together reflected Edson Evers’ full, ‘360 degree’ PR service. If you look closely at the symbol, you can also see the shape of the letter ‘e’ using negative space.
The typeface chosen for this rebrand was ‘Bliss Pro’, with the company name in all capital lettering. Bliss Pro was designed by British type designer Jeremy Tankard and was chosen for its modern, slimline sans-serif lettering and a move forward from the semi-sans of Rotis. The top horizontal line in the ‘E’ of ‘Edson’ and ‘Evers’ was also modified to include a point or ‘slice’ to make the typeface more bespoke.
This logo was used by Edson Evers for the next seven years. During this time, there had been a huge shift to digital marketing and a greater focus on content such as video, and social media. It is this digital revolution that inspired Edson Evers to look a new logo and branding in 2017.
2017 to Present: The Latest Evolution
The latest logo was a big step forward. It is much simpler on first impression than previous incarnations. 'Public Relations & Creative Marketing' was removed to make the Edson Evers name more prominent, for digital display purposes and for use at smaller sizes. The logo typeface is ‘Qanelas Soft’ by Radomir Tinkov, a Bulgarian graphic and web designer. A contemporary sans-serif typeface with a geometric touch, it works well with the rounded letters in the Edson Evers name ('e', 'o', 'd' etc) and is contemporary yet conservative enough for both the B2C and B2B organisations the company primarily works with.
Instead of the separate ‘roundel’ from 2009's logo, the logotype is now encompassed within a logo symbol consisting of two circles. The larger ‘logo’ circle contains the Edson Evers name/logotype, this time in lower case lettering to make use of the geometricity of the rounded letters previously mentioned to accompany the circle shape. A smaller circle, (known as the ‘circlet’) positioned to the bottom right forms a 'thought bubble' when both circles are together. These circular elements represent ideas, consideration, communication, collective experience, knowledge, family and storytelling.
The latest logo and branding has been received well both by staff along with clients and companies that the company works with. It represents a company moving forward into a new era and reflects the culture, personality and mindset of the staff that work hard to deliver creative, engaging and compelling content for clients.