Every logo tells a story
When I was Design Studio Manager at Edson Evers (2005 - 2018), I thought it would be interesting to look back at Edson Evers’ history and explore how the logo and branding has adapted and changed over the years. From typeface to logotypes, find out how Edson Evers’ branding has evolved to reflect its image and culture at different points in time.
Pre-90s: The ‘Goudy’ Years
The earliest example that could be found of our logo dates back to when we were 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 the pre-Internet era.
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. The point of Rotis was to design a typeface with maximum legibility. When Edson Evers moved to a new home on the Wolverhampton Road in Stafford in the mid-nineties, the typeface helped to convey the company’s 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 again, this time to an open plan office in Stafford on the Newport Road, where the company is still located in 2018! It was important that the latest logo reflected the staff’s younger age and their new approach. We developed a range of new designs but, in 2008, the financial crash hit and the UK entered the Great Recession. Some of the more unconventional designs that we had been working on were put on hold.
Organisations 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 conservative design than had previously been planned. The finished logo, completed in 2009, implemented a logotype, or symbol. This is something that the brand had not previously used. The ‘roundel’, as it was sometimes known or referred to, was 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 a brighter and more modern side of the company, the navy suggested professionalism and a ‘safe pair of hands’. Then, the two speech bubbles together were meant to reflect Edson Evers’ full, ‘360 degree’ PR service. If you look closely at the symbol, you can also see the shape of the letter ‘e’.
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. 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 has been a huge shift to
digital marketing, a greater focus on content such as video, and social media. It is this digital revolution that inspired us to look a new logo and branding in 2017.
2017 to Present: The Latest Evolution
Our latest logo is a real step forward. To look at, it is much simpler on first impression than previous incarnations, capturing the Edson Evers name and 2009 ‘roundel’ symbol and using these in a clean, fresh way. 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 of our name and is suitable for both the B2C and B2B organisations we work with.
Instead of the ‘roundel’, the logo now consists of two circles. The larger ‘logo’ circle contains the Edson Evers name, this time in lower case lettering, and a smaller circle (known as the ‘circlet’) positioned to the bottom right to form a thought bubble. Together, the circular elements represent ideas, consideration, communication, collective experience, knowledge, family and storytelling.
While still fairly new, our latest logo and branding has been received well both by staff and those we work with. We believe it represents a company moving forward and reflects our culture, personality and the mindset of the staff that work hard to deliver creative and compelling content for those we work with.
Author: Steve Frampton