Category: Branding and Identity Design

Logo Design Evolution at Cassel Bear

  Here at Cassel Bear, we’re wrapping up a yearlong process of reimagining our brand. As we settle into our new open-plan office space, a custom sign for the front of our building is being fabricated, redesigned stationery and business cards are at the printer, and our multiple brainstorming rooms are playing host to energetic […]

Anatomy of a Project: Criswell Furniture Catalog

Recently we had the opportunity, and welcome challenge, of working with the team at Criswell Furniture on an update to their product catalog. The primary goal was to freshen up and modernize the feel of the piece while still using existing photography. This meant the design would have to do the heavy lifting while still […]

Tips for a Successful Brainstorm

Your non-profit organization is getting ready for its annual fundraising event and you’re trying to determine an appropriate theme. The product development arm of your business has been tasked with the project of diversifying what you manufacture, of finding something that fits nicely within the spectrum of your other products and won’t cost a lot […]

The Real Value of Branded Photography

A picture is worth a thousand words, but how can you be sure your company’s photos are saying the right ones? People are inherently visual; we respond to colors, react to faces, and often glean abstract concepts from a seemingly straightforward photo. There’s even science to back this up: it’s called the Picture Superiority Effect. […]

Anatomy of a Project: E-Pak Division Icons

E-Pak Manufacturing, a heavy-equipment manufacturer based in Wooster, OH, has been a client of Cassel Bear’s for some time. Recently, our relationship has deepened and we were tasked with refining and tightening the overall E-Pak brand identity. Our goals were threefold: Bring more consistency to the various branded materials (sell sheets, brochures, website, etc) Establish […]

Everyday Inspiration

About a month ago, my wife and I moved to a house in the country. One of the perks of moving out of the city was gaining more elbow room. Our new property abounds in plants and trees, with a back yard that rolls gently downhill to a stream. We still have neighbors, but they’re […]

The Forecast Calls for a Creative Brainstorm

The team members at Health Choice One make it their mission to connect individuals with comprehensive, affordable health insurance. The specialists broker a wide array of plans and packages from multiple different carriers until they find the perfect fit for each customer. Last year, Cassel Bear had the privilege of designing a mailer for Health […]

A Sharp New Political Vernacular

Each political season ushers in the usual array of candidates of every ideology and stripe, accompanied by the expected rhetoric, slogans, signage, and SuperPAC ads. Each season also births a new crop of campaign logos, and shortly thereafter, designers’ critical commentary of those logos. For better or worse, design writers will spend hours picking apart […]

Designers Head-to-Head: Mastercard

For this week’s post, we’re trying something a little different. Jesse & I, two designers at Cassel Bear, recorded a recent conversation we had about the new Mastercard branding, designed by Pentagram. Edited for clarity and length.  Matt: So the new Mastercard identity came out a few weeks ago, and it’s been making the rounds […]

An Identity to Aspire Toward

When we begin working with a company, business, or organization to help develop a brand and identity, we pay as much attention to the words that are being spoken / written and how they’re being conveyed (“the voice” of the client) as we do to the visual aspects of the identity, like the logo, brand […]