We create identities to express the soul of a brand. These brand flags tell an engaging, compelling story that’s appropriate, distinctive and timeless. Through intense, hard work, we concept and craft our logos to be completely custom and unique to the brand. We then create identity systems, touchpoints and experiences for customers to interact with the brand to form an immediate and lasting emotional connection.
Client: Benediction Brewing
While it’s true the number of craft breweries in the greater Los Angeles area lags behind other major cities in the U.S., Southern California is in the midst of catching up fast. The ownership team of this start-up craft brewery that will be located in the South Bay approached us in early 2016 to create their identity for its opening.
After an extensive discovery session, Zookeeper imagined an identity with a timeless character focused on the art of beer. We crafted the logotype with custom lettering and designed the character illustration, carrying a keg, from scratch.
This brewery has since changed its name but we’re still very much involved in its branding, interior and exterior design, digital and social campaigns and branding work.
Industry: Aerospace + Technology
ConnectX is a new satellite company that launches small satellites with impressive storage capacities using the highest levels of security. Bitcoin wallets, sensitive corporate information and top-secret government files would be stored securely ‘off-planet.’
The customized typography of the logotype features the Ns not touching to draw visual attention. The logo marks the spot with orbits crossing to form an X.
Client: HummingDream Productions
Read about our identity design for this TV and movie production company in the HummingDream Productions case study.
“Gorgeous. Wonderful. So happy I found you. You guys have an amazing attitude, are talented, and perceptive to my needs. I can see the care and thought and precision that you’ve put into this, and I really appreciate that. Showed the logo to a few more peeps today. They all say the same thing: ‘Wow’ and ‘gorgeous.’ You guys have really done a beautiful job. The still logo is PERFECT. And that slow-motion rippling graphics logo is breathtaking. I’m grateful. I love what you guys have done. I’m so happy. You guys are rockstars. Thank you!!”
–Krystal White, HummingDream Productions
Client: Highland Motorcars
Founded in Louisiana, Highland Motorcars exquisitely restores historic, high-end automobiles to mint condition. Desiring an identity to match the level of craftsmanship they put into their work, Highland enlisted Zookeeper to create their revamped logo. We created an inspiring mark to be reminiscent of a vintage hood ornament and crafted the customized typeface to reflect the feel of classic 1970s European luxury sports cars.
Client: Mineral Power
A health and wellness company based in Los Angeles, Mineral Power wanted a complete makeover of their logo. After an extensive discovery session, we created a vibrant, energetic identity.
After customize the the logotype, we designed a mineral-like crystalized effect with glowing, textured lettering. It’s an identity filled with life and energy, promising a better, healthier future.
Industry: Apparel Retailer
Read our extensive case study on the design of this Southern California retailer’s custom, hand-lettered logotype.
“We needed a brand identity for a next-gen retail concept that would relate to an astute millennial consumer. We also wanted it to evoke qualities of an established and authentic brand, mature beyond its years. Dave Waite and the Zookeeper team delivered a fresh, exciting logo and brand identity package that has been received extremely well by our customers and strategic partners. It is eye-catching, timeless, unique and one that we believe could have been as relevant 20 years ago as it will be 20 years from now.”
–Lawrence Tanenbaum, President and CEO, Kinsley
Client: Benson Marketing Group
Industry: Retail Merchandiser
Benson Marketing Group provides custom printing solutions to retail stores across the country, delivering hundreds of unique products that include bags, labels and tags. While focusing on country stores that sell folk art and antiques, Benson Marketing Group sought a new brand identity that would allow them flexibility in the future as they expand their business to serve a wider umbrella of stores, while appealing to a largely female client base.
Brainstorming and pondering many possibilities, we wanted to create a logo that symbolized the delight a customer would feel when leaving a store with a gift or new find. Zookeeper created a custom illustration of a ribbon, with a playful swirl, and colored it red to pop with excitement.
**We’re pleased to announce that Logo Lounge selected the logo we produced for Benson Marketing Group to be in their new book, Logo Lounge Volume 6, published in February 2011. This brand identity was selected by an international panel of judges in an “incredibly competitive judging session with over 34,000 logos entered.”
Client: California Rubber
Hockey has grown like wildfire in the western U.S. since the 1990s, and Good Sport Media documents it all, from youth to professional ice and roller hockey in California, Nevada, Arizona and Colorado. We redesigned each of their logos, customizing the type, creating the swirling, energized puck behind the type and giving each state a specific color palette to work from.
In addition to crafting their new identity, Zookeeper designed their branding materials, developed their websites and revamped their print publications.
Client: Fire Bowl
After an insightful discovery session, we embarked on the brand identity process for Fire Bowl, a new restaurant in Los Angeles that opened in late 2015. Round 1 narrowed the focus down from a dragon or Asian-themed logo to a literal bowl on fire. The type was crafted from scratch, chiseled along the edges to look weathered. The mark in the middle is custom-illustrated.
We also created the restaurant’s signage, designed the menus and consulted on its retail design.
“Appreciate your super work and thoughtfulness.”
–Robert Lee, Fire Bowl
Client: The Train Station
Industry: Gym + Fitness
With the idea of being be a modern, sport-specific gym for elite hockey and lacrosse players, the Portland, Oregon-based ownership of this start-up fitness facility approached us to create its name, branding and develop the website.
After an extensive naming convention, The Train Station was chosen. The logotype was custom-created to resemble rail tracks. Crossed barbells form a mark inside the bold, on-rushing train.
See the identity in action here.
“I have had the pleasure of working with Dave and company at Zookeeper over the course of a few projects now. I’ve tapped into a number of their service offerings to include naming, logo design, branding and website design. All of resultant artifacts came out wonderfully and at a great value. I have and will continue to recommend Dave and his team for anyone seeking some killer work in the creative space.”
–Matt Bader, The Train Station
Client: Recording Connection
Industry: Music School
Gold, Jerry, gold. In the music business, gold symbolizes success. Charged with creating the new identity for the Recording Connection of downtown Los Angeles, we created an abstracted mark to resemble the lines of record player with modern angles. As in the Film Connection logotype, the Ns in Connection are brought together to emphasize the networking possibilities of the trade school.
“Dave Waite and his Zookeeper team are the best I have worked with. Elegant designs, professional execution, on time and hard working. I’ve worked with many firms in the past, but I have found my home with Zookeeper.”
–Brian Kraft, The Recording Connection
Client: Film Connection
Industry: Film School
A trade school based in downtown Los Angeles, the Film Connection requested that we reimagine their logo. First, we selected a geometric, sans serif font and customized it by moving the Ns together to emphasize connection. We then concepted and created a mark using the F and a backward C to form the part of movie projector where the film threads and loops through the feed sprocket. The mark also looks like Orson Wells’ face if you squint really, really hard.
“Dave Waite and Zookeeper rock. They are great at pushing the envelope without going over the top when it comes to creative design work. Their new discovery session process is a great boon to clients, often opening their eyes to who their customers truly are. At the end of the day, we all get judged on results – Zookeeper’s web designs have always improved website conversion results for my clients – and that’s an ROI you CAN measure. We love working with you guys because you totally get it.”
–Mike Keesling, The Film Connection
Client: StormBreaker Brewing
Industry: Food + Beverage
Read the case study on the branding of StormBreaker Brewing.
“We worked with Zookeeper for our brand design and feel. They did such a great job with the logo that we’ve sold almost as many T-shirts as beers!”
–Dan Malech, StormBreaker Brewing
Client: Modern Building Systems
Industry: Modular Construction
We didn’t just start imagining a new identity for Modern. Since we first began working together in 2010, we’ve had our mind on the horizon. Where should the brand evolve to? A family-run business since 1971, there were some existing sentimental ties to the old logo.
Working with the old logo over the last few years proved to be a challenge with its different colors depending on the file, no brand standards and a variety of different fonts employed for the tagline. The mark itself is made to look like a simplified house that doesn’t accurately reflect the wide variety of modular building products that Modern makes. Ther Serpentine typeface is what we call in the industry “Font out-of-the box,” which means it hasn’t been customized and any person that downloads the font for free can type Modern’s name and easily recreate the logo.
We strategized that the new identity should look modern. It should be dynamic. It should clearly reflect Modern’s history yet pave the way for an expansive future.
We wanted to create a completely custom mark with handcrafted type with a fresh color palette. And a bold optimistic appearance. We wanted to make the word Modern the dominant visual takeaway, with Building Systems obviously still present but less prominent. We wanted to put the focus on the Mod since Modern makes modular buildings. And we aimed to create a mark that could stand alone if need be to represent Modern’s evolution.
We also didn’t want to completely do away with the old identity, but take some selected elements to move forward with.
We wanted to emphasize strength. Stability. Flexibility. Mobility. Craftsmanship. And environmental-friendliness.
Bold. Original. Well-Constructed.
Modern’s new identity makes a memorable impact with a from-scratch capital M. Its twin peaks rise up and move in a diagonal direction to convey optimism. It’s an M that can easily stand alone and serve as a distinct mark on the front of a Modern truck or stamped on a piece of wood. It’s an M that can be enlarged and form a pattern for backgrounds. And of course, the M hints at a modular structure rising.
Strong yet Approachable.
The Outage typeface we selected after pouring over dozens of options was completely customized for Modern. Every letter has been heavily tweaked, modified and smoothed to be strong yet approachable. The Building Systems is Unvers Light, a no-nonsense sans serif font that’s a timeless favorite of ours. It too was modified to be slightly bolder yet not overwhelm Modern, which was intended to be the primary takeaway of the identity along with the M.
Then we added color. The old identity used a dark blue. But since Modern is focused on being green and that now being a big selling point, why not truly be green? This bright green was chosen for its vibrancy and life. Modern’s new flag is a dynamic way to smartly head into the future with confidence. To increase emotional connections with customers. And to forge new perceptions that will lead to increased sales.
The LifeBalance Program offers discounted products and services that allow companies and organizations to help employees and members balance work with fun to live their best life. The Portland-based company's message is one of health, wellness and personal fulfillment.
LifeBalance’s management team enlisted us to makeover the brand and create an extensive brand standards manual. With a vibrant sun, rolling hills and streaming river, the shape of the brandmark is a cross between a guitar pick and digital map marker. The overall effect is intended to be bright, energetic and positive, reflecting the optimistic nature of the brand.
“Dave, this looks great. I just want to say thank you again… We really are super excited about the new brand identity you’ve shaped for/with us. I am beyond pleased at how everything turned out.”
–Bill Bahrenburg, The LifeBalance Program
Client: DuMont Project
After branding and launching the new website for their sister company TargetClose, the DuMont Project approached us to revamp their logo and create a new site for their branded response marketing consultancy.
The DuMont Project features an integrated mark with the P inside the D, symbolizing the high-tech company’s ability to deliver integrated results in direct-to-consumer marketing.
We also designed an extensive system of icons for the high-tech company.
Client: The Gunter Group
Industry: Business Consulting
A management consulting firm in Portland and Bend, Oregon, The Gunter Group called upon Zookeeper to create their brand identity. We created this G mark with an arrow to spark visual interest and serve as a forward-aiming symbol of their future direction.
We've also been enlisted by Gunter over the last few years to lead an extensive strategy session, consult on future marketing directions, design their stationery system, develop their website and create advertising campaigns.
Client: The Decadent Moose
Industry: Sports Media
The Decadent Moose prides itself on being a snarky, sassy blog dedicated to covering the Stanley Cup Champion Chicago Blackhawks and all things hockey.
Zookeeper helped name The Decadent Moose, then brainstormed on what would make for an unforgettable brand impression. We created a fun, memorable identity that’s a cross between Bullwinkle and Dean Martin wearing a lampshade as a hat, a moose enjoying his pipe, a couple of martinis and going about it with class.
Client: Hypnotic Air
Industry: Custom Airbrush Studio
Screaming eagles. Demonic clowns. Saintly angels. Artist Matt Andrews sends them down the road in serious style. He imagines and then paints inspiring images on bikes, trucks and cars. He came to us seeking a brand identity for his new airbrush studio named Hypnotic Air. We created this logo to reflect the energy and impact of his impressive painting style.
The custom-illustrated swirl draws the eye in and doesn’t let go. The type was heavily altered to have a unique feel. We also worked to give the logo a sense of depth and dimension. Just don’t stare too long or you will get very sleepy…
“That is definitely a WINNER! It looks great, I wouldn’t change a thing. It’s very intense and compelling, the exact way I want my art to be portrayed. Good job, guys. By the way, I’ve been bragging about you to everyone I know. I’d be surprised if you don’t get another site out of me.”
–Matt Andrews, Hypnotic Air
Client: Lush Wine Events
Industry: Wine + Events
Based in Chicago, Illinois, Lush Wine Events is a new start-up that hosts wine-tasting events, classes and workshops, teaching people to evaluate and taste wine like pro while learning about wine types, varietals, vineyards and regions. Lush wanted to be seen as wine experts, but not in an intimidating or snobbish way. Approachability was emphasized in the brief, as were opulence, luxuriousness and lavishness – topped with a sexy edge.
We came up with a concept that focused on movement with the swirl of wine about to splash out of the glass. Bold and attention-grabbing, the brand identity sports customized letterforms crafted to be refined and elegant. We illustrated the wine glass in an elegant grey and contrasted it with splashy, bright crimson to give a rich, lush look that makes a memorable impression.
Zookeeper also created the new business cards, stationery and website for Lush.
Client: Peter B Media
Industry: Entertainment + Events
Based in Los Angeles, Peter B Media produces a wide variety of entertainment and events, from music recordings to award shows. The company needed a new logo to reflect the excitement surrounding its programs and events.
Zookeeper set the type with the P and B to be dominant, with the middle letters all connecting. Placed on a black background for dramatic effect, the dynamic logotype was formed out of numerous points of light and then given a strobed effect to appear to glow.
***Our brand identity for Peter Be Media was selected for inclusion in the new Logo Lounge Masters Library Series book, “Typography and Enclosures” from Rockport Publishers published in 2011.
Client: 3 River Marine & Tackle
Industry: Sports + Fishing
Right now, things are going great for 3 Rivers Marine & Tackle, a premier fishing supply store located in the Pacific Northwest close to Seattle. The store is bustling. Business is growing. Expansion may be on the horizon. The fish are biting.
We created this new identity to set the course for an even more prosperous future. A professional look that makes customers take notice, puts fear into fish and helps sink the competition. Everyone at 3 Rivers knows and loves fishing – it’s an undeniable passion. If people at the store aren’t working, they’re fishing.
This identity revolves around a smart type treatment, with Rivers anchored to an oversized R and S. Because most people refer to the brand as “3 Rivers,” 3 Rivers is the point of emphasis, with Marine and Tackle positioned strategically in the design. The ‘&’ provides balance to the large ‘3’, which features the end of a fishing hook in its lower leg. We then added the fishing line to give the 3/hook more prominence and make it impossible to miss. The visual concept of the 3/hook that can also stand on its own if need be as its own mark.
This energetic golden yellow was selected to bring life and vibrancy to the mark. Its richness reflects 3 Rivers’ status as the leader in the market. The blues chosen bring knowledge, security and stability, while symbolizing all things aquatic and marine. Coupled together, they are the perfect compliment to reflect 3 Rivers’ position as champion fishing experts.
Industry: Kids Apparel
After creating the new name for this Los Angeles-based kids clothing company, we imagined the Apparel Monster. An illustrated creature threaded together with a zipper neck and button head to be imaginative, fun and playful. More whimsical than scary, the Majicco logo serves as the flag for the stylish, European-influenced brand that’s taking a hip and cutting-edge approach with its fashion designs for kids.
We customized a classic font, tweaking it to be youthful and infusing it with an attitude of play, and the two o’s combined to symbolize childhood stretching to infinity. The uncommon gold and silver coloring is intended to make an immediate, bold impression.
Client: Balloon Celebrations
Industry: Event Planning
Balloon Celebrations has been Los Angeles’ premier party planning corporate event company since 1981. The boutique shop employs a small army of balloon crafters and manipulators that can literally transform plastic helium into breathtaking works of art for any occasion.
We created their new logo using transparent circles of color that smartly come together to form a unique shape. We customized the typeface, which was chosen for its smooth curves and friendly personality. The result is a vibrant, fun logo that immediately conveys visually what the retail store does.
Zookeeper also wrote their new tagline, “The Art of Fun.”
Client: Valley Ice Arena
With uneven corners, splintering benches and more faulty faucets than hockey pucks, the 40-year-old Valley Ice Arena may appear run down. But to our eye, it looks great – an old barn loaded with character and personality. The Zookeeper-produced logo and tagline lends a gritty, fun feel that differentiated the rink from other brand-new but sterile arenas in the Portland, Oregon-metro region.
Zookeeper also created the tagline, “The Rink with character. And characters.”
***Our brand identity for the Valley Ice Arena was selected for inclusion in the new Logo Lounge Masters Library Series book, “Typography and Enclosures” from Rockport Publishers published in 2011.
Client: Artcraft Plating & Finishing
The original Terminator endoskull. Daft Punk's shiny helmets. Top-secret military satellites. From movie props to hush-hush Apple projects, Artcraft plates amazing applications with precision and innovation.
Returning to its visual roots of the original logo of the third-generation, family-run business, we reimagined the satellite mark to be retro yet futuristic. We gave the logotype a golden, gleaming finish to reflect the industrial company’s propensity to shine.
We also designed and developed their new website.
Client: Oregon West Hockey League
The Oregon West Hockey League contacted us to create a brand identity for their new hockey league. Using the metaphor of an owl in the OWHL acronym, we designed this logo to emphasize flight and movement, while using colors that reflected the Pacific Northwest.
Client: Airborne Images
Industry: Aerial Photography and Productions
“The Hills.” The Super Bowl. The hottest network TV shows. The Final Four. Box office hits. The Academy Awards. The craziest car chases in LA. When the world’s biggest entertainment, sports or news companies need the best aerial photography and images, they call upon Airborne Images of Los Angeles. Shooting primarily from helicopter platforms, the growing company delivers exceptional aerial productions, helicopter services and photography for its clients.
Airborne Images called upon Zookeeper to re-imagine its brand identity. We created this new logo to reflect Airborne Images’ dynamic movement and speed, technical precision and innovative, cinematic eye.
“Zookeeper did an outstanding job on our new website. Dave and his team took over the project and allowed me to continue to focus on my business while they designed and built our new website. They were on time, on budget, and extremely creative and helpful every step of the way. The new site exceeded our expectations. Zookeeper delivered.”
–Aaron Fitzgerald, Airborne Images
Client: Grubble Grubble
Industry: Gourmet Food + Nutrition
Chomp! Celebrity chef James Berry enlisted Zookeeper to bring his new brand to life, making it fun and energetic to inspire healthy eating.
Based in Los Angeles, his company needed a name for his new health food products company. We brainstormed and came up with the memorable Grubble Grubble name. Wanting a brand inspired to make healthy food choices fun, we created the new logo and tagline to stand out and gain attention on food product labels. With a flavorful mix of organic foods, Grubble Grubble encourages people to eat a well-balanced diet for optimum health and clarity, plus taste great.
Zookeeper wanted to capture the fun and youthful attitude that the brand name embodies. The custom-crafted, heavily altered logotype was created with large, rounded, block letters, which we took a chomp out of the corner. Orange was selected to stimulate appetite and happiness, while radiating the warmth and energy of the company.
“I had no idea which way to go with my logo when I hired Zookeeper. Yet when I saw what they created for me, I knew they had nailed it!”
–James Berry, Grubble Grubble
Client: SolarFresh Farms
A start-up farming company that grows vegetables year-round in hothouses in Oregon, SolarFresh came to us seeking a brand identity that was fresh, vibrant and full of life.
Zookeeper researched then brainstormed a logo concept that would symbolize the energy of the lights that are used in the hothouses, as well as an idea that would represent growth.
We designed this logo with an “o” that beamed with glowing energy and an “f” that forms a leaf. Then we darkened the green in the “fresh” type to show the magic of the light ripening into fresh vegetables.
Client: The Neighborhood Group
Industry: Real Estate
Zookeeper directed the creation of the new logo and logotype for The Neighborhood Group, an emerging real-estate company in Oregon and Washington, to be welcoming and friendly, while exuding elegance and symbolizing trustworthiness. The clustering of homes and the upward arrow above the ‘i’ were designed to suggest the idea of community, movement and appreciation.
**We’re pleased to announce that Logo Lounge selected the logo we produced for The Neighborhood Group to be published in Logo Lounge 5, found in nearly every bookstore in the U.S. Over 33,000 logos were submitted for consideration and the final collection “is not only an excellent point-in-time examination, it is full to the brim with inspiration, higher thinking and craftsmanship.”
Client: Beverly Coachcraft
Since 1979, Beverly Coachcraft has established a reputation as one of the top collision repair service centers, specializing in Mercedes-Benz, BMW and Audi automobiles. Factory-certified, the auto body company wanted to reinforce its position as a professional repair shop with high integrity that guarantees its work and the best option for repairing late-model German cars in Los Angeles.
Their previous mark, created when the company first opened, looked dated with numerous different applications of the logotype throughout their shop and online presence. This redesign took their existing identity and greatly evolved it.
We created the mark to be flawless to reflect the shop’s work, with every angle smoothed, streamlined and equally proportioned. The logotype was expertly typeset to put the emphasis on Beverly, then customized to be completely unique for the brand. The contrasting red and blue were chosen to convey passion and stability.
Zookeeper also created the tagline, “Caremanship.” This tagline will be the basis for their new advertising campaign to show how Beverly Coachcraft combines care and craftsmanship to deliver exceptional results to its customers.
Client: The Den of Hollywood
Located in West Hollywood in the shadow of the legendary Chateau Marmont, The Den of Hollywood wanted to rebrand the restaurant and bar with a fresh identity to signal their new ownership. Zookeeper was enlisted to take over The Den’s social media in late 2010, giving us unique insight into their customers and discovering a dedicated, hip core of regulars, many of whom work in the entertainment industry. With Pink Taco moving in across the street later in 2011, The Den’s management was willing to go with a new look that pushed the envelope.
We created an illustrated identity intended to surprise then endear, a magical unicorn with a mischievous mustache. The strong, bold logotype below was customized to be completely unique to The Den. Not taking itself too seriously, the logo symbolizes the fun times to be had at The Den, an unpretentious, favored hangout in the heart of L.A.
Client: The Den Of Hollywood – Alternate Logo
Centered around an outdoor fire pit on the patio and an inside fireplace, this alternate logo for The Den Of Hollywood focuses on fire and the unusual down-leading staircase at is entrance. Descending into a devilishly good time for the evening? Warmth, passion and fun light up this theme.
The logotype was created by hand to be completely original to reflect the eclectic cast of artistic characters that this West Hollywood restaurant and bar attracts. Entertainment types from the film, TV and music industries make up the bar’s core customers, with the occasional A-list celebrity thrown in for good measure.
InfoScouts was intended to be a premier travel information website for adventurous clients roaming the globe. We crafted their logo’s lettering to be wind-swept and weathered to give the appearance of an old-world map.