Carmichaels Logo

Logo design for Fresh New Media's client, Carmichaels. The project included initial creative direction and the development of the brand for print and television.

Client: Carmichaels
Categories: Branding, Creative Direction, Logo Design
The Fresh New Media agency in Townsville reached out to Stephen to help develop a logo for their client Carmichaels, a Mercedes dealership located in the Townsville area. They needed a brand that would work well with the Mercedes Benz marketing materials on solid backgrounds and was easily animated for use on TV commercials. Stephen successfully locked down the feel of the logo in the initial concepts but needed to strengthen the line work to meet the brief requirements. After working with direction from Fresh New Media, Franklin produced a clean, well-defined brandmark that was easily reproduced in print and television.

Design Direction: Fresh New Media
Creative Direction: Stephen Franklin
Graphic Design: Stephen Franklin 
Black and white version of the Carmichaels brand logo.
The ‘C’ shape and swoosh in Franklin’s first concept were quite thin. In this finished design the C was thickened up, and the swoosh simplified, connecting it to the ‘s’ character at the end.

View more projects

iWhales Brand Identity
Creative direction and design of the iWhales brand identity for The Oceania Project. Included development of the brandmark and brand lockup used on all iWhales marketing materials and merchandise.
Glycon Brand Identity Design
Design, development and creative direction for the Glycon brand identity.
Tony Ferguson Point of Sale Brand Collateral
Creative direction of Tony Ferguson's point of sale brand collateral for the Ishimodo Brand and Design Agency. Included the design and layout of in-store Posters, End-shelf Header Cards, Shelf Wobblers, and Ceiling Disks.
TAFISA Brand Identity Refresh and Sub Brand Designs
Design refresh of the TAFISA (The Association For International Sport for All) brand identity and related sub-brands for the Muttromedia agency.
World Vision The Killer Gap Report & Infographic
Editorial design and layout of the World Vision - Child Health Now publication "The Killer Gap". Also included the design and illustration of a supporting infographic that would be available for download from the World Vision website.
TAFISA Triple AC Program Guidebook
Creative direction, design, and layout of the TAFISA (The Association For International Sport for All) guidebook for their Triple AC program for the Muttromedia Agency.
Tony Ferguson Recipe Book Editorial Design
Creative direction and Editorial Design of the Tony Ferguson - Everyday Favourites recipe book for the Ishimodo Brand and Design Agency. Included design, layout, and prepress production of this sixty-four-page booklet.
Espero Corporate Identity & Stationery
Design and development of the Espero Logistics Solutions corporate identity and stationery.
Bink Kids Brand Identity
Creative direction and design of the Bink Kids brand identity, including the wordmark design, brand stationery, and marketing materials for print and online media.
Little Yellow Cloud Brand Identity
Brand identity design for the Little Yellow Cloud® kids clothing brand.
↑Back to Top