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.

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