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My Services: Logo Design, Brand Naming
Challenge: National Service Cooperative (Omaha, Nebraska) is a nationwide network of independent foodservice equipment repair companies. Partnering with CFESA, and other foodservice industry leaders, a new commodities buying group was formed, but needed a catchy name and logo to generate trust and interest. The logo design needed to convey a group working together buying and selling.
Solution: Working with my brother John (you know, of Branded Better fame), we came up with the name IndEx which is short for Industry Exchange. A staid, solid sans-serif font is used for Industry to convey strength and contrasts well with the curved and italicized serif font used for Exchange.
The symbol in-between is a simple representation of IndEx’s goal - whether it be bringing buyers and sellers together or commodities in motion. The shapes come together to form a stylized X which reiterates the name.
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