Boise Paper Logo and mobile app icon

My Role: Integrated Designer, Creative Direction

Challenge: A well-established company with a logo that had been an industry staple for nearly 100 years needed a refresh. The task was to update the logo while preserving its iconic status and maintaining customer recognition.

Approach:

1. Retained the trademarked name as a non-negotiable element

2. Focused on capturing the logo's essence while modernizing its appearance

3. Developed multiple design iterations

4. Conducted alignment meetings with stakeholders to gather feedback and refine designs

Process:

• Created numerous logo variations, exploring different styles and elements

• Presented designs in multiple rounds of stakeholder meetings

• Gathered and incorporated feedback after each iteration

• Gradually refined designs based on stakeholder input and brand requirements

Outcome: After extensive revisions and alignments, the most straightforward and streamlined design emerged as the clear winner. This final logo:

• Maintained the brand's core identity

• Improved visual clarity and recognition

• Modernized the company's image while respecting its heritage

Key Takeaway: When updating a long-standing brand element, simplicity, and clarity can be the most effective approach to bridge the gap between tradition and modernity.

Website and Product Branding

The new Boise Paper logo is prominently featured on the Boise Paper website and products.

Original and Proposed Logo

The original Boise Paper logo featured on marketing collateral, alongside proposed options mocked up.

MOBILE APP ICON DESIGN

The primary objective of the application was to provide accessible tools and valuable information to a diverse audience, including internal and customer sales representatives, current consumers, and potential customers. The goal was to deliver this content in a user-friendly, mobile format.

Given the complexity of tools and product information, our aim was to create an interface that was:

1. Basic yet modern

2. Simple yet unique

3. Capable of accommodating dense content

Initially, there was a proposal to use the company logo on a solid background. However, considering the variety of sizing requirements across different platforms and hierarchical levels within each platform, I was concerned that this approach might compromise the visibility of text and the overall message.

After conducting research, I proposed using the company initials for the icon, a strategy employed by many large corporations. However, there was a strong preference for maintaining brand recognition through the use of the full logo.

To reconcile these perspectives, I developed a solution that incorporated both elements: a flat design graphic featuring a visual representation of the product alongside the logo. This approach effectively addressed the challenge of maintaining visual consistency across various digital environments while preserving brand identity.

Supporting co-branded marketing collateral for Boise Paper application launch:

Proposed icon design options