Case Study

old

A simple redesign of the AAA logo has resulted in a 27% increase in memberships in the 16-30 age group.

first try

AAA initially approached us about their feelings about the perceived 'tiredness' of their logo in 1993. They were very concerned with maintaining the visual familiarity with their established logo. It took them several years to finally decide. They immediately rejected our first suggestion: a classic Upper Right Fade. We had selected it first, because it is the most popular of the ovalogos and AAA is a fairly conservative company.

new!

After some discussions, we decided that we should maintain AAA's old logo and enhance it with a Long Axis Fade. The Long Axis Fade is a great candidate for an enhancement becuase of how well it Cants.