MILE ZERO INC.
Chicago, Il.
Zero Inc, an event solutions agency based out of Chicago. The company recently went through a re-branding process. They updated their website, social media, and logo.
Review the case study below.
What is Mile Zero?
Mile Zero does it all when it comes to event sponsorship. They provide their clients with some of the most successful brand sponsorship for their clients. They have planned, produced, and executed unforgettable events. As an event sponsorship agency, they provide clients with the resources they need to organize the community based events. These resources include reaching out to potential sponsors for an event, coordinating activities for the event, and providing financial support through connections with various sponsors.
Why re-brand?
When I first was contacted by Mile Zero, the company was transitioning from adolescents to maturity. With their expanding list of clients, they wanted to reflect the growth by developing a professional and unique brand. They underwent a new website and logo design.
I helped with the logo redesign. Staying in line with the Mile Zero's professional and unique style, I wanted to create something completely original. The typography used in their new design is one I created exclusively for their brand. Their original logo design utilized their name as their brand and used the contrast of light and dark colors to make the logo pop.
OLD
When developing a new design, I wanted to move from the bubbly young look the original logo provided. If the brand was to speak of professionalism and uniqueness, it needed original fonts and a sharper look that provided some interest to the viewer. I liked the contrast between the dark gray ‘Mile’ and the light green ‘Zero’. I carried that contrast into the new design.
To create curiosity with the audience, I usede a big ‘M’ instead of using ‘Mile’ as the previous logo had. I wanted the ‘M’ to be the focal point of the logo. The dark gray zero makes the giant green ‘M’ pop in the first logo. It draws your eyes down to the ‘Zero’. I left out the ‘inc.’ as the company is phasing away from the inc. The shadows underneath the ‘M’ creates a dynamic look making the design stand out by providing visual depth.
The second logo I made uses the same typography as the first logo but is formatted vertically instead of horizontally. To avoid any visual confusion, I added a line between the ‘M’ and the ‘Zero’ so users knew they were different. I went with a lighter and smaller ‘M’ to make the focus on the ‘Zero’. It also allows the viewer to visually separate the ‘M’ and the ‘Zero’.
Both logos are great to use on promotional products, t-shirts, and business cards.
NEW
WEbsite
Below are examples of how Mile Zero has utilized its new logo designs with the rest of its branding initiatives.
Logo number one
The long M is at the top left corner of the website. Creating two logos for Mile Zero allowed them to play around with its geometric style created a stylish transition from the logo to the website.
Logo number two
When you scroll down the page, the logo transitions into the more proportional design style. This creates a subtle look with the size, but the logo still keeps in line with the brand as the M is bold, and the customer is already familiar with it.
Social Media
Staying consistent is vital today when promoting your business across multiple platforms. The minimalist logo pops with its simplistic design grabbing the viewers' attention.
