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Adavanza Brand Identity

Small change, big impact

Brand Identity

Adavanza is a Seattle-area marketing company with a clientele that is incredibly diverse, but that also shares a few common goals: They want to reach the right people, more efficiently and more effectively.

For some clients, Adavanza acts as a full-service marketing agency; for others, the firm provides media strategy, video production, targeted digital advertising, and more. During the pandemic, Adavanza even began helping nonprofits host virtual fundraisers—which prompted the company to open its own production studio.

The Adavanza logo, however, didn’t quite reflect the company’s advanced solutions. An “impossible A” with never-ending connections, the general concept was strong, but it needed to be updated for a more contemporary feel.

Adavanza Before and After

We already knew the company owners through networking, and when they decided to refresh the logo, Chalkbox got the call.

The only real design direction was that the owners wanted to keep the “A,” which was fine by us, because we liked the idea of it. They also wanted a full suite of digital logo files and resources— something we provide for all Chalkbox clients. With that, we were off and running.

Logo variants for Cedar River
Logo variants in white for Cedar River

A mosaic of triangles

We had a lot of fun executing the “A” as line work, in grayscale, as a mosaic of triangles. It’s really kind of amazing to see all the different looks you can create with just one letter. We arrived at a bolder execution fairly quickly, one with additional presence and color that functions more as an image than simply a letter.

We didn’t stop there, however, because we felt the rest of the logo would benefit from a new typeface. The original used Futura—a beautiful font, but one that isn’t designed for optimal display in today’s applications. We selected new type that maintains a simple, straightforward feel while adding a sense of precision and professionalism.

The color palette and type selection for Cedar River

Strong, contemporary—and no B.S.

The refined Adavanza logo adds sophistication to the brand, and makes the company look like the digital-first leader it is. It’s a stronger mark by any measure, yet still approachable and very much in line with the no-B.S. attitude of the company’s owners.

They already had the concept. They just needed a little help to realize its full potential.

Adavanza's logo on a window

Is your business realizing its full potential?

If your logo and branding is outdated, maybe not—and it might not take a full redesign to get you there, either. At Chalkbox, we’ll help you determine what you actually need, whether it’s an all-new identity, a smaller refresh, or something in between.

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Like typefaces? So do we!

On this website we use Open Sans for body copy, menus, and buttons. For headings, and our boiler plate message we use Bitter. Both are Google fonts available here. We chose these typefaces because they pair well with the typeface we use in our logo, Gotham. Gotham is a geometric sans-serif typeface designed by Tobias Frere-Jones in 2000. Open Sans and Bitter pair well with Gotham (in our opinion) thanks to a balance of contrast in the slab-serifs found in Bitter, and similarities in the geometric finish of those slab-serifs along with similar x-height and counter shape in both Open Sans and Bitter.

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