A freelance business with a reputation for quality work completed on schedule, S.P. Printshop seeks to increase recognition and acquire new clientele with a redesigned logo. The original logo employs text that lacks a clean, professional appearance. For a printshop, this won’t sell to those knowledgeable about the industry.

To help generate buzz about S.P. Printshop, designer Ronda Ramsey rolled out a new logo for the shop. Her take on the redesign was to infuse elements of a printshop within the logo and give it a high-end look that speaks of the quality of work from S.P. Printshop. Infant ideas took on the form of a printing press, flying papers, flowing letterforms, and print elements such as a registration mark. In keeping with a printing press, Ramsey created an SP that resembles a roll of paper about to be printed.

The paper-like SP icon is paired with a wellknown, easily recognizable font, Adobe Garamond. This classic serif font conveys strong roots and a long history of success. Like Adobe Garamond, S.P. Printshop provides lasting, quality workmanship, and Garamond works better here than the modern fonts emplyed in the initial explorations.

Another printing connection is kept with S.P. Printshop’s existing color duo. A searing magenta with black is eye-catching, strong, and easily recognizable. And for those in the industry, immediate CYMK and printing analogies are generated—which is what S.P.’s graphic designer Andrea Lehman hopes the new logo will achieve.

Lehman wants the logo redesign to achieve better recognition for S.P. Printshop and have “a more professional appearance with better text and layout.” Ramsey’s design linking the Printshop with printing elements and a timeless font is sure to get noticed by the right clients.

1. Original S.P. Printshop graphic designer Andrea Lehman questions the layout of the existing logo and feels the text used lacks the professional appearance the shop wants to convey.
2. Redesign The SP is formed to take on the appearance of a roll of paper about to be printed.
3. Early options Elements in printing such as a registration mark, printing press machine, and flying stacks of paper forming the SP were considered. A freeflowing SP—a modern take on the calligraphy offered at S.P. Printshop—was additionally explored.
4. Fonts The designer picked the classic serif font Adobe Garamond to offset the roll of the SP symbol. The two work well together, yet are unique enough to stand alone. Color S.P. Printshop’s existing color scheme is bright—black and magenta “pop.”