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18. A Renaissance for Today: Creating a Forward-Looking Logo
That Reflects the Past
The original business card had “Renaissance
Capital” spelled out in an Old English type-
face—the kind you see on the mastheads of
newspapers like the New York Times. It looked old,
so it must be from the Renaissance, right? Turns out
the design was just old. Kathleen Shelton Smith,
William Smith, and Linda Killian, the founders of
the Connecticut-based research firm Renaissance
Capital, named their firm for the entrepreneurial
spirit of innovation and invention embodied by da
Vinci and Michelangelo. They believed that the
founders of new companies like Google, eBay, and
Facebook were the Renaissance people of today. After 15 years in
business, the timing was right for Langton Cherubino Group to cre-
ate a brand that supported the mission of the founders.
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