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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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