BRAND STORY: VISUAL LOGIC

Visual Logic provides Graphic Recording, Graphic Meeting Facilitation, and Animated Scribe Videos for leading organizations including Chick-fil-A, Belk, Coca-Cola, the Centers for Disease Control and Prevention, and more. Put simply, they use large scale words and images to make meetings better.

Founder Martha McGinnis has been a leader in the field of graphic recording and facilitation for more than a decade. She has a knack for listening to what's said, and then using her expert judgment to determine both what's important and how to illustrate it. She is excellent at what she does, and clients consistently rave about her and her work.

Martha asked us for help creating a distinct and authentic brand identity for her business, including a redesign of her website. 

 

 VISIT THE WEBSITE

SCROLL DOWN TO SEE THE BRAND STORY

V

 
logo-design-by-utt-grubb-&-company.jpg

We began by designing a new logo. Martha's old logo was created quite a few years ago and was looking dated. It was time for something fresh and polished.

We gave the new logo a sleek, clean look while still providing visual interest. We chose a flowing script for the word "visual" and a solid, straight font for the word "logic" in order to reflect the two very different aspects of Martha's work and business. The half-circle and the rays in the top portion of the logo suggest both a lightbulb with a good idea and a sun rising. The blue, banner-like shape is reminiscent of the horizontal charts Martha uses for her graphic recordings.

 
 
utt-grubb-company-brand-story.jpg

to

visual-logic-logo-by-utt-grubb-&-company.jpg
 
 
 
color-palette-by-utt-grubb-&-company.jpg
 
 
utt-grubb-company-brand-story.jpg
 
 
 
web-design-by-utt-grubb-&-company.jpg
 
 

Martha's old website was looking dated and was difficult to sort through. Much of the content Martha had written herself was great, but it was scattered and somewhat overwhelming.   

With our redesign, there are now plenty of pretty, large images, and the overall vibe is elegant and high-end. Martha's impressive client list is front and center. Background images are engaging, but without taking attention away from the content. The presentation of information has changed in order to be more concise and user friendly. 

 
 
visual-logic-old-website-1.jpg
utt-grubb-&-company-brand-story.jpg
utt-grubb-&-company-brand-story.jpg

to

 
 
 
divider-font.png
 
 
 
utt-grubb-&-company-font.jpg
 
 
 
imagery-by-utt-grubb-&-company.jpg
 
 
utt-grubb-&-company-brand-story.jpg
utt-grubb-&-company-brand-story.jpg
utt-grubb-&-company-brand-story.jpg