Designer: Mandy Barret
Pate Engineers, Inc., has a lot on its
plate. Offering a full range of civil
engineering services from planning and
studies to survey to design to construction
management, Pate’s promotional materials
need to explain plenty.
This is just one of the reasons marketing coordinator
Danika LaBrant wants a redesign of Pate’s
main promotion. “The inside leaves little or no space
to describe technical expertise,” she says. “The whole
thing screams in-house production. The color doesn’t
bleed to the edge, and the front graphic blends into
the background.” She’d like something simple, with
dramatic graphic elements to draw readers’ eyes to
various areas of expertise.
Enter designer Mandy Barrett to give this
promo the makeover it deserves. “I immediately
noticed how busy the logo was, and I couldn’t understand
the diamond pattern,” she notes. “It looked
like a mistake to me.” She straightened up the diamond
and shrunk it down, dumping the excess cover
graphics. “Now they have a nice, clean logo, which
will generate better name recognition,” she explains.
“It’s not necessary to use it all over the piece—if it’s
functional, it will be remembered.”
Barrett maintained the logo font Pate uses, Arial
Black, because it goes well with her other choices of
Eurostile and Gill Sans, which she chose for simplicity.
“I wanted clean, thin lines,” she says. “Pate currently
uses a condensed font for the copy, which can
be difficult to read when copy is heavy.”
The piece had to stick with Pate’s colors, PMS
540 and 1245, and Barrett had no problem with
that. “Pate creates name recognition through its colors,”
she says. “I used them differently—instead of
mostly blue, I wanted to draw attention with mostly
yellow.” She suggests that Pate make use of screens,
rather than using colors always at 100 percent.
Lastly, Barrett added interest to the copy-heavy
piece by turning it on its side. The inside—basically
a list of projects—doubles as a poster that can be
posted in the office or at trade shows.