SuperblyCo Logo & Brand Identity Designed by The Logo Smith


SuperblyCo Logo Brand Identity-Stationery design mockup 06 by the logo smith

SuperblyCo Logo Brand Identity-Stationery design mockup 06 by the logo smith

SuperblyCo Logo & Brand Identity Designed by The Logo Smith

The Logo Smith worked with a past Client, Excedr, to design a Logo & Brand Identity for SuperblyCo: food & beverage equipment leasing company.

SuperblyCo provides flexible equipment leases, comprehensive repair/maintenance coverage, and exceptional concierge-level customer service/support/responsiveness to food & beverage production companies.

SuperblyCo Logo Brand Identity-Stationery design mockup 06 by the logo smith

The following images shows how I designed a number of primary and alternate logo design lock-up’s for SuperblyCo, that will allow for greater flexibility when it comes to marketing, advertising and other brand identity uses and applications.

The primary SupberlyCo logo is the Stamp (below, top line), which includes: Brand Name, Tag-Line and the ‘S’ Monogram all within a circular container.

The inner container (below, bottom line) containing the cSo is also a standalone logo, which is used for the front of the business cards, and envelope flap, for example.

To finish up, a set of Positive and Negative Logo Guidelines Posters were created (which you can download the template for to base your own Logo Guideline Posters off from), and these are right at the end of this post.

SuperblyCo Stamp Logo Design A4 Mockup by The Logo Smith

SuperblyCo Logo Brand Identity-Stationery design mockup 06 by the logo smith

SuperblyCo Logo Brand Identity-Stationery design mockup 06 by the logo smith

SuperblyCo Logo Brand Identity-Stationery design mockup 06 by the logo smith

SuperblyCo Logo Brand Identity-Stationery design mockup 06 by the logo smith

SuperblyCo Logo Brand Identity-Stationery design mockup 06 by the logo smith

SuperblyCo Logo Brand Identity-Stationery design mockup 06 by the logo smith

Primary SuperblyCo Logo Lock-up’s

SuperblyCo Stamp Logo Design A4 Mockup by The Logo Smith

Complete Range of SuperblyCo Logo Lock-up’s

SuperblyCo Brand Logo Guidelines Poster

Available as a Free Template here: Logo Guidelines Poster Template

SuperbyCo Logo & Brand Identity Design Brief

Excedr has been focused on the biotech/life science industry for a while now, but we’ve been gaining a lot of interest in the food & beverage production industry too. To meet this demand, we decided to roll out our Excedr product to the food & beverage production industry as a separate brand (SuperblyCo). The product is still comprised of flexible equipment leases, comprehensive repair/maintenance coverage, and exceptional concierge-level customer service/support/responsiveness.

In contrast to Excedr’s scientific/medical aesthetic, SuperblyCo is meant to embody the warmer vibe of food & beverage in addition to the social and “hip/trendy” elements of the industry as well. We don’t necessarily want the brand to be overly playful as we are still a financial services provider that needs to appear professional and trustworthy, but we do want to be distinguished from the competition (banks, investment firms, general leasing companies, etc.) The competition tends to feel bland, overly generalized, and impersonal, and we want SuperblyCo to feel like a specialized food & beverage production financier (much like Excedr feels like a life science-focused financier).

We chose “superb” as the foundation of the brand name to emphasize our focus on top-tier customer service, instead of just the lowest price (our product is expensive because we offer leases+ongoing services, whereas the competition only offers leases). We want our clients to feel that our higher pricing is well worth it, and that they’ve gained a long-term business partner who’s there to help them achieve their goals through ups and downs. This is in contrast to an impersonal lease from the competition who simply sees their clients as numbers in a spreadsheet. We hope our clients can be proud to partner with SuperblyCo.

As for the tag-line, we thought “Above & Beyond” encapsulates our dedication to our clientele. We will go above and beyond to make sure the client is taken care of; doing the minimum is not sufficient for SuperblyCo. We pride ourselves on same-day responses, advocating for our clients when things go awry with machinery (manufacturers sometimes bully small food & bev production companies, so we stand up for them), and providing financial consultations to help our clients grow. The competition does not do this.

Elevator Pitch

SuperblyCo provides flexible equipment leases, comprehensive repair/maintenance coverage, and exceptional concierge-level customer service/support/responsiveness to food & bev production companies. We save our clients time and money while supporting their growth ambitions.

Positioning Statement/Unique Selling Point (Optional)

The competition simply provides leases/loans, and they solely compete with each other on interest rate. Whoever is the cheapest tends to win the deal.

However, we differ from them because we do not compete solely on price. We provide a suite of services (repair/maintenance coverage, exceptional customer service, and financial consultations) and position ourselves as long-term business partners, not just sources of capital. We also are very specialized. Excedr is strictly biotech, and SuperblyCo is strictly food & bev production. Additionally, our team is comprised of mechanical engineers and scientists who understand the instrumentation being leased out.

Target Audience

Early-stage (angel, seed, or Series A/B/C investment) food & beverage companies. They’ve typically raised $10-50M in venture capital. These companies are usually < 6 years old and are not publicly traded. The decision makers we are trying to attract are usually the CEOs or CFOs of these companies, and the age range tends to be 35-50 years old. Geographically, these companies are solely in the USA but are concentrated in the East and West Coast hubs (San Francisco, Los Angeles, Boston, New York).

Food & Beverage Production Client Examples:

https://www.gooduse.com/
https://www.gomethodology.com/
https://www.grandbakeryoakland.com/

Competition Examples:

Crest Capital – https://www.crestcapital.com/
Balboa Capital – https://www.balboacapital.com/
First American – https://www.faef.com/

SuperblyCo Monomark

SuperblyCo Logo Brand Identity-Stationery design mockup 06 by the logo smith

 



About this Post

Written by: Graham Smith: The Logo Smith

Date of Publication

First Published on: 2020/03/11 and Updated on: 2020/03/11

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Filed In Categories: Logo Guidelines, Portfolio, Work in Process

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