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return to posts December 12th, 2019

We’re Freshening Things Up

A strong logo can have a large impact on your business. If your business has been up and running for some time, it can be interesting to visit that logo and give it a refresh. Sometimes this may seem like a daunting task, but it’s important to breathe new life into your company. It can pay off remarkably. That’s exactly what we did at Generator. Last year we set to modernize our logo and are very excited to be showing it off to the world!


One of the key components of a successful business is having a good working logo. It is one of the key components of your company and if you work in our industry, is one of the most fun and creative aspects of getting your company off the ground. It is representative of you and your business and needs to tell anyone who looks at it exactly what they need to know.



There are two components to our logo: an icon and a word-mark. The icon hasn’t changed, other than a slight adjustment in the colour palette. It was important to us to retain a piece of the original logo. We updated the word-mark with some modern type and adjusted some of the letters with custom “wings” to give it that Generator-feel. As we offer more services than just design work, we felt removing the word “design” from our logo makes for a more impactful and powerful presence.


We made a slight adjustment in the primary colour of the logo. Pantone 280 became the slightly darker Pantone 288. This colour prints truer on both coated and uncoated stocks. Additionally, Pantone Cool Gray 9 and Pantone 138 are designated as secondary colours to the Generator brand.



Typography is extremely important when it comes to expressing the brand’s personality and maintaining consistency across all communications and promotional material.

Gotham is the primary typeface. Open Sans is the body typeface and will support the brand.



We are happy to see our refreshed logo out in the world. We would love to hear your thoughts in the comments below. Let us know what you think.

Established in 1996, Generator is a complete graphic design and advertising agency. We specialize in design, print, web, social media and email solutions for businesses of all sizes.