The Real World

At Milestone we like to say we build brands on the web and in the real world. Over the last several weeks we’ve shared a few stories about clients and their website projects. This week I thought it might be fun to share some examples of brands we’ve built in the real world.

Over the years Milestone has worked with many businesses that were ready to refresh their brand identity. Here are three examples of logos we designed for clients along with a sample of their new look that you may have seen around town.

Fast N Fresh is a fast casual restaurant that serves soups, salads, and sandwiches. They have two locations now, one in Lakewood Ranch and one in University Park, and they’re opening a third store in downtown Sarasota. 

Their old logo consisted of clip art vegetables and a font that looked handwritten. It lacked the professional image the owners envisioned for their business. One they described as franchise consistency with independent atmosphere.

After designing their new logo we updated their in-house and to-go menus. We also helped Fast N Fresh with signage, a catering menu, and next we’re planning to redesign their website.

Cortez Heating and Air Conditioning has been in business for nearly sixty years. Over the decades the company built a strong reputation throughout Florida for their commercial HVAC service. But when they decided to target the high-end residential market, they agreed it was time to update their brand.

Their old logo consisted of a red, sun-shaped icon and a dated font. Since the company has been around for so many years we opted to simply update the existing design elements. Here you can see their new logo design incorporated into a vehicle wrap.

We had similar case with West Florida Supply. Again the company has been in town for very many years with a great reputation. As such the goal of the refresh was to pay homage to their old brand and give their new company logo a more contemporary look. Perhaps you’ve seen one of their delivery trucks around town.

Branding projects are fun and challenging. The exciting part is coming up with a new identity for a business. More difficult is the inevitable ripple effect rebranding has on a business. Introducing a new company logo means new business cards, letterhead, envelopes, signage, sales brochures, uniforms, packaging, and so on. Rebranding your company is a costly prospect for businesses large and small.

Until next week,

Matthew Anderson, President
Milestone Marketing Associates, Inc.