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Updating a 30-year-old logo

For our land surveying and civil engineering client, Freeland & Associates, we were recently challenged with an identity updating project. Here is what their original logo looked like:

Because that mark served them well for many years, and because of the built-up brand equity in that logo, we suggested an evolution of the brand, rather than a demolition and new creation. Here is the new identity:

By keeping elements from the past, but pushing the mark forward with new typography and color, we were able to transition this well-known firm into a progressive position, while still holding true to its historical appearance.