logos: Making a strong mark- P6:when it comes to creating strong logos, design and implementation are the last steps along a long design of a visual inentity essential to the maket-ing of any brand because logos are maketing tools | 128 Logos Making a Strong Mark rite name originated from a truce between Napoleon and Czar Alexander but to appeal to the 21 to 35 demographic the logo had to be thoroughly modem Client Refreshments Brands Danville California USA Agency Running vertically on labels the logo is instantly readable and right side up to viewers on both sides when someone drinks out of the bottle. Turner Duckworth San Francisco California and London. UK The Challenge The spirits industry has been booming since the resurgence of cocktail culture in the mid-1990s. From vodkas and rums to fruit-based liqueurs and flavored malt beverages spirits categories are emerging and growing. A new entry in this burgeoning marketplace Truce is the first single-serve cognac vodka and juice drink to be marketed in the United States. Turner Duckworth was called in by Refreshment Brands to develop both the name and the beverage s brand identity. The challenge was to create a clean effortless brand that appealed to a 21-to 35-year-old target audience. The Process During the naming phase the Turner Duckworth team discovered that when France s Emperor Napoleon and Russia s Czar Alexander met in the 1800s they liked each other and called a truce between the two nations. Since French cognac and Russian vodka are an unexpected pairing of ingredients the name Truce fit very well. The studio presented three logo and packaging concepts ranging from a design inspired by the Napoleon and Alexander story to a modern design that resonated well with a younger audience. The black-and-white treatments of the product s name are interlaced on a silver-gray backdrop. The package design also employs a rich maroon color palette. The clients who were not part of the target demographic preferred the more traditional design but selected the modern solution based on the studio s advice. The final design was only slightly enhanced after the initial presentation. The Result The brand launched in early 2004 alongside Refreshment .
