S.P. Morell and Company is a specialty chemicals distributor and manufacturer’s representative servicing the coatings, graphic arts, adhesives, plastics, and rubber industries.
Given S.P. Morell’s well-established presence in their industry, our challenge was to update their logo while retaining their identity and their brand. We accomplished this by updating the logo’s color and font while keeping its basic structure unchanged. A hot red was replaced with a deep blue, and a highly stylized font was replaced with a clean, contemporary font to give the logo more structure and to signify the company’s growth into a mature and trusted entity.
Representative of S.P. Morell’s expertise in the chemical industry, and their slogan ‘elements to solutions’, the periodic chart is used as a common element across a wide range of informational and promotional materials. Taking advantage of the inherent structure of the chart, we are able to weave a story and communicate various messages through a purposeful composition of visuals.
As a key element of the Carachem logo, we’ve used the orbit as a common element on a wide range of materials, including the company’s website, advertisements, product guides, and product labels. In the same way that the orbit in the logo represents the process of transformation, we use the orbit to transition from visual imagery to text and data.
S.P. Morell and Company
Graphics · Websites