Logo Design Evolution at Cassel Bear

Jun 14, 2017 Posted by Jesse Ewing in Branding and Identity Design

  Here at Cassel Bear, we’re wrapping up a yearlong process of reimagining our brand. As we settle into our new open-plan office space, a custom sign for the front of our building is being fabricated, redesigned stationery and business cards are at the printer, and our multiple brainstorming rooms are playing host to energetic... Read more »


Anatomy of a Project: Criswell Furniture Catalog

Apr 12, 2017 Posted by Jesse Ewing in Branding and Identity Design

Recently we had the opportunity, and welcome challenge, of working with the team at Criswell Furniture on an update to their product catalog. The primary goal was to freshen up and modernize the feel of the piece while still using existing photography. This meant the design would have to do the heavy lifting while still... Read more »


2017 Colors: Deep, Bright and Natural

Feb 15, 2017 Posted by Jessica Kirkwood in News

Over the past three years, we have seen a surprising amount of shift in color trends. 2014 2014 was light and warm. There were a few popular saturated colors, we saw the start of more natural “mineral” colors, and nothing dipped too dark. “Radiant Orchid” was the Pantone color of the year and it sat... Read more »


Anatomy of a Project: E-Pak Division Icons

Nov 01, 2016 Posted by Matthew Markiewicz in Branding and Identity Design

E-Pak Manufacturing, a heavy-equipment manufacturer based in Wooster, OH, has been a client of Cassel Bear’s for some time. Recently, our relationship has deepened and we were tasked with refining and tightening the overall E-Pak brand identity. Our goals were threefold: Bring more consistency to the various branded materials (sell sheets, brochures, website, etc) Establish... Read more »


The Real Value of Branded Photography

Jan 04, 2017 Posted by Matthew Markiewicz in Branding and Identity Design

A picture is worth a thousand words, but how can you be sure your company’s photos are saying the right ones?   People are inherently visual; we respond to colors, react to faces, and often glean abstract concepts from a seemingly straightforward photo. There’s even science to back this up: it’s called the Picture Superiority... Read more »


The Forecast Calls for a Creative Brainstorm

Sep 28, 2016 Posted by Craig Joseph in Branding and Identity Design

The team members at Health Choice One make it their mission to connect individuals with comprehensive, affordable health insurance. The specialists broker a wide array of plans and packages from multiple different carriers until they find the perfect fit for each customer. Last year, Cassel Bear had the privilege of designing a mailer for Health... Read more »


Anatomy of a Project: Seneca Label Direct Mail Cards

Jun 15, 2016 Posted by Jesse Ewing in Branding and Identity Design

Earlier this year Craig described how we worked with Seneca Label to push their internal brand and language to better reflect their can-do attitude and energy. This led to a new motto and tagline that better captures their voice. These branding explorations also paved the way to a bolder, more creative design style that takes... Read more »


Anatomy of a Project: Loukas Engineering Brochure

Feb 24, 2016 Posted by Matthew Markiewicz in Project Highlights

When we designed Nick & Shelly Loukas’ website about a year ago (more about that project here), we visually portrayed both their honest, down-to-earth personalities and their eagerness and energy for the traffic consulting work they do. Compelling photography shows them at their work; bold red/yellow/green overlays and grounded copy combine to affirm Nick &... Read more »


2016 Colors Are Here!

Feb 10, 2016 Posted by Jessica Kirkwood in Project Highlights

Color is one of my favorite things to study. It has wider implications and reflects far more than we could ever expect at first glance. While we often choose color because “it looks cool” or “Jenny was wearing that” or “it just feels right,” our choices often reveal more than just our intuitive feelings about... Read more »


Anatomy of a Project: Ohio Hardwood Furniture Market Brand Refresh

Jan 29, 2016 Posted by Jesse Ewing in Branding and Identity Design

Sometimes an established brand needs to move forward with the times but doesn’t require a full-blown rebranding. In this case, it makes sense to evolve the brand, not reinvent it. Think of it as taking a periodic evaluation of your wardrobe. You’ll want to keep your timeless tried-and-true basics because they form the foundation of... Read more »


Anatomy of a Motto: The Voice

Jan 13, 2016 Posted by Craig Joseph in Anatomy of a Motto

Have you ever had an experience where you’ve spoken to someone on the phone or communicated with them via e-mail, only to meet them in person and discover that they don’t even remotely conform to the portrait you’d created of them in your mind’s eye? This can sometimes be a good thing, on a micro-level.... Read more »


SKETCHES & SKULLS: What Illustration Does For Your Brand

Sep 16, 2015 Posted by Craig Joseph in Branding and Identity Design

Beautiful graphic design can be found wherever you look. The digital age has allowed the image to take prominence over the word, and the computer can be used to produce just about anything. But at times, imagery is still birthed from skilled, hand-crafted illustrations with ink and colored pencils. These works of art are turned... Read more »


Your Logo: Built for Marathons

Sep 02, 2015 Posted by Karl Bear in Branding and Identity Design

A logo mark, what we at Cassel Bear refer to as “the cornerstone” of an organization’s visual brand, does a lot of hard work. In a recent post, “A Logo Design to Remember,” we discussed what makes a trademark design successful in visual brand recognition. If your company is tackling a logo design for the... Read more »


So You Want to Make a Font?

Aug 19, 2015 Posted by Jesse Ewing in Project Highlights

The right type of lettering or font can do a lot for your brand. It can convey the “feel” or ethos of your company. It can associate or differentiate you from a similar business. Its legibility (or illegibility) may make the difference in how easily someone remembers (or forgets) your name. A lot of thought... Read more »


Anatomy of a Project: Glenmont Furniture Catalog

Aug 12, 2015 Posted by Matthew Markiewicz in Project Highlights

In business for over 27 years, Edward Beachy prides himself not only on the heirloom quality furniture he builds, but also the variety of pieces and styles his company makes available to its customers. Working with over 100 retailers nationwide, Edward wanted to make sure his customers understood the breadth of Glenmont Furniture’s product offering... Read more »


Party Like a Designer

Feb 04, 2015 Posted by June Kucalaba in Project Highlights

Giving designers a project with few restrictions is like throwing a piñata party for them. Tons of excitement is wrapped up in the endless possibilities of what the final piece could be. This past fall, the design team at Cassel Bear was asked to take a swing at creating an item that could be given... Read more »


Putting Stock in Your Paper Choice

Dec 17, 2014 Posted by Megan Bush in Project Highlights

Paper stock is to design as bread is to a sandwich. The wrong bread can completely ruin your meal. You wouldn’t spend $7/pound on roasted peppered turkey from the deli only to put it on the cheap loaf of enriched white bread, would you? (If so, you shouldn’t!) The same is true of your brochure,... Read more »


Where Tradition Meets Innovation

Nov 25, 2014 Posted by Jessica Kirkwood in Project Highlights

For the past four years, Cassel Bear has partnered with the Hardwood Furniture Guild (HFG) to brand the Ohio Hardwood Furniture Market—a tradeshow where Ohio-based hardwood furniture builders meet with buyers from around the country. This year, the HFG board and the Cassel Bear creative team developed a thematic hook that would help encourage new... Read more »


Anatomy of a Project: White Law Office Brochure

Oct 01, 2014 Posted by Megan Bush in Project Highlights

When I think of a law firm, I see middle-aged men in dark suits, cups of coffee in hand, looking over legal documents at large wooden desks. It’s hard to deconstruct this image when every lawyer on TV is portrayed this way. Visit the White Law Office in Millersburg, Ohio, however, and prepare to ditch... Read more »


Direct Mail or Online Marketing?

Sep 12, 2014 Posted by Megan Bush in Marketing

With the advent of online marketing and the inexpensive cost of creating and sending email newsletters, people are asking if print and direct mail hold much value any longer. It begs the question: how long did you spend reading the last e-blast you received, or paying attention to the ads popping up on the most... Read more »


Anatomy of a Project: Website for B & L Transport

Aug 15, 2014 Posted by June Kucalaba in Project Highlights

Imagine driving across scenic America in a semi truck decked out in red glossy paint and chrome, your favorite tunes playing and the cool wind in your hair. What could possibly be better? Getting paid to do it. B & L Transport is always on the lookout for drivers to add to their team, and... Read more »


Featured Project: Wholesome Valley Farms

Jul 15, 2014 Posted by Jessica Kirkwood in Project Highlights

Community supported agriculture organizations (CSA’s) are a relatively new movement in northeast Ohio that rallies the community to buy local produce and meats from local farms in order to support land preservation, healthy eating, the local economy, and the traditional art of farming. Wholesome Valley Farm is one such CSA who, in 2011, found themselves... Read more »