The Process

This was a fun project where we needed at new logo for the South East Market that represents the different Retail locations within that market. The thought behind this design, was how can I create a modern image that reflects the stores in our market?

The store locations resided in Florida, Georgia, Puerto Rico and North Carolina.

Our Market Manager and team uses the phrase “Be First, Be Best,” to represent how we want to gain positive momentum in leading our market in growth and sales.

Initially the circle designs worked well with the idea elements of water and mountains. But it didn’t “feel” like Microsoft. I decided to keep the iconic square format. Within the final design: I wanted to incorporate the sun to have an “orange” color to reflect oranges and peaches in Florida and Georgia. The plane is history of North Carolina. The palm trees and water represent how we are on the coast. The Mountains represent Georgia. Lastly the building in the background represents the historic site in San Juan of Puerto Rico.

In the final rendering, these elements are held by the colors of the Microsoft logo.