Dalton REACH Logos
About the Project
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Dalton REACH is Dalton’s internal group that handles outreach, team engagement and employee appreciation. Because Dalton’s mantra is “we get people”, it was important that this logo feel people-centric and represent the positive spirit of both the internal REACH group and the team at large.
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Designers: Isabel Arnold, Samantha Kambach
Art Director: Andy Gosendi
I worked on this project as a component of my graphic design internship with Dalton. To learn more about my experience, click here.
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Logo design
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Adobe Illustrator, Adobe Photoshop, Adobe InDesign
Design Background
Because of Dalton’s pre-established branding guidelines, this logo needed to coordinate with other internal logos, as well as Dalton’s overall logo and color palette (shown right).
Brand Color Palette
Internal Logos
REACH Background
Dalton Logo
Based on these constraints, it made the most sense to create logos that replaced the “o” in Dalton with a shape of some kind to remain cohesive. The logo needed to represent the values of the REACH group- such as team recognition, community engagement, collaboration and appreciation.
Sketching and Ideation
I researched and sketched several different concepts centering around connection, celebration and collaboration.
Based on art director feedback, I moved forward with the cube and thumbprint concepts.
Logo Concepts
Cube Concept
The cube logo represented Dalton as individual building blocks that work together to form a greater whole. The 3 faces of the cube also worked to represent the 3 different offices of Dalton, which are located in different areas geographically but work together harmoniously as a team.
The 3 different faces of the cube worked well when integrated with the 3 main colors in the Dalton palette. However, one of the issues here was that the champagne color felt too light on a white background. Though we experimented with using a slightly darker shade of this color (see middle logo above), the logo eventually ended up being removed from the running because of this issue.
Thumbprint Concept
The thumbprint concept was a way to incorporate the many hand concepts I originally experimented with. Because my co-intern, Samantha, was also working with a thumbprint concept, we ended up splicing the two logos together to create a thumbprint with an outline of a person within it.
We wanted the logo to represent the unique attributes that everyone at Dalton has, while speaking about the way that everyone comes together to create a unique “fingerprint” of the organization. This logo was one of the team’s favorites, and became a final contender for Dalton REACH.
Final Presentation
Working collaboratively with our art director, Samantha and I put together a presentation deck with all of the different logo concepts created through the process. This presentation included the logos made by myself, Samantha (my co-intern), and Andy (our art director).
After making the slide deck and mockups, we presented the logos twice: first, to the internal REACH team, and second, to Dalton’s executive board, including the CEO.
View full slide deck below.
