› ›kelbyone.com097Susan LeGrande spent more than 25 years working for big ad agencies, including stints as senior art director at Publicis and Hal Riney and as Vice President, Group
Creative Director at Grey Advertising, both in San Francisco. In 2006, she struck out on her own and opened Susan LeGrande Art Direction, where she can give her
clients excellent creative without the layers and costs associated with large agencies—where many smaller companies get shortchanged.
Since then her projects have included work for a wide range of clients, from tech companies such as Plantronics and RingCentral, food industry firms such as
Dole Foods, and online retailers such as Frogger golf accessories. She also spent three year as a contract senior art director with Apollo Integrated Marketing, working
in all media for the University of Phoenix.
Her work has won awards for print and television, including a Clio finalist and the New York festivals. ■
about the designer
“I was happy with where they ended up,” says LeGrande. “I
like the simplicity of it.” She’s also tickled by the idea that
most people seeing it might not even notice that it features
three touching circles, reminiscent of the old logo’s leaves.
“I like the idea that you can look at a logo for a while and
see something in it you’ve never seen before,” she says. She
also redesigned the organization’s homepage—“I didn’t
make huge changes,” she says, “but they were important.”
She was also pleased with the process of working with
Haugnes. Given the limited funds available for the project,
it was clear that Haugnes wouldn’t want to deal with
“scope creep” or pursue any direction that wasn’t likely to
go anywhere. “She made sure people were decisive about
what they wanted,” LeGrande says.
The POD Network announced the new logo in its spring
2016 newsletter and began transitioning to it across all its
materials. The official launch of the new logo was at their
conference at the beginning of November. Haugnes says
that the reaction has been overwhelmingly positive from
the members she’s talked to. “I’ve heard nothing negative
about it,” she says. She could also tell that people liked it,
she says, because she noticed that several of the present-
ers made the logo “really huge” on their slides. This year’s
conference was the biggest ever, and “the logo may have
contributed to that,” she says.
LeGrande also provided the organization with extensive
branding guidelines, covering such things as black-and-
white versions, proper usage over photographs or colored
backgrounds, and an expanded color palette (beyond the
three colors in the logo). The organization now has a team
in charge of making sure the logo is implemented properly.Discuss this Issue› › DESIGN MAKEOVERDESIGNER
Susan LeGrande
susanlegrande.carbonmade.comthe result