› ›kelbyone.com067The design team presented a lot of different typeface options,
recalls Bateman, including scripts, sans serifs, and slab serifs. But
they finally settled on one they felt had a rustic (but not too rustic)
feeling. “For Appalachia, it’s kind of based on stacking logs,” says
Hall. The design starts with the font Aventura—the one designed
by Jimmy Kalman. (There are multiple fonts with that name.) “And
then there’s a slab serif for Cookie Company,” Hall continues. That
part uses the font Serific from Fontsite.The new logo is slowly being rolled out across the product line.
“People really like it,” says Holloman. “We’re still in the process of
making the switch.”
“The first thing I saw the new logo on was a printed circular
that Dave sent out at the beginning of the new college semester,”
says Bateman. “And I’ve seen it on a table tent and a tablecloth.
The website was recently finished, near the end of last year.” The
website still shows a box with the old logo at the National Shipping
link, but that should change soon.
Bateman also found the project personally satisfying. “I like
working with brands that have a vision for the future,” he says.
“And if anyone has that, it’s Dave Holloman. This redesign was an
example of being able to start from a small, ‘Hey, we might want
to update our website’ and evolve it to, ‘Hey, we’re going to over-
haul your entire brand system and bring you forward to your next
growth phase.’”CHARLES BATEMAN / LOGAN HALL
Charles Bateman has more than 14 years of sales, marketing, and management experience in the marketing, advertising, and financial industries. As the director
of operations for Main Street Marketing, he managed all of the firm’s print, Web, and event promotion projects. He also oversaw the building of the firm’s online
media outlet, High Country 365, including its website and mobile apps. Charles is currently the principal of Bateman Consulting (www.charlesbateman.me).
Logan Hall (http://loganhalldesign.com) is a freelance graphic designer based in Boone, North Carolina. He has a BFA in graphic design from Appalachian
State University and specializes in branding, identity development, illustration, and motion graphics. Music is also a huge part of his life—he plays guitar, bass, and
mandolin and has played in bands since he was 16. ■
about the designers
› › DESIGN MAKEOVERDESIGNERS
Charles Bateman / Logan Hall
http://www.charlesbateman.me / http://loganhalldesign.comthe result