ADC felt the need to reconnect with its roots. Not only did it need a logo, it also needed a brand toolbox that would allow freedom while playing with the brand. The logo also needed to be flexible enough to look interesting on business cards, banners, stationary, and other pieces of communication.

We developed a simple symbol that places the ADC acronym in a circle. To keep ADC’s heritage, we brought back visual cues from the original logo and adapted them to the new branding. The renewed logo was a good start, but we needed a playful system that would communicate the craft. By taking squares and circles from the symbol’s original shape, we were able to create an extended version of the logo, in which multiple lines and patterns can be randomly added. To complete the rebranding, we traced a custom font that would complement the symbol.

The design community at large loved the logo. For example, in one article, design critic Joe Marianek wrote: “It’s an identity that looks to the best parts of the past without being kitsch, and would fit neatly into the world of Jay Gatsby.”