After substantial research into Ulmer’s competition, N+S decided to concentrate its efforts on creating a strong logotype verses pursuing any kind of iconography. Learning that Ulmer excels at customer service led to the inclusion of a short blue underline beneath the letter “U” in Ulmer, and the creation of the firm’s tagline, “Our business begins with you.” To reinforce the meaning of the underscore N+S used a simple blue line as the subject of a short animation, that moves and morphs into quick illustrations which describe the firm’s positive attributes. Ultimately the animation ends the way it began with just the single blue line, followed by the name Ulmer sliding in above the underline to complete the mark. At the end, the tagline “Our business begins with you” appears beneath the logotype to punctuate the story.
