The client was renaming their business in a push to expand and felt the time was right to have a completely new logo designed. Hester’s Vintage deals in 1870-1970 items—fine art glass, arts & crafts-era pottery, semi-precious beads, sterling jewelry, vintage fashion pieces, ephemera and other things. Hester’s serves customers around the world, with a strong following in Asia, Europe, North America. They, of course, wanted a unique logo and were open to a variety of visual approaches.

We almost always present multiple designs when presenting a logo project. With Hester’s, we started with typographic considerations with a mind to work within the 100-year span of their offerings. We tried to incorporate bits of their inventory into the design, thinking it would be changed out with a favored piece from time to time. Hester had been the grandmother of the owner and a photo of her was used in their original logo, so we presented a couple of the designs that included her portrait. While they liked those designs, what the client was drawn to, though, was a typographic-only design—the owner had long admired our typography and asked that we strip out any photos or graphic elements in the final design. Their sense was that a photo or graphic of merchandise would color how prospective clients view their offerings.

The clients is delighted with the logo and has found it has helped as they press forward with their expansion. Clients have responded very positively to the new logo. They report that even during the COVID crisis and economic challenges associated with it, the average sale amount has increased.