06.20.06 - TLC Chooses San Diego's Jacob Tyler Creative Group for New Corporate Identity

ZEELAND, MI - Total Logistic Control (TLC) the Zeeland, Michigan-based subsidiary of Fortune 500 company SUPERVALU, chose San-Diego's fast-growing design group, Jacob Tyler Creative Group, to develop the logo now representing TLC for their corporate collateral and U.S. transportation fleet.

So how did the San Diego firm land such a big Michigan fish-a fish that hadn't changed its logo in 20 years? According to TLC's Vice President of Marketing, Carl Melville, "I gave three firms across the U.S. the mission of 'We don't want a radical departure in our corporate identity; we want an evolution.' Only one firm came back with some really exciting work, and that was Jacob Tyler Creative Group.

In describing the corporate identity creative work by senior designer Les Kollegian, Melville stated, "It does a great job of describing us--it evokes motion, out-of-the-box, forward thinking and growth. It's a stark, powerful logo. It's very bold. This is appropriate for a non-nuanced industry of highly focused people charged with making wheels turn and making things happen. We didn't want something nuanced that might look good in the tech world. We wanted something that would make a very powerful statement, and this logo does the job."

Date: June 20, 2006
Contact: Denise@JacobTyler.com
Phone: (630) 845-4694

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