Noted: New Name, Logo, and Identity for The Ruby Company by One Design Company
“Diamond in the Rough”
(Est. 1996) "The Ruby Company (formerly Ruby Robinson Produce) is one of the largest suppliers of fresh produce to national and regional grocery chains, restaurants, and distributors across the country."
Design by
One Design Company (Chicago, IL)
Related links
One Design Company project page
Relevant quote
Where to turn for inspiration? What about the industry’s roots in back-breaking work and long-haul trucking? A hardworking midwestern ethos? Mix all that with a dash of attitude, confidence, and a deliberate u-turn away from the expected, and an exciting new graphic language was born. Bold language complemented the equally bold visual identity to support Ruby’s audacious vision and relentless work ethic.
Images (opinion after)
Opinion
The old logo wasn’t good in terms of sophistication but it definitely had charm and the right idea with the produce in the counterspaces. The new logo loses the charm in exchange for a kind of rugged sophistication that certainly looks good and has a Midwest-blue-collar-nouveau aesthetic that I’m pretty sure is not a thing but that’s the vibe I’m getting. While it’s a nice graphic expression, the logo could be for anything from automotive parts to widgets, which is an issue certainly corrected in the applications with a bevy of produce illustration and photography. The whole identity is typeset in Commercial Type’s Robinson, which makes the trendy approach more palatable as it’s a really nice type family. The illustrations are quite good, the color palette is very earthy and warm, the photography is really great, and when everything comes together, particularly in the website, it does make for a very convincing identity for this client.
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