CBI Cables is a wiring systems manufacturer from Oriskany, New York with a global presence in the live entertainment industry, and over 300 active retail music dealers.
The company had used the same logo and visual identity since the founding in 1981. I wanted to pay homage to the previous logo that had seen them through so much. By incorporating three blue stripes with an exaggerated perspective and a tight square crop, I believe the new logo was given enough differentiation while maintaining a level of familiarity.
Retired (1981 - 2019)
We settled on the very geometric 'Proxima Nova' font family as the primary text for the logo, headers, and paragraphs. With personal concerns that this would be too stale, I settled on 'Perfect Redemption' as an approachable accent font required on all major pieces of collateral. To ensure that there was always a place to use it on any given design, I created a secondary logo with 'Perfect Redemption' as the typeface.
With black and white being the two primary colors used throughout the identity, I decided early on to use a splash of color (preferably a gradient) as often as possible.
The confidential pricing catalog is distributed to every verified dealer throughout each industry we serve. This is our master catalog with products and pricing covering our whole line of cables. For the sake of maintaining pricing confidentiality, I have censored the catalog.