Case Study — Coldwater Creek
In 2012, Hovard Design had the honor of redesigning the Coldwater Creek brand identity. Our goal was to update and modernize the logo while still maintaining its recognizability among loyal consumers. We started with the original logotype which had been created in 1984 based on the font Palatino.
After a series of updates and a streamlining of the font, we were able to develop a beautifully contemporary version of the classic original.
An icon is a powerful way for a brand to convey, inform and reinforce its image and personality. Icons are important because—when done right—they capture the spirit of a brand in a way that can resonate with consumers on a more visceral level than words and language. The best brand icon will surpass the brand name itself in recognition power.
For Coldwater Creek, since their brand philosophy and product lines are inspired by nature, the logical choice for us was to feature an animal icon as the brand ambassador. The addition of the company’s founding date to the icon added a sense of history to Coldwater Creek’s brand DNA.
Beyond the new logo and icon, we felt a distinctive monogram could provide an effective sense of legacy. Also, as a signature element of branding, it can be used with various products and across many consumer touchpoints.
The use of a signature brand color is a compelling way for a company to set itself apart in an oversaturated, highly competitive retail environment. When effectively employed, a proprietary color becomes synonymous with the brand it represents.
For Coldwater Creek, we felt the brand’s reinvention would benefit from the use of a fresh and contemporary color palette. The bright green suggests the complexion of nature itself: crisp Granny Smith apples, fresh-cut grass, the first sign of spring’s rebirth.
Accented and balanced by warm ivory, the color statement is distinctively traditional and modern. Various sizes and shapes of gift boxes and shopping bags make for a remarkable brand statement on the street, in the mall, at points of sale and at home. The addition of natural cord handles and the untraditional placement of the logo at the bottom of the packaging are details that are both subtly artful and visually interesting.