Problem: The Architectural Woodwork Institute (AWI) had an outdated logo that was working against their image as a contemporary organization. Developed in the 1970s, the logo actually resembled a waterbed! There was an additional political complication: many heads of the organization were fond of the logo and didn’t want to make a change.

Solution: We first sent questionnaires to the leaders to get their input, then presented several design options to them via a Web site and a multi-city teleconference. The new logo, with a “Frank Lloyd Wright” feel, debuted at AWI’s biannual conference to acclaim. It was so well received that AWI came back to Boscobel a few months later to redesign the official member seal.

More logo development success stories.