As part of their website redesign project, Aspen Trading asked PureBlend to refine their logo— without completely redesigning it or altering its friendly tone. They wanted no sweeping changes.

Aspen Trading was upwardly mobile— but we felt their logo was just a bit too casual for their evolving market position.

Our solution centered around some simple typographical refinements. We capitalized the lowercase “aspen”, keeping it friendly. We set the balance of the logotype in forceful, substantial upper case characters. We rotated the downward leaf to avoid a passive, even negative connotation (suggesting a downturn in the market?). By adding their slogan to their logo, we set a tone of authority.