Check out Go Expo Services' brand book!
Have you ever met one of those larger-than-life people? Someone who can enter a room and instantly touch every corner in the most warm and inviting way? Charles Doize of Go Expo Services is that kinda guy. I knew it from our first call and I wanted to create a brand that could live up to and expand on that even when Charles wasn't around. Because that was the point... to build the brand into something that Charles could take a step back from an let run in the hands of his incredibly capable and loyal team.
Go Expo Services designs, builds, and manages trade show booths for BIG accounts all over the country with Charles at the helm dealing in hugs and handshakes. He described the hustle and bustle of a pre-show convention hall and how you could always find Charles in the crowd because he was the big guy with the smile telling everyone it was going to be ok. I wanted the brand to feel like that. Bold. Fun. Not super serious, but SERIOUSLY impactful and on-point.
The concept of the logo in that first brand update was inspired by the name of the business being hard to pronounce. There are logos that just exist and there are logos that solve problems. This logo had a big problem to solve in that no one outside of Louisiana knew how to pronounce it. So I used the logo and the brand around it to suggest exactly that: GO!
Two years later, Charles moved his home and his headquarters out of Louisiana and the brand needed to move, too. Geaux Expo became Go Expo Services and the rest is history. Now, before you dive in, below, there are a couple of fun, VERY industry-specific considerations that went into how this brand was designed:
The color needed to be iconic. Their main competitors had all staked claim to major color groups and color is one of the biggest ways the different companies materials are recognized and sorted out in busy venues and loading docks.
The logo needed to make a good stencil: Most of their materials are shipped out and moved around the country in big, wooden crates. Every show is different, every booth is different, so the easiest, most economical way to make sure those crates are marked is to use stencils and spray paint.
It needed to feel like a trade show company... This one wasn't a requirement from the customer, it felt important to me. In the supporting artwork, you'll see abstract shapes that form the walls of trade show booths in all different colors and sizes.
