Here's the latest color renderings, and I pray you have a well adjusted monitor, now, so you can appreciate them. Since I have a high-end color calibrated monitor (flat screen) that matches printouts perfectly, I feel I've fulfilled your expectations, However, if for some reason, you are looking at these pages with an old monitor (more than 3 years old, the phosphors start to go, and your white screen becomes a shade of blue gray), then there will be differences. However, I've printed out the printable versions (click on the logos below to reveal the larger, printable versions), and they reproduce fabulously.

Above is the multimedia version for Web and full color printing applications.

Above the flat color version which can be used in spot color applications such as tee-shirts, embroidery, and screen printing on advertising specialties, vehicles, etc.

Above is a grayscale version for one-color printing on office forms or newspaper ads.

The old logo was serviceable, but the color is too garish and intense... actually not print matchable. It's important to match your color with what is printable. Most designers who just do computer graphics and have never done real serious printing projects often create colors on the computer that cannot be reproduced on paper. I considered the fine outline around the logo, and determined it wasn't a rope or other metaphorical device, It's just a border to provide more opportunity for the second color. I took that idea to the next level as you can see. I love the sun icon, and I want to save this element because it says without words, "New Mexico."

The new logo is similar to the old one but not the same obviously. I chose a bold typestyle for the redesign, because I love broadcast logos that can be seen at a distance. Spindly thin logotype is fine for a law firm but not a fun place like a radio station. This is show business, and you must live large to be seen and remembered. It's all about brand marketing. The new logo has colors that actually can be reproduced on paper. I tilted the sun icon to provide a feeling of motion. Plus it fits better this way allowing me to squeeze the KZ and 93 closer together. Of course the embossing and drop shadow make the logo dynamic in this depiction. The writing below, "continuous country", is in a relaxed, handwritten style that speaks to the country audience in a no-nonsense way.

Color Calibrator

This will allow us to range in the blue you want. Which color looks the best on screen for your needs, and which one prints the best? Print this page, and let me know which blue prints the best. Meanwhile, which color looks the best on screen? Keep in mind, the blue that looks the best on screen may not print as you like it. We may have to provide you with two different logos... one for online and electronic applications and one for print. Not difficult to do, so don't worry about it. This is a test strip that tells me which color prints the best for you on your office ink jet or what have you.

I have changes all of the shades of blue on the logos on this page to get it close to your original blue. I was just trying to give you a color that works both places... the Web and on a printed page. Nonetheless, I was surprised to hear that your screen makes these logos look purple. They are blue on my computer screen, and I use color balanced ambient light profiles and calibrate my monitor regularly. In other words, the blue I see, prints as blue as blue can be. I removed 50% of the magenta in these new logos to make the blue even more intense. We'll see how this works on your end.

As you can see, I've already begun the process of updating your logo. And, as you can see, I did not abandon the colors nor character of your previous logo. It evokes the same recognition, same visual equity the other logo has established in the marketplace.

First of all, the colors on this full-color version are a subtle blend of red at the bottom to light orange at the top. The overall impression is orange, of course, but not it's like your logo is glowing hot.

I italicized the logo to give the sensation of speed or movement. Your other logo was fatter, and plump-looking. I also shortened the slogan. You don't really need the word "very" to make your point here. The shorter term makes for a more legible logo. To add the word "very" will mean reducing the overall type size of the line, and we really don't want to do that. This one is streamlined, and with the type at the bottom, it looks like it came from the grill of a '57 Chevy. Yet, it's still modern.

Finally, I combined the tag lines "Artesia's Own, and AM 990, and put them at the bottom to give the logo an overall cohesive look. It's cleaner this way.

I did some research in Artesia, and learned a few things, toured your Web, and I borrowed some imagery to make the proposed Web banner up top. Hope you like it.

Don't be overly concerned at this point about the costs of reproducing a logo such as this one. Once everything is green lighted, I will provide you with a flat color version for two color reproduction in black and orange. Plus you will get an infinitely scalable version in a file format suitable for creating digital reproductions of your logo the size of an outdoor sign or for vehicle graphics, screen printing, and embroidery applications for apparel.
Your current logo
Your new logo (click on it to reveal a larger version suitable for printing but not publishing). Once it deploys in your browser, right click on it to download it to your hard drive.

What comes next:

If you like what you see, then we can move to the next step which is production quality logos, a complete set for all occasions and applications as mentioned above. The proverbial ball is now in your court. I will be working on the next logo as soon as we've passed the halfway point with this one. I like working on one at a time

Best regards, and a Happy New Year to you all.

Gary Olsen
© Gary Olsen 1999, 2000, 2001, 2002 all rights reserved. All graphics and copy in this Web site are the intellectual property of Gary Olsen and/or his clients' property, used with permission, and cannot be used for any purpose without permission. Address correspondence to golsen@mwci.net.