Salt Institute Design & Branding SALT LOGO by Grey San Francisco


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Industry Education
Media Design & Branding
Market United States
Agency Grey San Francisco
Executive Creative Director Jack Fund
Creative Director Michael Buss
Art Director Mark Chila
Released March 2012

Credits & Description

Category: Logo Design
Product/Service: SALT INSTITUTE
Art Director: Mark Chila (Grey San Francisco)
Creative Director: Michael Buss (Grey San Francisco)
Executive Creative Director: Jack Fund (Grey San Francisco)
Media placement: Logo - T-shirts - March 6, 2012

Describe the brief from the client
Create an identity and accompanying integrated campaign for the Salt Institute, a trade association made up of the 8 largest salt manufacturers in North America and whose charge is to advance the many benefits of salt: in particular, winter roadway safety, quality water and healthy nutrition. The ultimate goal was to have a logo as iconic as the one for Milk.

Describe the challenges and key objectives
The key challenge was creating a logo upon which 8 very vocal CEOs and presidents could agree. Our key objective, simplicity, helped solve that challenge. We wanted to create a mark that was so simple, so graphic and so iconic there could be no argument. One would see the logo and think, “Of course. What else could it have been?” Of course, it was imperative that the final logo reproduce well at any size, in black and white, in colour and at any resolution.

Describe how you arrived at the final design
The top of an old-fashioned saltshaker, reduced to its essence, inspired the final logo. A symbol with which we’re all innately familiar. It’s instantly iconic, easily recognizable, and the perfect graphical expression for the Salt Institute.

Give some indication of how successful the outcome was in the market
The campaign is in pre-production, so there is no data.