The process involved in designing a new credit card for Valero was typical of a large client. (At the time they were still Diamond Shamrock) "We want to change our logo but retain our appeal to the regional customers currently in our database." However, we're not telling you our real intentions just yet.

I knew they served the West Coast, the East Coast, Midwest and the Southwest areas. I decided to explore a generic approach that might work in all areas should the need arise. The initial concepts were accepted.

Amazing how far into the future companies have to think in regard to their marketing. I admire those people involved.



© 2006 Graphically Speaking


Key Features

Replace longstanding brand logo with new one that appealed to the existing customers.

Brand identification.

Retail look, yet universally pleasing.