Instructor Receives Top International Award for Brand Development

By: Monica Zango Filed under: Marketing

August 31, 2017

Adjunct Instructor at The Art Institute of California—San Francisco, a campus of Argosy University, Tom Gehrig and his colleagues at Gehrig + Kelly Brand Development have been named Silver winners in the 2017 Summit Creative Award® competition.
Tom Gehrig Axial Engineers logo creater and award winner

Gehrig is Principal and Creative Director at Gehrig + Kelly Brand Development, overseeing the formulation of all brand and advertising strategy from concept through execution. Founded in 1989, Gehrig + Kelly’s creative and marketing services encompass various aspects of graphic design, branding, and website development. Over the years, they have served many diverse clients, including Bogle Vineyards, Sybase/SAP, Autodesk, Genworth, AntoliniUSA, and American Century Brokerage.

Chosen as a Summit Creative Award Silver winner from among 5,000+ submissions from 24 countries, Gehrig + Kelly Brand Development was recognized for their work for AXIAL Engineers of Novato, CA.

In this particular project, Gehrig began with many hand and digital sketches, eventually arriving at a solution featuring the “A” in Axial in the logo mark. This element was then combined with customized lettering for the rest of the name to create a unified logo.

The logo features a square to represent solidity and weight as well as a pyramid (typically not noticed immediately, but instead moments later)—the most stable of all shapes. The A-shape points down and converges into sharp points, conveying preciseness, knowledge,and expertise. The color blue was chosen to evoke strength, trust, and dependability, while the deep grey is intended to suggest calmness and balance. The words “Building Ingenuity” were also selected to convey what AXIAL does, and these words are placed front and center on their site homepage.

“The logo acts to assure clients they are dealing with a firm that values creativity and quality in the services we provide. I know the logo increases my ability to capture initial client interest and reinforces my firm’s values every time clients see it.” says AXIAL Engineers’ founding principal Roy Andrewson.

For 23 years, the coveted Summit Creative Awards (SCA) have celebrated the achievements of small and medium advertising agencies worldwide, with judges searching for innovative and creative concepts, strong executions and user experience, and the ability to communicate and persuade. This year's panel of judges included professionals from the US, Australia, Canada, Chile, Japan, and South Africa.

“Winning a Summit Creative Award is a significant accomplishment in one's career. With vetted judges, tough judging criteria, two-phase blind judging processes, and strict bylaws limiting winners, only deserving entries receive recognition,” said Jocelyn Luciano, Executive Director for the Summit International Awards. “The creative work this year was outstanding. Watching the judges debate the details of individual entries in the run-off for the top spots was inspiring.”

Gehrig has been as an instructor at The Art Institute of California - San Francisco since 2012. He is also a fine artist, with his work exhibited in galleries in Big Sky, Montana; Lafayette, California; and Palm Desert, California.

Want to learn about more faculty members and their areas of expertise? See our featured instructors on the Ai California—San Francisco faculty page.

Learn more about our programs.

Get Brochure

By: Monica Zango Filed under: Marketing

August 31, 2017