In researching MGPC’s early visual history from 1980 to the mid 1990's, I discovered strong graphics and branding originated by Andrea Grossman (who studied as a graphic designer at Art Center in Pasadena, CA) that demanded reconsideration. Years ago MGPC had used a signature logo that was literally just that—Andrea’s penned signature. The authenticity and sincerity of this logo was powerful, and so the previous MGPC logo—with its rough edges and unmistakable similarities to the outdated and overused Papyrus typeface—was abandoned. In this signature logo, the heart element (in homage to the first sticker Andrea created, a heart) is tucked into the signature to act as an apostrophe and pop of color.
I discovered a tin pencil case in an archive box in the MGPC warehouse that was manufactured in 1987 exclusively for a key Japanese account. Printed on the case bottom was a wonderfully appealing brand stamp comprised of silhouettes of many of the company’s earliest sticker designs.
I noodled with the 1987 brand stamp to create a modernized version with simplified silhouettes, a few circular rules, and the central addition of California state icon to reference MGPC’s 38-year history of producing stickers here in northern California.
The signature logo and brand stamp were key players in the rebranding of sticker strip backer cards. A hefty horizontal black bar was also employed as a visual anchor to separate the branding header from the actual sticker strips. I composed a company mission statement of sorts that I shared with Andrea Grossman (retired, but always willing to critique!) for her blessing before going to press.
Previous branding (left) and new branding (right)
The bear above was one of the first stickers Andrea Grossman designed. In creating new display signage, I felt the bear might be a playful addition.
Trade Show booth backdrop and overhang
The black flap and inside back cover of our Sticker Kaleidoscope™ Books offered great opportunity to showcase the new branding elements—bear mascot, signature logo, mission statement, and brand stamp. I designed a one-color wallpaper of early sticker designs for the inside front and back covers.