A Classier Bass Pro Shop Identity by Fred Carriedo

June 25, 2012
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A Classier Bass Pro Shop Identity by Fred Carriedo

This concept identity for the Bass Pro Shop by California-based Fred Carriedo exemplifies a designer identifying a problem and solving it on his/her own volition to beautify their world—and a lovely solution it is. Come, let's compare, optometrist style:

Which looks better...
This one...
Design, basspro, identity

or
This one...
Design, basspro, identity

That's what I thought. He has built a clever and inviting mark that is both sport and utility and lends itself well toward product branding. His mark feels more timeless and less hokey than the current logo design.

Of course an improved mark does not necessarily complete the package, and Carriedo also worked through a full set of branding. Through his vision, the shop no longer appears as a dated supply source and instead exudes an air of nostalgic invite, of "the good old times" and high-quality gear that is still, in fact, "made like it used be." Some might argue that the logo style is a bit trendy or it misses its target audience—what do you think? Would it work, could it grow into itself, or does it miss the point?

Design, basspro, identity
Design, basspro, identity
Design, basspro, identity
Design, basspro, identity
Design, basspro, identity
Design, basspro, identity
Design, basspro, identity
Design, basspro, identity
Design, basspro, identity
Design, basspro, identity

Carriedo's portfolio is packed with strong identity designs as concept and student work, and the graphic designer says he is "inspired by concept and driven by the powerful messages of simple, minimalistic, and practical design." I'm looking forward to seeing more of his work in the future.

Some other hand-picked posts you might enjoy on our Design Blog:

The Ace Outdoorsmen Identity Design by Foundry Collective
A Media-Focussed Interface Concept for IMDB by Vladimir Kudinov
The Emporium: A Pie-Centric Branding and Site Design from Foundry Collective

Via Design Work Life

Jessica Patterson

Jessica Patterson

Hi, I'm Jessica. I'm a Designer and Writer at Drawbackwards and write for the Design Blog at Design.org. I enjoy vintage things, letterpress, publication design, and long walks around the Cesar Chavez Park pond. You can follow me on twitter at @jessdoodled for lots of fun randomness.

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Visual Design Lead / Palo Alto, CA

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