BOISE: Formerly Boise Cascade

A use of identity, by a leader

New: "Cascade" went away, and Boise was redesigned.

Launched: March 14, 2002

Story in brief:
Sensing that his company was too strongly associated with paper alone, George Harad commissioned an identity review. Siegelgale's Larry Ackerman concluded that three businesses should be communicated... Building Solutions and Office Solutions as well as Paper Solutions; and that paring back to "Boise" would help us form a new image of this company. (Gene Grossman led the design work.)

Credits:
C.E.O. - George J. Harad
Identity counsel and design - Siegelgale

First Impressions:
Because the tree symbol, and the imagery in "Cascade," were both lovely, this is a change I personally regret (in the same way I regret loss of Gateway's cow-spotted box). But I'll get over it. The strategy looks to be sound, the design executes it effectively, and Harad deserves credit both for seeking competent advice and acting on it.