Evolving Design and Empowering Teams
I joined Zoro in 2018. From the start, I jumped into the rebrand of Zoro.com, where I had the opportunity to conceptualize and design our current logo in collaboration with an amazing in-house team. After a year, I was promoted to Senior Graphic Designer, continuing to help develop the brand while streamlining and automating processes.
My current role is in art direction as a Design Manager. In this role, I’ve been deeply involved in shaping and evolving our brand, spearheading the development of our design system across all channels, and automating the design process. A key part of my role is mentoring designers, providing guidance to help them grow their skills and advance their careers. Beyond building components and layouts for our design system, much of my day-to-day work focuses on crafting and directing multi-channel marketing campaigns.
Creating a New Logo for a New Chapter
Our team spent countless hours developing our new logo and brand guidelines. As Zoro’s strategy and offerings have shifted, our assortment has grown from 600,000+ SKUs to over 10,000,000+ SKUs today. Previously, our primary focus was on tools, but as our assortment has expanded, we now offer everything a business needs—from tools to get the job done to parts and supplies to keep their business running.
Ultimately, we decided we needed to create a logo and mark that represented the idea that Zoro.com provides everything a company could need in a single “box” or “package.” In the end, we settled on a logo that I created. This logo helps establish our new mission and marks the beginning of our next chapter of growth.
Color
We didn’t just come up with a logo. We knew that color would play a big role in our story and brand. So, we carefully selected colors to support our overall branding efforts. We have been utilizing our blue as a primary color which feels mature, dependable, secure, and trustworthy. Our secondary orange helps grab attention, so we use it sparingly to draw eyes to our CTAs and special offers.
Distribution
Here’s a breakdown of the distribution of our primary and secondary colors.
Our Creative Over the Years
It’s taken time to evolve our look and feel. But, over the years we have really started to polish and fine tune our design. Our success has been a team effort and really comes from collaborating and building a robust set of brand guidelines that anchor us to Zoro the brand but also allow us to still innovate and grow current trends and new ideas that emerge in house with my amazing design colleagues.
