Life as an in-house designer.
I started at Zoro in 2018. Since joining I have had the chance to work the on rebrand of Zoro.com where I came up with the concept for the current logo. A little over a year later I was promoted to senior graphic designer.
In my role as Senior I have had the opportunity to contribute on the creation and evolution of our brand guidelines and focus on developing a design system for our email’s UI. Outside of creating components and layouts for our email design system a big part of my day to day work is in the creation of multi-channel marketing campaigns that include email heros, affiliate & programatic banners, layouts and covers for direct mail and social media content.
My Logo in the wild.
Our team spent countless hours developing our new logo and brand guidelines. As Zoro’s strategy and offering has 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 grown we now offer everything a business needs from tools to get the the job done to parts and supplies to keep their business running.
Ultimately, we decided we needed to create a logo and mark that encompassed the idea that Zoro.com provides everything that a company could need in a single “box” or “package”. As we refined our concepts we settled on a logo that I created. This logo helps establish our new mission and helps to move our brand into this 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.
