forms and business cards

Corporate Identity

Salt Lake Rug Co.

Project Date: 2014


Before rebranding, the previous business had an array of documents all with different treatments of the name. Not even a logo on them really — just varying fonts. You could have placed them all together and honestly thought they came from different businesses. Not wanting to repeat this kerfuffle, the client decided to ensure everything had a consistent look.

The Client

Located in the heart of downtown Salt Lake City, Salt Lake Rug Company was launched in 2014. Clients Toro and André run the place in true family fashion and have over 40 years of experience in the Oriental Rug trade between them. After the previous business (Broadway Oriental Rugs) closed permanently in 2013, the two were looking to shed the identity of the old store and build an entirely new brand.

Solutions & Insights

I see a lot of businesses that lose their brand right here and I can't for the life of me figure out why. For some business owners, forms, receipts, even the traditional letterhead and envelope aren't all that important. Trust me when I say that no matter who you are or what your business does, you will eventually need these items. Why not own that and use them to your advantage?

Every time somebody makes a purchase, they get a receipt. And depending on the purchase, your customer will probably keep that receipt for years and see it many times. If your brand isn't represented, that's a lot of missed opportunities to make an impression.

Your business card is essentially a miniature billboard that costs a nickel. That's the cheapest bit of advertising you are ever going to see. Get lots of them. More than you think you need and hand them out everywhere.

As for letterhead and envelope, at minimum a business should have a template in Word (with logo and address) on file. Many of my clients  do this and I always provide logo files at multiple sizes and formats for this very purpose.

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