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Ryon Edwards

Design is an integral part of every RP strategy, and Ryon is its Czar. He joined the firm in 1996 and is recognized as one of the Southeast’s most respected art directors. He is also well known for his vast knowledge about and obsessive love of typography.
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Recent Posts

posted by Ryon Edwards Mar 04,2013 @ 08:03AM

We came. We bowled. We helped out.

Saturday was a great day for bowling, and Team WECO came out to play. Our team raised $451 during the Big Brothers Big Sisters fundraiser "Bowl for Kids' Sake." Props to Yanti Pepper for spearheading our team's fundraising effort and to Kevin Archie for being Team Captain (our signup sheet was very well-designed). Thanks to in-person support by Gabrielle Pepper and Will Weatherly, who ended up bowling in the courtesy round. And a big shout-out to everyone who donated some coin to our team — thank you thank you thank you! Big Brothers Big Sisters met their goal of raising $55,000 (yea!) and everyone's contribution helped out.

Post-bowling libations and general celebration happened at a nearby cantina — thankfully, talk of after-after party at Rags-2-Ritchies's was, indeed, just talk.

We think Jeff Lebowski would be proud.


posted by Ryon Edwards Jan 21,2013 @ 05:06AM

New Work: Goodwill Industries of the Upstate/Midlands South Carolina website

We recently redesigned for our friends at Goodwill Industries of the Upstate/Midlands South Carolina. We partnered with WECOmates truematter who did an amazing job at site architecture and site development. They always do!

We designed the site with users in mind — we knew it needed to be very easy for visitors to find what they were looking for. It also needed to inform visitors of the mission, which is job training and placement services for people in the community. The main (global) navigation incorporates five areas, three which are dominant: Donate, Shop and Find Work, and appear on every page throughout the site. The sliders below the main nav on the home page offer up stats and facts about Goodwill, and are designed to be updated often. The overall visual design infuses the existing brand identity that we developed and the tonality throughout the site is light and friendly.

This project was a fantastic collaborative effort involving lots of folks, and we couldn't be more thrilled with the outcome. If you have a chance, please take a look — better yet, donate some items to your nearest Goodwill!


posted by Ryon Edwards Sep 19,2012 @ 12:52PM

From the CreateAthon Archives

Tomorrow morning, we'll kickoff CreateAthon XV here at Riggs Partners and will work for 24+ hours for nine well-deserving nonprofits. As we prepare, I’m reminded of the body of work that's been produced over the past 14 years. So many people have graciously volunteered their time, talents and services to make each CreateAthon successful — for that, we are truly grateful. Following are just a few samples that have been produced over the years (beginning with work from last year).

And while it's great to reflect upon the past, it's even more exciting to think about the future — the best is yet to come. Here's to CreateAthon!

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posted by Ryon Edwards Aug 27,2012 @ 03:07AM

Five tips for creating effective logos

In today's fast-paced and competitive business climate, developing and maintaining a strong brand is more important than ever. A logo is undoubtedly the single most powerful visual representation of the brand — that symbol must work extremely hard to connect with audience and to be true to the brand. So when it's time to create a new logo or update an existing one, it's important to remember some fundamental rules. Here are five of them:


This is a principle of branding, but can also be applied to logo design. Know what the competition looks like and do something that's unique — people remember things that are different. If a brand looks like everyone else's in the segment, then there's nothing to set that product/service or organization apart. Differentiation takes confidence and courage but can pay off immensely. Once I read that the Nike swoosh logo was a compromise by Nike executives — what they really wanted was stripes (like Adidas).


This seems easy enough, but is actually difficult to pull off successfully. If you over-simplify, you run the risk of ending up with something boring, so you've got to make sure it has visual interest. It's tempting to use fancy graphic tricks like gradient fills, drop shadows, trendy type and and 3-D effects, but these tricks tend to get dated and usually end up not reproducing well across various mediums. Avoid including too many concepts in a logo — simple designs that suggest one thing are easier to remember and will not get dated as quickly.

Example: FedEx
When Federal Express was going through a rebranding process in the late ’90s, Landor Associates suggested shortening the name to FedEx. They created a very effective logo and tagline Delivering the world on time. The logo employs a hidden symbol between the capital letter E and the letter x. That simple arrow is a powerful visual device — once you see it, you'll always remember it. That symbol ties in beautifully with the brand in a simple, elegant fashion.

The best brands stand for an idea or a strategic position. Make sure your logo stands for something meaningful — understanding what a design represents accelerates recognition and bridges the gap between brand strategy and creative design. Logos that have meaning provide context and offer better recall — which makes it much more powerful than a logo that's just looks good.

Example: Amazon. Although the company initially started selling books online, the name grew with the company as they started selling more diverse products. The design of the logo says it all — we sell everything from A to Z (with a smile). It's friendly, approachable and looks like it's easy to do business with. True.


Color has the ability to convey meaning and can offer immediate brand associations. It has the power connect emotionally, but can be subjective — while one person may LOVE yellow and orange, someone else may have a negative reaction because of past associations. I can hear someone now — Oh no! those colors remind me of a sofa we had in the '70s. Consider color carefully and use that color consistently. Over time, that color can become yours — what we refer to as "owning" a color.

Try this little quiz — when you see these company names, what color do you think of?

1. UPS

2. Sprint

3. Target

4. Ford

5. Tiffany & Co.

See there?


Establish standards that illustrate proper use of all logo variations. Use the logo consistently on everything you produce and use the correct logo for the specific application. You should have one color, two color (or more), horizontal, vertical, CMYK, RGB, JPG, PNG and vector at a minimum. Just be sure to use the logo with care and respect and to use consistently. Over time, this will build equity for the brand.


Check out these links for more information on logo and brand identity design:

posted by Ryon Edwards Jun 26,2012 @ 03:00AM

New Work: Palmetto GBA Annual Report

Hot off the press! We just wrapped up the 2011 annual report for Palmetto GBA, a subsidiary of BlueCross BlueShield of South Carolina. Palmetto GBA provides technical, administrative and contact center services to the federal government (Centers of Medicare and Medicaid Services). The book has a blind embossed short cover, colorful infographics and custom icons for the fold-out case studies.




By the numbers

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