We design lots of logos. Sometimes we create them from scratch for a new company or nonprofit. More often, we are asked to redesign existing logos. In some ways, this is an easier task — the logo has been put to the test over time (sometimes too much time), so the client understands what the issues are and is open to a fresh look. We love this! There are a couple of varieties of logo redesign.
#1. The Extreme Makeover
In these cases, the logo has major problems that need to be addressed — it may look dated, or no longer accurately represent the company’s brand. Or the organization’s strategic target may have shifted, so the brand identity needs to reflect that. Here are some examples of extreme makeovers that we’ve tackled.
Global Village Media — In this case, the client needed to quickly pull a logo together for their new website. Unfortunately, the white logo on the black background did not translate well when inverted to black on white. And they felt it did not accurately represented their brand. We brought the identity down to Earth by designing a logo that they could use on all their collateral.
Sterling Affair — The company realized that their logo was becoming increasingly dated. We took them through a rebrand and refreshed their identity to bring a more polished look to their catering business.
National Forensic League — This was an example of a nonprofit that didn’t have an actual logo that they used consistently. Starting with the logo, we did a rebrand and comprehensive redesign of all their collateral, bringing a more dynamic and contemporary look and feel to the 85-year old organization.
#2. The Logo “Tweak”
Sometimes there are good things to keep about a logo. If a company is very well-established and the logo mark is highly recognizable, it could be good to just rethink the typography and perhaps make some minor changes to the art.
Birchwood Center — The client felt that their logo mark perfectly represented the vibe of their yoga studio, and found that their clientele was quite attached to the image. However, the size ratio to the typography, the font and the colors were out of date. We did a simple update to the color palette and type, and locked their core offering “yoga & massage” to the logo to make it more visible.
Veritable Vegetable — This California organic produce distributor had been in business for 30 years and felt very strongly that we should maintain the original logo mark through the brand redesign. Our main goal was to incorporate updated typography that wouldn’t get lost underneath the original art.
The Receivables Exchange — Sometimes all it takes is a color shift. For this client, the original gold/green color combination was an overbearing representation of their brand. They wanted to shift toward a feeling of “corporate finance.” So that’s what we gave them.
#3. The 360
Occasionally in our R&D process, we discover that just a change in the look is not enough. When we do a 360 view of the organization, we ask lots of questions that may be uncomfortable. Sometimes what comes up is that the actual name of the organization is not working. At all. So we go through the process of renaming it first, and then proceed to the design.
Forward Stride — This client ran a wonderful organization helping kids with disabilities by offering therapeutic horseback riding activities. Unfortunately, their name was holding their growth hostage by inhibiting outreach. We went through a renaming process first, then designed a fun, relevant identity they could use on all of their collateral.
Kinship Conservation Fellows — In this case, the client needed to rebrand and rename their fellowship program because of a major change in management. We started over from scratch with the identity after renaming and repositioning the program.