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Logo Development Process
Step 1: Evaluate Current Branding
Recruited by executive leadership at conception of marketing department and tasked with spearheading rebranding initiative. At the time, the brand was using five logo variations simultaneously. The goal was to streamline to one unified design to use across the multi-line brand.
Step 2: Research
Determining key strengths was critical to the rebranding process. I spent time talking with the company owners and researching historical company documents. The brand's rich history (at that time, 125 years old) was a clear selling point. It's an earned accomplishment that was a key differentiator between the brand and its competitors.
Step 3: Key Findings
I came across an old sales document which displayed the original brand logo from 1891. It needed some adjustments, but became a main source of inspiration and key component to the rebrand. The built-in history and storytelling opportunities that came with the design were invaluable for the brand.
Step 4: Redesign & Revitalize
The 1891 logo needed modernization to be relevant to today's consumer and look appealing on product and packaging.
Step 5: Final Character Adjustments
I simplified the design by removing decorative imagery, created a new line flow for the text, adjusted the color palette, and cleaned up the overall character shapes.
Step 6: Updated Logo
The result is a modernized twist on a piece of brand history.
Step 7: Recap of Consolidation
The redesigned logo successfully consolidates multiple logos, speaks to brand strengths, and provides meaningful storytelling opportunities. This change provided better brand recognition, which improves UX and builds connection and trust with customers.
Step 8: Develop Brand Style Guide
Logo usage rules and application were rolled out as part of the larger comprehensive brand style guide that I developed. It was then published as a key internal document and partner resource (excerpt shown).
Step 9: Tell The Story
This graphic was created to share the new logo and story behind it.
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