Our approach was not to re-design the logo but to accentuate what already exists and create brand DNA from that existing equity. The original logo had some strong components that needed to be presented in a less busy way. Our idea was to simply the vector art and create usable graphics. We then developed a color palette based off of the original logo rendering.
To simply clean up the logo was not enough. We wanted to create graphics that feel modern and authentic while still maintaining current brand equity. By using elements from the main logo we were able to create many alternate logos that can be used in a variety of different applications. By applying these alternate logos in different situations true brand DNA organically starts to evolve.
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