GRAPHIC DESIGN / LOGO DESIGN / BRANDING DESIGN / BRAND REDESIGN / CONCEPTUAL DESIGNLogo Design and Branding
Project to redesign a logo of a company with PNW roots. Research the company’s history and brand iconography to create a re-imagined brand identity.
Completed
Student Project: Spring 2022
Programs
Adobe Illustrator
DESIGN SPECS
Overview
Research company history and its values to understand brand identity
Create thumbnail sketches for new logo design
Iterate on chosen logo design sketches
Create black and white vector art of logo design
Pair typography design with the final logo
Create various color palettes to pair with logo
PROCESS
Research
First I had to decide which company I wanted to redesign and I ended up choosing Brown & Haley. I decided on Brown & Haley because as a brand they are not well known. However, their candy Almond Roca, is very well known and was a common staple in our house when I was growing up.
The first thing I did was research to find everything and anything about the company history and the company values.
BRAND VALUES
Mind Map
Using the Nine Ideals of branding to find common themes to start the sketching process.
Three common themes I found to focus on were:
Tradition
Holidays
Gift giving
EXPLORING THEMES
Preliminary Sketches
First round of sketches exploring forms of logos including:
Word Marks
Pictorial Marks
Abstract Marks
Emblems
Picked sketches 6, 13, and 14 to develop and refine.
ITERATION OF THEMES
Refined Sketches
Iterations of sketches further exploring design themes.
Geometric Shapes
inspired by packaging of Almond Roca from the 1920s
Squirrels
represent family and gift giving
Bow
showcase gift wrapped presents and luxury
CHOOSING A DIRECTION
Geometric Design
I went with the design based on the traditional geometric logo of the 1920s because this style of logo: will best work:
will work seamlessly across all Brown & Haley products
will integrate into an international market
honors the brand’s roots and iconography
ADDING PERSONALITY
Typographic Pairings
Now it was time to find the right typeface to add some personality to the logo.
I had two main objectives with pairing the vector logo with the type:
Draw attention to the parent company, Brown & Haley, and less focus on product name, Almond Roca.
Modernize the logo while still honoring its history.
I chose LTC Bodoni 175 Pro to use for the typography. It is a timeless and classic font that represents the company’s roots.
MAKING A STATEMENT
Color Design
Bright pastel colors are a popular modern trend that new brands have been using to sell chocolate goods. So with that in mind, I wanted to pay homage to the original Almond Roca packaging of the 1920’s by using a light pastel pink. This color is both unique and trendy, all the while blending the brand's history with a modern touch.
INCORPORATING THE PAST
Final Logo Redesign
I resigned the Brown & Haley logo by drawing inspiration from their 1920's Almond Roca packaging. By infusing the new design with a blend of timeless sophistication and contemporary elements, I aimed to uphold the brand's sense of tradition while injecting a fresh, modern appeal.
Business card template by Mockup World.
Tin template by Behance.