LOGO REDESIGN PROCESS MANUAL
Created by Hannah Kirsch for Emery Street Inc.
Table of Contents Original Logo Sketches Digital Iterations Variations Typography Final New Logo Variations
Original Logo
Sketches
The client, Susan Abplanalp of Emery Street Inc. wanted a redesign of her logo. Her current logo was outdated. She did not think the typography was suitable for her company image, and wanted changes made. However, due to trademark reasons, she wanted to keep the same color scheme and same general icon: the equilateral triangle with the teal and gold motif, and the name of the company laid against the right side of the triangle.
After the initial consultation, I began to draw up some sketches of possible variations for the logo. I tried to think out of the box and come up with a variety of ideas, which would then be narrowed down at a further meeting.
Through consultation with the client, I learned that the background texture of the icon was very important to her, representing the texture of the street, as well as of ocean foam. Going into the redesign, I knew I wanted to add that constraint as well: to create a meaningful background texture.
Digital Iterations
Typography
Soon after drawing a few sketches, I took to Illustrator to begin to create some designs digitally. This is when I formed the rounded-corner triangles, as well as the border line. I also experimented with different illustrations to place in the middle of the triangle. I wanted a sofisticated, iconographic image that would look good at very large and very small scales, and would respect the original design of the intentions of the organic symbol within the original logo.
I tried different font families in different sizes and placements, and decided on Gill Sans as the most suitable typeface. After, I brought these variations in for the client to see and decide what she liked or did not like.
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Final New Logo
Variations
The client was happiest with the Gill Sans logo that included the two “leaves,� the ocean texture background, the rounded corners and the extra border.
Although the logo is trademarked, it is still versatile in its possible variations, which the client can use for different material and media purposes, or for different departments or areas that the company will work in. Below is a simplified variation of the motif which can be used in two-tone positive and negative environments.