Every brand needs a logo, and we’re always excited to make one for someone starting a new venture. But sometimes, a brand already has a logo and just isn’t thrilled with it — maybe there are details that don’t feel exactly right, or maybe it doesn’t work for what the brand has become or the shift it is about to make.
When a client comes to us to revise their logo, we try to get to the bottom of what isn’t working with what they already have and evaluate if what they are looking for is a refresh or a wholly new design.
You may choose to do a logo refresh when you are happy with the concept behind your logo but want to refine some of the elements — for instance, refining the shapes, revisiting the color palette, or taking another look at typography.
Mercurius was happy with their interlocking triangles but wanted us to refine the shapes and revisit their typography. We created custom typography for “Mercurius” and paired it with a deco-style typeface that was reminiscent of the original logotype.
Along with their logo, we illustrated matching alchemical symbols and a branded repeat pattern that we used on their packaging.
Balsam Design Build
When we began working on the new website for Balsam Design Build, we recommended that we refine their logo along with the site. We liked the architectural features present in their existing B but felt that the logo and typography needed refinement. The new logo retains the concept and qualities of the original while elevating it.
The team at Moxtra came to us looking to update the lettering in their logo but not their mark. We retained the connected letterforms of the original design, but custom designed a friendlier lowercase and added dimensionality (though there is a flat version because, of course, when we make a logo, we make versions for any scenario, including limited colors).
Springfield Ambulance Corps
When a company has been around for a long time, there are often multiple versions of its logo floating around, all with slight variations, and no one is quite sure which is the actual logo. This was the situation in which the Springfield Ambulance Corps found themselves. This can become a real problem in maintaining brand consistency.
Our refresh of their logo shifted the emphasis from the border, refined the details and color, and made use of typography that was more modern and much more legible. We were also able to incorporate the Staff of Asclepius, often seen on EMS logos, at the client’s request.
When a brand’s old logo feels like it needs to be scrapped entirely; too weak, amateur, or just, well, old… these situations make for great design projects as we uncover what it is the brand really stands for and what is truly missing from the current logo.
When we began work on the Anita Borg Institute rebrand, we were asked to create a system of logos that would work for the organization, its community chapters, and its conference, the Grace Hopper Celebration for Women in Technology. The mark they had felt outdated aesthetically, and its stylized “AB” denoted nothing about women or technology. Read more about the rebrand, including the name change and design of the logo (named the “Brilliant.”)
Archaeological/Historical Consultants wanted to update their logo — their existing logo felt a bit dated, and petroglyphs are only a small part of their many areas of expertise.
We retained the rust color of their original mark, pairing it with a slightly-green blue. We created a monogram logomark that incorporated the / more cohesively. To celebrate the longevity of A/HC and help convey its expertise, we incorporated the year of its foundation into the logo.
Women In Product
Advocacy nonprofit Women In Product felt their branding was a little generic and came to us for something more resonant and ownable. The new branding — logo, typography, color palette, and brand visual style for their website redesign — is at home in the tech-sphere but appeals to their membership: women and non-binary people who are product managers.
We went on to make a set of visual elements that softened the brand from its tech precision, spec their typography, make them a style guide, and a new fully-rearchitected website.
The new mark for ProUnitas is an evolution from the nonprofit’s original purple and pink “lotus” mark while totally revising its typography and proportions. The “Stellaflora” combines a (Texas) star with a single-line knotwork flower, both at a dynamic ‘moving forward’ angle. The mark contains ten colors that make up a continuous spectrum — signifying diversity and inclusion and a bright positivity (against the darkness in which society often casts all sorts of underprivileged groups.