My Role:
Lead UX/UI Designer
Timeline:
12 Weeks
Tools Used:
Adobe Illustrator, Photoshop
My Role: Lead UX/UI Designer
Timeline: 12 Weeks
Tools Used: Adobe Illustrator, Photoshop
My Contributions:
Before digitally designing the brand logo,
I quickly sketched three pages of possible designs. In five-minute intervals, I generated as many concepts as possible, focusing on quantity over perfection.
The rapid design practice resulted in three distinct options that, when combined, inspired the final redesign. I made sure the new logo incorporated elements from the old design, such as the electric bolt and connected letters.
The first decision for the rebrand and redesign was to implement a new, standout color. I chose green, as it is both eye-catching and distinct from the red commonly used by other brands.
I selected two shades of green to accommodate the branding’s application on both consumer and commercial merchandise.
The choice of typography was based on maintaining a fresh yet classy look and feel, while honoring the brand’s 80-year history.
Ave Fedan was selected for its aesthetic appeal, completing the overall look of the brand logo.
What I Learned:
Above all, I learned the critical role of typography in branding and logo ideation, and how to effectively incorporate it into a logo design. I particularly enjoyed the process of rapidly sketching possible logos on pen and paper, which yielded a wider variety of design choices than digital creation alone. Throughout the design process, I kept in mind the prioritization of maintaining the company’s longstanding brand identity while also appealing to loyal and new consumers within a diverse customer base.