report proposal rebranding company logo nb

HOPESTREETUrban Compassion

LOGO REBRANDING

HOPESTREETUrban Compassion

LOGO REBRANDING

REPORT

PROPOSAL

Proposal Report HopeStreet Logo Rebranding Date: 21st April 2008

H O P E S T R E E T U r b a n C o m p a s s i o n L o g o R e b r a n d i n g P r o p o s a l R e p o r t

Execut ive Summary

“HOPESTREET” would like to adopt a modern new fresh updated look by rebranding the design of

their logo but first they would like to know the potential benefits the rebranding.

This proposal report outlines:

The potential business benefits of rebranding HopeStreet’s logo

Several examples of company are who have successfully rebranded their logos.

Appendixes 1: A table containing links to articles on other famous logo rebrands

Appendixes 2: A table containing the latest trends in logo designs.

The benefits of having your logo rebranded with Jabit Digital Designs & Ideas

o Our logo rebranding strategies

o Timetable schedule for the logo rebranding design plan

o Two initial HopeStreet logo design concepts for viewing

After acceptance of this proposal as the senior designer I will be responsible for:

Attending an initial interview to commence your logo rebranding

Communicate and collaborate with HopeStreet throughout the design process..

Creating your new look logo and supplying you with a final file pack which includes all the

relevant file types needed for office printing and web use.

o This means that you or your staff will be able to insert logos into your day-to-day

documents, invoices, letterhead, etc., while maintaining a single standard for doing

so.

“I understand the power of first impressions” with this in mind, logo branding is a crucial factor that

every business should consider carefully. The message that your logo sends out - through its shape,

colour, size etc - should reflect your company's image effectively and immediately. I will help you in

Author: Judy Beddoni ‘JABIT” Digital Designs and Ideas of 27

“JABIT“ Digital Designs & IdeasAuthor: Judy Beddoni Date Due: 21st April 2008


every process of rebranding your company logo; the final result will leave a memorable visual

impact on your potential customers, whilst ensuring that you really stand out from the crowd with an

unforgettable logo which will instantly identify HopeStreet.

Contac t De ta i l s

To arrange an interview about this proposal please contact our senior designer:

Company: “JABIT Digital Designs & Ideas”,

Senior Designer: Judy Beddoni

Telephone: 02 9999 9990

Mobile: 0430 228 379

Email: [email protected]

Project Details

Organisation: HOPESTREET Urban Compassion

Proposed Project: HOPESTREET Logo Rebranding



Project No: 0005583

T a b l e o f C o n t e n t

E x e c u t i v e S u m m a r y .......................................................................................................2

C o n t a c t D e t a i l s ................................................................................................................3

1 . 0 I n t r o d u c t i o n ...........................................................................................................6

2 . 0 P r o p o s a l ....................................................................................................................7

2 . 1 P u r p o s e .............................................................................................................................7

2 . 2 L o g o R e b r a n d i n g O b j e c t i v e s ............................................................................7

3 . 0 L o g o R e b r a n d i n g .................................................................................................8

3 . 1 W h a t i s a R e b r a n d i n g ? .........................................................................................8

3 . 2 R i s k s ...................................................................................................................................8

3 . 3 B u s i n e s s B e n e f i t s o f L o g o R e b r a n d i n g .....................................................8

3 . 4 S u c c e s s f u l L o g o R e b r a n d i n g E x a m p l e s ....................................................9

3 . 4 . 1 M c D o n a l d s ..................................................................................................................9

3 . 4 . 2 A p p l e C o m p u t e r s ................................................................................................10

3 . 4 . 3 K e n t u c k y F i r e d C h i c k e n ...............................................................................11

3 . 4 . 4 A r t i c l e s o n O t h e r F a m o u s L o g o R e b r a n d s ......................................11

4 . 0 T r e n d s i n L o g o D e s i g n s ................................................................................12

5 . 0 H o p e S t r e e t C u r r e n t L o g o ............................................................................12

5 . 1 R e b r a n d i n g y o u r L o g o ........................................................................................13

5 . 2 W h y R e b r a n d i n g S h o u l d B e C o n s i d e r e d w i t h u s .............................13

6 . 0 W h a t a r e t h e b e n e f i t s o f R e b r a n d i n g w i t h u s ? .............................13

7 . 0 H o p e S t r e e t T i m e f r a m e S c h e d u l e f o r R e b r a n d i n g L o g o ...........15

8 . 0 H o p e S t r e e t L o g o R e b r a n d i n g D e s i g n S t r a t e g i e s ..........................16

9 . 0 H o p e S t r e e t L o g o R e b r a n d i n g C o n c e p t s ..............................................18

9 . 1 I n i t i a l C o n c e p t 1 .....................................................................................................18

9 . 2 I n i t i a l C o n c e p t 2 .....................................................................................................18

1 0 . 0 C o n c l u s i o n ............................................................................................................19

1 1 . 0 R e c o m m e n d a t i o n s .............................................................................................20



1 2 . 0 R e f e r e n c e s .............................................................................................................21

1 3 . 0 A p p e n d i x e s ............................................................................................................22

1 3 . 1 L i n k s t o A r t i c l e s o n O t h e r F a m o u s L o g o R e b r a n d s .................22

1 3 . 2 T o d a y ’ s T r e n d s i n L o g o D e s i g n s ...............................................................22

L i s t o f F i g u r e s

Figure 1: Table McDonalds Logo’s........................................................................................................................9Figure 2: Table of Apple logos.............................................................................................................................10Figure 3: Table of KFC Logos..............................................................................................................................11Figure 5: HopeStreet Original Logo.....................................................................................................................12Figure 6: HopeStreet Timeframe table for logo rebranding.................................................................................15Figure 7: Table of Logo File Formats..................................................................................................................17Figure 8: HopeStreet Initial Concept 1..................................................................................................................18Figure 9: HopeStreet Initial Concept 2..................................................................................................................19Figure 10: Appendixes 1: Table of links to other famous rebranded logo designs..............................................22Figure 11: Appendixes 2: Table of today’s trends in logo designs.......................................................................26



1 . 0 I n t r o d u c t i o n

“JABIT Digital Designs & Ideas” is a well known and professional graphic design companyand has

been operating for over 10 years.

In that time we have completed a wide variety of professional projects from:

Web Design

Brochures

Newsletters

Business cards

Animations

Posters

Elearning tutorials

Flash Development

Video Production

Graphic Designs

Photo Albums

Programming

Logo Designs

Rebranding

All our projects are carried out at our own facilities at Waterloo. We have the use of all the latest

technologies available from computers to updated software and a fantastic team of staff to handle any

project requested.



2 . 0 P r o p o s a l

This proposal outlines the potential benefits of rebranding HopeStreet Urban Compassion company

logo and includes several examples of companies who have successfully rebranded their logos.

It also shows the benefits of having your logo rebranded with our logo rebranding design plan with two

initial logo design concepts of what you could expect from Jabit Digital Designs & Ideas.

2 . 1 P u r p o s e

“HopeStreet Urban Compassion” logo rebranding will drive your business to a new beginning a

change is needed for your company to continue to grow, be recognized and remembered.

Rebranding your company logo shows that you care about the way your clients view your business

and you will stand out with a logo that's smart, professional and unforgettable.

Thus the purpose of this report is to explain the benefits of rebranding your logo and how I can assist

you in the process of rebranding your company logo and achieve that smart professional and

unforgettable look.....

2 . 2 L o g o R e b r a n d i n g O b j e c t i v e s

Rebranding of HopeStreet’s Logo Objectives:

The potential business benefits of logo rebranding

Successful logo rebrands

Today’s trends in logo rebranding

Logo Rebranding Design Objectives:

Formless creativity is great for abstract, exploratory artwork, but a logo has a task to accomplish:

identify your business. Therefore, I need objectives to help formulate our rebranding design process.

By judging how a design meets its objectives, I can evaluate how effectively a design accomplishes its

task.

Logo design objectives I use are:

Attractiveness: You want your logo to make people feel satisfied and pleased.

Recognizability: A logo must not only be attractive, but able to associate those good feelings

with your business's identity.

Flexibility: To use your attractive and recognizable logo, it must be able to withstand many

different presentations and still maintain its integrity. For example, your logo must be able to

be printed on a poster, displayed on a website, and printed on a fax.

These objectives have some fuzzy corollaries that are not always true, but are worthy of note:



Simple: Every additional element is a potential distraction and every extra detail is one more

thing to forget.

Few Colors: More color is extra detail and too many different colors may make your logo

garish, difficult to modify and reproduce, and even less recognizable.

Words: Words are easy to remember, can be spoken, and can have very dense meanings

without complex graphics.

3 . 0 L o g o R e b r a n d i n g

3 . 1 W h a t i s a R e b r a n d i n g ?

Rebranding [1] (also called repositioning), is the process by which a product developed with one

brand is marketed or distributed with a different identity. Rebranding is not just about giving an

existing product or service; a new name, a new logo, devising a snappy slogan or changing the

corporate colours and expecting the sales to roll in. It’s about challenging the very values of an

organisation, whether you’re operating in a specialist niche market with a handful of employees or

managing a ‘mega brand’ within a global corporation.

3 . 2 R i s k s

Re-branding is important and it can take the form of change to the identity, position or execution of a

brand. However, these changes can be expensive and potentially damaging if done badly and at best,

are disruptive to business. Whatever the level of change, careful consideration must be given before

embarking on this course of action.

By revamping your organisations logo, you may risk losing your supporters, clients that are

already familiar with your products and services, your popularity or respect.

You can, however, clean-up your logo or update it with a lot less risk.

3 . 3 B u s i n e s s B e n e f i t s o f L o g o R e b r a n d i n g

A rebranded logo design will establishes your identity

A strong corporate identity helps your business attract new customers and keep existing

customers coming back. Rebranding your logo design can actually have your target market

relate to your product or service by the icon itself is the main goal for our logo designer. [2]

Reinforce brand, helping solidify consumer loyalty

Familiarity is the key to growing your business. Your logo design is a primary factor since your

company logo is the cornerstone of all of your marketing and promotional material. A unique

rebranding of your company logo Design will not only tell people what and who you are but it

will set you apart from the competition.

Create a long-term impression with your rebranded company logo design



After establishing your logo design identity, your goal is increasing consumer remembrance.

An effective rebranding of your logo design can help turn your business into a household

name. A logo design defines a company direction, character.

3 . 4 S u c c e s s f u l L o g o R e b r a n d i n g E x a m p l e s

There is no better evidence than checking out other logo rebrands the following examples are of two

successful logo rebrandings.

3 . 4 . 1 M c D o n a l d s

The main and most recognisable example of a successful rebranding strategy [3] was made by

McDonalds. McDonalds has gone through many types of brand tastes, while maintaining loyalty and

satisfaction with its customers. Not only has a rebrand of McDonalds given it even more consumer

awareness it has most definitely boost sales dramatically This highlights that consumers were

convinced that “A powerful brand can alter people’s perception of reality”. Maintaining loyalty and

satisfaction with its customers

The McDonald's Golden Arches logo was introduced in

1962. It resembles new arch shaped signs on the sides

of the restaurants. He merged the two golden arches

together to form the famous 'M' now recognized

throughout the world.

The McDonald's name was added to the logo in 1968.

They maintain to hold on to the famous golden arches,

the only real difference being the background and a

slogan.

Figure 1: Table McDonalds Logo’s



3 . 4 . 2 A p p l e C o m p u t e r s

Apple has gone through many types of brand tastes, while maintaining loyalty and satisfaction with its

customers as well. For whatever reason Apple Inc. [4] had to revamp its logo, the new Apple logo got

a hearty endorsement by the customers and critics around the world. It can widely be seen on all

Apple products and retail stores; and has become one of the world’s most renowned brand symbols.

Original vintage Apple logo from an old "A is for Apple"

advertisement.

Eventually the logo text was dropped to emphasize Apple's

distinctive "apple" symbol with the rainbow colors.

Apple replaces the rainbow colors with a single color. The logo

becomes the "apple" symbol itself instead of the rainbow apple

graphic.

Current Apple Logo

The polished chrome logo seems to fit ideally. The silvery

chrome finish in the new Apple logo is consistent with the

design scheme and freshens up the icon. Free from a color

scheme and text, the distinctive "apple" symbol can be

successfully embellished without obscuring the core logo

design.

Figure 2: Table of Apple logos



3 . 4 . 3 K e n t u c k y F i r e d C h i c k e n

KFC [5] is a traditional old world brand faced the challenge of connecting with new food values. They disconnect

between brand and audience in this case they went even further - the ecological insensitivity already often

associated with brands, especially fast food brands was played out, quite literally, on a world stage which has

bought the rebranding of t KFC logo to the world in a big way. Maintaining loyalty and satisfaction with its

customers

“KFC Earlier Logo”

The logo is changing for only the fifth time in 50 years, and for the

first time in nearly a decade. (1952,1971,1991,1997)

But, they’ve done something extraordinary also: They are catering to

the Social Media hype with an amazing campaign [6]— their “Face

from Space” Campaign.” The Colonel is truly a global icon and we

want everyone in the universe to see KFC’s new look of the future,”

said Gregg Dedrick, president of KFC Corp. “KFC is boldly going

where no brand has gone before as Colonel Sanders takes one small

step for humankind, but one giant leap for fried chicken.” KFC is

hoping to draw attention to the new logo with a giant, 87,000-square

foot version of it that can be seen from space.

“KFC Official Rebranded Logo” The smiling Colonel is featured

against a red background that matches his red apron, with the KFC

brand name in black thick lettering under his chin.

“This change gives us a chance not only to make sure we stay

relevant but also communicates to customers the realness of Colonel

Sanders and the fact that he was a chef,” (5) said Gregg Dedrick,



president of KFC’s U.S. division.

Figure 3: Table of KFC Logos

3 . 4 . 4 A r t i c l e s o n O t h e r F a m o u s L o g o R e b r a n d s

To check out more articles on famous logo rebrands view the appendixes and click on the links.

Appendixes [15.1]: Table of links to other famous logo designs [6]

4 . 0 T r e n d s i n L o g o D e s i g n s

Trends in logo designs have changed over the years and most company’s have no idea what was relevant years ago may not apply today. A collection of design firms and their clients have been assessed to view the trends in logo designs.Please view the appendixes to see today’s trends.

Appendixes [15.2]: Table of Today’s Trends in Logo Designs [7]

5 . 0 H o p e S t r e e t C u r r e n t L o g o

Figure 5: HopeStreet Original Logo

Was your logo designed for instant identification?

Your logo appears on company letterhead, advertising material and your website as an emblem by

way of which your company can easily be recognized.

Does your logo succeed to identify your company?

Your logo should:

Attract attention and leave an impression

Have a look that is unique

Reflect the personality of your company



Your logo is essentially at the heart of your corporate identity. It is the face of your organization! The

right logo design is one of your strongest marketing tools. It delivers the message to the public that

your company is unique, credible and professional.

It should be stylish, elegant and make it an impact.

Check out your competition:

What designs, graphics, and colors do they use?

Remember that you need to be competitive.

Here are some points to take into consideration in deciding to rebrand your logo:

Does your current logo represent 3 of the key elements that make up a credible and high quality logo

design?

1. Does the logo portray your company in a manner which says that you are an expert in this

field?

2. Is the logo "contemporary", symbolizing a "forward-thinking" look?

3. Is the message that you are trying to convey to the consumer clear?

If you answered yes to all of these questions, then why change your logo?

If not rebranding should be considered.

5 . 1 R e b r a n d i n g y o u r L o g o

The need for re-branding [8] must first be determined and should be based on the premise

that something has changed in the business mix that dictates a need for evolving the brand. It must

also be based on the basic premise that just as people change the style of their clothes, the look of

their hairstyles and home decorating, so brands need to keep up with the times and changing market

and consumer dynamics. Failure to recognise this and move with the times can lead to brand

stagnation and brand latency.

So how do you determine when is the right time for re-branding and how far you should go?

The simple answer is: "Carefully". Furthermore, there is no easy formula. Like most things in

marketing, every situation needs to be evaluated on its own merit. What is important is that caution is

exercised and that the problem is carefully and objectively assessed, as the situation may require only

a subtle change rather than a more significant re-branding exercise. You must also be sure that any

changes will add value to the brand and the business and that no cheaper or simpler alternatives

exist.

5 . 2 W h y R e b r a n d i n g S h o u l d B e C o n s i d e r e d w i t h u s

Changing the logo can effect the whole image of the company product and can have an

impact on product sales.

Corporate rebranding is an important factor contributing to a business’s ability to maintain its

popular image in the public, if not further increasing it.

It ensures that the company sustains a level of corporate modernisation and public presence.



6 . 0 W h a t a r e t h e b e n e f i t s o f R e b r a n d i n g w i t h u s ?

Qualified Senior Graphic Designer

Your own personal experience graphic designer to complete your logo rebranding

Real results

A new look and feel for your company Logo

Fresh new ideas with the use of modern technology

We let you put your insight and expertise about your own business to work we listen.

You get a great logo design

Quality and convenience

Nothing is more important to us than helping you create a quality logo design and with color-

matching style.

You’ll have immediate access to the logo design in a variety of formats.

Outstanding customer service

Any concerns in regards to any stage in the process; you can expect a quick and helpful

response to your questions or concerns.

No Outsourcing or Subcontracting

We perform all of your work at our own facilities with our an expert designer to ensure the

quality and control over files that you require.

This means your files and formats will always be preserved and you will never have to worry

about losing files or having the wrong formats for your files or other needs, now or in the

future.

Payment

We require $100.00 deposit on all orders.

You have the choice to pay for your logo rebranding:

o a total fee of $350.00 or $40.00 per hour

We guarantee our services

Our Guarantee is simple: If you don't love your rebranding, you don't pay a cent.

If at any point within the first 30 days you're unsatisfied with your rebranding, we'll happily

refund your money less agreed fees and the return of all design materials.

We're in business to help your business look great.

If your rebranding doesn't shine, neither do we.

No gimmicks, no hassles, no hoops to jump through.



Timeframe

The following estimate of the time it will take to creatively rebrand HopeStreet’s logo. The timeframe

provided below should be used as a guide, because the initial concepts may require you to take time

to evaluate and review the materials presented.

Usually the total timeframe is usually two to three weeks depending on the amount of

revisions.

7 . 0 H o p e S t r e e t T i m e f r a m e S c h e d u l e f o r R e b r a n d i n g L o g o

Task Duration Start Date Finish Date

Project Proposal from Jabit Digital Designs &

Ideas

14 days 7th April 2008 21st April 2008

Acceptance of Proposal by HopeStreet 3 days 21st April 2008 24th April 2008

Initial Interview with HopeStreet 1-2 hours 25th April 2008 25th April 2008

Initial Concept from senior designer 3 days 26th April 2008 30th April 2008

HopeStreet Response from senior designer 1 to3 days

31st April 200831st April 2008

1st May 20083rd May 2008

1st Set of Revisions from senior designer 3 days 2nd May 20084th May 2008

5th May 20087th May 2008

HopeStreet Response 1 to3 days



2nd Set of Revisions from senior designer 3 days 8th May 200812th May 2008

11th May 200815th May 2008

HopeStreet Response 1 to3 days

12th May 2008

15th May 2008

13th May 200818th May 2008

Final Pack delivered from senior designer 1 day 14th May 2008 15th May 2008



19th May 2008 20th May 2008

Figure 6: HopeStreet Timeframe table for logo rebranding

8 . 0 H o p e S t r e e t L o g o R e b r a n d i n g D e s i g n S t r a t e g i e s

Our design strategies are structure in the following way this design process enables our

designer to communicate effectively with our clients and our clients with the designer.

That way we keep our clients aware, informed and up to date with all aspects of their logo

rebranding design process:

The Design Process

The first thing that happens when we receive a new or rebranding logo design order is to get

all our design team together for a brain storming meeting and start shooting ideas.

Some clients feel that having one designer working on a project is better for the overall feel of

the logo but projects can have more or less designers depending on the client.

HopeStreet and our logo designer will meet to discuss the logo rebranding requirements; you

will need to supply an image of your current logo.

Our Logo Designer will then come up with several design concepts to be worked upon.

This is the creative stage and leads to the design of unique concepts.

Initial Concept

By day three the designer will be sending out the initial concepts of your company logo

rebranding design. These designs are first presented to our project manager for inspection

and approval.

The selected logo designs are then provided to the HopeStreet for viewing and you can

provide any revision instructions for the designs.

In the email we will send to you with the initial concepts, we also explain about the colors

used by our design teams.



We do not use RGB (Red, Green, Blue) color palette but instead the professional Pantone

color palette. The RGB color scheme is used on TV's, computer monitors and home/office

printers.

The Pantone color scheme is the industry standard and all professional printers use this color

scheme as it has greater variety of pre-mixed colors for a consistent corporate look.

We will also direct the “HopeStreet” to available Fonts from the online library at Adobe (we

stock most of the Adobe fonts). Here you can choose a font which appeals to you.

Clients Response

HopeStreet can takes as long as they need to review the designs and think of any revisions

they feel are necessary.

When you are ready to move forward you will provide us the instructions to carry out. You

may reply with a comment such as: “The style is what I am looking for................but….”

Your comments are passed on to our logo designer who implements your instructions.

We aim to have the revised design/s back to HopeStreet in 3 business days.

1st Set of Revisions

These are the designs which your logo designer has prepared for you to view and from here

you will decide which design/s you would like to move forward with:

You may reply with a comment such as: “I would like to proceed with the design 2……with

these changes…………. Thank you.”

Once again the designs are passed back to your logo designer who implements your request.

The length of the design process depends entirely upon the number of revision rounds

requested by HopeStreet.

Each revision round can take up to 3 days for the designs to be sent back to you.

2nd Set of Revisions

This is the design which your designer has prepared for you to view and from here you will

decide if you would like more revisions or if you would like to have the design finalized:

You may reply with a comment such as: “Looks great - let's go with the second design”.

After receiving this green light from you your designer begins to prepare the final pack for the

HopeStreet.

Final Pack

The final pack is sent out to HopeStreet in a day or so.

The final files are sent as a .zip file; it includes all the relevant file types needed for office

printing and web use.

1 x High resolution Tif for professional printing



1 x JPG in gray scale for trademark registration purposes

3 x JPG in RGB in 3 sizes (Normal, medium and small) for home/office printing or web use

1 x transparent PSD for professional web design use

1 x vector based .eps file (fully editable master file) for professional printing and design work

Figure 7: Table of Logo File Formats

We can also create specific file types for clients if requested.

We create our designs using Adobe Illustrator the industry standard.

If a client would like to edit the logo themselves they would require this software.

We are always on hand though to make changes later if required for a small fee.

9 . 0 H o p e S t r e e t L o g o R e b r a n d i n g C o n c e p t s

Two examples of the type of work you can expect to receive to for the initial concept:

9 . 1 I n i t i a l C o n c e p t 1

Figure 8: HopeStreet Initial Concept 1



9 . 2 I n i t i a l C o n c e p t 2

Figure 9: HopeStreet Initial Concept 2

1 0 . 0 C o n c l u s i o n

Rebranding a Logo design, like all good design, requires discipline and objectives to be successful.

By understanding what a logo is meant to accomplish, a logo can be designed much more effectively.

Most businesses and organizations rely on their logo to represent their collective identity.

After assessing your current logo against the potential business benefits, passed successful logo

rebrandings and today’s design trends there is only one conclusion that I can make.

That conclusion is that HopeStreet would really reap the benefit from having their company logo

rebranded.

“I understand the power of first impressions” with this in mind, logo branding is a crucial factor that

every business should consider carefully. The message that your logo sends out - through its shape,

colour, size etc - should reflect your company's image effectively and immediately. I will help you in

every process of rebranding your company logo; the final result will leave a memorable visual

impact on your potential customers, whilst ensuring that you really stand out from the crowd with an

unforgettable logo which will instantly identify HopeStreet.



1 1 . 0 R e c o m m e n d a t i o n s

I recommend that “HopeStreet” implement the strategies outlined at section 10 and allow “Jabit Digital Designs & Ideas” senior designer to commence the rebranding of your company logo.

If this our recommendations are acceptable we can arrange for our first interview on the 25th April 2008 to discuss any concepts for the rebranding that you may require in detail.

If this date is suitable we can then follow the table of timeframe schedule at section 8 as to the process plan for completing your rebranding project.

You can find my contact details on page 3.



1 2 . 0 R e f e r e n c e s

Website:1. Wikipaedis What is a Rebranding(2008): Accessed 15th March 2008 Web site:

http://en.wikipedia.org/wiki/Blog

Journal Article:2. Benefits of Logo Design (2008): Accessed 16th April 2008 Web site:

http://aryankunal.wordpress.com/2008/03/25/benefits-of-logo-design/

Journal Article:3. McDonalds Logo Design & History (March 2007): Accessed 17th April 2008 Web site:

http://www.dinesh.com/History_of_Logos/Miscellaneous_Logos_-_Design_and_History/McDonalds_Logo_-_Design_and_History/

Journal Article:4. Apple Logo Design (March 2007): Accessed 17th April 2008 Web site:

http://www.logoblog.org/apple_logo.php

Journal Article:5. Associated Press KFC (November 14, 2006): Accessed 20th April 2008 Web site:

http://www.msnbc.msn.com/id/15705220/

Journal Article:6. Rebranding for the social media KFC (November 14, 2006): Accessed 17th April 2008 Web site:

http://www.shmula.com/250/rebranding-for-the-social-media


http://www.shmula.com/250/rebranding-for-the-social-media

http://www.msnbc.msn.com/id/15705220/




http://aryankunal.wordpress.com/2008/03/25/benefits-of-logo-design/

http://en.wikipedia.org/wiki/Blog


Journal Article:7. Trends in logo designs (November 14, 2006): Accessed 17th April 2008 Web site:

http://www.photoshopcafe.com/tutorials/articles/logo/logo.htm

Website Article:8. Why rebrand(2008) Accessed 15th March 2008 Web site:

http://www.mediatoolbox.co.za/pebble.asp?p=40&relid=3038

1 3 . 0 A p p e n d i x e s

1 3 . 1 L i n k s t o A r t i c l e s o n O t h e r F a m o u s L o g o R e b r a n d s

Adidas Logo Apple Logo American Express LogoBMW Logo Burger king Logo Coca Cola LogoDenver Broncos Logo FedEx Logo Ferrari LogoGoogle Logo Harley Davidson Logo Honda LogoIBM Logo Intel Logo McDonalds LogoMercedes Benz Logo Microsoft Logo NASA LogoNBA Logo Nike Logo Nokia Logo Pepsi Logo Peugeot Logo Puma LogoSpiderman Logo Superman Logo Rolls Royce LogoStarbucks Logo Toyota Logo UPS LogoWalt Disney Logo Wikipedia Logo Yahoo Logo

Figure 10: Appendixes 1: Table of links to other famous rebranded logo designs


http://www.logoblog.org/yahoo-logo.php

http://www.logoblog.org/wikipedia-logo.php

http://www.logoblog.org/walt_disney_logo.php

http://www.logoblog.org/ups-logo.php

http://www.logoblog.org/toyota-logo.php

http://www.logoblog.org/starbuck_logo.php

http://www.logoblog.org/rolls-royce-logo.php

http://www.logoblog.org/superman_logo.php

http://www.logoblog.org/spiderman-logo.php

http://www.logoblog.org/puma-logo.php

http://www.logoblog.org/peugeot-logo.php

http://www.logoblog.org/pepsi_logo.php

http://www.logoblog.org/nokia_logo.php

http://www.logoblog.org/nike_logo.php

http://www.logoblog.org/nba_logo.php

http://www.logoblog.org/nasa-logo.php

http://www.logoblog.org/microsoft-logo.php

http://www.logoblog.org/mercedes-benz-logo.php

http://www.logoblog.org/mcdonalds-logo.php

http://www.logoblog.org/intel-logo.php

http://www.logoblog.org/ibm-logo.php

http://www.logoblog.org/honda_logo.php

http://www.logoblog.org/harley_davidson_logo.php

http://www.logoblog.org/google-logo.php

http://www.logoblog.org/ferrari_logo.php

http://www.logoblog.org/fedex-logo.php

http://www.logoblog.org/denver-broncos-logo.php

http://www.logoblog.org/coca_cola_logo.php

http://www.logoblog.org/burger-king-logo.php

http://www.logoblog.org/bmw_logo.php

http://www.logoblog.org/american-express-logo.php


http://www.logoblog.org/adidas_logo.php

http://www.mediatoolbox.co.za/pebble.asp?p=40&relid=3038

http://www.photoshopcafe.com/tutorials/articles/logo/logo.htm


1 3 . 2 T o d a y ’ s T r e n d s i n L o g o D e s i g n s

1. DropletsTwo or more droplets caught in the act of merging, usually symbolic of convergence or union: The Cingular logo is a wonderful example. The effect can also be used to express a technical or scientific association. Sometimes these shapes are flat, but other designs have highlights or shadows that give the impression of dimension.

1. Design firm: Proart Graphics/Gabriel Kalach - client: G2 Team Sales2. Design firm: Grapefruit Design client: Grapefruit Design3. Design firm: Planet Propaganda - client: Interactive Media Solutions

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2. RefinementOver the past few years, there has been a return to simplicity in major corporate logos, alá Chermayeff & Geismar, which has never really strayed from this post. There are many more marks based in geometries, mixed with the simple twist of visual phrase. Possible reasons abound: Is this homage to the 1970s and the days of classic logo design? A greater reliance on the computer's natural geometric tendencies? Or is it possible that there are fewer and fewer designers out there with the hand skills necessary to craft more illustrative marks?

1. Design firm: Liska + Associates Communication Design - client: The Wexan Group, ltd.2. Design firm: Chermayeff & Geismar inc. - client: Multicanal3. Design firm: Prejean Loblue client: 1st Intranet Bank

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3. PopIn the ongoing "Blast from the Past" tour, in which we trace a complete circle about every 30 years, companies that cater to the youth market as well as more boutique organizations have embraced the pop culture language of the late 1960s and early 1970s. Period letterforms, in particular, have enjoyed a resurgence in popularity, possibly the result of ready availability from companies such as House Industries and from less common sources such as rave flyers.

1. Design firm: Howalt Design Studio, inc. client: Work, inc.2. Design firm: Adamsmorioka, inc. client: Nickelodeon3. Design firm: Braue; Branding & Corporate Design - client: Stylus Production4 Natural spirals

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4. Natural SpiralsImagine a few drops of dark paint dropped into a gallon of white paint, and you stirred them just slightly. Or picture the circle of light created by a child as he draws circle after circle against the evening sky. These are the less-contrived vortex or spiral shapes found in nature, not in a computer program. There is a mix of chaos and hard geometry in these marks that suggests order and freedom at the same time.

1. Design firm: Lieber cooper associates client: Swissôtel-Chicago2. Design firm: Cato Purnell partners client: the federal group3. Design firm: Cronan group client: Kintana

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5. AnimorphicAnimals continue to be used to help companies quickly develop equity in their identities by reflecting the particular positive attributes of an animal back onto the company. Although this is a tactic used more by small- to mid-sized companies, there are a few Fortune 500 companies that rely on it, too, such as Pacific Life's whale or John Deere's deer, recently rehoofed by Landor Design. Although illustration styles vary widely, all of these logos rely on implied symbology.

1. Design firm: Gardner Design - client: Blue Hat media2. Design firm: Felix Sockwell - client: Peace3. Design firm: Alterpop - client: Pardox Media

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6. CantedHow can you take an unassuming geometric solution and make it remarkable? Cant it or wrap it onto a sphere, a task easily accomplished with a click of the mouse—not only by you, but by many other designers as well. Thanks to FreeHand and Illustrator, even very two-dimensional logo solutions can live in a faux 3-D world.

1. Design firm: Cato Purnell partners - client: Sydney Super Dome2. Design firm: Kontrapunkt a/s - client: Danish National Center for Development of Competence and Quality3. Design firm: Grapefruit Design - client: Boston Media Corporation

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7. Alpha-faceIn an effort to make a company's identity more friendly and approachable, many a wordmark has been turned into a face or a little person. Letterforms and their many shapes are turned into eyes, noses, ears and mouths and applied to a mark, alá Mr. Potato Head. Although these designs have been with us to some degree for generations, designers continue to find new and fresh iterations of the theme.

1. Design firm: Cronan group - client: Tivo

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2. Design firm: Willoughby Design group - client: Lee Jeans3. Design firm: Gardner Design - client: Plazago

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8. ShadowsBe they hard or gentle, shadows continue to give logos a sense of place. Sometimes shadows are used beneath a mark to give it a greater iconic presence: A logo that defies gravity must have supernatural powers of some sort. Other logos have used the shadow because, really, they had no baseline and the shadow tethers them to reality. Illustrator Guy Billout's work has provided another, more skewed influence: His delightful way of twisting the natural phenomenon of the shadow into performing contrary feats has inspired a number of designers to misshape shadows or set them off on strange trajectories.

1. Design firm: Jon flaming Design - client: Central & Southwest2. Design firm: Evenson Design group - client: Brooks and Howard3. Design firm: Cronan group - client: Yerio

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9. TransparencyLet's face it: The old rule that dictated that any really well-designed logo had to (A) be reproducible in only one color, and (B) that color had to be solid, not screened, is gone. Sure, there are still challenges to be faced in playing fast and loose with these rules when a job must actually go on press, but the internet is much more forgiving. There are many logos today, like the MSN butterfly, that have transparent qualities that reveal themselves through multiple layers. These designs can be very compelling, especially since they are still novel enough to stand out from the already crowded world of flat one-, two- and three-color logos.

1. Design firm: mires - client: fusion media2. Design firm: Cato Purnell partners - client: Neil Henson fashion bytes3. Design firm: Landor associates - client: Altria

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10. GreenThis is a literal and metaphorical trend. The roots for this can be traced back further, but Landor's greening of BP was a seminal effort. Although Raymond Loewy was using green and yellow in the historic BP logo, Landor gave it an environmental sense of place with the use of the flower/sun. Cargill, ADM, and Monsanto — all companies that might be likely to take an environmental hit—are all going green. It's a trend that is a breath of fresh air in an industry awash with red, white and blue. Public utilities have also picked up on this trend. But if it is overplayed, corporate green will soon become a tired joke to the public.

1. Design firm: Enterprise Ig - client: Monsanto Company2. Design firm: Landor associates - client: BP3. Design firm: Kiku Obata & company - client: Ameren Corporation

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11. PunctuationAt one time, those punctuation marks at the top of the keyboard were reserved for expressing profanity. Today, they are all smileys. There is an entire shorthand language out there, created by youthful internet users, that is increasingly understood by the public at large.The dotcoms almost played out this trend all by themselves: Every logo had an "@" in it. But as long as there are punctuation variations to explore, these marks will probably continue to be pounded out, even for logos that aren't for copywriters.

1. Design firm: Trickett & Webb - client: Riba2. Design firm: The Office of Bill Chiaravalle - client: Numbers@Work3. Design firm: Sackett Design - client: Workplace Answers

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12. LabelsThese are usually innocent little marks that are often simple silhouettes of innocuous objects. Inside the object, a name will be reversed out in a very legible font. These marks are often associated with hipper entities: The picture says what they do and the word says who they are. There's not much room for affectations — just a quick, painless dose of honesty.

1. Design firm: Thomas Yasquez - client: New York City School District2. Design firm: Thomas Vasquez - client: Glue Brand Design3. Design firm: Howalt Design Studio, inc. - client: Work, inc.

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13. Photo iconsThese can be extremely well-done or extremely over-done. A simple photo from a CD stuffed with royalty free images is isolated on a white background, and the name of the company is run beneath it. The approach is decidedly more elegant when the visual is supported with a twist of phrase, or when the phrase is supplied with a somehow unexpected visual.

1. Design firm: Sanna Design Group, inc. - client: Orange E-Graphic2. Design firm: Chermayeff & Geismar inc. - client: Turning Stone Casino3. Design firm: Proart Graphics/Gabriel Kalach - client: Our Special Video

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14. SlinkyThis is an effect that is one generation past the swoop: Instead of just making the short stroke, these marks loop in orderly patterns often above the company name. The curvilinear form is very reminiscent of the fun of a Spirograph, and perhaps these accurate but flowing forms suggest the feeling of accomplishment and satisfaction that two plastic gears, four pins and a ballpoint pen can provide: It's a simple victory. Then again, the form may simply spring from osmosis, absorbed from the screensavers we all share our spaces with, especially iTune's visual space. Their ability to fill space with light and a fluid image is calculated and fresh.

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1. Design firm: Cato Purnell partners - client: Energex Australia2. Design firm: Hornall Anderson - client: Okamoto corporation3. Design firm: Enterprise Ig - client: Delta 3.

15. WirePut a pen to paper and craft an image with absolute economy and elegance of line. Picasso and Calder were creating art this way long before anyone embraced the form as a means of illustration or logo design. Felix Sockwell is the master of the technique today, and others have achieved success with it as well. Because of its intensely artistic nature, designers may feel the saturation of this technique before clients and the public do. But wire-form logos will probably continue to appear for at least a few more years unless a behemoth of a company adopts the style and wrangles the life right out of it.

1. Design firm: Tim Frame - client: host Marriott2. Design firm: Howalt Design Studio - client: Herman Miller3. Design firm: Felix Stockwell - client: hand eye

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Figure 11: Appendixes 2: Table of today’s trends in logo designs


report proposal rebranding company logo nb

Documents

proart graphics gabriel kalach

cato purnell partners

jabit digital designs

howalt design studio

famous logo rebrands

hopestreet original logo

instantly identify hopestreet

memorable visual impact