New Vision Board
Inter
Website Mockups
Rounded: Cocogoose, Kodchasan, Terminal Dosis
Final Logo with Alternative Versions
Brand Guidelines Sample Pages
Brand Refresh: Remake Project
During November of 2022, I took on an internship as a branding intern with a nonprofit called the Remake Project in Cincinnati. They are passionate about reusing materials that would typically be considered waste by providing makers with the space and materials to create something new out of something old. After I had been with them for a while, they asked me to assist with an overall branding refresh.
Previous Branding
The nonprofit leadership team felt that the original branding was feeling too formal and obvious due to the fact that the upcycling logo was literally represented. They wanted it to be more abstract and reflect the fun aspects of the brand while still remaining professional. Here were some of the key words that I used to help generate ideas.
New
Energetic
Clear
Creative
Confident
Friendly
Dynamic
Sketching and Ideation
One of the main elements that I gravitated towards while sketching were arrows. I wanted to stick to the roots of the upcycling logo and imply the idea of reuse while still giving the logo a refresh.
Initial Iterations
Second Iterations
Overall, the team liked the idea of removing the dot of the “j” in “project,” but they wanted the word itself to be made smaller. They also liked the arrow coming out from the “R” and the “e,” but they wanted more iterations, specifically versions with a font with rounded edges.
Third Iterations
The main revision at this stage had to do with simplifying the arrows in “Re” because the past iterations were too complicated for a simple and clean logo. After showing the team these iterations, we decided to move away from the rounded font because it was not necessary to communicate friendliness.
Final Iterations
I noticed two visibility issues with my current logos, the first one being that the arrow on the lowercase ‘e’ made it hard to read due to how minimal the white space was. I fixed this by switching to a lighter weight and adjusting the arrowhead. I also raised some concerns to the team about the lime green color because I felt that it was not readable, specifically for those with colorblindness and eye sight issues.
Supplemental Designs
After developing the logo system, I applied the same aesthetic principals to create a refreshed set of brand guidelines and website mockups. My guidelines are now available for all team members to use when creating branded designs so as remain consistent with the brand identity.
Old
Stiff
Unbalanced
Obvious
Drab
Formal
Static
