Andre: A Rebranding Logo Case Study
Visual perception and verbal message alone are insufficient for branding. The term “branding” refers to the overall impression that consumers get when they hear or see a company’s name or logo. Thus, there is a great deal of responsibility that goes into creating the signs and symbols that make a brand identifiable and convey the right message. But there’s still one more step where this kind of duty takes on a different hue. It takes place during the redesign of the brand.
Case studies detailing the experiences of startups in the early phases of logo and brand identity concept creation are already available on our site. Nevertheless, this time around, the tale will take a different turn, as we bring you the example of a logo redesign for a well-known and operational business. The goal wasn’t to sever ties with the past, but to establish a new identity for the brand. Arthur Avakyan, who you may recognize from logo cases involving Ribbet, Passfold, Tubik, Saily, and SwiftyBeaver, was assigned the design job.
Process
Before beginning the redesign process, the designer had to gather information about the client’s needs, the current logo’s philosophy and conditions, the company’s activities and goals, and any specific requests for the new logo. Redesigns for established brands and products can vary in how much they depart from the original: some opt for a radical makeover that has nothing in common with the existing logo or aesthetic, while others tread carefully and incrementally, making small adjustments to ensure continued market recognition.
The second strategy was use as a foundation for this story because Andre is a market-winning company. This means that the company’s guiding principles and long-standing brand image should consider whenever a redesign is considered. This meant that the new look had to be based on the old branding while also providing some updates and modern touches.
Without a doubt, the designer needs comprehensive knowledge of the brand, its business objectives, and its mission statement in order to discover the sign that embodies the brand. Andre is a medium-sized American business that offers a wide range of services related to landscape maintenance and design. Since it is run by members of the same family, the business takes its name from their surname. The clients were looking for a new logo that would be timeless, distinctive, and easily associated with land care. As a result, the primary objective was to design a visual sign that would attract customers’ attention, convey the company’s mission, and inspire optimism through the use of a harmonious color scheme.
Research
After researching the market and learning the ins and outs of the company, the designer went over the preliminary sketches and proposed the redesign’s first iteration. Based on the spherical form, it showcased the composition’s focal point—verdant leaves. So that it would complement the image without competing with it, the designer also chose the appropriate version of the name lettering to ensure readability and harmony. Nature, landscape, plants, trees, and the sky—essential concepts in business—are evoke by the use of a light blue hue with various shades of green. The designer included rounded and smooth lines with varying stroke weights, and they supplied color variants and glyph one.
Even though the provided style was suitable, the clients were adamant about including the mascot in the logo. The designer present a graphic option with a bird as the logo image, and the choice made with the bird in mind. It was also utilizing the leaf shape from the original image, but this time it was combining it with the lettering and positioning the leaf closer to the letters.
Logo
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Although the customer and designer had already settled on using a bird as the logo’s primary element, they decided to take it a step further by exploring different ways to simplify the bird’s silhouette. This would ensure that the logo would be legible and attractive regardless of the size of the screen. At this point in the creative process, we came up with a new form that blended the ideas of a bird and a leaf into one.
Ultimately, this course of action chosen because it effectively showcase the mascot with its clean, simple forms, a preserve color combination linked to the nature of the services provid, and the ambiance of a green and natural background.
This logo design case study has shown time and time again that effective, informative, and aesthetically pleasing branding can built upon a solid foundation of user research, market research, meticulous attention to the client’s needs, and motivated creative search. Be sure you don’t miss the following case, which will demonstrate how the branding solutions discuss are apply to a variety of branded products.