We were recently asked to review a logo and update it to a more modern and functional design. You can see the original design below:
This logo suffered from a lack of cohesion, poor type choice, and the unwarranted and often overused “swoosh” effects that have become common on too many logos. (I really think it’s a case of a designer trying to disguise a bad logo, or as they say “put lipstick on a pig”.)
Further, this logo would not lend itself to branding for company shirts and other promotional materials because by the time you reduced the size, the type would be rather small.
We took a look at the elements, agreed with the client that the color choices were fine, and began to process of creating a new logo for them. After a few prototypes we reached the final logo design, which is displayed below:
The result is a tight, well-defined logo that can be used on a variety of media, and most importantly, made the client very happy.