The End Result
We took the approach of taking gradual steps away from the current design. Step one being a simple type update and losing the serif. Step two redrawing the loon to look more like a loon. Step three was redrawing the loon entirely. Step four was taking a macroperspective of the bird resulting in the logo being the iconic red eye.
The main client, sadly, decided to stay close to home. It was interesting to see in the internal company dynamic. Usually when I present a bronze, silver and gold package silver is picked 8 times out of 10. I take pride in the fact that I still made a lot of progress from getting away from a logo that was designed 25 years ago that looked like a river.. er a loon? A total logo rebrand could have really propelled their company forward, however it's a solid step in the right direction.
Funny backstory.. I did this with my left hand as my dominant was broken at the time. Initial concepts took 1.5 weeks. The sample of branding at the top was allocated 2 days of work in the timeline, so I made it happen. Sometimes great creative comes out when the pressure is on.
