Professional Documents
Culture Documents
Urban Compassion
LOGO REBRANDING
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PROPOSAL
Executive 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.
After acceptance of this proposal as the senior designer I will be responsible for:
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
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.
Contact Details
To arrange an interview about this proposal please contact our senior designer:
Mobile:
0430 228 379
Email: judy.beddoni@bigpond.com
Project Details
Ta b l e o f C o n t e n t
Executive Summary.................................................................................................................2
Contact Details.........................................................................................................................3
1.0 Introduction.......................................................................................................................6
2.0 Proposal..............................................................................................................................7
2.1 Purpose .............................................................................................................................. ........7
2.2 Logo Rebranding Objectives.............................................................................. ......................7
3.0 Logo Rebranding................................................................................................................8
3.1 What is a Rebranding?....................................................................................................... .....8
3.2 Risks................................................................................................................... ........................8
3.3 Business Benefits of Logo Rebranding............................................................................. ........8
3.4 Successful Logo Rebranding Examples........................................................... ........................9
3.4.1 McDonalds .................................................................................................... .........................9
3.4.2 Apple Computers ................................................................................................. ................10
3.4.3 Kentucky Fired Chicken............................................................................ ..........................11
3.4.4 Articles on Other Famous Logo Rebrands.......................................................................... 12
4.0 Trends in Logo Designs....................................................................................................12
5.0 HopeStreet Current Logo.................................................................................................12
5.1 Rebranding your Logo........................................................................................ ....................13
5.2 Why Rebranding Should Be Considered with us................................................ ..................14
6.0 What are the benefits of Rebranding with us? ...............................................................14
7.0 HopeStreet Timeframe Schedule for Rebranding Logo..................................................15
8.0 HopeStreet Logo Rebranding Design Strategies...........................................................16
9.0 HopeStreet Logo Rebranding Concepts ..........................................................................18
9.1 Initial Concept 1................................................................................................................. 18
9.2 Initial Concept 2............................................................................................. .........................19
10.0 Conclusion.....................................................................................................................20
11.0 Recommendations.........................................................................................................21
12.0 References.....................................................................................................................22
13.0 Appendixes .....................................................................................................................23
13.1 Links to Articles on Other Famous Logo Rebrands..................................................... .....23
13.2 Today’s Trends in Logo Designs.......................................................................................... 23
List of Figures
1.0 Introduction
“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 Proposal
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.
2.1Purpose
“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
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.
3.0Logo Rebranding
3.2Risks
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]
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.
3.4.1 McDonalds
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
Apple replaces the rainbow colors with a single color. The logo
becomes the "apple" symbol itself instead of the rainbow apple
graphic.
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)
4 . 0 Tr 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.
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 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.
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.
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.
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
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
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.
Project Proposal from Jabit Digital Designs & 14 days 7th April 2008 21st April 2008
Ideas
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 to 31st April 2008 1st May 2008
3 days 31st April 2008 3rd May 2008
1st Set of Revisions from senior designer 3 days 2nd May 2008 5th May 2008
4th May 2008 7th May 2008
2nd Set of Revisions from senior designer 3 days 8th May 2008 11th May 2008
12th May 2008 15th May 2008
Final Pack delivered from senior designer 1 day 14th May 2008 15th May 2008
19th May 2008 20th May 2008
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:
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.
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.
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.
3 x JPG in RGB in 3 sizes (Normal, medium and small) for home/office printing or web use
1 x vector based .eps file (fully editable master file) for professional printing and design work
Two examples of the type of work you can expect to receive to for the initial concept:
9.2Initial Concept 2
10.0 Conclusion
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.
11.0 Recommendations
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.
12.0 References
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
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
13.0A p p e n d i x e s
13.1 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
Figure 10: Appendixes 1: Table of links to other famous rebranded logo designs
13.2 To d a y ’ s T r e n d s i n L o g o D e s i g n s
1. Droplets 1.
Two 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.
2.
2. Refinement
Over 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 1.
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? 2.
3. Pop
In 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 1.
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.
2.
1. Design firm: Howalt Design Studio, inc. client: Work, inc.
2. Design firm: Adamsmorioka, inc. client: Nickelodeon
3. Design firm: Braue; Branding & Corporate Design - client: Stylus
Production4 Natural spirals 3.
4. Natural Spirals
Imagine 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
1.
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. 2.
1. Design firm: Lieber cooper associates client: Swissôtel-Chicago
3.
2. Design firm: Cato Purnell partners client: the federal group
3. Design firm: Cronan group client: Kintana
5. Animorphic
Animals 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 1.
Deere's deer, recently rehoofed by Landor Design. Although
illustration styles vary widely, all of these logos rely on implied
symbology.
2.
1. Design firm: Gardner Design - client: Blue Hat media
2. Design firm: Felix Sockwell - client: Peace
3. Design firm: Alterpop - client: Pardox Media 3.
6. Canted
How 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, 1.
even very two-dimensional logo solutions can live in a faux 3-D
world.
7. Alpha-face
In 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. 1.
Although these designs have been with us to some degree for
generations, designers continue to find new and fresh iterations of
the theme.
2.
1. Design firm: Cronan group - client: Tivo
2. Design firm: Willoughby Design group - client: Lee Jeans
3. Design firm: Gardner Design - client: Plazago
3.
8. Shadows
Be 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 1.
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 2.
them off on strange trajectories.
9. Transparency
Let'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 1.
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. 2.
10. Green 1.
This 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 2.
the public.
11. Punctuation
At one time, those punctuation marks at the top of the keyboard were
reserved for expressing profanity. Today, they are all smileys. There 1.
is an entire shorthand language out there, created by youthful
internet users, that is increasingly understood by the public at large.
2.
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.
3.
12. Labels
These 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 1.
who they are. There's not much room for affectations — just a quick,
painless dose of honesty.
14. Slinky
This 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
1.
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,
2.
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.
15. Wire
Put 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 1.