Report Proposal Rebranding Company Logo

HOPESTREET
Urban Compassion
LOGO REBRANDING
R
E
P
O
R
T
PROPOSAL
“JA BI T“ Di gi t al De s i gns & I de as

Author: Judy Beddoni
Date Due: 21st April 2008
Proposal Report HopeStreet Logo Rebranding Date: 21st April 2008
HOPESTREET Urban Compassion

Logo Rebranding Proposal Report
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.
This proposal report outlines:
 The potential business benefits of rebranding HopeStreet’s logo

 Several examples of company who have successfully rebranded their logos.
 Appendixes 1: A table containing links to articles on other famous logo rebrands
 Appendixes 2: A table containing the latest trends in logo designs.

 The benefits of having your logo rebranded with Jabit Digital Designs & Ideas
o Our logo rebranding strategies
o Timeframe schedule for the logo rebranding design plan
o Two initial HopeStreet logo design concepts for viewing
After acceptance of this proposal as the senior designer I will be responsible for:
 Attending the initial interview to commence your logo rebranding

 Communicate and collaborate with HopeStreet throughout the design process..
 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.
Author: Judy Beddoni ‘JABIT” Digital Designs and Ideas Page 2 of 27

Contact Details
To arrange an interview about this proposal please contact our senior designer:
Company: “JABIT Digital Designs & Ideas”,
Senior Designer: Judy Beddoni
Telephone: 02 9999 9990
Mobile:
0430 228 379
Email: judy.beddoni@bigpond.com
Project Details
Organisation: HOPESTREET Urban Compassion
Proposed Project: HOPESTREET Logo Rebranding
Project No: 0005583
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 Fried Chicken......................................................................................... ................11
3.4.4 Articles on Other Famous Logo Rebrands.................................................. ..........................11
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........................................................... ..........13
6.0 What are the benefits of Rebranding with us? ...............................................................13
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........................................................................................................ .................18
10.0 Conclusion.....................................................................................................................19
11.0 Recommendations.........................................................................................................20
12.0 References.....................................................................................................................21
13.0 Appendixes .....................................................................................................................22
13.1 Links to Articles on Other Famous Logo Rebrands................................... .........................22
13.2 Latest Trends in Logo Designs......................................................................................... ......22
List of Figures
Figure 1: Table McDonalds Logo’s.........................................................................................9

Figure 2: Table of Apple logos..............................................................................................10

Figure 3: Table of KFC Logos...............................................................................................11
Figure 4: HopeStreet Original Logo.....................................................................................12
Figure 5: HopeStreet Timeframe table for logo rebranding................................................15
Figure 6: HopeStreet Timeframe Schedule Guide for logo rebranding..............................15
Figure 7: Table of Logo File Formats..................................................................................17
Figure 8: HopeStreet Initial Concept 1..................................................................................18
Figure 9: HopeStreet Initial Concept 2..................................................................................19
Figure 10: Appendixes 1: Table of links to other famous rebranded logo designs.............22
Figure 11: Appendixes 2: Table of latest trends in logo designs..........................................27

1.0 Introduction
“JABIT Digital Designs & Ideas” are a well known professional graphic design company and have 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
 Latest trends in logo rebranding
Logo Rebranding Design Objectives:

Formless creativity is great for abstract, exploratory artwork, but a logo has a task to accomplish:
identify your business. Therefore, I need objectives to help formulate our rebranding design process. By
judging how a design meets its objectives, I can evaluate how effectively a design accomplishes its
task.
Logo design objectives I use are:

 Attractiveness: You want your logo to make people feel satisfied and pleased.
 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 to 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
3.1 What is a Rebranding?

Rebranding [1] (also called repositioning), is the process by which a product developed with one brand
is marketed or distributed with a different identity. Rebranding is not just about giving an existing
product or service; a new name, a new logo, devising a snappy slogan or changing the corporate
colours and expecting the sales to roll in. It’s about challenging the very values of an organisation,
whether you’re operating in a specialist niche market with a handful of employees or managing a ‘mega
brand’ within a global corporation.
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 rebranding your company 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]
Reinforce brand, helping solidify consumer loyalty

 Familiarity is the key to growing your business. Your logo design is a primary factor since your
company logo is the cornerstone of all of your marketing and promotional material. A unique
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.
Create a long-term impression with your rebranded company logo design

 After establishing your logo design identity, your goal is increasing consumer remembrance. An
effective rebranding of your logo design can help turn your business into a household name. A
logo design defines a company direction, character.

3.4Successful Logo Rebranding Examples

There is no better evidence than checking out other logo rebrands the following examples are of two
successful logo rebrandings.
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”. They still maintain loyalty and
satisfaction with its customers.
The McDonald's Golden Arches logo was introduced in

1962. It resembles new arch shaped signs on the sides
of the restaurants. He merged the two golden arches
together to form the famous 'M' now recognized
throughout the world.
The McDonald's name was added to the logo in 1968.
They maintain to hold on to the famous golden arches,

the only real difference being the background and a
slogan.
Figure 1: Table McDonalds Logo’s

3.4.2 Apple Computers

Apple has gone through many types of brand tastes, while maintaining loyalty and satisfaction with its
customers as well. For whatever reason Apple Inc. [4] had to revamp its logo, the new Apple logo got a
hearty endorsement by the customers and critics around the world. It can widely be seen on all Apple
products and retail stores; and has become one of the world’s most renowned brand symbols.
Original vintage Apple logo from an old "A is for Apple"

advertisement.
Eventually the logo text was dropped to emphasize Apple's

distinctive "apple" symbol with the rainbow colors.
Apple replaces the rainbow colors with a single color. The logo
becomes the "apple" symbol itself instead of the rainbow apple
graphic.
Current Apple Logo

The polished chrome logo seems to fit ideally. The silvery
chrome finish in the new Apple logo is consistent with the
design scheme and freshens up the icon. Free from a color
scheme and text, the distinctive "apple" symbol can be
successfully embellished without obscuring the core logo
design.
Figure 2: Table of Apple logos

3.4.3 Kentucky Fried Chicken

KFC [5] is a traditional old world brand faced the challenge of connecting with new food values. They disconnect
between brand and audience in this case they went even further - the ecological insensitivity already often
associated with brands, especially fast food brands was played out, quite literally, on a world stage which bought
the rebranding of the KFC logo to the world in a big way. KFC still maintains loyalty and satisfaction with its
customers.
“KFC Earlier Logo”
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)
But, they’ve done something extraordinary also: They are catering to

the Social Media hype with an amazing campaign [6]— their “Face
from Space” Campaign.” The Colonel is truly a global icon and we
want everyone in the universe to see KFC’s new look of the future,”
said Gregg Dedrick, president of KFC Corp. “KFC is boldly going
where no brand has gone before as Colonel Sanders takes one small
step for humankind, but one giant leap for fried chicken.” KFC is
hoping to draw attention to the new logo with a giant, 87,000-square
foot version of it that can be seen from space.
“KFC Official Rebranded Logo” The smiling Colonel is featured against

a red background that matches his red apron, with the KFC brand
name in black thick lettering under his chin.
“This change gives us a chance not only to make sure we stay
relevant but also communicates to customers the realness of Colonel
Sanders and the fact that he was a chef,” (5) said Gregg Dedrick,
president of KFC’s U.S. division.
Figure 3: Table of KFC Logos
3.4.4 Articles on Other Famous Logo Rebrands

To check out more articles on famous logo rebrands view the appendixes and click on the links.
 Appendixes [15.1]: Table of links to other famous logo designs [6]

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 latest trends.
 Appendixes [15.2]: Table of Latest Trends in Logo Designs [7]
5.0 HopeStreet Current Logo
Figure 4: HopeStreet Original Logo
About your Logo:

Your logo appears on company letterhead, advertising material and your website as an emblem by way
of which your company can easily be recognized.
Was your logo designed for instant identification?
Does your logo succeed to identify your company?
Your logo should:
 Attract attention and leave an impression
 Have a look that is unique
 Reflect the personality of 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.
Check out your competition:
 What designs, graphics, and colors do they use?
 Remember that you need to be competitive.

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.
5.1Rebranding your Logo

The need for re-branding [8] must first be determined and should be based on the premise that
something has changed in the business mix that dictates a need for evolving the brand. It must also be
based on the basic premise that just as people change the style of their clothes, the look of their
hairstyles and home decorating, so brands need to keep up with the times and changing market and
consumer dynamics. Failure to recognise this and move with the times can lead to brand stagnation
and brand latency.
So how do you determine when is the right time for re-branding and how far you should go?
The simple answer is: "Carefully". Furthermore, there is no easy formula. Like most things in marketing,
every situation needs to be evaluated on its own merit. What is important is that caution is exercised
and that the problem is carefully and objectively assessed, as the situation may require only 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
 Rebranding your 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.
6.0What are the benefits of Rebranding with us?

Qualified Senior Graphic Designer
 Your own personal experience graphic designer to complete your logo rebranding
Real results
 A new look and feel for your company Logo
 Fresh new ideas with the use of modern technology
 I will let you put your insight and expertise about your own business to work I will listen.
 You get a great logo design

Quality and convenience

 Nothing is more important to us than helping you create a quality logo design and with color-
matching style.
You’ll have immediate access to the logo design in a variety of formats.
Outstanding customer service

 Any concerns in regards to any stage in the process; you can expect a quick and helpful
response to your questions or concerns.
No Outsourcing or Subcontracting
 I will perform all of your work at our own facilities 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 Options
 We require $100.00 deposit on all orders.
 You have the choice to pay for your logo rebranding:
o a total fee of $350.00 or $40.00 per hour
We guarantee our services

 Our Guarantee is simple: If you don't love your rebranding, you don't pay a cent.
 If at any point within the first 30 days you're unsatisfied with your rebranding, we'll happily
refund your money less agreed fees and the return of all design materials.
 We're in business to help your business look great.
 If your rebranding doesn't shine, neither do we.
 No gimmicks, no hassles, no hoops to jump through.
Timeframe Schedule
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.

7.0 HopeStreet Timeframe Schedule for Rebranding Logo
Task Duration Start Date Finish Date
Project Proposal from Jabit Digital Designs & Ideas 14 days 7th April 2008 21st April 2008
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
HopeStreet Response 1 to 6th May 2008 7th May 2008

3 days 8th May 2008 11th May 2008
2nd Set of Revisions from senior designer 3 days 8th May 2008 11th May 2008
12th May 2008 15th May 2008
HopeStreet Response 1 to 12th May 2008 13th May 2008

3 days 15th May 2008 18th May 2008
Final Pack delivered from senior designer 1 day 14th May 2008 15th May 2008
19th May 2008 20th May 2008
Figure 5: HopeStreet Timeframe table for logo rebranding
HopeStreet Logo Timeframe Schedule Guide
Figure 6: HopeStreet Timeframe Schedule Guide for logo rebranding

8.0 HopeStreet Logo Rebranding Design Strategies
 My design strategies are structure in the following way this design process enables me to
communicate effectively with you and you with the me.
 That way I keep you aware, informed and up to date with all aspects of your logo rebranding
design process:
The Design Process

 The first thing that happens when I receive your rebranding logo design order we will meet to
discuss the logo rebranding requirements; you will need to supply an image of your current
logo.
 I 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 I 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 I will send to you with the initial concepts, I 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.
 I 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 me the instructions to carry out. You may
reply with a comment such as: “The style is what I am looking for................but….”
 I than implements your instructions.

 I aim to have the revised design/s back to HopeStreet in 3 business days.

1st Set of Revisions

 These are the designs which I have prepared for you to view and from here you will decide
which design/s you would like to move forward with:
 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 and I 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.
2nd Set of Revisions

 This is the design which I have prepared for you to view and from here you will decide if you
would like more revisions or if you would like to have the design finalized:
 You may reply with a comment such as: “Looks great - let's go with the second design”.
 After receiving this green light from you I will begin to prepare the final pack for you.
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.
1 x High resolution Tif for professional printing
1 x JPG in gray scale for trademark registration purposes
3 x JPG in RGB in 3 sizes (Normal, medium and small) for home/office printing or web use
1 x transparent PSD for professional web design use
1 x vector based .eps file (fully editable master file) for professional printing and design work
Figure 7: Table of Logo File Formats
 I can also create specific file types for you if requested.

 I create our designs using Adobe Illustrator the industry standard.
 If you would like to edit the logo yourself then you would require this software.
 I will always be on hand though to make changes later if required for a small fee.

9.0 HopeStreet Logo Rebranding Concepts
Two examples of the type of work you can expect to receive for the initial concept:
9.1 Initial Concept 1
Figure 8: HopeStreet Initial Concept 1
9.2Initial Concept 2

Figure 9: HopeStreet Initial 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.

11.0 Recommendations
I recommend that “HopeStreet” implement the strategies outlined at section 8 and allow “Jabit Digital
Designs & Ideas” senior designer to commence the rebranding of your company logo.
If 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 7 as to the process
plan for completing your rebranding project.
You can find my contact details on page 3.

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
Adidas Logo Apple Logo American Express Logo

BMW Logo Burger king Logo Coca Cola Logo
Denver Broncos Logo FedEx Logo Ferrari Logo
Google Logo Harley Davidson Logo Honda Logo
IBM Logo Intel Logo McDonalds Logo
Mercedes Benz Logo Microsoft Logo NASA Logo
NBA Logo Nike Logo Nokia Logo
Pepsi Logo Peugeot Logo Puma Logo
Spiderman Logo Superman Logo Rolls Royce Logo
Starbucks Logo Toyota Logo UPS Logo
Walt Disney Logo Wikipedia Logo Yahoo Logo
Figure 10: Appendixes 1: Table of links to other famous rebranded logo designs
13.2 L a t e s t 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.
1. Design firm: Proart Graphics/Gabriel Kalach - client: G2 2.

Team Sales
2. Design firm: Grapefruit Design client: Grapefruit Design
3. Design firm: Planet Propaganda - client: Interactive Media
Solutions
3.
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.
1. Design firm: Liska + Associates Communication Design - client:

The Wexan Group, ltd.
2. Design firm: Chermayeff & Geismar inc. - client: Multicanal 3.
3. Design firm: Prejean Loblue client: 1st Intranet Bank
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

2. Design firm: Cato Purnell partners client: the federal group

3. Design firm: Cronan group client: Kintana
3.
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.
1. Design firm: Cato Purnell partners - client: Sydney Super Dome

2. Design firm: Kontrapunkt a/s - client: Danish National Center for 2.
Development of Competence and Quality 3.
3. Design firm: Grapefruit Design - client: Boston Media Corporation
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.
1. Design firm: Jon flaming Design - client: Central & Southwest 3.

2. Design firm: Evenson Design group - client: Brooks and Howard
3. Design firm: Cronan group - client: Yerio
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.
1. Design firm: mires - client: fusion media

2. Design firm: Cato Purnell partners - client: Neil Henson fashion 3.
bytes
3. Design firm: Landor associates - client: Altria
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.
1. Design firm: Enterprise Ig - client: Monsanto Company 3.

2. Design firm: Landor associates - client: BP
3. Design firm: Kiku Obata & company - client: Ameren Corporation
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.
1. Design firm: Trickett & Webb - client: Riba

2. Design firm: The Office of Bill Chiaravalle - client:

Numbers@Work
3. Design firm: Sackett Design - client: Workplace Answers
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.
1. Design firm: Thomas Yasquez - client: New York City School 2.

District
2. Design firm: Thomas Vasquez - client: Glue Brand Design
3. Design firm: Howalt Design Studio, inc. - client: Work, inc. 3.
13. Photo icons

These can be extremely well-done or extremely over-done. A simple
photo from a CD stuffed with royalty free images is isolated on a
white background, and the name of the company is run beneath it.
The approach is decidedly more elegant when the visual is supported 1.
with a twist of phrase, or when the phrase is supplied with a
somehow unexpected visual.
1. Design firm: Sanna Design Group, inc. - client: Orange E- 2.

Graphic
2. Design firm: Chermayeff & Geismar inc. - client: Turning Stone
Casino
3. Design firm: Proart Graphics/Gabriel Kalach - client: Our Special
Video 3.
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.
1. Design firm: Cato Purnell partners - client: Energex Australia

2. Design firm: Hornall Anderson - client: Okamoto corporation
3. Design firm: Enterprise Ig - client: Delta 3.
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.
others have achieved success with it as well. Because of its intensely
artistic nature, designers may feel the saturation of this technique

before clients and the public do. But wire-form logos will probably
continue to appear for at least a few more years unless a behemoth
of a company adopts the style and wrangles the life right out of it.
1. Design firm: Tim Frame - client: host Marriott 2.

2. Design firm: Howalt Design Studio - client: Herman Miller
3. Design firm: Felix Stockwell - client: hand eye
3.
Figure 11: Appendixes 2: Table of latest trends in logo designs

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HOPESTREET

“JA BI T“ Di gi t al De s i gns & I de as

HOPESTREET Urban Compassion

This proposal report outlines:

 The potential business benefits of rebranding HopeStreet’s logo

 Appendixes 2: A table containing the latest trends in logo designs.

 Attending the initial interview to commence your logo rebranding

Author: Judy Beddoni ‘JABIT” Digital Designs and Ideas Page 2 of 27

Company: “JABIT Digital Designs & Ideas”,

Senior Designer: Judy Beddoni

Telephone: 02 9999 9990

Organisation: HOPESTREET Urban Compassion

Proposed Project: HOPESTREET Logo Rebranding

Project No: 0005583

Author: Judy Beddoni ‘JABIT” Digital Designs and Ideas Page 3 of 27

Figure 1: Table McDonalds Logo’s.........................................................................................9

Author: Judy Beddoni ‘JABIT” Digital Designs and Ideas Page 4 of 27

Figure 2: Table of Apple logos..............................................................................................10

Author: Judy Beddoni ‘JABIT” Digital Designs and Ideas Page 5 of 27

Author: Judy Beddoni ‘JABIT” Digital Designs and Ideas Page 6 of 27

Logo Rebranding Design Objectives:

Logo design objectives I use are:

Author: Judy Beddoni ‘JABIT” Digital Designs and Ideas Page 7 of 27

3.1 What is a Rebranding?

Reinforce brand, helping solidify consumer loyalty

Create a long-term impression with your rebranded company logo design

Author: Judy Beddoni ‘JABIT” Digital Designs and Ideas Page 8 of 27

3.4Successful Logo Rebranding Examples

The McDonald's Golden Arches logo was introduced in

The McDonald's name was added to the logo in 1968.

They maintain to hold on to the famous golden arches,

Figure 1: Table McDonalds Logo’s

Author: Judy Beddoni ‘JABIT” Digital Designs and Ideas Page 9 of 27

3.4.2 Apple Computers

Original vintage Apple logo from an old "A is for Apple"

Eventually the logo text was dropped to emphasize Apple's

Current Apple Logo

Figure 2: Table of Apple logos

Author: Judy Beddoni ‘JABIT” Digital Designs and Ideas Page 10 of 27

3.4.3 Kentucky Fried Chicken

“KFC Earlier Logo”

But, they’ve done something extraordinary also: They are catering to

“KFC Official Rebranded Logo” The smiling Colonel is featured against

Figure 3: Table of KFC Logos

3.4.4 Articles on Other Famous Logo Rebrands

Author: Judy Beddoni ‘JABIT” Digital Designs and Ideas Page 11 of 27

 Appendixes [15.2]: Table of Latest Trends in Logo Designs [7]

5.0 HopeStreet Current Logo

Figure 4: HopeStreet Original Logo

About your Logo:

 Have a look that is unique

 Reflect the personality of your company

Author: Judy Beddoni ‘JABIT” Digital Designs and Ideas Page 12 of 27

5.1Rebranding your Logo

6.0What are the benefits of Rebranding with us?

Author: Judy Beddoni ‘JABIT” Digital Designs and Ideas Page 13 of 27

Quality and convenience

Outstanding customer service

We guarantee our services

Author: Judy Beddoni ‘JABIT” Digital Designs and Ideas Page 14 of 27

7.0 HopeStreet Timeframe Schedule for Rebranding Logo

Task Duration Start Date Finish Date

HopeStreet Response 1 to 6th May 2008 7th May 2008

HopeStreet Response 1 to 12th May 2008 13th May 2008