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 are 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 Timetable 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 an 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 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

Contact Details
To arrange an interview about this proposal please contact our senior designer:

Company: Senior Designer: Telephone: Mobile: Email:

“JABIT Digital Designs & Ideas”, Judy Beddoni 02 9999 9990

0430 228 379 judy.beddoni@bigpond.com

Project Details
Organisation: Proposed Project: Project No: HOPESTREET Urban Compassion HOPESTREET Logo Rebranding 0005583

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 3 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

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

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 4 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

List of Figures
Figure 1: Table McDonalds Logo’s.......................................................................................10 Figure 2: Table of Apple logos...............................................................................................11 Figure 3: Table of KFC Logos..............................................................................................12 Figure 5: HopeStreet Original Logo.....................................................................................12 Figure 6: HopeStreet Timeframe table for logo rebranding................................................16 Figure 7: Table of Logo File Formats..................................................................................18 Figure 8: HopeStreet Initial Concept 1..................................................................................19 Figure 9: HopeStreet Initial Concept 2..................................................................................20 Figure 10: Appendixes 1: Table of links to other famous rebranded logo designs.............23 Figure 11: Appendixes 2: Table of today’s trends in logo designs.......................................28

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 5 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

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.

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 6 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

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
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.

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 7 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

 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
3.1 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 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]

Reinforce brand, helping solidify consumer loyalty

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 8 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

 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”. Maintaining 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.

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 9 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

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.

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 10 of 28

Proposal Report

HopeStreet Logo Rebranding Current Apple Logo

Date: 21st April 2008

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 Fired 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 has bought the rebranding of t KFC logo to the world in a big way. Maintaining 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

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 11 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

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 today’s trends.  Appendixes [15.2]: Table of Today’s Trends in Logo Designs [7]

5.0

HopeStreet Current Logo

Figure 5: HopeStreet Original Logo

Was your logo designed for instant identification?

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 12 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

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 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

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 13 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

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.

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  We let you put your insight and expertise about your own business to work we 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 colormatching 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

 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

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 14 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

 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
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
Project Proposal from Jabit Digital Designs & Ideas

Duration
14 days

Start Date
7th April 2008

Finish Date
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

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 15 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

HopeStreet Response from senior designer

1 to 3 days

31st April 2008 31st April 2008

1st May 2008 3rd May 2008

1st Set of Revisions from senior designer

3 days

2nd May 2008 4th May 2008

5th May 2008 7th May 2008

HopeStreet Response

1 to 3 days

6th May 2008 8th May 2008

7th May 2008 11th May 2008

2nd Set of Revisions from senior designer

3 days

8th May 2008 12th May 2008

11th May 2008 15th May 2008

HopeStreet Response

1 to 3 days

12th May 2008 15th May 2008 14th May 2008 19th May 2008

13th May 2008 18th May 2008

Final Pack delivered from senior designer

1 day

15th May 2008 20th May 2008

Figure 6: HopeStreet Timeframe table for logo rebranding

8.0

HopeStreet Logo Rebranding Design Strategies  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:

The Design Process

 The first thing that happens when we receive a new or rebranding logo design order is to get
all our design team together for a brain storming meeting and start shooting ideas.

 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.

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 16 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

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.

1st Set of Revisions

 These are the designs which your logo designer has 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 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.
2nd Set of Revisions

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 17 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

 This is the design which your designer has 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 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.
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

 We can also create specific file types for clients if requested.
 We create our designs using Adobe Illustrator the industry standard.  If a client would like to edit the logo themselves they would require this software.  We are always 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 to for the initial concept: 9.1

Initial Concept 1

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 18 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

Figure 8: HopeStreet Initial Concept 1

9.2Initial Concept 2

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 19 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

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. “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 20 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

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. You can find my contact details on page 3.

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 21 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

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

5.

Journal Article: Associated Press KFC (November 14, 2006): Accessed 20th April 2008 Web site: http://www.msnbc.msn.com/id/15705220/ Journal Article: 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

6.

7.

Journal Article: Trends in logo designs (November 14, 2006): Accessed 17th April 2008 Web site: http://www.photoshopcafe.com/tutorials/articles/logo/logo.htm

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 22 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

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 BMW Logo Denver Broncos Logo Google Logo IBM Logo Mercedes Benz Logo NBA Logo Pepsi Logo Spiderman Logo Starbucks Logo Walt Disney Logo

Apple Logo Burger king Logo FedEx Logo Harley Davidson Logo Intel Logo Microsoft Logo Nike Logo Peugeot Logo Superman Logo Toyota Logo Wikipedia Logo

American Express Logo Coca Cola Logo Ferrari Logo Honda Logo McDonalds Logo NASA Logo Nokia Logo Puma Logo Rolls Royce Logo UPS Logo Yahoo Logo

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 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.

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

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Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

1. Design firm: Proart Graphics/Gabriel Kalach - client: G2 Team Sales 2. Design firm: Grapefruit Design client: Grapefruit Design 3. Design firm: Planet Propaganda - client: Interactive Media Solutions

2.

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 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?

1.

2.

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

3.

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 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.

1.

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

2.

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 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.

1. 2. 3.

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

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

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Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

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 Deere's deer, recently rehoofed by Landor Design. Although illustration styles vary widely, all of these logos rely on implied symbology.

1. 2. 3.

1. Design firm: Gardner Design - client: Blue Hat media 2. Design firm: Felix Sockwell - client: Peace 3. Design firm: Alterpop - client: Pardox Media

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, even very two-dimensional logo solutions can live in a faux 3-D world.

1.

1. Design firm: Cato Purnell partners - client: Sydney Super Dome 2. Design firm: Kontrapunkt a/s - client: Danish National Center for
Development of Competence and Quality 3. Design firm: Grapefruit Design - client: Boston Media Corporation

2. 3.

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. Although these designs have been with us to some degree for generations, designers continue to find new and fresh iterations of the theme.

1.

1. Design firm: Cronan group - client: Tivo 2. Design firm: Willoughby Design group - client: Lee Jeans 3. Design firm: Gardner Design - client: Plazago

2.

3.

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‘JABIT” Digital Designs and Ideas

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Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

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 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 them off on strange trajectories.

1.

2. 3.

1. Design firm: Jon flaming Design - client: Central & Southwest 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 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-, twoand three-color logos.

1.

2. 3.

1. Design firm: mires - client: fusion media 2. Design firm: Cato Purnell partners - client: Neil Henson fashion
bytes

3. Design firm: Landor associates - client: Altria

10. Green
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 the public.

1.

2. 3.

1. Design firm: Enterprise Ig - client: Monsanto Company 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 is an entire shorthand language out there, created by youthful internet users, that is increasingly understood by the public at large. 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.

1. 2.

3.

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‘JABIT” Digital Designs and Ideas

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Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

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 who they are. There's not much room for affectations — just a quick, painless dose of honesty.

1.

1. Design firm: Thomas Yasquez - client: New York City School
District

2. 3.

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

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 with a twist of phrase, or when the phrase is supplied with a somehow unexpected visual.

1.

1. Design firm: Sanna Design Group, inc. - client: Orange EGraphic

2.

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 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, 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. 2.

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.

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

Page 27 of 28

Proposal Report

HopeStreet Logo Rebranding

Date: 21st April 2008

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.

2.

1. Design firm: Tim Frame - client: host Marriott 2. Design firm: Howalt Design Studio - client: Herman Miller 3. Design firm: Felix Stockwell - client: hand eye

3.

Figure 11: Appendixes 2: Table of today’s trends in logo designs

Author: Judy Beddoni

‘JABIT” Digital Designs and Ideas

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