Logo Rebrand Sketches

 The Original Design

Now that I have selected my business and done a bit of research into different types of logos, I have an idea as to what direction I want to go in for the rebrand. But before I start making sketches for my own design, I decided to do a little breakdown of Devon's current logo design. This was so that I could make notes on things to keep in mind to ensure that I don’t steer away too much from the company’s current brand identity.

The first thing I noticed was that they have an emblem logo, which makes sense considering they have been an established manufacturing company for decades. For this very reason I decided to keep this logotype moving forward. However, the shape of the emblem I will be changing. To me the current container looks like a banner celebrating somebody’s birthday rather than a proper logo crest. My aim with this is to provide a traditional yet timeless look.

Something else I pointed out was the use of a Sans-Serif font, another detail I would like to sustain. In fact, around 70% of companies use a sans-serif font in their logo due to the better legibility in comparison to other font types. Not to mention, sans-serif fonts provide a simple and modern look and are adaptable across different design contexts. Hence, there’s no point in changing this detail.

The final bit of notes I made were in relation to the colours used; Red, Yellow, White. Initially I listed words that I associated with each colour so that I can highlight the ones that encompass the company’s brand identity. But then I decided to do a little research and found out that the most common colours found in food branding are Red, Orange and Yellow. This is due to the fact that red is considered the colour that best stimulates hunger and warm colours go well together as a palette.

My Sketches

As previously mentioned, my intentions are simply to revamp the current logo to ensure that Devon can have a rebrand that is traditional and timeless. A lot of the current elements I do like however, there are changes that I would like to make without completely changing the company.

As shown above, I experimented with different container shapes. After starting off with more sharp/angular shapes, I decided to try sketches with more curves and/or circular elements. This was because I felt like it gave a gentler visual, which better represented the family oriented brand identity.

References:

• Linearity blog. (2023). 75 Font Statistics: Usage and Market Analysis. [online] Available at: https://www.linearity.io/blog/font-statistics/#:~:text=The%20ability%20of%20a%20specific [Accessed 5 Jul. 2024].

• Vistaprint Ideas and Advice US. (n.d.). The complete guide to food branding | VistaPrint US. [online] Available at: https://www.vistaprint.com/hub/food-branding#:~:text=In%20a%20nutshell%2C%20warm%20colors.

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