At work it started with "let's modernize the logo a little bit".

After viewing this class I feel way more inspired to change the whole visual approach but not all of the decisions are up to me.

Any honest feedback on this process is appreciated, I hope to update this project as we go.

So this is what we're starting with:

Project for work - image 1 - student project

I have more details in my notes but I am also waiting for feedback from my colleagues. Here are some of my personal notes (my own opinions for now):

Why was this project initiated: the logo is old-fashioned, "wonky", does not reflect the level of service our company provides (boutique, pretty expensive travel plans with assistance on site), some aspects of the logo don't scale well; I believe we got feedback from new hires that the branding wasn't entirely "trustworthy" - basically I think the logo is good but amateurish.

What would be a successful project outcome: refresh is noticeable and not noticeable at the same time (people notice but brand is continuous, nobody is confused), the staff agrees that new branding reflects the company better, we appeal to higher-income and slightly younger clientelle (currently we get a lot of older folks and a lot of requests from people that can't really afford the trips)

Constraints: the map shape has to stay (in a recognizable form), dark red has to stay, the name can't change, travel has to stay in default logo because of the website name

Opportunities: change to the shade of red, possibly additional color palette (could correspond with regions offered), we can remove the dotted line and adjust the symmetry of the map, we can in general make more use of our photography (I am the in-house photo and video person so as a company we have thousands of stunning photos of our destinations that could easily become a bigger part of our branding), we can definitely change the font of the logotype

Okaaaay, long one. While I am waiting for my colleagues to respond I have come up with the designs below as a sort of a practice round:

Project for work - image 2 - student project Project for work - image 3 - student project

I like this a lot, not sure about the two different fonts or spacing, it's just an experiment. I like the two different shades in the map, not sure how exactly to translate this to a monochromatic version of the logo (possibly re-introduce map segmentation in that version?).

Other versions:

Project for work - image 4 - student project Project for work - image 5 - student project Project for work - image 6 - student project

With this version we could use the map for photos like so:

Project for work - image 7 - student project Project for work - image 8 - student project

Which doesn't seem like a terrible jumping off point to me.

ANY HELP OR FEEDBACK IS TRULY APPRECIATED!!!

I have a lot of help brand-wise from my colleagues but not a lot of experienced graphic design people around me.

Project for work - image 9 - student project

Here are some other sketches for fun:

Project for work - image 10 - student project

me trying to sans-serifize the logotype

Project for work - image 11 - student project trying to do something with the initials (more luxury?) but it did not work out, haha

Project for work - image 12 - student project

Petra V.

just one spark starts a fire

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