I redesigned the first logo I ever made for a client in my first year of studying (Soooo HUMBLED looking at my first logo design ever!!(I'm cringing!)). (Bottom logos are my redesigns).

 

The critiques are as follows:

- Messaging of the brand did not communicate in the best way. The client wanted a soft, earthy feeling to be communicated. 

- The logo was very literal with the leaves and a horse running. The horse is also a cliche compared with competitors, who also use a running horse in their logos. 

- There's almost no typography treatment,, and the font is too condensed and ' futuristic' for what the brand represents.

 

Initial idea for redesign (But I went for something more modern).

 

References I initially looked at.

 

What I did for the redesign:

- My first change was to experiment with other fonts. I still wanted something simple and not too decorative, but it needed a bit of 'elegance' 

- I still wanted a horse and leaf aspect in it, but instead of the curved wreath effect, I leaned more towards a modern stacked layout for the full logo. The favicon needed to be simple, and recognizable, especially for formats like laser cutting and a huge board on a gate.

- The colours I also simplified to 2 types of green (or olive, I guess), using negative space where applicable.

Although I know this new logo is nothing revolutionary, I'm happy with the outcome and think it's more in line the brand messaging.

The logo will mainly be used on social media and in photography/videos, so I made some ' applications' of how it looks on applicable imagery.