From the course: Fundamentals of a Redesign
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Logos and identities
- Several years ago, the creative director for the Sundance brand contacted me with the goal of clarifying and evolving the Sundance brand. The challenge was to unify several disparate business entities under one visual system. This required an evolution of the current logos used for each entity. And some of these logos were beloved by the people who work there. I began the process with interviews and research. I uncovered several logos in use. The goal was to determine if one of the existing logos had equity and was remembered by the audience. Once I determined that the previous primary mark was well-crafted, there was no obvious audience recognition. I then followed the process I outlined in my branding course. Working with the team at Sundance, my team and I determined who the current audience was and who it could be. I identified the values and refined the mission statement and we created a list of brand attributes. Now we began the exploration of the identity. The two primary…
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