Logo Redesign for Scale With Success®

Deliverables

1. Logotype

2. Icon

Process

1. Met with CEO and key stakeholders to discover areas of improvement from the previous logo, as well as establish a vision for the visual brand moving forward.

2. Created a brand personality and moodboard to define the tone for the project.

3. Sketched initial explorations; refined and presented two options.

4. Refined and perfected vector of the chosen design, paying close attention to balance and legibility at various sizes.

5. Created an icon from the approved final logo design.

Challenges

1. Previous branding was too masculine and corporate to connect with Scale With Success®'s audience.

2. Previous logo was long horizontally and hard to use in many applications

3. "With" disappeared at small sizes

Solutions

1. Lean into more feminine shapes and colors to make the logo more warm and inviting

2. Stack the logo so that it fits in more diverse spaces

3. Increase the size of the "with" for legibility while keeping it typographically simple so that it wouldn't draw attention from the more important words