Small changes can make a big difference.

Written By Aurelie Gallagher

A logo redesign is not an easy decision if you love your logo.

This is what our client said, “We are looking for a logo refresh. The original [logo] is still beloved, but it continues to cause issues when reproducing on promotional marketing materials. I would like to see ideas that simplify the logo and get the writing off of the wings. Assured should be the main word as we have another division, Assured Care at Home. The wings are used in that logo as well.”

This is what I heard the client say:

  • refresh = strong ties to the old logo (this is good for brand consistency)

  • the original is beloved

  • trouble reproducing = we need to simplify

  • the word “Assured” and the wings tie the separate brands together

This is what I noticed:

  • This logo needs brand consistency, elements treated exactly the same - colors, text treatment, spacing, & size

  • The spacing in the words and the icon needed to be addressed

  • Light colors and overlapping colors would be minimized (logos work best when they can be 1 color if necessary)

I started with the icon. The head/circle was very small and the pieces were spaced fairly far from each other. By drawing them closer together they were more easily seen as 1 unit rather than three separate pieces.

I simplified the logo and added the black line to get a sense of movement, like you were being surrounded, maybe even a hug. We then created the logo in a horizontal and a vertical format so that their logo would work in any format.

In the end, we maintained strong ties to the original logo, created consistency among the brands, and refreshed their look with bold colors and clean lines.

Does your brand need a refresh or a redesign? Would you like to talk about options in a 30 minute no obligation call? Send us an email aurelie@irisheyesdesign.com

Aurelie Gallagher
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