Background
Mountain Sunrise Feed Co. had a long-standing logo well-known to their loyal, traditional customer. However, as times changed, they recognized the need to update their logo to attract a broader audience while maintaining the trust and familiarity of their existing one. Their specific request was for a “Coca-Cola style brand evolution”—a refresh that would modernize the logo without losing its original essence.
Objective
The primary goals of the logo refresh were to:
- Modernize the overall look and feel.
- Improve readability.
- Retain key elements that define the brand’s identity.
- Ensure versatility for both digital and print use.
The Approach
Font and Style: Transitioned from a dated font to bold, customized lettering to enhance readability and give the logo a unique blend of traditional and contemporary.
Color Scheme: Updated from light, pastel colors and dated gradients to richer, deeper colors for a stronger visual impact. Simplified the palette to provide better color harmony, contrast and visibility.
Graphics and Layout:
- Replaced the oval frame with a circular one for a more balanced and structured design.
- Nested the word mark into the main logo so it feels more cohesive. The word mark can also be used as a secondary mark, allowing for flexible branding options while maintaining a consistent visual identity across various applications.
- Redefined the sunrise and mountain graphics with more detailed, distinct shapes.
- Enhanced the fields with more pronounced angles to give a more dynamic feel to the overall look.
Results
Better Readability: The new bold font and simplified color palette increased readability and recognition, making the logo more effective in various applications, especially at smaller sizes.
Modern Appeal:The updated color palette and geometric design provided a contemporary, professional look that stands out in a competitive market.
Reinforced Brand Identity: The refreshed logo preserved the essence of the original with its depiction of a sunrise over mountains, presenting it in a more visually striking and memorable way.
Versatility: The new design’s clean lines and clear contrasts made it versatile for various uses, ensuring consistent brand representation across digital and print mediums.
Ready for your brand refresh?
This case study demonstrates how a thoughtful logo refresh can enhance brand perception, improve visual appeal while retaining the core elements that define the brand’s identity.
If you’re considering updating your brand identity, I’d love to collaborate with you.
Let’s work together to create a visual identity that not only resonates with your existing clients, but propels your brand forward.
Feel free to reach out to me via my contact form to get started!
