Logo Redesign
Visual Identity | Logo Design
CLIENT
The Grommet is an eCommerce platform that launches undiscovered products and supports local makers and small businesses.
BRIEF
There were a lot of changes at the time the project started: the company had recently been acquired by Ace Hardware and a rebrand including a website redesign was underway; the timing was perfect for a logo update. The evolution of the product catalog in tandem with the changing digital landscape had made realignment a necessity. On top of this the logo had technical issues that needed to be addressed. I was the only designer on the project and was involved from concept to delivery.
SOLUTION
My design process started with defining the brand’s key attributes and conducting a competitive analysis. From there I defined different directions that I presented to leadership then collaborated closely with the founder to refine. I designed all the logos versions (including B2C & B2B), created a Logo Brand Guide, collaborated with the web development team to implement across the site, and updated all of the company’s branded assets.
OUTCOME
A modernized logo with an optimal visual experience across all formats that stood out from the competition.
ROLE
Designer
TOOLS
Adobe Illustrator, Adobe Photoshop, Adobe InDesign
DELIVERABLES
Logo files
Brand Guidelines
Stationery suite
Creative Director: Jules Pieri
Designer Assistant: Stacey Bakaj
Client: The Grommet
The goal was to refresh the logo and resolve two technical problems: the logo was stacked high and therefore did not fit well when space was limited, and the complex design lost clarity when scaled down.
I replaced the hand-drawn effect with solid colors to make the logo more current. The cleaner strokes added dimension and uniqueness to the design, while the rounder shapes kept it approachable. I also increased the thickness of the logotype to create a bolder, stronger presence and changed the layout from vertical to horizontal to fit better in smaller spaces.
I conducted a competitive analysis to identify ways to visually stand out from the competition while still fitting well within the industry. Most of the logos in this grouping are typographic in nature and do not have any associated graphics. Based on this information, I knew that keeping a logomark as part of the new logo would make it stand out.
I defined the key attributes to better understand the brand and start on the right foundations.
These are other designs I explored but that ultimately were not picked.