A Logo’s Evolution
Part of the visual identity process included redesigning the old Vivid logo. The original Vivid logo used a calligraphic font and warm, olive greens and brown to communicate a “care-taker” Brand personality, but they were looking for something a little bolder. Something that would appeal to strong, affluent women who make a point of treating themselves regularly.
Deviating from an established Brand personality is never something we take lightly, as there are plenty of well-known examples of overwhelming customer backlash (New Coke, The Gap, Yahoo!), but our client was insistent, and we were determined to ensure the transition happened smoothly.
The personality shift does make logical sense: the original logo was focused on who Vivid was (the “caretaker”) while the new personality focused on who their customers are (the “ruler”). But we didn’t want to isolate the existing customers completely, so a unique dichotomy was reached: a monarch-style logo juxtaposed on caretaker-style layouts.
Bold symmetry and regal iconography make the new logo concepts sit like a polished jewel on the softer satin, terrycloth, and wooden background textures.
Early Concepts
Brand Guidelines Document
The project become far more than a simple logo revitalization, including a complete overhaul of the visual identity, and even the creation of a deceptively simple Brandline (slogan) to solidify the change in Brand Positioning: Caring for your wellness.
The Brand Guidelines document isn’t as in-depth as it could be (most touching on visual identity instructions), but is a great example of how thorough our deliverables are. Gone are the days of mediocre design . . . simply supplying a JPG of a full colour logo that’s used on everything. The logo needs to be as versatile as the diverse mediums in which it’s displayed – a secret the most recognizable Brands of the world have known for a long time.
When viewing this document, keep in mind that it only touches on three out of five phases of a complete Brand Development. Ironjet has experience taking a business through all five phases, giving it maximum acceleration at the moment of its birth. Our best work is done on a blank slate with full creative license.
View the Brand Guidelines
Brand Implementation: Deliverables
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Ironjet is your Lloydminster salon & spa Branding expert.