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This redesign is for a dinnerware company that's been around for about 25 years. The product selection runs the gamit from "grandma"-type patterns and glassware with dated-looking flowery designs to square-shaped dishes with more modern flair. They want to change their look to be more "hip" and "youthful" and get rid of all the old-style products. The parent company is conservative and they don't want wacky typefaces and electronic looking graphics.
The existing logo is the thin one. I think the typeface is AVANT GARDE. The powers that be felt that the thin type disappears when the logo is placed onto photography and also no one likes it...hence, this redesign.
It's new "brand personality" is as follows:
"The bold alternative brand that fits the changing lifestyles of each new generation".
I'm not sure what that means, but this is a new direction that they want this brand to be. So they gave it some brand values: "bold"; "savvy"; "edgy", "challenging the status quo" and "affirming one's originality". I didn't come up with this.
I, personally, didn't want to stray too far from it's original look. (Keeping in mind the Mandarina Duck redesign, K-Mart and the more recent, Sears. I used a combination of FUTURA BOLD and AVANT GARDE BOLD.
Anyhow, here are some idea for you guys and gals to pick apart.