Top Tier Travel Identity Refresh
Update the logo and fix design and utilization problems
Design Category(s)
Client Type
The biggest issue with the original logo was the extremely fine line weights in the compass. This made the logo difficult to read at small sizes, difficult to print on fabric, and often difficult to understand. The compass rose on an angle is not a standard way of seeing the compass so losing some of that detail made it look like a star to many.
In the redesign, keeping the compass on it’s side was important to the owner, as it has always made the brand stand out. The priority was modifying the design to be more usable in different mediums and sizes. This meant thickening lines, removing some texture, adding texture in other laces, and working with the typeface to increase the weight without making it too bold.
The final logo keeps the fine lines and drastic weight differences but allows the logo to function at all sizes and in all mediums. As I always do with logos, I made sure the design would work in black and white as well as color, adding even more versatility to the logo. In the images here, you can see the logo application in vinyl on the office’s two doors; one glass and one solid.
The biggest issue with the original logo was the extremely fine line weights in the compass. This made the logo difficult to read at small sizes, difficult to print on fabric, and often difficult to understand. The compass rose on an angle is not a standard way of seeing the compass so losing some of that detail made it look like a star to many.
In the redesign, keeping the compass on it’s side was important to the owner, as it has always made the brand stand out. The priority was modifying the design to be more usable in different mediums and sizes. This meant thickening lines, removing some texture, adding texture in other laces, and working with the typeface to increase the weight without making it too bold.
The final logo keeps the fine lines and drastic weight differences but allows the logo to function at all sizes and in all mediums. As I always do with logos, I made sure the design would work in black and white as well as color, adding even more versatility to the logo. In the images here, you can see the logo application in vinyl on the office’s two doors; one glass and one solid.
Click on an image below to view in a lightbox.
