BRANDING
Summary: Initially, my team was tasked with creating a logomark from our existing logo. However, we quickly realized that our logo was outdated and that creating a logomark from it did not make sense. We wanted a logo and mark that added elevation, edge, and a little bit of fun like our reader. Over a period of 6 months, we redesigned the logo and designed 3 different marks to allow for flexibility and the ability to use it across different channels and situations that we can’t even anticipate.
Timeline: 6 months
Challenge: Redesign the original PureWow logo: to reflect our current branding, to be optimized across all content channels and devices with the addition of a logomark, and to continue to evolve and scale with our brand over the next 5-10 years.
Role: Designer - Sketched (both by hand and digitally) innumerable iterations for the PureWow logo, including script, hand-written, serif, and sans serif options. In collaboration with the rest of the design team, narrowed down the options and refined the details on 3 different logos. Then, selected the final logo and continued to refine the word mark and designed the smaller logo mark.
Team: 4-person design team
Results: Our new logo is an elevated and refined version of our old one. The logomark has been able to translate to all social platforms because it easily fits within their parameters. The logomark has also become our watermark on all PureWow video assets and can be easily animated.
Software: Adobe Photoshop, Adobe Illustrator
A few process iterations of the logo and logo marks. The "P" and "W" from the old logo did not translate well into a "PW" logo mark, which proved the need for an entirely new design. We experimented with keeping the script as a base and redefining the stroke vs. a completely different approach with a serif.