One of my things is keeping an eye on brands logo developments, checking out when they change, tweek or update their logos.
Most don’t make any waves. Many are just little tweaks here and there, small steps that evolve a brand over time, keeping the brand fresh but true to it’s history. The Shell logo is a great example of this.
Tweaking an existing design was the spec for the Audax UK eagle logo.
The client had an existing design that was used in various places of the cycling organisation. The members were keen to keep the overall look of the eagle element but there was a need to improve certain parts of it and look at how to introduce colour. The font also needed some development.
I’d made some suggestions which wouldn’t pass the members inspection, such as thickening the ‘spoke’ element for better production purposes, but some steps were too far.
The final font is Avenir, the 1988 face designed by Adrian Frutiger.
Ultimately the final improved logo created a more sleek, sharper bird with a sweeping tail and more natural wings. The face is, well, pointier and the claw smaller.
Here’s the old vs new comparison.
And here’s a some of the development pages.
A description of the changes
A number of final versions
And finally an video showing the evolution.
And the youtube version for mobile visitors…
You can head over to the Audax UK site to see what they are up to.
Comments are open, let me know what you think!
Kieran Harrod is a Creative, Professional & Reliable Graphic Designer skilled in branding, print and web design, with bags of integrity.
Based in Derby, UK, Kieran set up his own business in May 2011 after practicing design since 1997 including 7 years as an in house designer and marketing manager for the UK arm of a multinational. Get in touch to get something designed for your business.
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Kieran Harrod brand designer with an office at Friar Gate Studios and tent folder extraordinaire discusses an issue facing many businesses looking to re-brand.
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