What once was old is new again
After a nice summer of fun projects and beautiful Alaskan weather I had an opportunity to work with Jill on redesigning our new Red Carrot Design logo.
As a service oriented business, designers are excited to solve client problems. Why? because that is who we are “problem solvers”. But when it comes to working on your own stuff…well designers tend to procrastinate. Trust me I know from my own personal experience. But this project was different. I was ready for a fun self directed assignment that I could explore.
Our Red Carrot Design brand has served us well since 2007. The old logo was unique to us with a hint of whimsical flair, balance and classic style.
But today we are a different company with same core values. At Red Carrot Design, we will always be honest, professional and humble. We love contemporary, Scandinavian modern and zen design styles. We love bold colors, simple and classic visual elements with a touch of vintage charm.
Understanding what works and what doesn’t
Well, it started with a review of our current logo type, then finding the right font that I could use as a foundation for our new Red Carrot Design logo. Applying unique styling like the whimsical rotated “e” in the word red. Keeping our company name in all lowercase and using the same carrot icon. All of these edits provided a consistent transition to the new look.
Other important elements included keeping the same square shape for our logo and new business cards. Using the same basic color palette: red, gold and white but with a slight punch of brightness.
Making a change for the better
One of the problems I discovered with our old logo was using it on promo pieces with restricted print areas. So I centered the logo type placement and changed the alignment from three to two lines. Kept the leading and kerning in the logo type snug.
The old logo had more emphasis on “red carrot” type and less on the word “design”. Why downplay our primary business service. So I fixed this problem by increasing the font size of “design”, adding more weight with a pop of gold color.
Our new Red Carrot Design logo is now complementary to our true design style. Fun, modern and zen. It’s a brand that truly says “we love to create”.