Update the company’s logo while preserving its core elements. Leveraging this redesigned logo as a foundation, create an 85^th anniversary alternate logo to commemorate the milestone. Subsequently, implement the new logos and across various mediums, including t-shirts, business cards, signage, and vehicle wraps.

I researched the company’s competitors and analyzed their marketing materials. I used these to understand the industry trends and to determine how A. Craig & Son could stand out. Also, I researched businesses that have secondary logos and how they maintained key elements and brand standards.

Central to the logo redesign process was the recognition of the pivotal role played by the "A" element within the existing design. While maintaining the core elements, the approach focused on simplifying them to achieve a more contemporary aesthetic. Through this iterative process, I successfully evolved the logo, striking a balance between honouring tradition and embracing modernity. 

After the initial logo redesign was finished, the client wanted me to create an alternate logo to celebrate their 85^th anniversary. Despite considering various options and presenting them to the client, it became evident that the shield design emerged as the most compelling choice. 

Following the success of both logos, the client reached out for further work to design business cards, t-shirts, signage and vehicle wraps using the redesigned logos as inspiration.

Incorporating the business' tagline into the logo.

Protecting the brand identity of a family-run business that has been around for 85 years while pushing it to grow.

The client was ultimately satisfied, despite budget constraints which required the exclusion of certain elements. Nevertheless, the client expressed excitement with the possibility of using them in the future when the budget allowed it. The redesign represented a crucial step in refining the brand's image, essential for remaining competitive in a crowded marketplace and reaffirming their commitment to excellence. Although not all aspects were implemented, the updated brand identity provided a solid foundation for future growth, positioning the company for continued success.