BRAND
REDESIGN
description  
As a designer, the deeper you delve into the world of design, the more you may find yourself frustrated by "bad" designs—those that are outdated, fail to connect with their target audience, or were poorly executed from the start.

In this project, you will select an existing brand with a visual identity that you believe is outdated, irrelevant, or in need of a refresh. The objective is to critically evaluate the brand’s current visual identity and reimagine it to align with contemporary design standards while effectively communicating the brand’s intended message and resonating with its target audience.

The redesign will focus on key elements, including updating the logo, refining the typography, rethinking graphic elements, and refreshing the color palette.




 
   
guidelines
READING/RESOURCES

  • Personal Branding ➜ D2L
  • Designing Brand Identity, by Alina Wheelery ➜ here
  • Identity Designed, by David Airey ➜  here
  • Logo Modernism ➜  here
  • Online logo archive ➜ here 
  • Dribbble Online logo archive ➜ here
  • Adobe Illustrator tutorial on LinkedIn Learning. ➜ here 

 

RULES

  • The primary criterion for the redesign is the visual identity, including elements such as the logo, typography, and color palette. Please avoid selecting companies based on the quality of their products or services. 
  • For this project, you should use Adobe Illustrator for logo design and InDesign/Illustrator for brief brand style. Your digital design should be vector.
  • The redesign should be grounded in research and the established criteria, rather than personal preference.
  • The primary elements for the redesign include the logo, color palette, typography, lockups, typefaces, and potential graphic or ornamental elements and patterns. Please note that you are not redesigning the entire visual identity system.
  • The redesigned logo could take the form of a monogram, wordmark, pictorial mark, or a combination of these styles. 
  • You cannot change the company/institution name or area of service.
  • There are no limitations on typeface or color; however, ensure that the selected elements are versatile and can be applied effectively in both print and digital mediums.
  • Your brief brand guideline should include mockups and images.
  • Your concept should be original and unique. Please refrain from copying clip art, using AI image creator, or any other pre-existing images. While you may use reference images as inspiration, it is not acceptable to copy them. 



PROPOSAL

  • Please follow all steps on the Project 1 worksheet posted on D2L.
  • Make a SINGLE pdf file of all pages (crop edges and adjust the contrast of scanned materials) and submit it before the deadline with the proper file name (Last_first_P1.pdf).
  • Have your copy ready for the proposal session and one-on-one review.


DIGITAL SUBMISSION

Before submitting your project, please ensure that it meets all the requirements in the final project checklist. The checklist will be posted on D2l before each project's deadline.


You need to submit TWO files for this project:
  • An “.ai” format file that includes your logo design. 
  • A “PDF” that you designed in  InDesign/illustrator which includes your brand guideline and brief. This file should include your brand redesign logo, lockup(s), typefaces, color, graphics, examples, mockups, etc. (do not use presentation templates)


  • Save your file in 'p1_lastname_firstname' format. 
  • Submit your project under the project assignment module on the D2L website AND your self-assessment in the comment section. 
  • DOUBLE AND TRIPLE CHECK to ensure your .ai file and self-assessment are up on D2L.  


SELF ASSESSMENT

You will write this on D2L at the same time you submit your file. Your entry should include the following:

  • Identify what elements of your design gave you the most problems.
  • Identify what elements of your design you feel are most successful.
  • In your opinion, how do you evaluate your performance in this project?

Please focus on discussing your design work and the creative process rather than any struggles or successes related to technology or time management.
worksheet
INSTRUCTION

  • From your daily life, select 3 brands that you feel have a visual identity in need of fixing or upgrading. This step trains your observation skills and encourages you to analyze real-world brands critically. Look for outdated designs, poor execution, or lack of alignment with target audiences.
  • Choose one brand from your list above and explain in a paragraph why its visual identity urgently needs redesigning. This helps you articulate the rationale behind your choice and provides a foundation for your redesign process.
  • Identify issues in the current logo, typography, and color palette of your chosen brand. Use visuals to highlight these issues. Include an image of the current logo and visual system and describe its shortcomings. Note typography issues (e.g., readability, relevance), Highlight color palette problems (e.g., lack of harmony, outdated hues), etc.
  • This step deepens your understanding of what’s not working in the existing identity, guiding your redesign choices.
  • Identify 2-3 competitors with successful visual identities. Include images and describe what makes their branding more effective. This comparison allows you to benchmark your redesign against industry standards and identify opportunities for improvement.
  • Create a mood board of visual identity basics (logos, typography, colors, patterns, etc.) from other brands that inspire your redesign. Include both digital and print references. This helps you define the aesthetic direction and design elements for your redesign.
  • Identify the type of logo you’ll design (e.g., monogram, wordmark, pictorial mark, combination mark). Defining the type of logo mark ensures your design aligns with the brand’s personality and purpose.
  • List at least 3 typefaces with sample text that could better represent the redesigned identity. This ensures typography is cohesive, legible, and reflective of the brand's tone.
  • List the new color palette with hex codes. Include at least 3 primary colors and 2 secondary colors. A refreshed palette ensures the brand feels modern, cohesive, and visually appealing to younger generation and wider customers if it includes their target audiences.
  • In a 2x2 square grid, sketch at least 8 logo ideas. Focus on variety and creativity. This is bare minimum. The more, the better! This allows you to explore multiple concepts and push your creative boundaries.
  • Select the 2 strongest concepts from the previous step and refine them further in a 4x4 grid. Add more details and variations. Refinement ensures your final logo design is polished and ready for digitization.
  • Organize all materials into a neat, cohesive PDF with a clear layout. Your document should include: 1. Brand justification paragraph. 2. Current visual identity analysis with visuals. 3. Competitor analysis with visuals. 4. Mood board. 5. Typeface and color palette choices. 6. Logo sketches and refinements.
    Upload your PDF to D2L before the deadline. Bring a printed or digital copy to your one-on-one meeting for feedback.

Design tip: Design is a demanding process that requires time and dedication. While it's possible to complete all the stages of this project in a few hours, only expect great results if you invest enough time and effort into it. Remember, solid design takes time!
checklist
PREPARATION

  • Scope of Redesign: This project involves the visual identity redesign of a brand based on visual elements you identify as needing improvement. Avoid selecting brands based on the quality of their product or service. Focus solely on their visual identity.
  • Tools and Formats: Use Adobe Illustrator for logo design and Adobe InDesign or Illustrator for creating a brief brand style guide. Ensure all designs are vector-based; raster files will not be accepted.
  • Redesign Focus: You are not tasked with redesigning the entire visual identity system. Concentrate on key elements, including the logo, color palette, typography (fonts for display type and body copy), lockups, and any graphic or ornamental elements or patterns.
  • Mockups: Include mockups in your documents to showcase the redesigned elements in realistic applications and environments.
  • Brand Name: Ensure that the company's name remains unchanged.
  • Documentation: Incorporate the following sections in your guideline document: A) Existing Design: Showcase the original visual identity. B) Challenges: Highlight the issues or limitations of the existing design. C) Solution: Present your design approach and rationale including inspirations. D) Final Outcome: Display the completed redesign.



    DIGITAL SUBMISSION

    Before submitting your project, please ensure that it meets all the requirements in the final project checklist. 

    To complete this project, you will need to submit two files:
    • A .ai format file that includes your logo redesign. This document should include only a single artboard. All fonts and shapes should be turned into outlines.
    • A PDF file includes your research brief, design strategy, sources of inspiration, existing design, issues, challenges, solution, final outcome, and mockups. You will present this file in the class.


    • Please Avoid using pre-existing templates from the internet or apps. Design your own unique template.
    • Clean layout and well-organized content matters. A table of contents could be included in your document for easy navigation.
    • You may use Adobe Illustrator or Adobe InDesign to create the PDF file. While both tools are acceptable, InDesign is the preferred option for layout-heavy documents. 
    • There is no need to submit the InDesign or Illustrator files of your redesign guide. A PDF file will suffice for submission.
    • Ensure that every image imported into the document includes an appropriate caption for context and clarity.
    • Save your file in 'p1_lastname_firstname' format. For example, my file would look like P1_Amini_Sajad.ai/pdf.
    • Submit your project files under the project assignment module on the D2L website AND your self-assessment in the comment section. 
    • DOUBLE AND TRIPLE CHECK to ensure your files and Self-assessment are up on D2L.



    SELF ASSESSMENT

    You will write this on D2L at the same time you submit your file. Your entry should include the following:

    • Identify what elements of your design gave you the most problems.
    • Identify what elements of your design you feel are most successful.
    • In your opinion, how do you evaluate your performance in this project?

    Please focus on discussing your design work and the creative process rather than any struggles or successes related to technology or time management.



    RUBRIC
       
    Ideation (Proposal)15%
    Realization (materialization of the idea)15%
    Logo Redesign15%
    Presentation10%
    Redesign Guideline Components15%
    Digital Execution of new logo (.ai)10%
    Self-assessment10%
    Critic active participation10%
    Total100 Points
     

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    All content on this site is created by humans. Any harvesting of data for any purposes, including AI training, is not allowed.Sajad Amini Studio. All rights reserved. 2025.