The catering firm did coordinate some formal events, so I suggested maintaining the general look of the previous tuxedo image while changing out the bow tie element for a customized necktie. For the pattern on the tie I created simplified graphics (below) of a variety of fruits and vegetables that might be items incorporated in the menu offerings of the caterer. At the time, the owner even considered having similar neckties made for the staff. Instead of having the tie hanging straight down on the front of the shirt graphic, I gave it a little implied movement to project that the Private Parties personnel never stood still.
All these years later, the company represented by the logo is no longer in business. However, I do think the before and after images are still good examples of a company not totally losing an established business identity when updating the company logo.
Check out additional identity re-design projects from Jeff Fisher LogoMotives.
(Note: My book, Identity Crisis!: 50 Redesigns That Transformed Stale Identities Into Successful Brands, contains case studies from 35 designers and firms located around the world. Learn more about the book on the Identity Crisis! blog.)
© 2009 Jeff Fisher LogoMotives.