Brand Identity Design System

The objective of the assignment was to redesign a logo for a chosen company based on the guidelines provided in the RFP. The problem JP Licks gave me to solve was rebranding them to promote them as an “all-year round”company that could expand globally. They wanted to give more of an emphasis to the sales of their coffee more than ice cream. My strategy for solving this was creating a modern logo that still gave the playful, family-friendly feel of the current logo while simpling it as something easier to understand and comprehend. With the current logo having the cow graphic with the icecream necklace, I redesigned the new logo background to be a shape that could be interpreted as an icecream scoop or as bubbly imagery, a cursive typeface, and expresso beans falling off of the logo. I believe this redesign still sticks to the eclectic feel of JP Licks’ brand while delivering a logo that shows off the company’s products of coffee and icecream. None of the two products are emphasized more than the other.