Creative Latitude Features five graphic make-overs by Paragon

Creative Latitude recently featured five graphic make-over case studies by Paragon Marketing Communications.

European Center for Advertising Redesign

La Baguette Logo Redesign

KGL Transportation Logo Enhancement

KGL Holding Logo Redesign

Rayyan Design Logo Redesign

European Center for Advertising Logo
by Louai Alasfahani, Paragon Marketing Communications
Background:European Center For Advertising is a Kuwait based Media Buying Unit which is ranking as number one in the local market for the past 15 years. 

As I was hired to do some consultancy work for the client I have recommended that the logo needs a redesign as it is outdated and does not represent the client leadership in the market.

I approached this redesign as I do with every project; I asked plenty of questions and worked towards achieving the agreed goals of the project, which in this particular case were to project a contemporary image of the organization, communicate its leadership and visually represent their name.

Before:

ECA logo before

Solution:

I approached this redesign as I do with every project; I asked plenty of questions and worked towards achieving the agreed goals of the project, which in this particular case were to project a contemporary image of the organization, communicate its leadership and visually represent their name.

How did I decide that the logo needed to be changed subtly or completely redesigned? Since their logo was very extremely outdated I decided to completely redesign it.

I decided that the name has strong brand equity so I kept it as European Center and dropped the descriptive part “for Advertising” which was previously used as an integral part of their logo design.

I decided to move away from abbreviations and use their full name “European Center” as well as changing the typeface and color scheme to something more European.

Final result:

The client appreciated the work and the thinking process behind the work, and most importantly he appreciated that it was well perceived in the marketplace, which was a major concern of his since all of his clients are advertising agencies that are highly opinionated to the extent that he claimed that the design was not created locally.

After:

ECA logo after

Alina’s Feedback:

The original logo was barely an actual logo. In its format of gradations and blurred background, it must have been very challenging to use in a variety of formats. I shutter to think how it went through a fax machine! Louai was smart to drop the abbreviations and descriptive tag. It creates a much stronger read, brand recognition and presence. Good choice of colors too!

La Baguette Logo
by Louai Alasfahani, Paragon Marketing Communications
Background:La Baguette is a bakery established in Kuwait back in 1983.Being the first in its category secured La Baguette success in its initial phase but as this business sector grew so did the competition. Not being able to keep up with the competition led to financial loss and the selling of the business to new entrepreneurs—our client. The new business owners outgrew the brand’s initial promise of selling high quality French baked goods to include intercontinental cakes, pastries, coffee sweets, chocolates savories, breads, sandwiches, donuts and pies as well as branching out to 16 outlets covering all of Kuwait. Our client, realizing that the current logo was no longer relevant to his mission and brand positioning commissioned us to redesign the logo to reflect the positive changes that included the wider range of goods and the modernization of a business using state-of-the-art equipment. 

Before:

La Baguette logo before

Solution:

Having a clear brief from the client who outlined the objectives of the redesign, we decided it was critical to make the design relevant to today’s business environment without sacrificing the core equities that represented the brand that was in the market since 1983. We came up with the slogan “A symbol of quality harvested from nature” as the basis of the new identity and its promise to consumers.

I decided that the brand needed a complete overhaul and that every element had to be redesigned in order to project the contemporary image deemed essential to the success of the brand.

I decided to keep just the name from the previous design since it still had high levels of awareness and recognition in the target market.

I decided that everything needed to be updated to reflect the new brand positioning and promise.

Final result:

This redesign was very successful on multiple levels; on one level it did not alienate loyal customers and attracted new ones, which benefited the client to regain his leadership position and expanding his market share. On a separate level this redesign went on to win us two silver trophies at the International Summit Creativity Awards in the categories of branding and re-branding, it also got featured in Jeff Fisher’s book Identity Crises and Rockport’s 500 Good Logos Explained as well as Rayan Hembre The Complete Graphic Designer which in a way proves that “you can bake your cake and eat it” 🙂

After:

La Baguette logo after

Alina’s Feedback:

The original La Baguette logo was very French in its look. It worked for the business profile at the time, but when the business changed owners and moved to an intercontinental product emphasis, it made total sense to lose the French look. I like the warmth of the new logo colors; it feels a little more in sync with Kuwait and intercontinentally, and the grain design is very bold and contempory. It works!

KGL Transportation Logo Enhancement
by Louai Alasfahani, Paragon Marketing Communications
Background: 

Following a series of in-depth studies of the KGL corporate brand which included both internal and external deliberations, it was concluded that a brand enhancement rather than the introduction of a totally new logo is the most effective solution for the assigned task. This decision took into account the well established KGL TC brand equity.

Before:

KGL Transportation Logo Before

Solution:

Color

Even though the original color scheme was maintained; the color scheme was enhanced by means of incorporating more contemporary and vibrant tones of the traditional colors which signal the rejuvenation of the KGL brand.

The choice of contrast in the color scheme results in the clashing of a warm color and a cool color which also adds to the visual impact of the logo. (The previous orange color was a four color job!!! We simplified it to a two color job.)

Logo

The logo has been simplified by eliminating the unnecessary so that the necessary can stand out not only resulting in a more contemporary look which makes the logo easier to recognize, but also freeing the organization from being confined into a single mode of transportation.

The circle enclosure depicts the globe and visually represents KGL TC’s international vision.

The swoosh – like lines are simultaneous representations of movement and speed; results that are directly connected to the company business of timely transportation.

Logotype

KGL initials extruding from the confinement of the circle enclosure represent “out of the box” thinking.

The modern curvier typeface has been specifically selected out of thousands of fonts for the dual purpose of contrasting the KGL initials as well as to blend with the circular form of the globe represented in the logo.

After:

KGL Transportation Logo After

Alina’s Feedback:

Louai has done an excellent job explaining the process and decision making behind the enhancement of this logo. I like how they pulled it all together so that it reads as a single unit now, whereas the previous logo was somewhat disjointed due to the space between the globe and the company logotype. Since the Company was broadening their modes of transportation, it made sense to eliminate the truck. KGL Transportation probably appreciated the reduction in reproduction costs of the logo to two colors from 4-color. It also assured consistent color depiction.

KGL Holding Logo
by Louai Alasfahani, Paragon Marketing Communications
Background: 

KGL Holding (Kuwait & Gulf Link Holding Company) was established in 1956 and is listed on the Kuwait Stock Exchange. With 11 business units operating across the MENA region in diversified fields, still KGL core-competencies lies in Integrated Transportation, Logistics and Supply Chain Management Services.

The need to redesign the logo was sparked by the client’s desire to have a unified look and feel of his various businesses unites by making them visually consistent and connected to each other while being easily recognizable.

Before:

KGL Holding logo before

Solution:

Following a series of in-depth studies of the KGL corporate brand, which included both internal and external deliberations, it was concluded that there is a need to unify the look and feel of the identities pertaining to KGL Holding. This decision took into account the well-established KGL brand equity.

In some of the logos we had to change them subtly while others had to be completely redesigned in order to achieve a more consistent and coherent image that is visually linked to KGL Holding through typographic and color scheme treatments.

The only things we decided to keep from the previous designs were the stylized KGL initials after modifying them and the basic color scheme.

We decided that the KGL initials had to be redrawn to amend the imperfections inherited from the previous design and even though the original color scheme was maintained; the color scheme was enhanced by means of incorporating more contemporary and vibrant tones of their corporate colors (orange and blue) to signal the rejuvenation of the KGL brand.

The choice of contrast in the color scheme results in the clashing of a warm color and a cool color, which also adds to the visual impact of the logo. (The previous orange color was a four-color job! We simplified it to a two-color job.) This on its own was an important cost saving solution taking into consideration the multiple executions of the logos on various media including extensive livery.

Final result:

All of the elements symbols, initials and names of each identity are pulled together so that it reads as a single unit now, whereas the previous logos were somewhat disjointed due to the space between the symbol and the companies logotypes. KGL appreciated the reduction in the production costs of the logo to two colors instead of the previous four-color. It also assured consistent color depiction.

However working on a series of logos simultaneously for the same organization is not an easy task and was time consuming as it took six months to finalize everything including a CIM (Corporate Identity Manual).

The modern curvier typeface has been specifically selected out of thousands of fonts for the dual purpose of contrasting the KGL initials as well as to blend with the circular form of the globe represented in the logo.

After:

KGL Holding logo after

KGL Holding Division logos

Rayyan Design Logo
by Louai Alasfahani, Paragon Marketing Communications
Background: 

Rayyan Design—a Kuwait based environmental design firm founded in 1998 as Rayyan + K. Rayyan Design’s clients include Swatch, CK Jeans and Godiva chocolates to name just a few.

The first redesign was a result of the founder, Mr. Mohamed Rayyan buying the shares of his partner Mr. Khamees.

The second redesign was sparked by the founder rapid business expansion in just five years to include business and residential contracting in addition to fabricating designer furniture and the setting up of two factories and workshops.

We approached this redesign as we do with every project; we asked plenty of questions and worked towards achieving the agreed goals of the project, which in this case was an easier process than usual since this is the second time we redesigned this client’s logo.

Before: By unknown designer

Rayyan logo-original design

Solution:

In the case of the first redesign, I decided with the client consent that in order to successfully communicate the new single ownership of the business; a complete redesign (revolution) was the most appropriate direction. It was also decided that the logo should reflect the client personal minimalistic style, which is based on the deconstruction theory of design.

In the case of the recent redesign, as a result of deliberations with the client it was agreed that the project’s objectives of signaling the growth and diversification of his business could be met by making subtle changes (evolution) while capitalizing on his brand equity.

In the case of the first design, we decided to keep only the name of the business founder – Rayyan. Nothing was updated, it was a complete makeover.

In the case of the current redesign, we decided to keep the overall look and feel of the minimalistic logotype.

In the case of the current redesign, to achieve a more corporate look we decided that the color scheme and palette had to be updated as well as applying further customization to the typeface and tweaking the letter spacing to make it more compact. We went on to create a sense of movement by flipping one of the letters in a yin yang fashion in order not to give out a false impression of rigidity since design is a playful creative business.

Final result:

I am happy that a client who trusted us in redesigning his logo five years back entrusted us again to redesign his logo once he had outgrown his brand original mission, proving the adage that “Any job worth doing, is worth doing right.”

First Redesign: By Louai Alasfahani

First redesign of Rayyan logo

Second Redesign: By Konstantin Assenov

Rayyan logo edesign two

Alina’s Feedback:

I actually like the original design a lot, but since one partner bought out the other, it was definitely necessary to redesign the logo. The first redesign presented a bolder logo with more presence and eye-grabbing colors. I find the letter spacing in the first redesign a bit awkard however, so I was pleased to see the spacing issues were resolved in the second redesign. I also like the flipping of the two “y”s. It succeeds in meeting Paragon Marketing’s goals.

 

Alina Hagen

Alina brings to Creative Latitude a keen eye and over ten years experience in graphic design. Her work spans the public, private and corporate sectors.

After graduating Magna Cum Laude with a BA degree in Visual Arts from the University of California, San Diego, Alina went back to school for three
years to earn a certificate in graphic design from UCLA.

URL:
www.alinadesign.com

Email:
Alina


Leave a Reply