The stakes are high when you decide to change the logo of an existing brand. Elvine makes clothing for “sidewalks rather than catwalks”, and the garments focus on the needs and tastes of urbanites. Street artist Daniel Mänd founded the company. As we are designers aiming both to challenge ourselves and impress the client, we ended up making an entirely new logo with the founder’s background in mind. We wanted it to land on the urban feel of street art. We were obsessed with making a logo that could be turned around and still appear the same. It almost worked out. It turned out to be quite a big leap for an established brand, so we had to start all over and take a softer approach. The final result was a more traditional logo that steered toward being more practical and legible, rather than venturing into fanciful hype.
This project is featured in our book Process — Visual Journeys in Graphic Design.