This particular logo has wound up very close to my heart.
The client, Steven, is someone I consider a friend and a person who goes above and beyond to give his time and energy to others throughout Atlanta. I follow him and his good works on Facebook.
When he approached me to do a logo redesign for his personal business I was more than happy to. Many years ago I worked with Steven, way back when I was still very green behind the ears -doing sidewalk chalk in the break room and being a pretty miserable worker. (I was working retail at the time, I think this may have been 7 years ago? Anyway, not the most inspirational job) Steven kept my energy and spirit up through long, boring, busy and sometimes frustrating shifts. I knew this logo would be special to me and I hoped to impart some of his spirit into his new logo.
Let’s start with the initial logo, the one he was looking to polish.
Steven was originally looking to simply clean up the logo but I think some logos designers, myself included like to approach some as if they were brand new. As a client, I wanted to make sure he got my best, not only what he asked for but also my best version.
I think for me it started with finding elements I liked and didn’t like about the original.
I liked that the crown and the flame graphics literally reflected the name of the business
I didn’t love the Red, Yellow & Black it can be a difficult color combination to merge also I usually try to steer clients to using just two colors maximum.
For our first few rounds of designs I provided several new approaches as well as some revised versions of his original. I had a few versions based off of realistic crowns, some that I designed from pencil illustrations sketched in a waiting room while my car got it’s oil changed (you just never know when inspiration will strike).
Here is a PDF of the last round of logos: FQC-Round3-Branding
You can see a few of the final, narrowed down designs. I think most of them have plenty of merit and any of them would have done well as a new logo. While I don’t actually “aim,” to make it difficult for clients, having plenty of very “good,” options can make selection difficult but it’s part of my passion to make sure that they have my very best.
This is the one that was ultimately chosen.
The colors are inspired by the flames of the original logo, but during the process I did edit out the yellow for a few reasons 1. to maintain a cleaner look 2. I really didn’t want the logo to shout “food” with a mix of red and yellow. The reds ultimately chosen are slightly more mature than the fire engine and warmer which I think lends itself better to the “warmth,” of candles. The primary font chosen is a throw back to the 60’s but modern enough to speak well to the client base of today. It’s accompanied by a good standard font. This allows any future flyers, advertising etc. to make a cohesive look with the logo.
This logo is a very good example of rebranding -how it can still stay true to the business owner and still have a much more marketable look.
The business card design. We finalized two looks, a traditional rectangle card but also a non traditional square. The square is by far my favorite and the one I will feature here. Accented with gray to soften the modern logo, it makes very good use of the surrounding negative space.
If you are looking into rebranding please don’t hesitate to reach out to us on the contact page here.