Out With The Old – In With The New
wE BEGAN WORKING WITH DRAKE KNOWING THAT WE WERE GOING TO BE DOING A FULL REBRAND. wITH ALL OF THE MATERIALS TO COME, THE LOGO SHOULD ALWAYS BE ONE OF THE FIRST ITEMS COMPLETED BEFORE MOVING FORWARD WITH ADDITIONAL CREATIVE.
Their logo was dated, standard with serif font and an emblem that from an outsider's perspective, had nothing to do with their company. Their main desire throughout the whole rebrand & refresh was to be more edgy, more contemporary. *They initially did not want a logo that was overly simple - they wanted a graphic that looked like buildings, not something abstract. We were definitely put to the test as they themselves couldn't quite pinpoint what they liked and were more drawn to in a logo – we were starting from literally square zero with this deliverable.