Existing logo corrections guide
The logo they handed off to me had a great concept, but a few issues that caused trouble for them in their branding. For the wordmark, they wanted a serif with some flourish, but the chosen font had ultra thin "hairlines" and "arms" throughout the letterforms. This gave it issues when scaling, especially in print and small digital use cases.
The symbol had a few issues as well. Mis-alignment of shapes, overly small details, and too many similar colors.
Logo Refresh
The Anthym team loved the flag concept, as well as the sharp edges and rigid shapes of the mark they had. So I kept the concept, but rebuilt the mark for them with cleaner lines and reasoning. The symbol was re-constructed from a grid with a focus on simplicity so it works great in a single color and scales flawlessly.
Symbol construction
Symbol
Font corrections
The team loved the idea of using an unexpected serif for their wordmark, instead of jumping on the sans serif bandwagon like most competitors. While I had my reservations, and showed them a few options, we ultimately decided to keep their font, but make some alterations to make it more legible and scaleable.
I also subtly shifted the heights and angles in the "n", "t", and "h" to give some consistency and balance to the full brandmark. Now, when the flag was included, it has a feeling of a "raising" as you read the mark.
Brandmark construction
Color
The amount of colors, and proximity of the palette they had was adding to the struggles of the brand identity. I helped refine the palette by choosing a brighter more saturated blue for the primary. Supported by a set of greys and a dark blue for contrast. The greys also act as a gradient in the mark and materials. Giving things a metalic look when appropriate.
Social media branding