The best rebranding projects are fueled by a curious minded client that trusts you. Part of earning that trust as a creative is being able to communicate your ideas, plans, and rationales clearly and often. Add to that a good measure of checking in with the client’s vision and ideas. The brand will thrive and grow if you provide healthy soil for its roots. For example, when we set out to rebrand the Women’s Entrepreneurship Initiative (WEI) we employed our unique branding workshop and research to ensure that our client and their audiences were on the same page. This created an exchange of knowledge and a dialogue of expectations. The result was a logo that has a rich visual story. One that related to their audience as well as themselves.
To start, we modified the corners of the Gotham font. This softened the corners without loosing their edge or impact. The ‘W’ and ‘E’ are a unified front (to be read “WE”) in silver; but, the ‘I’ is boldly in black to represents the individual. It is also curved at the bottom to serve as the launching point for the ribbon icon (and celebrate it’s individuality).
The ribbon is where the logo carries the visual weight of the brand. The colors, and their order, are important (ambition orange, woman-power pink, and the city of Atlanta and community is blue). But the key is that the ribbon acts as the emotion or emphasis of the story. Yes, it’s visually shouting “W is for Women”, but it’s also progressive and acts as a bullhorn. This allows us to change what shape the undulating ribbon morphs into. To incorporate this in their office centerpiece we wanted it to visually represent the various paths to – and the ups and downs of – entrepreneurship.
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