Logo Rebrand vs. Refresh [w/ steps + examples]

When it comes to the artistic direction for your brand identity, I (Filip Matous) usually start with the logo⏤the most important visual asset you'll own.

@jostbrands has designed over 800 logos. We've been collaborating since 2009, and challenged ourselves:
– What should you know when preparing for a new logo?
– Can we boil it down to 10 minutes?

⚠️ Warning: vlog goes full Canadian 🦫

0:25 logo specialist intro

EXPLORATION
1:03 🇨🇦 The Maple Leaf [new identity]
1:54 🍩 Tim Hortons [refresh]
2:38 🏒 Vancouver Canucks [rebrand]

ANATOMY
3:37 three types of logos
4:00 typography choices
4:17 colour + contrast

EXAMPLES
4:48 mid-size
5:56 scale-up
6:48 personal brand
7:41 studio brand

WORKING w/ CREATIVES
8:17 process
8:49 timings

Let us know what you think 🙏

In the future we'll also cover:
– logo architecture w/ sub-brands
– application considerations (digital v physical)
– logo motion & sound
– requirements for IP & trademark

PREVIOUSLY [this video is 4/5 of the rebrand process series]:
– Simplicity 1/5
– Positioning 2/5
– Story 3/5

NEXT UP:
– Style 5/5 (early 2023)

Thank you for your interest!
Filip Matous

📚
RESOURCES
‧ Logo Beginnings by TASCHEN Books 👈 new fav source for inspiration
‧ Logo Design Love 👈 popular guide to logo creation (Josiah features)
‧ Lufthansa and Graphic Design 👈 beautiful 1963 corporate design manual

[Carpster]

BIG UPS on this one!!! I think this is the best, meatiest, highest quality vid I've ever seen from you. Honestly man, extremely well done.

[bushrahage]

informative, fun, and great logo examples (I also prefer the c with a negative space hockey club logo btw). Love that info and the playfulness of the video itself.

[elizabethheikoop]

Hey that great (from James) well done and quite informative!