Objective

The objective of this project was to rebrand an existing company, Charles Worthington. The original Charles Worthington logo was illegible and could not be scaled down to small sizes. For the rebrand, the logo created has a more modern feel over the original version, and better establishes Charles Worthington. Along with a logo redesign, a corporate branding manual was created to accompany it.

 

Concept

For the rebrand, I decided to go ahead and take the symbolic route for the new logo. The symbol in this logo represents the elegance and modern appeal of Charles Worthington while incorporating the letter ‘C’ into the symbol. Avant Garde was chosen for the signature whilst teal and grey were chosen for the colour scheme, further enhancing the feeling of elegance.