Challenge
Avenue Salon Spa has been using their "bamboo" brandmark since 2005 when we originally created it for them (back then they were Avenue Hair Design & Nails). And it has worked very well for them. But we all agreed that it was time for a refresh. Instead of redesigning their already successful brandmark entirely though, we opted for a refinement.
Solution
For starters, we improved the overall legibility and weight of the letterforms. The previous brandmark used a thin typeface that although gave the sophistication we were after, didn't scale down very well, limiting how small we could get in various media.
Additionally, we reduced the size of the bamboo mark in comparison to the type. The previous logo had too much emphasis on the leaf mark which also affected scalability – it was just a bit overpowering compared to the type. We also cleaned up the bamboo form to be simpler and smoother. Not only are the curves a bit more natural, the overall shape is more cohesive and the spacing between each individual leaf was increased, again to address the scalability issues (especially at smaller sizes).
Overall what we ended up with is a more cohesive, balanced and appropriate brandmark. And the best part? Because it's a refresh and not a complete overhaul, it's still similar enough to the previous brandmark that it can be introduced to Avenue's materials gradually over time, which means lower costs for various collateral.
Services
- Brandmark / Identity Design
Results
- Simpler, more balanced logo allows for greater range of applications.