Luffenberg Sticker Mockup

I was asked by the next-in-line CEO of a real company (I’ve changed the name as the process is ongoing) to give a redesign of their current logo, so she could show her boss a sample of a possible new look. As my goal was only to provide something to spur conversation, I skipped creating any Stylescapes and limited my research phase. These are steps that I will revisit later in this particular process, since we’re waiting on the higher ups.

Essentially, I kept the concept of an abstract, aerial view of a big AC unit that goes on the roof of a large building - as you might have guessed, the company is niche in a niche industry.

I did a few things to freshen it up:

1) In the original design, the “L” was not distinctly an L: it was equally as long as it was tall, so looked more like two sides of a box. I tweaked it so the L is immediately recognizable.

2) I made it point “up and out,” essentially changing the “direction” - which, may or may not be a big deal, but I think it insinuates progress and growth, subtly saying, “We’re going places!” In the original logo, everything is aiming down at the corner of the “L,” which is just not as strong.

3. I totally changed the color scheme. The original is built on a deep purple, and the adding tints of white to each layer of the “L,” and it just felt dated. The goal of the brief was to inject a bit more modernity into the design, and the client mentioned they had recently been using an orange on their website. I landed on the blue as a pair, which invokes strength and wisdom. This company has been around for decades, so I thought tweaking the original concept was a nice nod to heritage, but redesigning the icon and color scheme was a simple way to bring it up to date without going crazy.

4. Lastly, I updated the font - giving it a big, slab serif (Again a nod to heritage), but with a bit of extended tracking and kerning, and paired it with a clean, modern sub-text to really bring it around.

The client is thrilled and absolutely loves the redesign. We’re just introducing change at a rate she thinks her boss can absorb!