Redesigning a Brand Identity

Think of it like a personal makeover ... a better haircut, up-to-date outfit, and new shoes that transform how a person is perceived. It's the same with your brand.A refresh can keep or update recognized visual elements. Or a new look, tone and presentation of the overall style will bring new recognition. A brand refresh maintains a visual connection to how the brand identity was seen before. But the makeover makes it vibrant and designed for today's audiences. One of the most interesting projects a graphic designer can work on is designing a logo. It sure sounds easy but redesigning or designing a logo can be a daunting task. It can be difficult to come up with a market research and stumble upon design magic through the explanatory process to wind up to a final approved logo

To understand the process of designing a logo the following task was taken up which will give you an incite as to how the process of logo designing unfolds.

BRAND NAME - Chupa Chups

Logo Evolution

Brand history

Chupa Chups is a popular Spanish brand of lollipop and other

confectionery sold in over 150 countries around the world. The brand was founded in 1958 by Enric Bernat, and is currently owned by the Italian-Dutch multinational corporation Perfetti Van Melle. The name of the brand comes from the Spanish verb chupar, meaning "to suck".

The 1960 the logo was revised to give it a more catchy name. The word Chupa was introduced into the logo in a different typeface .Chupa Chups was also referred to the sound made during eating the lollipops.

In 1965 the company went through various changes. Not only lollipops but new products

were introduced. So in order to appeal to the masses a more generic logo with a yellow

background was adopted.

In 1969, Salvador Dali was approached to design a new logo, and the result became as instantly recognizable as his melting clocks. Dali incorporated the Chupa Chups name into a brightly colored daisy shape. Always keenly aware of branding, Dali suggested that the logo be placed on top of the lolly instead of the side so that it could always be seen intact.

In 1979, the company decided to focus on its lollipop business primarily and the lollipops were embedded into the logo.

In 1988, A new logo was designed which had the essence of the older logos as well as appeal to the modernized audience. The colors of the logo were brightened to appeal to the kids in the candy market.

Redesigning the new logo

To design a new logo all the ideologies of the company matter. but what the company wants it in its future is what the logo should reflect.

Since the old logo was designed in 1988, It was time for a new take on the logo.

The new logo takes references from the flavors that chupa chups comes in. It creates an artistic image of the explosion of flavors inside your mouth when you eat chupa chups

New logo designed for chupa chups