A New Look
for the Glade Brand
The top image, at left, was the existing Glade brand. Brand Image, of Chicago, gave me the following charge, "We want this logo to be contemporary, optimistic, not too feminine, not too casual--a very readable script with some personality."
I felt that the best way to make the brand more contemporary was to thin the thins, and make the interaction of the letters more playful.The box on the left contains a few samples of the lettering I did for the project. I ended up doing five rounds of studies, from brainstorming through refinement.
The top sample is from the first round of 21 studies, where I pushed my designs to see how far we could go from the original, and still meet the objectives. Brand Image preferred a more evolutionary approach, so once we were happy with the stroke weight of the letters, we explored the individual letter shapes--loops or not, connecting or not, etc.
I really liked the results of my exploration, but in the end, lettering from someone else was used for the brand now on the shelves. Of course I always want my lettering to be on the package. But I still like being part of the process, and I hope you do too.
Let me know how I can refresh your letters.
Aloha,
John
808 333-5048
www.johnburnsworkbook.com
www.johnburnslettering.com
Handlettering
and Calligraphy
for Packaging,
Corporate Identity
and Promotion
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