The goal with this rebrand was to take an existing Glocap's existing logo and recreate it with a more modern, current feel while still maintaining it's overall features so that brand recognition wasn't lost.
Because this was a minimal logo to begin with it was important to break it down to it's most essential elements. On this rebrand the three primary areas of focus were color, form and typography.
ORIGINAL LOGO
COLOR
The problem we were working to solve with color was a rather simple one. It was a matter of taking a blue that felt like a happy medium and just nudging it in a direction that felt more definite. The color in this logo needed to feel stronger, moodier, more decisive.
FORM
The original form of the Glocap logo was very disitinct but didn't feel current. We wanted to move forward with something that felt current but not trendy, something changed but still very similar to the Glocap square. To do this I focused on stripping away the inessentials by removing the border. The rounded corners were added to "relax" the form and make it feel more comfortable.
TYPE
The final element was type. The goal here was something that felt like it could fit comfortable in in the worlds of technology, start-ups and finance at the same time. The final choice used in the logo was Avenir Next Medium. In this context it feels light but firm and modern without being trendy.
