Initially, the brief was to create a new identity & produce complete revamp of the existing logo, but sometimes that’s not a good thing, more so with a company that’s recognised and established like Shipleys. The logo was not broke before and it didn’t need fixing it just needed tidying up. So, that’s exactly what we did!

Above: one of the logo ideas we had

We played with the tracking, looked at it upside down, moved from uppercase to lower case and then back to uppercase again. We changed the pantone colours slightly with something that works a little better and also took away the sharpness from the corners to soften and to give them of a more pleasant look.

The result was a logo that was somewhat discerning and discrete, yet quite distinguishable, but more importantly, a logo that the client was thrilled with!