Safrron – the global branding consultancy – describes its new logo thus: “The first key element is typography. Besides giving the company personality, a bespoke family has been developed to symbolise the combination of strategy and design – a fundamental in any brand definition process, according to Saffron.” And in logotype form, it’s uppercase.
06. Tom Kerridge
UK-based celebrity chef Tom Kerridge holds two Michelin stars and approached The Clearing to help build a brand that encapsulated his character and style – previously Kerridge had used a simple Clarendon logotype.
Creative director and founder of The Clearing, Andy Howell, said: “One of the things Tom said to us when we first met was that he wanted his products to be ‘Tom-proof’ – solid, reliable and unmistakably British. The brand mark we created reflected this – it’s Tom’s personal stamp of quality.”
Guillebert’s logo will be familiar to anyone who has even the most fleeting acquaintance with France’s countryside. The French gardening and agricultural tools brand challenged Brand Brothers to update its long-standing brand mark, bold, italicised typeface and all, and went less bold and italicised and more uppercase.
“The new logo is composed of a bespoke wordmark and a monogram ‘EG’, as a reminder of its founder, Eugène Guillebert.” says Brand Brothers’ project page, but despite its voluminous style guide it remains to be seen whether the new branding will become as ingrained with la campagne as its predecessor.
Source: Creative Blog