❤ Logo Overhaul

The logo is a thing your company is recognized by and associated with, right? So why have we opted to make a switch, especially after spending so much time, energy and money to get our old identity created?

Well for starters, it was just too complicated to reproduce. Of course, just like so many, we absolutely loved our olden world almost grunge look our old logo had. We received many compliments from the public when we first launched in 2012. So given the importance of a logo and the expense of executing a change, one would have expected us to err on the side of “if it works, don’t fix it”. But our old logo just wasn't working out right for us.

We found our logo was technically problematic. It was also very complex, so it didn't scale well. Such technical considerations might seem pedestrian, but they were enough for us to decide to undertake yet another massive job at West Indian Skincare.

Logo Overhaul 

Logo revitalization: We found as we grew and started to achieve a different market position, the aim of the company became clearer, and as we grew we opened ourselves to branch into new market segments giving us new direction's. However, the creative questions remained; which elements of the logo should be retained from the old identity, if the change in the logo should be an evolution, or if it should be a complete new visual concept. In the end, we decided to start over with a new concept and remove all distracting elements.

I have always loved branding, so when it came to branding my own business, I was excited and eager to get my hands dirty. I had a very specific idea in mind for my company and I knew that I wanted to position West Indian Skincare as being corporate looking, so I was willing to make the necessary investments. Our team quickly came together and almost from the word 'go' our board of directors and our management team started bumping heads as we soon found out, simplicity isn't always an easy thing to achieve. We knew we didn't want our logo to appear too boring or conservative, yet we knew some radical changes had to be put into effect.

It was finally decided to allow everyone's creative juices to flow! As our logo is where we have the strongest influence on our brand’s identity. So we asked everyone to be vocal, firm and clear about their ideas while keeping in mind West Indian Skincare brand’s core values, vision and goals. We wanted everyone to be hands-on and involved in how things are laid out on various applications.

Choosing colors was another major task for us. As we know, colors can play a very important role in logo design as they can illicit different feelings and emotions from us. We decided on black and gold, which is a conservative color palette that will work well for us over a long period of time.

Presenting our NEW logo;
The new logo and refreshed website will reflect ‘a global company that offers a cleaner, more contemporary and consistent experience. We give you our new logo;

This is a variant of our new logo, incorporating the letters  'WISC' a short way of saying West Indian Skincare Co.

Have questions for us pertaining to why/how we changed our logo? ask in the comment box below. 

What kind of logo do you prefer? After reading about our experience, would you try changing your logo or is tried and true the way to go? Let us know what you think in the comments.