Occasionally a client like Amaiò Swim, that I worked on through Post+Beam, will approach an agency and say they don’t necessarily want a logo redesign, but they feel like something just isn’t right. I liked the Amaiò logo but I agreed that there were just a few small tweaks that could help. I thought this was a good example of some of the different projects creatives are asked to do and what type of critical eye is required.
There was, of course, some back and forth with the client, collecting feedback, and trying a few different things. What you can see is that we reduced the width of the thinner segments of the logo for more contrast and elegance. We also adjusted the overall kerning of the forms.
At this point it was recognized that the company didn’t have a proper brand guide from their original logo design, so we were happy to help them flesh that out as well. Below you can see a snapshot from that document. Things like how much space should be around the logo, how a registered trademark symbol should be used, unacceptable use guidelines, font pairing, colours, and more.