Week 2 : Modifying the company's branding elements

Before I get started, the company has given me the brand guidelines, but they said that they were willing to change and accept new ideas if they found my design direction more suitable with the brand image.

Personally, after spending time studying the brand guidelines, I found the current branding elements of the brand are not quite in alignment with the target brand image.

Although they have finalised their logos and brand fonts, I find that only the whale shark logo is powerful and could be utilized more often as not only visual materials but later with animation. The problem I find is that the have too many fonts, and their current fonts are quite not suitable for their brand image. As a result, I have proposed a new set of fonts for the brand. I changed the font sets from "Avenir" and "Brown Pen" to only "Baskerville", and the company agreed to go with my new design direction.

This is the differences between the old company's fonts and the new ones. We both agree that just by changing the fonts, the brand image becomes more elegant and luxurious.