New branding does not always require a complete change of direction from the old design. Some logos are great ideas to begin with, and by adding input from different directions, we can create a stronger brand image. Here is a rebrand that helps better convey the message this client wants to communicate.
We all agreed the old logo needed to be simplified. We started by using a more compact font for the smaller text and removing the word, "Group" (the client determined it wasn't necessary).
By simplifying, we were able to add more detail (and thus more interest) into the logo without taking away from the strength of the brand. The logos can vary from the more detailed look to the very simple bold black. Each design allows the client more flexibility as they use them in letterhead, ads and other branding material.
In the end, we designed black, white, dark-in beveled, and light-in beveled versions of their logo to meet all their needs. They have been getting lots of positive feedback on what the company is doing with the new design.
We are excited to see them prosper and looking great as they move forward.