Benjamin Moore & Co.
As Benjamin Moore is moving towards an expansion of their products, I decided to rebrand the company with emphasis on playfulness, creativity and the quality of their products.
A name change was decided for the new lettermark as Benjamin Moore is an already established leader in the paint industry, and the word 'Moore' is short, catchy and has many strong potential visuals. Furthermore, it is clear that the 'M' is a main focus in the current Benjamin Moore logo, therefore the rebrand of the logo takes this element a step further.
The new lettermark features the ‘M’ of Moore with an extra stroke added to create a house-like symbol, highlighting Moore’s line of household paint products. The four different colours used in the logo emphasizes the creative and playful qualities of the brand, while the bold structure of the ‘M’ asserts a sense of reliability and friendliness. The new identity is versatile as the colours provide different possibilities for the brand, while the lettermark is simple but the small touch to the ‘M’ makes it easily recognizable and distinguishable from other competitors.