For this project, I was assigned a real business whose logo could be improved upon. I tried to place my wandering thoughts onto paper with multiple pages of sketches. Sometimes I tried ideas even though I knew they were bad, but it's still good to make sure. I prioritized friendliness, the color red, and the licking tongue.

I decided that keeping the character was important for the brand, so I simply made it cuter.

These are the "clean" iterations done in Illustrator before settling on the three final designs . I think the black adds sophistication while the bright colors and curved typefaces keep it friendly.