![lettering logo Logo Design logo refresh Logotype logotype design](https://mir-s3-cdn-cf.behance.net/project_modules/1400/441f15147307583.62bfe19c06294.gif)
Overview
This logo refreshment was an academic project for one of my Advanced Diploma of Graphic Design classes at Australian Pacific College. The objective of this assessment was to choose a brand/company that I, as a designer, considered might have a logo refreshment. I decided to work on Spoilt's logo as this business is a local brand I like and support. Spoilt Gift & Homewares is s an Australian and family-owned stylish and contemporary gift and homeware store in Melbourne's CBD and inner Melbourne suburbs.
![lettering logo Logo Design logo refresh Logotype logotype design](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/04daea147307583.62bfe19c05b4d.png)
I thought Spoilt could have a logo refreshment due to a study I made to its current one. The first impression I get when seeing the logo is a sense of disorganisation. This is caused by the inconsistency of a single baseline, the variable height of the letters' ascenders and descenders, and the irregular alignment of the character's angles across the word. These decisions can be made when designing a logotype to give it a more dynamic and informal aesthetic; however, I consider in this case, they could be implemented in a better way. I also think there is an imbalance in the spacing between the letterforms, the most noticeable being the small space between the S and the P.
![lettering logo Logo Design logo refresh Logotype logotype design](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/9b3ca9147307583.62bfe8c8cbc94.png)
I decided to augment the contrast of the letterforms by increasing the weight of the downstrokes to have a more solid composition. I wanted to preserve the cursive style of the word and some of its more characteristic elements, like the curves on the letters P and O. To maintain the original logotype's dynamic feeling, I decided to keep the variable baseline of the word. Finally, I reflected the bird's shape to make it work as an element that provides a more balanced composition to the logo.
![lettering logo Logo Design logo refresh Logotype logotype design](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/618ee7147307583.62c231cea8501.gif)
![lettering logo Logo Design logo refresh Logotype logotype design](https://mir-s3-cdn-cf.behance.net/project_modules/1400/bcd1d0147307583.62c231cea7a02.png)
![lettering logo Logo Design logo refresh Logotype logotype design](https://mir-s3-cdn-cf.behance.net/project_modules/1400/442321147307583.62c2372550f1d.png)
![lettering logo Logo Design logo refresh Logotype logotype design](https://mir-s3-cdn-cf.behance.net/project_modules/1400/1753dd147307583.62c24548c68a6.png)