Logo redesign proposal for mountain sports retailer Ellis Brigham. The company – with 24 shops across the UK – is in need of a renewal of the existing logo to respond to the rise in popularity of outdoor recreation and lifestyle.
Conceiving a redesign has more to do with amending than creating something from scratch, and requires to accurately adjust the company’s tone of voice to reflect changing circumstances.
Rather than adding visual elements to the company's name, I worked by subtraction. A purely typographical approach allowed me to achieve the highest balance between dynamism and elegance, and between heritage and modernity.
Tension is achieved by tuning the angle at which letters are cut, with the italic typeface effectively conveying the ideas of movement and speed that belong to the world of sport equipment.
Since heritage was also a key requirement, the readability of the family name has been safeguarded by allowing the most recognisable part of each letter to be visible.