Intrepid Business Strategies Logo Redesign
Client: Intrepid Business Strategies, Aundrea Y. Wilcox, M.B.A.
Creative Director/Designer: Chelsie Rae Gregory
Problem: The dated typeface, sword imagery, and colors needed to be addressed.
The initial font used is Bernard Condensed. It is a bold, condensed serif font which is good print but do not upload quickly on screens. Intrepid means heroic, brave, and fearless, so the sword represents the well. The sword is a bit out of scale for the entire flow of the logo which creates too much negative space above the words.
Solution: The font and colors were updated to match other business entities related to the brand. Merriweather is the font used for "INTREPID" and it is capitalized. It is the largest word in the logo to emphasize that is an important aspect to this company – big and brave. Merriweather is a newly developed font for screens, yet still has the bold slab serifs that make it look strong. "BUSINESS STRATEGIES" uses the font Raleway because it uploads quickly on screens. This specific hue of purple and the font Raleway are used because they match related company branding. The sword is used as an "I" and it complementary hue of yellow gold to contrast with the purple. "BUSINESS STRATEGIES" is a darker hue of gray to make the purple hue appear vivid.
