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Gardenia Logo Redesign
Gardenia old logo
Gardenia new logo
The intention of this redesign is to give a modern look to the vintage-looking Gardenia logo. Utilising the colours red and mustard yellow, the redesigned logo has four curved lines which visually represents bread with the brand name, 'gardenia' below it. The mustard yellow is used for the colour of the bread so that viewers would recognise the curved lines as bread, while the red colour used for the 'gardenia' font makes it striking and easy to read from afar.
These two colours complement each other well as one is pale colour while the other is a vibrant colour. The font used for the word 'gardenia' is Acumin Variable Concept and this is utilised to give off a modern feel, which would appeal to millennials. Overall, this redesign is simple and minimalistic compared to the old logo and would appeal to modern aesthetics. This logo is applied on all business stationery to enable consistency.
Gardenia Business Stationery
This set of stationery consisting of a business card, presentation folder, letterhead, 'With Compliments' slip and envelope is minimalistic but attractive. Designed to match with the brandís strong reputation of being reliable, the stationery gives off a professional, yet fun look. The colour scheme consists of bread-esque colours which reminds viewers of bread, along with red and mustard yellow from the logo to contrast.
As for the font, I chose a rather rounded font, because Gardenia is a rather laid-back brand, the rounded font matches well with the bread company brand as a whole.
Gardenia Business Card
Front
This business card is a traditional
horizontal card with the logo in front and the information at the back. Encircling the logo is a red circle rim, which is the same red from the logo. This extra rim around the logo may be used for advertising or packaging purposes, such as on business cards, folders, bread packaging, etc. The logo without the extra rim will be used on paperwork, such as letters, envelopes compliment slips, etc.
Back
The mustard yellow used on the front of the card is the same colour as the bread on the logo, while the beige on the inside of the card is used to contrast the colours. This beige is utilised across all other stationery. The back of the card displays all of the information including the name, designation, phone number, website link, email address and address.
Gardenia Presentation Folder
Front
Back
The folder is designed with the whole exterior and interior being the same beige colour. The logo is placed right in the middle of the front flap and the address, phone number, email address and website link are placed at the back of the folder. Its front flap has a small semi-circle extension which will slide into the hole on the right flap. This is to hold the folder in place to prevent the documents from falling out.
Once you undo the front flap and the right flap, you can undo the top and bottom flap to reveal the documents. These top and bottom flaps will be holding all the documents in place, instead of a pouch.
Gardenia Letterhead
The letterhead uses a beige border with a mustard yellow rim. The logo is placed at the top-middle of the letter and the address, phone number, email address and website link is placed on the bottom-middle of the page.
Gardenia 'With Compliments' Slip
The 'With Compliments' slip utilised the beige from the back of the name card with a mustard yellow rim. The logo is placed on the top-right of the slip with the address, phone number, website link and email address on the bottom right of the slip.
Gardenia envelope
As for the envelope, a catalogue envelope style is used. The body of the envelope is beige, and the flap is mustard yellow in colour. This is done to maintain the consistency of all the stationery. The logo is placed on the top left while the address, phone number, website link and email address are placed on the bottom left. A stamp template is located at the top right of the envelope. A flap enclosure is also used to prevent the flap from sticking out of the envelope.