How do you modernize a logo without losing the heart of it?

When redesigning logos- especially those of legacy brands,

it’s important to look at the heart of what made it distinct in the first place

Start by squinting

👀 What are the key shapes you see?

🎨 What are the color impressions?

🔠 Then observe the letterforms

💡 Are there areas that can be simplified?

🧀 Here’s a redesign of the Velveeta logo I did while at JKR that shows a before and after:

Taking the essence of a classic American icon
and amping up the expressiveness of the letterforms

Stripping away the glows and all the extra details
Down to a logo that is bold, creamy and modern

Keeping the heart of where it was
And giving it a transformation

It feels modern yet familiar doesn’t it?

Keeping it fresh to bring new relevancy
yet not so different that it alienates loyal consumers

❤️ That’s the fine line when doing a redesign