Enhancing an existing brand device: variations on the theme
British Gliding were looking to tidy up the existing brand, but wanted some continuity with the existing logo. I took the main shape from the abstract bird/glider device and cleaned it up, as shown below, resulting a sharper more versatile graphic:
Step 2: Moved furthest wing tip away from body to make the shape easier to read
Step 3: Re-introduced the circular border without the interior gradient to give a sharper more versatile graphic device
Step 4: Added upwards angle to glider shape, added colour and letterforms. Removed the word ‘association’ to give a punchier shape
Step 5: Alternative workings of the device were produced – softened edges, varied typography, position and angle, and re-introduction of multiple glider devices.
The selected version is shown bottom right.
Examples from the brand manual, including concepts for Junior Gliding: