I really love doing makeovers on existing materials. It’s really energizing for both me and the client when I can take something they have already tried and refine it just a bit to help them say exactly what they’ve been trying to say all along with, say, their logo. This was the case with SAS, an acupuncture practice I helped recently.
Before, SAS was trying to create an elegant, scripted feel with their acronym logo. However, trying to do this by typing out the acronym in a scripted font is nearly impossible. A very common problem, which you can see in the original SAS logo below, is that spacing between letters does not look right to the eye, which makes everything look unbalanced. In addition, repeated letters look exactly the same, which decreases visual interest in the logo. And it’s very difficult to use several different fonts without making the whole piece look disjointed.
Here is what the SAS logo originally looked like:
I worked on fixing the design issues I mentioned before, and hand lettered the acronym to look like a whole, united acronym logo. Here is what I came up with:
This version is contemporary but classic from a design perspective, and creates a true visual mark from the letters SAS, which now flow together to represent connection and unity. The letters are enclosed in a circle in the full signature to represent completeness, awareness, and being centered.
I also helped SAS set up graphics for social media profiles. There was a signature graphic used throughout the branding prior to this, and I worked to re-size it and optimize the format for social media use.
Have you tried to create a logo but found that it’s not quite hitting the mark just yet? Contact me to see how I can help you just like I helped SAS!