Pelican Rebranding
This is a project centered around rebranding an existent company called Pelican. This project focuses specifically on derivative design branding and the application of this branding to the products, advertisements and overall brand identity.
Assignment
This project is an exploration of derivative logo design by utilizing abstract forms to create an appropriate and effective logo design for a company / brand. The logo design must be original, visually unique, and easy to recognize and remember. The new logo must be an effective communicator for the company, capable of being the core of an identity system and must include an appropriate wordmark.
Rationale
Pelican Products, Inc. is a global leader in design and manufacture of both; high-performance protective cases, temperature controlled package solutions, advanced portable lighting systems, rugged gear for professionals and outdoor enthusiasts alike. Their products are used by professionals such as; firefighters, police, defense / military, aerospace, entertainment, industrial, consumer. Their main goal is to build products that last a lifetime.
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The new logo created is in the form of an abstracted pelican, with inspiration taken from replacement clip pieces of the pelican protective cases. These clips have a feather-looking claw characteristic ideal for the concept. while the centripetal form of the logo stems from the function of the clips; specifically the shaft they revolve around to clip down on the case.
The logo is designed to look technical and sturdy to reflect upon the durability and strength of Pelican products. The logo appears as a transformation of a rigid strong case into something moving and alive allowing professionals and other consumers to be able to do what they need to do while their gear is secure and ready to be used at any time.
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The word mark design is based on a typeface that resembles the shape of the new logo. While the letterform alterations ensure that the wordmark snugly fits with the logo as if clipping itself into place.
Furthermore the new logo form integrates itself into the business card design.
The business card has a revolving design that forms a skeleton-like spine that goes all the way around the card with a slight upward shift. This design reflects the strong, reliable and structured aspects of Pelican products that are greatly valued by their loyal customers.