brand equity walnut advisory logo redesign
Building On Brand Equity
With no definitive look or feel, consistent marketing or business image, the branding of Walnut Advisory was a complete design from the ground up. And with the logo as the only connection to the brand for over 41 years, a complete logo redesign would have disconnected clients and those within the industry. The solution was to incorporate the brand's equity, the logo into the logo redesign, to ensure the connection remained. The logo redesign with equity consisted of incorporating the typography, color and holding shape and most importantly the feel.
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walnut advisory old and new logo
“Using the original typeface and holding shape as the link between the original and the new logo in the redesign, the new mark now carries the feel established by the original logo.

With the connection carried through to the new logo, this allowed the creative freedom to establish a new company image without any disconnect resulting from a completely new logo.”

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walnut advisory design exploration

The logo design exploration included using different fonts and different visual approach. This process in the creative development shows why typography is essential, especially when trying to carry through visual equity.
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walnut logo versions
walnut logo versions

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walnut advisory logo palette

Working within the brand architecture and structure, a palette of logos for usage in creative was developed, with application defined. Because of the structure of company products within the brand architecture was applied to various creative, the palette of marks applied to developed creative was essential.
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“With the logo being the lone consistent representation of the brand in communications over 41 years, incorporating the lone connection was essential to building a completely new company image.”
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lodo build icon
With the colors, holding shape and typeface and carrying through the visual equity, the new design gives equal presence to the W and A while staying consistent with the interdependent letters concept of the original logo.


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