Christian recalls, "The only artwork they were able to provide was a lumpy EPS that looked like it had been autotraced sometime in the 90s. What may have been a quick, temporary fix during the transition to desktop design tools, is still around decades later." This expresses the struggles faced when working with legacy brands and their outdated design assets.
Christian explains, "A few traits seemed non-negotiable; the bowls needed to feel like perfect circles; the tight spacing needed to stay; and g's needed to keep their 'chicklet' shape." This emphasizes the importance of maintaining core design elements while modernizing the logotype.
Discussing the process further, Christian details how the first thing to go was the giant descending L which famously dominated the original logotype. Adding a curved tail instead, he notes, "...so I added a curved tail, following the contour of the e, sticking to the 70s vibe in doing so." This highlights how they balanced traditional elements with modernization.
"We looked at seven or eight different shapes for the apostrophe, but we all agreed that the original triangular form worked best," Christian concludes. This reveals the collaborative decision-making process that involved revisiting and preserving original iconic features.
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