Opportunities for improvement

I presented the team with areas to be adjusted in order to polish the overall appearance of the logotype and improve its legibility and general cohesiveness.

Lettering

I started by adjusting each letter using tracing paper. I then digitized this sketch and used it as a guide to place each vector point of each letter.

Before and After

Last but not least, I removed the tagline from the logo composition. I also substituted the “faux” paint effect behind the logotype for a solid block of dark blue with soft organic edges.

I have worked on this project in collaboration with Steven Cretney from The Forest design studio.
Hat tip to Jessica Hische and her Logotype Masterclass.