Before&After: Logo Makeover

For this project, we’ll use a technique called forced random connections. The process is what it sounds like: working from categories loosely related to our key words, match two or more terms, then try to design a logo from the combination. It’s fun! This 29-page article from issue 52 of Before&After Magazine shows you the entire process of making over a logo for a frame shop—a visual identity that will blend the renown of a well-established chain with the personalized experience of a local business. The design should convey the proprietors’ superior craftsmanship while also anchoring their work within the environment it inhabits.

Once we go through the concept, the logo is completed with a complementary typeface and a versatile palette of expressive colors.

© John McWade/Before&After Magazine, courtesy of Gaye Anne McWade.