Martha’s Vineyard Bank logo redesign
The Problem
The main concern with the current logo lies in its overly complex design. The numerous lines and intricate details contribute to a cluttered overall appearance, which becomes problematic when the logo is resized for use on print materials or other physical media. When scaled down, the logo loses its clarity, as the lines merge together, resulting in a blurred or indistinct image. Additionally, the logo's vintage style may not align with current design trends, as many companies are opting for more modern, streamlined aesthetics in their rebranding efforts.
The Solution
To rebrand the older logo to fit new design trends, I:
Created 5 logos removing the issues of too many lines and a complex appearance
Looked into newer font choices to fit the logo
changed the rotation of the boat to get different ideas
My Design Process
Step 1: Research
Competitor analysis
My process started by looking into competing banks and their logos. Over time a shift can be seen in certain banks, one in particular being Wells Fargo. Similar to Martha’s Vineyard Bank, they had a complex logo which was the horse-drawn carriage. More recently they rebranded to just their name as their logo with a sans-serif font. They kept the idea of the horse and carriage alive, by placing it on their personal banking app.
Step 2: Building
Sketches
I started by creating sketches of clipper ships, trying to get an overall idea for what approach I wanted to take. I made a few rough sketches, that helped me realize while the new logo should be simplified, it has to look professional and formal.
Brand Research
Next, I looked into Martha’s Vineyard Bank and the clipper ship it uses as its logo. A major purpose of the clipper was to transport high-value goods, which aligns with a bank. To stick to this ship idea, I looked into different versions of the clipper ship and began brainstorming how I could redesign the logo.
Finished designs
The final designs resulted in five different versions of the logo. Each one had a different take, whether it be the direction the ship is facing or the number of sails and masts the ship has. My goal was to cover as much ground as possible with the designs so Martha’s Vineyard Bank had a variety of choices for their new logo.
