Photoshop_User_February_2017

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photoshop user

› february 2017

096

LeGrande agreed that the old logo was “definitely out-

dated” and needed attention. But first, she wanted to be

clear on the scope of the job. “I wasn’t supposed to give

them a whole new logo,” she says, having been told that

the network just wanted a “refresh.” When she asked

what they liked about the current logo or what they might

want to keep, they said the color palette but not much

else. That opened up the possibility to go further than

simply a refresh.

Since any new logo wasn’t supposed to be too radical

or far-out, LeGrande started looking for a type treatment

solution based on a new font. “I quickly ended up with

the font Rockwell because the p, o, and d each have a

circle,” she says. That let her play with connecting the

circles in ways that would recall the current logo’s bubbles.

She then started putting the word POD (in lowercase)

in different configurations: inside square boxes or circles,

in a word balloon, in front of three bubbles, outlined or

in color, and so on. She sent that first round of variations

to Haugnes to discuss just between the two of them.

“I sent her stuff for her eyes only, to get direction and to

give her an idea of how broad the redesign could be,”

LeGrande says.

The next round focused on three different directions

and variations on those. “I took some of the stuff she liked

and did an exploration of those,” says LeGrande. These

were shared with others in the POD network. And the

final round was based on the three letters in the Rockwell

font, exploring different colors and different ways the

letters could overlap. “The idea that we ended up with

wasn’t one of the original ideas,” LeGrande says

DESIGNER

Susan LeGrande

susanlegrande.carbonmade.com

DESIGN MAKEOVER › ›

the process

Examples from Round 3

Examples from Round 2

Examples from Round 1