KEEP IT SIMPLE.

The old logo also had some issues, primarily it needed to be updated to accommodate the new partner. There were also visual inconsistencies with the old design, the spacing and sizes of the boxes were not even and nobody was a fan of the color choices. The "&" was overpowering the other letters and the subtext under the main body was lost when printed small. There were a lot of revisions when coming to the final logo design, but I believe the final design solves previously mentioned issues as well as positions the brand more in line with how the firm conducts itself.

Review of the old website revealed there were a lot of issues that needed to be addressed. First off the website had not been touched in the last 10+ years, meaning a lot of design choices did not age gracefully. Some mentionable choices are large bodies of text, drop down menus, and pages only containing one paragraph. Along with many design and functional issues, a 3rd party was managing the site which only complicated things more. The combination of these issues made it obvious that the website needed to be rebuilt and be kept completely internal. The new website was completely designed and coded by myself and I believe it addresses all of the concerns with the old site as well as give a better sense of what the client stands for.

Before I dove into redesigning the brand and how it would extend across all marketing touch points. I felt it was important to get an understanding of the competitive landscape by focusing on the California competitive set. I then aggregated their styles and plotted them in a magic quadrant grid that held two ranges - Inclusive to Exclusive, and Futuristic to Traditional. I noticed that many firms had moved their branding to be more futuristic and soaked in blue, which makes sense considering the affinity of blue tones in Tech, the Bay Area's source of uncommon wealth. The top right quadrant which covered Futuristic and Exclusive seemed unpopulated, and frankly, meshed well with my client's positioning in the market where they do no advertising, no outreach, and only take on new clients through personal referrals.

Obviously the new logo would not be completed in a single go, there was a lot of iteration. Pictured above are just a few of the different designs I presented to the client during which I would explain my thinking and reference the research I conducted. The same process was also done to the font type which was used as a starting point for these logos.

The new logo I feel captures the energy the firm has in a more accurate way than previous designs. This design was one of the dozen of iterations that I created, but was the one that did the best in every scale and context. Not only does it excel in a printed format such as a business card or letterhead, it also holds up on desktop and mobile websites. I wanted to get rid of distracting design devices such as the "&", squares, and subtext that disappears when scaled down. The logo and branding should reflect the company and I believe a strong, confident, clean logo with a clear message in this case was the best choice. This also allowed for more customization for the partners, with the logo as a neutral color, this allows each partner to have their own identity within the firm; this can be seen on the new website as well as business cards.

I was lucky enough to have the opportunity to build Rogue id's new website and brand identity. You can see the website at rogueid.com and the source code is on my github as usual.

The new logo design was based off ancient Roman lettering. The in particular was designed completely on my own with inspiration originating from old Roman carvings; this was paired with the font Trajan Pro.

Using the new logo I designed, company shirts were made to use as swag.