I redesigned this bad logo in 3 simple steps (steal them!)

Everyone loves the feeling of nostalgia, it’s like a warm hug wrapped in good vibes.

But for us designers, it can be… humbling.

This is because unlike many other professions, we tend to practice in public (meaning our old work is out there for the world to see in some capacity).

But I think this is a good thing. Many of you have said how refreshing and helpful it is when I’ve shared my old work.

You’ve also mentioned how insightful it is when I redesign it and explain what I would change and why… See where I’m going with this ? 👀

Yep, in today’s newsletter I’ll be revisiting my logo graveyard and taking what I know now about strategy, technical design fundamentals, and more to breathe new life into an old, somewhat questionable design.

Let’s begin, shall we?

Say hi to Script Meet.

They provide aspiring scriptwriters with tools and educational workshops to help them master their craft.

I was briefed to incorporate a pen into the logo to reflect the writing process.

As you can see, there are some questionable design choices, and my technical design skills weren't the best (but cut me some slack because we all know how overwhelming Adobe Illustrator can be to learn).

Now, let's talk through some of the most glaring mistakes.

1. Exaggerated Letter Spacing

The excessive spacing between letters makes the word feel disjointed and hard to read. (Looking back, I have no idea why I made that choice!)

2. Confusing Letter Mark

While merging the ‘S’ and ‘M’ seemed like a clever customization at the time, looking at it now, the individual letters are difficult to make out, creating confusion about the brand identity.

3. Lost Brand Icon

The pencil design is subtle within the logo (which is a good thing); however, because of this, the middle of the ‘M’ appears to taper off oddly. Right intention, bad execution (I must have been new to the Pencil Tool)

4. Questionable Gradient

The central shine in the gradient is jarring, and this gradient style is overused in the tech industry - making it harder for the brand to be perceived correctly.

​So, knowing what I know now, how would I fix the logo? ⬇️

1. Choose a Better Type Combination

I’d opt for a bold serif font to tie in the concept of script writing and pair it with a blocky sans serif to represent the varied weights of fonts and writing processes.

2. Adjusted Letter Spacing

I’d remove any unnecessary spacing to make the text flow more naturally and create a harmonious aesthetic.

​3. Emphasised Brand Icons / Illustrations

I would create a rectangular background behind ‘script’ to mimic a speech bubble, this echoes the brand’s story of modern scriptwriting. The triangular part of the bubble would include a line of negative space, making the icon double as a pencil.

4. Correcting the Colours

I’d eliminate the gradient but retain a teal shade from the original pattern since it fits the brand’s emphasis on clarity and practical thinking. Pairing it with a neutral base allows the teal to make an impact without becoming overwhelming.

The Revised Design

The new concepts aesthetic and storytelling makes it clear what they’re all about, without feeling gimmicky or over the top.

Comparing where I am now to when I first designed this logo, the main differences are my strategic approach and improved Adobe Illustrator skills, resulting in a more professional and fundamentally sound logo.

And when creating custom elements, whether that’s a logotype, illustrations, or patterns for a brand - I always use the Pencil Tool.

That’s exactly why I made a course on it because it’s such a helpful and dynamic tool.

So, if you’re looking to improve your technical design skills, check out my course on Adobe Illustrator’s Pencil Tool.

Over 1,500 people have enrolled in the course, and here’s what they’ve said 👇

Anyway, I want to hear from you, what do you think about the redesign? Let me know!

Chat soon,

Abi 😊

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