15-minute logo redesign challenge (PT. 1)

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The 15-minute logo challenge is a design contest I have with myself to see if I can improve a logo in a quarter of an hour. I choose the brands randomly and after a quick research I try to come up with an alternative. Better or simply different.

Accenture

The first challenge was Accenture, an IT consulting multinational company. The quick fix in this case was changing the font and moving the purple arrow to form part of the letter "a". This way, the logotype looks more balances vertically and the modified "a" can be used as a logo on its own or a favicon, more memorable than the current purple arrow. This is how the new logo presents itself:

Danone

Next, I decided to tackle Danone, the world-famous French multinational food-products corporation mostly known for its dairy products, and more specifically, yougurts. My aim was to make the logo more playful and reminisce tof the brand's origin story (named after the original owner's son). To do this, I changed the original all-caps name to a lowercase word in a more rounded and "soft font". Then I connected the letters "a" and "n" to include the arch included in all Danone's logo throughout the history. The resulting new logo resembles a child's face with a smile and a wink. This new logo will also work with other brands within the Danone world, such as Oikos or Danet.

Morgan Stanley

In my next project I took on the Morgan Stanley logotype. Morgan Stanley is an American multinational investment bank and financial services company. Their current logo is simple and serious, and understandably so, given the company's sector. However, I thought it could use a detail that would make it stand out more than just the name spelled out in a font. I chose a similar font to the original one, and added the forward slash present in the brand's other communications (LinkedIn banner) to introduce some dynamism in the logotype. Next, I created a lettermark (monogram) version of the logotype with the slash element incorporated. Here is my take on the Morgan Stanley logotype:

H&M

Another famous brand I decided to play around with is the Swedish clothing store chain H&M. The current lettermark is very recognizable but I wanted to refresh its look from the slightly cartoonish current one to something more elevated and elegant. This is what I came up with: