Food Bank Logo Redesign
8/28/24
Affinity Designer
A redesigned logo for the College Park Community Food Bank, aimed to increase legibility, remove conflicting elements, and explore more iconographic design, while still incorporating the non-profit's established visual brand.

Process
ANALYSIS OF CURRENT LOGO:
  • Spacing between each line of text is too large for comfortable reading.
  • Contrast between white background and light green is difficult on the eyes.
  • Very text heavy, with little visual hierarchy. Our eyes do not know what to focus on.
PROPOSAL 1: A discreet logo change that fixes the current problems and focuses on legibility.
  • Spacing between text is smaller.
  • Apple is larger to take up the same space as the lettering, and the stem was reoriented for a tigether fit.
  • Changed the text color to a darker green, so there is higher contrast between the white background and the text.
  • Touched up the shaders.
  • Changed the angle of the camera to better show the clutter of the room, from the desk to the floor.
  • Recolored the lighting to be even brighter and more blue.
PROPOSAL 2: A redesign that keeps similar elements, but explores a bolder style with more visual hierarchy.
  • New, bolder font.
  • Spacing between text is even tighter.
  • More visual hierarchy between text elements: now, "Community" and "Food Bank" are emphasized.
  • Apple was recolored, highlights are softer and rounder.
  • Additionally: a second version of the logo was added, where the main focus is on the apple icon.
  • Expanded color scheme with more shades of green.
PROPOSAL 3: A redesign that personalizes the apple symbol - two holding hands to symbolize the idea of community.
PROPOSAL 4 (AND WINNER): A redesign that builds off proposal 3, while keeping it legible and simple.