Old logo
VilliLuumu is a Finnish design boutique in Tampere, who had an existing logo that they’re quite fond of. While the logo represents the ‘wild’ side of the resident artists with it’s whimsical font and jumping letters, it compromised the legibility of the logo.
The client didn’t want to replace the logo with a whole new direction, but instead wanted to achieve better legibility by slightly altering the existing logo.
Refreshed logo
The new refreshed logo is clearly legible, while still retaining the look and feel of the original logo. The improved legibility has been achieved by giving the capital letters more prominence, clarifying the rhythm of the letters by making tall letters (‘l’s in word ‘Villi’) taller and reducing the vertical movement in the short letters (‘u’ letters in word ‘Luumu’). The dots in the ‘i’ letters have also been made rounder to further clarify the letters. The ‘m’ letter has been redrawn to make it clear and distinct from the surrounding ‘u’ letters.
By breaking the logo into two words also allows creating an alternate stacked square version of the logo to provide the client with a more flexible logo suite.
The square version is especially useful for social media usage, for example Facebook profile shot.
This comparison image shows the differences between the old and the new better:
