We receive dozens of Relogo submissions each year; too many to publish in the magazine. So as 2010 begins, let’s take a look back at some of last year’s redesigned logos.

Atlantic Lottery Corporation

The client wanted to emphasize the entertaining aspects of playing the lottery with its new logo. Although it retains key elements of the original, it is a more energetic icon evoking forward motion. The new font, Bree, is quirky and fun looking. The four colours incorporated into the logo ­­– blue, red, green and orange – represent the trust, excitement, possibility and friendliness of the brand. The new logo was unveiled in June 2009 and was designed by Matthew Allen and Tina Arsenault at Revolve 360˚ Branding in Bedford, N.S. Contact: www.revolve.ca
 

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Town of Newmarket

Newmarket sought a new logo to present an image of growth and prosperity. The redesign cleverly incorporates several elements of the town itself. The arch graphic resembles both a lower case “n” and the modern design of Newmarket’s Southlake Regional Health Centre, and the trapezoid shape represents the approximate geographic boundaries of the town. The blue colour denotes commerce and progress and the green signifies sustainability, heritage and quality of life. The Avenir Light type face was chosen to reflect a contemporary look. It was designed by Tanya Loskoutova at Mindshape in Mississauga, Ont., and launched in spring 2009. Contact: www.mindshape.com
 

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Salt Spring Coffee

This redesign, done by Jeff DeWeerd of DeWeerd Imagination in Surrey, B.C., has discarded the coffee cup image, which previously overshadowed the text, but has preserved several elements of the original to maintain the brand’s equity. The new logo is more refined and simplified, so it can be easily applied to cups and other applications. The font has been opened up, while still similar to the original. Hermes is used in the tagline and the logo text is modified Block Berthold. The logo was launched in May 2009 and was designed by Jeff Deweerd of DeWeerd Imagination in Surrey, B.C. Contact: deweerd_at_shaw.ca
 

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National Hardwood Lumber Association

The client wanted its updated logo to reflect a modern and relevant organization. The new icon references a leaf and speech bubble to signify growth and the strength of its voice in the hardwood lumber sector. Orange and brown were chosen to help differentiate the logo from the prevalence of green in the industry. Agenda type face was used for its simple, clean and friendly characteristics. The redesign was launched in February 2009 and was designed by Mike Kasperski and Marko Zonta at Zync Communications Inc. in Toronto. Contact: www.zync.ca
 

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Tanguay Place

Tanguay Place, a centre for physically disabled adults, wanted a more welcoming brand image so it’s no surprise that the new logo features a heart inside a home. The redesign kept the original colour scheme but adopted Officiana and Gill Sans fonts, dropping the old serif type faces. The new logo was launched in April 2009 and was designed by Dave deRuiter at Studio 10 in Toronto. Contact: www.studio10design.ca
 

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Has your design firm recently redesigned a logo? Send it to us for consideration for our Relogo section of the magazine.