This project involves revamping Kmart’s logo. Designing it so as to keep it fresh and current makes it distinctive in the saturated market of department stores today.

This brainstorming phase for me also included engaging research on the current logo. Sketches of many possible ideas were drawn. (Mind maps may help too!) At this point, there is no need to finalize on any logo but to come up with as many variations as possible.

After sketching those “possible” logos, do pick out few that you like and think might actually work. Pencil them out in comfortable sizes so that amendments can be made, such as adding more details here and there along the way until you’re actually satisfied with it. Jumping straight to your monitor prevents you from freely considering the type suitable for your logo. Instead, it makes you work the logo around the type and not the type to work for the logo.

After sketching those “possible” logos, do pick out few that you like and think might actually work. Pencil them out in comfortable sizes so that amendments can be made, such as adding more details here and there along the way until you’re actually satisfied with it. Jumping straight to your monitor prevents you from freely considering the type suitable for your logo. Instead, it makes you work the logo around the type and not the type to work for the logo.

Having decided on the final logo, slight adjustments were made on the logo (pictured above) to get the ideal proportion I wanted. Can you spot the difference?

There where certain points of interest in the logo which took a frustrating amount of time to deal with, it was going back and forth and trying to get things to look as subtle as possibly and not try to kill the font completely.

Once you think the logo has been worked to awesomeness, COLOR, would be the next step. I tried producing the logo in bright neon colors and the classic black and white. Reversing and grayscale is important to make sure the logo would work in different context. I believe a successful logo can be able to achieve that.

The graphics are applied to the Kmart website, the mall, and also the shopping karts.