GUESS Rebrand
This project was to create a new and original logo for an international business. I chose GUESS, the luxury clothing and accessory brand. I wanted to stretch the brand and pull it away from its previous identity and the typical luxury feel.
My process began with understanding the brand’s current logo. A large part of the identity is the color palette of black and red, as well as their use of the question mark in their brand.
For my primary ideas, I wanted to keep the question mark but move the typeface away from the typical serif look. I was thinking that a san-serif typeface would give me the freedom to form a letter into a question mark, and I was right.
After creating my thumbnail sketches, I digitally rendered my four favorite options.
Once I picked my favorite logo, I wanted to keep a nod to the red from the original logo. I turned the point of the question mark red, but allowed for the freedom of the logo to be in black and white as well.