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This is a study of visual patterns that can support design decisions when redesigning a logo. Because I am looking for patterns, my research was conducted on several companies within one sector, namely sports companies. This is because my interests and knowledge for this sector is great. On the basis of the different logos that the sports companies have had over the years, I have looked for a connection for each logo to the degree of change in terms of typography, color and shape, as well as to the reason for the redesign. My research has determined that there are no obvious patterns that determine how to redesign a logo. That is why I have chosen to compile a method based on the results of my research with clear guidelines on how to proceed. No choices are excluded or rejected, but suggestions are made based on my experience as a graphic designer and based on the research.

Commissioned by PXL-MAD School of Arts.
Masterproject (2021)

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