After the development the recent idea, the outcome was not as satisfied or clear as first thought. Therefore going back to the drawing board seemed like the best solution. The outcome of the previous design was complicated which isn't the best outcome for any design that needs to be modern and instantly communicated to the target audience. Over complicating a logo makes it hard to implement it through a range of collateral. But having a simple take on a logo that can also be used as a stand alone icon, then applying this to different materials, stock & collateral in general would become a lot more effective as there won't be any aspects, which can go wrong.
Below is the outcome of the updated logo design. So the idea is as simple as it comes. Looking at the current logo, this idea is just a simplification of it. Taking the outdated, complicated look away and having a design that sums up the company within an instance without over complicating the whole aesthetics. Simplifying the tortoise and having the world as his shell. Effectively simple. And also below are a number of variations of the logo, which the production method would be to take it forward and develop it digitally to see how it turn out.
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| Incorporating the logo inside a circle, representing protection and security. |
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| The icon with type. All caps, San-serif giving the overall logo a modern aesthetic. |
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