AFTER:

   (after-1)

The new logo (after-1), with the inclusion of a balloon graphic, projected much more of the fun and energy of the business - and the individuals running the company. The colors for the firm remained black and white.

   (after-2)

With a later move to a new location, and introducing the business to the Internet, yet another update of the company image was in order (after-2). An unrelated local business had started using a “BOB” advertising campaign so Balloons on Broadway opted to move away from that reference while maintaining much of the previous logo’s appearance. Color was added, which could also translate well to a web presence and neon signage. The colors could be manipulated to signify various holiday promotions. The logo was still often presented in black and white, tying into the previous branding of the business.

NOTE: This makeover appears in the new book "Logos Redesigned: How 200 Companies Successfully Changed Their Image" (http://tinyurl.com/ahx36) by David E. Carter. The book was recently released by Harper Design, an imprint of HarperCollins Publishers.

Alina's Feedback:

Each revision is better than the last by expressing the nature of the business and its personality even more. The original logo almost looks as if it could be for billiards, though the word "Balloon" does give a clue. Jeff's direction towards the use of balloons in the logo was very natural and much more meaningful and memorable.

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