USA SHADE Rebrand

Design
I started with a simple, but effective, brand audit. By collecting existing collateral examples and logo usages, it became apparent a brand system was non-existent, and the logo poorly suited for the uses required, specifically as an icon on social platforms, an application on metal parts, and textile applications. After learning more, it was decided to take a refresh versus full blown rebrand approach. The previous mark wasn’t universally loved, but mostly due to the frustration of using it as well as the outdated feel.

With a little bit of back and forth with the business leaders, a better understanding of the brand story the simple, professional, modern, and most importantly cohesive set of brand guidelines and collateral was created and launched at an internal sales conference to overwhelming positive reviews. The guidelines themselves were set up to address growth, with partnership options, new product lines, and new markets to account for future growth without the brand straying from its core visual values.

The icon was rotated to better denote the “star” tying it to the USA of USA SHADE, the colors simplified, and the text bulked up to help with smaller sizes and applications. The branding around the mark was simple - a focus on tints and shades for the colors to signify light, and dot patterns with subtle gradients of color or size to also emphasize the ebb and flow of light and shadow.