Iconic logos are timeless and never change, right? Wrong. In fact, the most popular and influential logos you can think of have been redesigned many times over the years. Surprising, isn’t it? But if you think about it, it makes perfect sense: a logo created in 1942 is probably not going to speak to customers in 2020. Organizations need to keep up with not only changing their policies and products but also by polishing and modernizing their visual identity. The Grommet is no exception.
标志性徽标是永恒的，永远不变，对吗？ 错误。 实际上， 多年来您可以想到的最受欢迎和最具影响力的徽标已经过多次重新设计 。 令人惊讶，不是吗？ 但是，如果您考虑一下，它就非常有意思了：1942年创建的徽标可能在2020年不会与客户交流。组织不仅需要紧跟其政策和产品的更改，还需要通过对其视觉标识进行修饰和现代化来跟上。 索环也不例外。
We loved the logo that Aaron Belyea created for us in 2013 and it has served us well for many years. However, the evolution of our product catalog in tandem with the changing digital landscape made realignment a necessity. With a rebrand and website redesign underway, we had the perfect opportunity to reevaluate our logo. I was the lead designer on this project and here’s a look at how it came together.
我们喜欢Aaron Belyea在2013年为我们创建的徽标，多年来一直为我们服务良好。 但是，我们的产品目录随着不断变化的数字环境而发展，因此必须进行重新调整。 随着品牌重塑和网站重新设计的进行，我们有了重新评估徽标的绝佳机会。 我是该项目的首席设计师 ，下面是它的组合方式。
The top priority was modernizing the logo. The casual, hand-drawn quality of the old logo communicated that The Grommet launches handmade products. In fact, the vast majority of The Grommet’s products are manufactured, many of them using innovative technologies. Next, there was a need to solve two main functional problems: verticality and complexity. The layout was too vertical and did not work well on mobile devices — the logo took up too much screen real estate. Additionally, due to its complexity, the logo would lose clarity when scaled down.
最重要的是使徽标现代化。 旧徽标的随意手绘质量表明，The Grommet推出了手工产品。 实际上，The Grommet的绝大多数产品都是经过制造的，其中许多都是采用创新技术制造的。 接下来，需要解决两个主要的功能问题：垂直性和复杂性。 布局太垂直，在移动设备上效果不佳-徽标占用了过多的屏幕空间。 另外，由于其复杂性，徽标在按比例缩小时将失去清晰度。
Logo redesigns can take different shapes ranging from subtle to radical. A subtle redesign is an evolution that involves light modification to the existing logo. The brand might already have a recognisable logo it wants to maintain but needs to update. Perhaps the brand wants to make the logo stand out in a crowded market, or integrate it better in a modern web and mobile app world.
徽标重新设计可以采用各种形状，范围从微妙到激进。 细微的重新设计是对现有徽标进行灯光修改的演变。 该品牌可能已经具有要维护的可识别徽标，但需要更新。 也许品牌希望使徽标在拥挤的市场中脱颖而出，或者将其更好地集成到现代网络和移动应用程序世界中。
A radical redesign is a complete change that can be compared to starting out with a blank canvas. This approach can be useful for various circumstances such as changes to a company’s services, appeals to a broader audience, or removing a discrepancy with the brand’s personality. The latter is especially important. An effective logo should match the brand’s personality and represent the promise that is made to its customers. The more a company can deliver on that promise, the greater the brand value.
彻底的重新设计是一个完整的更改，可以与以空白画布开始进行比较。 这种方法在各种情况下都很有用，例如更改公司的服务，吸引更广泛的受众或消除与品牌个性的差异。 后者尤其重要。 有效的徽标应与品牌个性相匹配，并代表对客户的承诺。 公司兑现承诺的越多，品牌价值就越大。
Which route was best to take? Subtle or radical change? Here were the facts to consider:
最好走哪条路线？ 细微或根本的变化？ 这里是要考虑的事实：
· The round blue “grommet” logo concept had been around for almost 10 years and was recognised by our customers nationwide.
·圆形的蓝色“索环”徽标概念已经存在了将近10年，并得到了我们全国客户的认可。
· The old logo stood out well from the competition’s logos.
·旧徽标与比赛徽标脱颖而出。
· Our personality is defined as: unique, approachable, and innovative. While the old logo was unique and approachable, it did not represent innovation.
·我们的个性定义为：独特，平易近人和创新。 虽然旧徽标是独特且平易近人的，但它并不代表创新。
· Ace Hardware had recently acquired a majority stake in The Grommet. In anticipation of a growing audience, it was a good time to change the logo.
· Ace硬件公司最近收购了The Grommet的多数股权。 面对越来越多的观众，现在是更改徽标的好时机。
On one hand, the logo was recognised by tons of people and did a good job at standing out from the competition. On the other hand, it did not fully embrace our personality. I wanted to address the personality gap but wasn’t sure if this could be achieved through a subtle redesign. At the same time, it was risky to start from scratch with a completely new concept and lose the recognition we had been building for the past 10 years. What to do here? I thought it was worth exploring both options.
一方面，徽标得到了众多人的认可，并在竞争中脱颖而出。 另一方面，它没有完全拥抱我们的个性。 我想解决人格差异，但不确定是否可以通过微妙的重新设计来解决。 同时，冒着一个全新的概念从头开始并失去我们在过去十年中建立的认可的冒险。 在这里做什么？ 我认为值得探索这两种选择。
The plan was to create logo options based on 3 different approaches ranging from subtle to radical:
计划是基于从微妙到激进的3种不同方法创建徽标选项：
· Refresh: keep the round blue icon and use the same typography.
·刷新：保留蓝色圆形图标并使用相同的版式。
· Facelift: keep the same “grommet” concept but integrate the icon differently. Change its shape and explore a new typographic treatment.
·整容：保持相同的“扣眼”概念，但以不同的方式集成图标。 更改其形状并探索新的印刷处理。
· Makeover: new concept, new icon, and new typography.
·改头换面：新概念，新图标和新版式。
Over the next months, many concepts were explored, developed, discussed, refined, and ultimately rejected. Here are a few:
在接下来的几个月中，探索，发展，讨论，完善并最终拒绝了许多概念。 这里有一些：
Refresh 刷新 Facelift 整容 Makeover 改头换面The Makeover was the first approach to be eliminated, followed by the Facelift. After further discussion, it became clear that a refresh was the best strategy and approach.
改头换面是第一个被淘汰的方法，其次是整容。 经过进一步的讨论，很明显，更新是最好的策略和方法。
Among the “Refresh” logos, one design stood out, but needed further refinement:
在“刷新”徽标中，一种设计脱颖而出，但需要进一步完善：
Removing the hand-drawn lines surrounding the icon created a challenge: the icon had lost its anchor and was now at risk of visually “tipping over”. It needed another element, something that would help ground the icon. The exploration for the perfect anchor had started:
删除图标周围的手绘线带来了一个挑战：图标失去了锚点，现在存在视觉上“翻倒”的风险。 它需要另一个元素，可以帮助图标接地。 完美锚点的探索已经开始：
After exploring different concepts, it became clear that the solution was a shadow. It did not take up much space and it felt organic to the icon:
在探索了不同的概念之后，很明显，解决方案是一个阴影。 它并没有占用太多空间，并且让图标感觉很自然：
But removing the hand-drawn lines created another challenge: the overall logo had lost its human feel. Drawing inspiration from etching, I replaced the solid color within the shadows with parallel diagonal lines to inject more warmth into the design:
但是，删除手绘线条会带来另一个挑战：整体徽标已经失去了人的感觉。 从蚀刻中汲取灵感，我将阴影内的纯色替换为平行的对角线，从而为设计注入更多温暖：
The final result is a versatile, modernized logo that speaks to the unique and approachable side of The Grommet. To refresh the logo and make it feel more current, I replaced the hand-drawn effect with solid colors. The diagonal lines add a human touch and uniqueness while the rounder shape keeps the design approachable. Lastly, I increased the thickness of the type slightly to create a bolder, stronger presence.
最终的结果是通用的，现代化的徽标，体现了The Grommet独特而平易近人的一面。 为了刷新徽标并使其更具流行感，我将手绘效果替换为纯色。 对角线增加了人的触感和独特性，而更圆的形状使设计平易近人。 最后，我稍微增加了字体的厚度，以创建更大胆，更强大的外观。
The primary inline version fits better in smaller spaces while the secondary stacked version adds functionality:
主要的嵌入式版本更适合较小的空间，而辅助的堆叠版本则增加了功能：
Final Primary Version (top) / Final Secondary Version (bottom) 最终主要版本(顶部)/最终主要版本(底部)These small but impactful changes created an optimal visual experience across all formats and preserved the spirit of the old logo while symbolizing a new chapter for The Grommet.
这些微小但有影响力的更改创造了所有格式的最佳视觉体验，并保留了旧徽标的精神，同时象征了The Grommet的新篇章。
Special thanks to fellow designers Stacey Bakaj, Madaline Spinks, Dan Schultz and Cyndi Conklin for contributing ideas and feedback throughout the process.
特别感谢设计师 Stacey Bakaj ，Madaline Spinks，Dan Schultz和Cyndi Conklin在整个过程中的贡献和想法。
The Grommet is an e-commerce platform that launches undiscovered products and supports local makers and small businesses.
Grommet 是一个电子商务平台，可发布未发现的产品并为本地制造商和小型企业提供支持。
翻译自: https://medium.com/swlh/the-grommet-logo-refresh-behind-the-scene-d40842bf2b09
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