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Asrani Group
logo redesign
Asrani Group
AG is a real estate brand that had reached a crucial point in wanting to reach a new audience outside of their grasp. They had outgrown their old identity and it no longer represented their reality and ambitions. After a lengthy discovery process, we determined the qualities and values important for their new brand vision.
In this behind-the-scenes look, we peek behind the curtain into the logo iteration process: from crude initial sketches to early quick drafts, up to the final, official logo lockup.
BEFORE
AFTER
Asrani Group wanted to speak to a more affluent demographic and it was essential that the brand mark evoke premium service and expertise. Their previous identity failed to convey these associations and looked more like a telecommunications company or a location-finding smartphone application.
The mission was simple:
Bring these desired associations to life through an elegant, confident, and uncomplicated visual identity.
Final Redesigned Logo
before showing the early drafts, here is the official redesigned logo
in its various lockups for use in several applications.
Designing
With Purpose
IMPORTANT CONSIDERATIONS FOUND IN DISCOVERY
Audience • Context • Goals
clean, orderly, organized, polished, finessed, premium
Redesign Process
Step 1: Sketching
In this first phase, it’s all about unrestricted ideas and exploration.
Redesign Process
Step 2: Iterating
moving from lo-fidelity sketches to quick mockups
Redesign Process
Step 3: Focused Iteration
after feedback and deliberation, a more focused direction was explored.
Redesign Process
Step 4: Refinement
the client narrowed down their choice,
and now it’s time to refine the details.
a glimpse of several iterations before final design
After this step, the typography, placement, composition, and other elements were finalized. The client felt excited to move forward with their new identity.
