Yuzhe

Ma

Retail Robotics Solutions is involved in developing and producing robotic and automated systems for retail services. If you look closely at the original brand logo, you'll notice a human face depicted, with digital connections represented in the brain area. The logo uses blue to provide reassurance to its users, Instead of using very clear elements, I preferred to delve a little deeper. This brand claims to provide robotic solutions, so it must also be able to handle complex and difficult questions. This is why the black circle, symbolizing the brand, is surrounded by large questions that are in motion and being controlled. Essentially, the brand is addressing very significant issues within the industry, offering large and complex solutions for retail. My logo is more conceptual and intricate than the current brand logo. The simplicity of its design and visual elements helps it to be better remembered and recalled, making it more impactful in the minds of users.

The slogan for Appen is: "Make data your differentiator." Appen has been providing high-quality datasets that power the world's leading AI models for decades. Based on this data, the brand offers a variety of datasets to AI developers. The current brand logo features the brand name, with a symbol in the negative space of the "A." This arrow symbolizes the connection between data in creating and developing artificial intelligence. I decided to modify the logo in a different way. In my design, you can see a background of interwoven circles, where part of these combinations forms the letter "A." The drawn circles represent the data provided by the brand, essentially showing that when used correctly, this data can create a unique and amazing AI. These data, when combined, shape the first letter of the brand’s name. My redesigned logo represents the brand’s activities and slogan much better than the current logo.

The brand slogan for Huma is: "Longer, fuller lives with digital-first care and research." Huma's remote patient monitoring platform advances connected care for patients and accelerates research and therapies. If you look at this brand's logo, you will notice a human figure inside a frame. This human symbol within the logo represents study and examination. If you pay attention to the logo I designed for this brand, you will see that it also contains a human form in a lying position, and the head in the center of the logo. In my logo, the surrounding frame of the human takes the form of a snail shell. The shell’s protection around the human in my logo adds a new meaning to the brand's original logo, which primarily emphasized the examination of the human subject: protecting patients. This meaning is more in line with the brand slogan, which is: Longer, fuller lives with digital-first care and research.

The brand slogan for Studdle is: "Personalised Learning for your Child." This brand focuses on personalized education for children under any circumstances. If you look closely at this brand's logo, you will see that they have chosen a bird with wings made of books as their logo. In my design, I aimed to make the logo much more childlike, as this brand primarily deals with children, and the real customers of this brand are indeed children. Thus, I chose the shape of a book from a top view and simply added a single eye and the beak of a bird to create a logo that is much more child-friendly and sweet than the original brand logo. The new logo can establish a much closer and stronger connection with the young audience of this brand.

OpenClassrooms has a variety of slogans, which is a major branding error, as they should have focused on a single foundational slogan. However, we can see the slogan "Learn wherever you are," which has a close semantic connection to the brand’s name, OpenClassrooms, in the current brand logo. This startup has partially written the first letter of its name to indicate the openness of the “O,” subtly alluding to the diverse ways of learning. This logo commits a significant error by diminishing the readability of the design. Changing the form of the "O" in the brand’s logotype is quite risky, as it could lead some users to not recognize or read the letter at all. In redesigning this brand's logo, I envisioned a yellow cube as a symbol of a classroom, with its walls fading away. This classroom is literally open, allowing access from all sides—top, bottom, left, and right—for anyone to enter and learn.

The German brand Dussmann is an online bookstore. This large bookstore has simply used its name for its logo, displayed in red with a serif font. These types of fonts are commonly used to convey authenticity and authority, and traditional brands tend to prefer them more. I decided not to change the brand’s logotype and simply to add a logo to Dussmann. In my logo design, I used the first letter of the brand name, which is “D,” and transformed this letter into the shape of a page from a book. Inside the space of the letter "D," I illustrated pages of a book flipping. The logo is very simple but perfectly captures the moment of reading a book, a small image of reading where the pages are passing through the hole of the letter "D." This simplicity greatly aids in the memorability of the logo for the brand's users.