When your logo needs a redesign

This is a case study of a logo redesigned for a photographer from New York. See by an example when a logo needs a redesign.

W Entertainment, is a personal brand of Shawn Goins — a New York based photographer.

I have found the following issues surrounding his old logo:

  1. The crown is to detailed in form (more of an illustration)
  2. The name “entertainment” is to small (legibility issues)
  3. The logo is to complex in form (icon for social media needed)

Once I defined the design problems I started searching for solutions. Keeping in mind, of course, that it should be more of a redesign than a totally new concept.

Why? — simply because it is an existing brand identity that has already built some recognition. Moreover, I think it’s appropriate to use “W” letter as a shorthand, since the name is W Entertainment.

The crown and the “W” letter gets an update.

I wanted to retain some “royal” characteristics in the logos as well, but I knew that there is a better way to execute the idea.

Logo construction

This is how I constructed the new brand mark. It’s just a simple, one-weight line drown to symbolize both: the crown and the “W” letter.

Before and after

The new logo is much clearer, cleaner and retains the characteristics of the prior one. To maintain a connection with the previous identity, the b&w colors were kept and the typeface was updated to reinforce the message of approachability. See the logo before and after redesign:

Instagram profile

The new mark it’s easy to remember and work as an icon. You can draw it from memory with your finger in sand. It has a potential to endure over time and I believe the photographer will not have to update it for a long time.

Instagram profile — W Entertainment.

Facebook profile

The new mark it’s easy to remember and work as an icon. You can draw it from memory with your finger in sand. It has a potential to endure over time and I believe the photographer will not have to update it for a long time.


Stationery design

This is the stationery designed for W Entertainment. As you can see the logo is versatile and the colors can be inverted if needed but always in black and white only.

Stationery design for W Entertainment.

Overall, not knowing much about his photography, this identity helps give him a personality that’s about:

Precision and royalty.

The new mark work across many different media and present consistent identity which results in the increase of the perceived value of his services.


Few weeks later

Some few weeks after redesign of W entertainment logo I asked Shawn how’s the business. He said:

Shawn’s response to his new logo