LOGO REDESIGN PROJECT: FLOR

In this project, we were required to redesign the the logo for an already existing brand. I chose Flor, a modular carpeting company. It was important to create a logo that expresses the characteristics that set the brand apart from its competitors. This was one of the first projects that we did in the field of branding. To create a logo true to the core of the brand, you must first understand the brand, therefore, there was a lot of research put into the creation of this logo. 

The three keywords in this context would be: Eco-friendly, Stylish/Chic, and Innovative. Above is the research I did about Flor, included is their original logo. Along with the embodiment of the three keywords I also wanted to show Flor's specialty, which is the convenience that comes with modular carpeting: which was that it could be taken apart easily and they had square carpets as well as round ones. Here are some of my initial ideals, just playing around with squares and circles. playing around with perspectives and overlapping. In the end, I decided to go with a circle logo, because the typography that I chose (Futura) had a perfectly circle letter O and the F and the L had perfect angles symbolized the squares.