PROJECT SCOPE: Logo redesign, outdoor signage, tagline, indoor signage, uniforms, interior design concepts for stores, hand lettering, catalog design concepts, retail bags, corporate styleguide
All the heritage but none of the charm. Deseret Book was way past due for a rebrand. The 1970s were good but not good enough to hang onto them for 30 years. R.E.D. hired KOR to help interpret their research into a brand that would connect with consumers while exuding their rich heritage and connection with the City of Salt Lake and its people. We designed a logo type based off of a font from the turn of the century and then created a fake heritage logo that felt as if it could have been the first logo of the company. The year the company was started was drawn in the handwriting style of founder, George Q. Cannon, found in his journal entries. Adding a contemporary color scheme helped balance the old and new to create a relevant, vibrant, and rooted brand.