The logo refresh needed to retain the essence of the brand, yet be easily recognizable, address future business goals, and be easily reproduced for print and digital media. Moving toward digital platforms, the flower on the dot paper shifted to a screen touch point, while the logotype became more inviting and contemporary with rounder letterforms and a lower x-height. Leveraging the growing brand equity of the smartpen category and to streamline the logo, the bottom descriptor was removed. Top to bottom : After, Before

Client : Livescribe
Project : Branding
Role : Art Direction, Design