The Clover Redesign 1/8 Pages

5 secs

The Old Logo

The typeface, a geometric sans-serif is an adequate, if unidentifying, choice for a brand identity. The Swiss styles’ thin lines can be seen from New York to Tokyo on a myriad of logotypes and store-fronts thus, unfortunately, adding to the jumble of entity symbols rendered in an all too ubiquitous form.

In addition, the type itself is set unprofessionaly, as the kerning is optically incorrect and features unrelating white space between the characters.

A logotype with two icons embedded within it is generaly a frowned upon concept in branding and visual identity practice.

The Clover Redesign 2/8 Pages

5 secs

The Typeface

A clover is a fleating symbol of luck. Luck can run out, or it can never even come when you need it.

To balance out the generalsymbolism of the clover with the company associations, we decided to use a typeface that stands firmly on the ground and communicates a steady streak of luck that correlates with the expertise and assured quality of Clover’s work.

Our choice is Avant Garde by HerbLubalin, a expert slab serif typeface that provides a strong identity and a firm hold on the space around it.