Logo Facelift

Challenge: To refresh the logo with new brand colors, while not completely reinventing the wheel. Each team member obsessed with the tiny tiny details. Should the marker be pointed? Flat? Rounded? Are the rounded corners 1px radius or 2? What's the relationship of the marker to the text? 

Outcome: The update evokes the original, but has evolved, with a new mark, colors and font. The new logo is more modern, proportional and refreshed. It had to feel good living proudly on re-designed products and apps. Because it wasn't going to be applied everywhere right away, it had to feel comfortable sitting in the same space as the old logo.