Red Jacket Resorts / Recycling and Redesigning Logos

3/18/2011

The simple, striking red logo for Red Jacket Resorts, designed by Portsmouth-based branding and design firm Roskelly Inc., received accolades by being selected for inclusion in a newly launched publication which recognizes greatness in a very specific aspect of the design process: Redesign.

The logo had previously won awards from a number of major graphic design industry publications, but 2010’s Recycling and Redesigning Logos distinguishes itself in the uniqueness of its focus and in the caliber of logos it features; Red Jacket Resorts appears on the same pages as culturally ubiquitous powerhouse brands like UPS, Coke, Kodak, Motorola, Delta, and Burger King.

Redesigning a brand is a difficult balance: the designer must enhance and bring new life to a company’s image without straying too far from its core identity, or making it unrecognizable or unappealing to its previous clients/consumer base. Michael Hodgson, the book’s creator, decided to honor the redesigned logos which best accomplished this goal [in recent years?]

“Redesigns are part of every designer’s repertoire, but sometimes getting inspired or motivated to redesign an existing logo can be challenging, intimidating, and cumbersome,” says Hodgson. “Recycling & Redesigning Logos demonstrates the strategies and processes of successful redesigns and shows readers how to build on the equity the brand already retains to create a fresh look, without alienating the existing audience and attracting a new one.”

Is Your Company in Need of a Redesign?

There are countless examples of corporations which have seen major increases in revenue as a direct result of giving their brand image a facelift. In a society where attention spans are increasingly shorter thanks to smart phones, a fast pace of life, and constant media stimulation coming from all angles, it’s more essential now for brands to continuously adapt to the times and stay fresh and current.

It is easy to fall into the line of thinking, “But some of the most trusted brands have been around for decades or even a centuries - why mess with a good thing?” Walking the line between preserving the long-term strengths of a brand and making necessary, modern image adjustments is an extremely delicate balance. It’s similar plastic surgery; ideally it keeps the core essence and personality of the person shining through, with just some minor tweaks to keep them looking their best. And just like plastic surgery, if a logo’s redesign is done right, the results should feel very natural and very much in line with the company’s identity.

Sometimes a logo could simply be ineffective or a failure from the start, in which case a completely new design concept is needed. On the other hand, if a company or product is basically happy with its look and style, but recognizes that it is outdated and may no longer provide that “zing” factor in today’s market (especially when compared to the competition), then a more subtle redesign is needed.

Redesign Case Study: Red Jacket Resorts

Red Jacket Resorts approached Roskelly Inc. with some very specific goals for its new logo design. “They were looking for something more iconic, which would represent who they are now and could be used as a quick, identifiable symbol without the complete name being spelled out,” says Tom Roskelly, Creative Director for the firm.

At evaluation meetings with the company’s executives, Roskelly presented comparative design analyses of other logos in the industry. Red Jacket corporate management preferred logos that were easily recognizable due to simplistic forms and bold symbols, like those used by car companies. Their original logo (also designed by Roskelly) consisted of the words “Red Jacket Resorts” written out using two different fonts. The new logo draws inspiration from the Volkswagon symbol, using the letters R and J in a circular design which is bold, simple, memorable, and pleasing to the eye.

The new logo is also helping to unify the company’s image, which spans seven diverse locations in both the mountains and on the coast of New England. This streamlining and uniformity is helping to increase overall brand recognition, awareness, and consumer loyalty.

About Red Jacket Resorts:

For more than 40 years, Red Jacket’s Cape Cod and North Conway resorts have allowed generations of families to reconnect with relaxing accommodations and exceptional service, featuring spectacular oceanfront views, the tranquility of the White Mountains, kid-friendly activities, and exciting outdoor fun on land or sea. Enjoy an unforgettable vacation getaway at Red Jacket Resorts of Cape Cod and New Hampshire, at a distinctive collection of seven New England family resorts. Each is unique in charm and appeal, with everything you need for a memorable vacation. Visit www.redjacketresorts.com for more information.

About Roskelly, Inc.

Roskelly Inc. Creative Brand Consultants, located in Portsmouth, Rhode Island, is a cooperative team of senior consultants that brings full service branding and marketing to its clients, including award winning logos, graphics design, advertising, copy, public relations programs, marketing materials, and web sites. For further information telephone 401.683.5091, or go to www.Roskelly.com