The Valassis Digital Design team took on the challenge of redesigning our company's outdated logo as part of a quarterly Hackathon challenge. Restricted by the two-day Hackathon timeline, we chose to use this session to explain the value of a rebrand, educate the company on our design process, and get momentum going for a true logo redesign (spoiler alert: we're doin' it for real this time).
 Below is our presentation built by Bethany Faulkner.
We opened by taking the time to explain that a true redesign process takes time and that the two-day-sprint was merely a creative exercise.
We reminded the stakeholders that any good redesign is backed by research and a well thought out brand brief, which we conveniently had handy from the recent website redesign.
We broke out the characteristics of strong logos and what we wanted the new visual to communicate.
We hit on a few use cases as to why the current logo simply isn't up to par such as scalability and legibility across different applications.
We believe every brand should have a north star statement, used to guide the visual intent of the brand—this was ours.
We presented some competitors' logo aesthetics to show trends within the marketing technology space and get a feel for how we can stand out with our redesign.
And we also walked through some successful company logos and elements that were used for inspiration.
With an ode to transparency, we walked the stakeholders through what the process looked like--starting with sketching and ideation.
Our group used a sticky-system to vote and iterate on the options we independently developed.
We showed how sketch ideation and discussion lead to the first round of visual mockups.
For the Hackathon presentation, we showed two visual directions that represented Valassis Digital as an innovative leader in the space, while respecting the recently developed company brand identity. We also applied to logos to various collateral to help stakeholders visualize the logos in the real world
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