The first stage of the redesign was to explore the separation of the logo-type from the icon. As mentioned before, I think the singularity and distinction of the icon would give the brand that timelessness.
Certainly we are headed in the right direction — the icon should stand-alone. Next is the icon itself. Though the mark looks better separated, the icon looks like a clip-art object. We need something memorable and distinct, but minimal.
Myriad Pro, is not working here. It’s too corporate, alienating the audience. Applegreen is a consumer brand after all, so to complement the geometry of the icon, I use AvantGarde instead. Its geometric, contemporary and friendly, so it works well here. I also tweak the letters ‘L’ and ‘E’, a bit to help with symmetry.
There we are.
It functions and looks much better in my opinion — even as a monochromatic mark.
Next on the agenda: Colour. The current palette is slightly dated and not as vibrant. So I tweak the hues a bit here for a fresher looking palette.
To wrap it up, the current tagline is, “low fuel prices, always.” Apple green certainly offers more than just low prices, their reputation is built on quality and value. So let’s communicate that instead, my proposed tagline is; “quality fuel, always value.” In this, Applegreen is not just promising, value for money, but more importantly — quality fuel that will last longer, which in turn adds value to the consumer.