heart spc logo rework

HEART SPC--a special purpose corporation dedicated to increasing access to outdoor recreation--contacted me to revisit their logo. They had a previously designed logo that they wanted to update to a bolder, cleaner revision.

They provided me with this .jpg of their initial logo, some requested edits, and what they wanted to keep. Their main goal was to keep the "ACCESS" in their slogan and the "A" in HEART red since their increasing access is the central drive for their organization. I put together a package of suggestions including their requested edits and some more of my own.

They settled on one of my suggestions, shown below. The bolder font selection allowed for a stronger and more legible appearance, and using the heart as punctuation allowed the "A" in HEART and the "ACCESS" of the slogan to line up neatly. The red heart also breaks up the symmetry to provide a little levity to an otherwise fairly stoic logo, serving to lend an heir of both capability and human touch to the final product.