Now that we have identified the issues with Ribena and created a brand report card, let’s get started on Ribena 2.0. Prior to this module, I thought designing a logo was relatively easier and fun but as it turns out it’s not quite easy but definitely fun. A thinking exercise helped us get a clear picture of what we wanted the brand to be. “If Ribena were to walk into a room what would they look like?”, was the first question. We all wrote down what we had in mind that covered different aspects of the brand such as its personality, the kind, and colour of clothes they wear, its conversation style, etc. Image 3.1 shows the answers to my thinking exercises. Combining this exercise and the visuals we created last week, the draft versions of the Ribena logo were sketched.
Img. 3.1: In-class thinking exercise
Source: Author’s work
This personally was one of the most stressful classes of this module. I lack the designer gene and frankly run away from all things drawing. But I was determined to try. I knew I wanted the brand name as front and centre in the logo and to continue with the existing colour palette. I am fairly decent at hand-lettering so most of the sketches were just “R” or “Ribena” written in different styles. Check out image 3.2 which shows my terribly drawn sketches for the new Ribena logo. I played it safe and when the class was over, I fired up my laptop, opened YouTube, and deep-dived tutorial videos of designing the software, Photopea.
Img. 3.2: In-class logo sketching exercise
Source: Author’s work
Some videos overwhelmed me but it was only when I started fiddling around with Photopea I felt relieved. Learning a new software is always the same, intriguing at first, frustrating during the middle, and exciting at the end. I never thought I would be one of those people who could draw even a single line in design software let alone make a new logo, but look at me now! One of the versions of the logo, which sadly didn’t make the cut, had a straw instead of one of the letters (check image 3.3), that I drew! After going through multiple design variations of the logo, (image 3.3) and moving things around ever so slightly, I settled on the final logo (image 3.4).
Img. 3.3: Logo progression for Ribena
Source: Author’s work
Img. 3.4: New logo for Ribena
Source: Author’s work
I was content with the new logo as it was the perfect representation of the new face of Ribena. Image 3.5 explains the logo elements of Ribena. It was fun and adaptable at the same time.
