Since 1938, S. Bacher and Company has been selling and distributing lifestyle and fashion items such as watches, perfume, etc., using a traditional, conservative logo and type design.
Now it’s time for a radical change. The new company tagline “be better.” signals a dramatic shift in our thinking.
We are looking for a logo concept that shows we are modern, cool, with a look and feel that is much softer and more approachable.
The logo should appeal to a youthful audience, and really communicate that we are in touch with today’s “millenials.”
Things to consider:
We do not want to specifically illustrate any of the products we sell.
Possibly shortening/modifying the name, or not.
Communicating ”be better.” in an innovative but subtle way.
A pure type solution that is not stuffy.
Something totally different that does the job.
Must be completely different than current logo.
play with everything lowercase.
have a design element that softens the seriousness of the name and slogan but is not too silly.
1st pic is an idea for the new updated logo - but doesn't need to be limited to this
2nd pic is the current boring stuffy logo