After presenting to about 50 people last week during Virlanie Foundation’s town hall meeting, I recently heard that my proposed logo redesign was accepted. The Virlanie Foundation Inc (VFI) is the largest private non-sectarian child caring institution in Metro Manila, Philippines. It operates 12 residential homes providing shelter, food, education and love to over 1,000 disadvantaged children. Below is the result:

The redesign is more of a ‘nip/tuck’ really and this was probably the first redesign I’ve done with so much self-restrain. The reason was I knew that even the slightest change would face a lot of resistance. The original logo was done in France and they were represented during the town hall. True enough, I was informed before the presentation that the draft I had submitted was being questioned. Luckily I had the opportunity to present to everyone myself and show them the logic behind the redesign.

Above are the old and new logos superimposed with one another. The most obvious change was the move and resize of the smile. The previous smile was unnecessarily taking up a lot of vertical space and I explained that it looked more like a grin than a smile. Another thing I did was to make the typeface slightly narrower, thus also reducing the horizontal clutter. I made the letter “V” capital and smoothen the edges. And last but not the least, I changed the color of the dots from orange to blue. I thought that it was very distracting to have them like that. The result is what I believe to be a more solid and streamlined identity done without loosing its 15 year brand equity.

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