Coleman
Logo Refresh
Company
Coleman Hardware
My Role
Graphic Designer, Brand Strategist
Tools
Illustrator Photoshop Figma
Timeline
2022-2024
Description
Engaging a modern audience with a logo and brand refresh
Context
Coleman is an American based company that sells outdoor recreational products and focuses on camping gear. Having been founded in 1900, the company has a long and rich history growing from it's first major product, the Coleman Lantern.
Challenge
Though a timeless company and series of products, Coleman has been finding it challenging to reach younger audiences and set themselves apart in a market that is heavily saturated with gear from competitors. Where-as most similar companies have updated their branding, simplifying their designs, Coleman has maintained a complex and outdated design. Our challenge is to give a refresh and maintain a historical connection to a company with over 124 years of history.
Process
The journey to design a new wordmark, logomark, and combination are detailed in a brand guide presentation for Coleman.
Solution
Design System: Brand Guidelines
Outcome
With this redesign concept and fresh perspective, Coleman should be better able to advertise to a younger and broad audience. The logos are more versatile and uniform, lending themselves to a more cohesive brand identity.
