ABOUT compaq

Compaq was a company that made personal computers — some of the first computers that ran the same operating system as IBM PCs (MSDOS and Windows). It was a wildly successful company with a good reputation — the hottest selling PC clone in the 1990s. But then, in 2001, it was bought by Hewlett-Packard, which immediately began dismantling the brand. By 2013, when HP finally retired the last Compaq label, it was forgotten.

Born: 1982. Died: 2001.

idea explained

To be honest, I like the old logo, but I think red makes the brand’s positioning a bit ambiguous. I guess to relate to science and technology, the color of the whole mood tends to be cold is the right direction. So I chose a combination of black and desaturated dark blue. The letter “o” represents the computer screen, and the letter Q represents the mouse. The font I use is called "Aldrich."

ABOUT ipana

Ipana toothpaste was a wintergreen-flavored product that was probably best known for its media output. It sponsored a radio show in the 1920s featuring a group called the Ipana Troubadours, and in the 1950s and 1960s, had a host of Disney-created, animated TV commercials featuring the mascot “Bucky Beaver” singing “Brusha brusha brusha!”Ipana still exists today, but only in Canada, where the Maxill company bought its copyright and revamped the formula. You will be branding its reboot for the US market.

Born: 1901. Died: 1979.

idea explained

This logo redesign was for “Ipana,” a toothpaste brand, so I chose to let the logo have toothpaste texture. I also changed the original saturated blue to dark blue, which gives a prism and advanced feeling and upgrades the overall brand texture. The font I use is called "BerkshireSwash."

ABOUT BONWIT TELLER

Bonwit Teller, like Lord & Taylor’s, Barney’s, Saks, and Bloomingdales, was one of New York City’s excellent luxury department stores, specializing in women’s wear. When other department stores attempted to diversify their merchandise to appeal to a more populist base, Bonwit remained true to its luxury women’s wear roots. Bonwit was also known for the opulence of its flagship store, which was dominated by limestone sculptures of women dancing. An intriguing aspect of the Bonwit cachet is its staff. Buyers, executives, and sales staff were held to the highest standards, but they were also treated and paid remarkably well. Bonwit also hired art world luminaries — from Salvador Dalí to Robert Rauschenberg to Andy Warhol — as window dressers.

Born: 1895. Died: 1990.

idea explained

I like the modern feel of the original logo for “Bonwit Teller”. It is a women’s clothing retailer, so the keywords in my mind were feminine elegance. I decided to use a serif font to keep the original luxury mood of the brand. I combined two “t “letters to reduce repetition but popped the single “T” in red to focus. The font I use is called "ElMessiri."