Rebranding for a company merger
I was recently approached by the management of a newly formed company that was the result of a merger between two businesses, that whilst in the same sector (automobiles) each provided a very different service. They wanted to rebrand, but keep the two businesses 'the same, but different'. So same logo, different acronym.
When redesigning an existing logo I always try to bring in elements from the original branding, that way the new logo is still routed in the history of the business. Obviously sometimes this is not possible, or indeed not wanted by the client. The existing logos weren't great, but that didn't mean there wasn't something in each one that couldn't be brought forward into the new design. Even if its something as simple as using an existing shape or letter alignment as a starting point, it still gives the new logo context and meaning.
Below is a very stripped back progression of how I arrived at the finished proposal, minus all the sketches (because I can't find them) and development work. But you get the idea!