This is a re-design of the corporate identity of Reitmans, a company that produces clothing for the casual fashion market, women 30 to 50 in age.
Their logo currently is outdated and does not suit the company’s products, customers, and the current times.
The improved logo is is friendly, professional and elegant.
The letter mark is the capital ‘R’ reversed within a rectangle shape. I rounded some of the corners of the rectangle removing some harsh edges. The ‘R’ is a strong visual element and a good solution for an easily recognizable identity.
The style guide includes a stationary set (letter head, business cards, envelope), vehicle and store signage, clothing application, promotional material, and more important information about when and where to use the logo and tag line. There are also very precise guidelines on how to keep all pieces of stationary properly formatted, for the continued structured use of all the design elements.
Together all pieces are kept within the style guide pamphlet. The identity guidelines can be found organized on the pages throughout the pamphlet. The stationary examples are kept in a pocket on the back page of the guidelines package.