I chose to redesign the Park and Shop logo. Park & Shop is a small town grocery store with a deli and fresh beef as well. They currently have 3 stores in 2 towns, Portville and Olean. The store was created to emphasize service by the Mahar family. They consider themselves a service store, meaning that you can get in and get out quickly with the essentials that you need. This logo needed redesigned because it is only text and contains way too many words. My idea for fixing this is to shorten this down to P&S Service Stores or less. I will stick with the color used in the original because it is the color that represents the town and is also an easily read color.
These were example logos that I used to help generate ideas.
These were the first logos that I came up with. After getting some helpful criticism from friends and professors I made some revisions. The main issue that needed fixed was the items in the bag. They were too clumped together and looked to crowded when the logo gets scaled down. Another suggestion I got was to tip the entire bag backwards to help add to the effect it is moving forward quickly. These are the iterations of my design and the final design that I chose.
Logo scaled for different uses:
Hex code #BE1E2D
Hex code (Outline except around yellow) #620000
Hex code #FCF200
Examples of how the logo will be used: