How I've Improved as a designer (over the last 6 years)

Over the past few months, I've been doing a little logo redesign series on this newsletter, and you guys seemed to really enjoy and learn a lot from them, so today I have another one for you!

I'll be diving into my logo graveyard and using my current knowledge of strategy and technical design fundamentals to breathe new life into an old, and some what questionable design.

So with that said…

Meet Big Mo’s

Big Mo’s is a family-run cheesecake bakery and here’s the logo I designed in 2019.

Looking back, this design clearly shows where I was in my journey—new to logo design with limited understanding of strategy and absolutely no understanding of the principle of “less is more.”

So what did I do wrong when designing this logo?

1. Cluttered Hierarchy

With the combination of overlaying text and illustrations squashed into one logo design, there’s no sense of balance. The design feels extremely chaotic and difficult to digest which doesn’t set a good example for their sweet treats!

2. Overly Detailed and Not Scalable

The level of detail featured within the brand illustrations from the gradients, outlines and textures make the design extremely difficult to scale - particularly when being scaled down.

3. Creepy Brand Mascot

At the time, I liked him. In hindsight, he looks like he’s scheming to murder me 🤣 the facial features are too detailed which makes a fun mascot appear a little too humanlike and just down right awkward for the logo.

4. Poor Font Choices

The font choices don’t align with the business. In fact, they feel like an afterthought. They’re too thin which affects legibility and contrasts the dense, flavour packed bakes produced by Big Mo’s. All in all, they just didn’t quite work.

At the time, I knew nothing of strategy - and it’s so clear to see!

The logo was a combination of the clients aesthetic preferences and what I thought would work at the time.

So, how would I tackle this brief in 2025?

Knowing what I know now, and the importance of thoughtful, strategic design, I would craft something that:

🎯 Is designed with intention

🎠 Preserves its fun identity

💡 Leaves a lasting impression

Ready for the re-do? 👀

Step One: Choosing Aligned Fonts

For font selection, I opted for something weighty to match the density of the treats, the stability and strength of the team behind them and something that felt handmade to infer to the nature of the business.

Step Two: Strengthening through Customisation

With my killer font duos selected, I manipulated ‘Big Mo’s’ and paid particular attention to the ‘I’ and ‘G’ so that it fit seamlessly with the text below. This helped unify the design and is reflective of Big Mo’s attention to detail.

Step Three: New Brand Mascot

I redeveloped the brand mascot into something more minimal, less criminal 🤣. With the new direction, the mascots simple but fun aura adds character and personality without dominating the design.

Step Four: Simplifying the Composition

When piecing back together, I made sure that there was a new found balance. Refraining from overlapping elements and embracing an uncomplicated yet unforgettable composition that felt easy on the eye.

The Finished Result

The redesign features the fun and personality-packed essence of the brand whilst feeling refined and intentional - in the same way that the team at Big Mo’s produce their baked goods.

What are your thoughts about the before and after?

Click reply and send them my way!

Until next time,

Abi 😊

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