Introduction to Branding: Rebrand Logo System

During their fall semester, juniors in the Visual Communication Design Program take Introduction to Branding, a course that begins with a detailed study of brand and brand identity, and culminates in the development of an integrated branding system.  A high degree of conceptual, aesthetic and technical ability is considered in three projects beginning with a rebrand of a local organization, followed by the branding of a fictitious culinary experience, and ending with creating a new brand for a business in the wellness, music, or toy industry.

For the Rebrand Logo System project, students were given a list of local Philadelphia businesses, from which they chose a business to rebrand. Students then designed a series of identity marks, working together as a system in different scales and contexts, intended as a rebrand of the local organization they selected. 

Allison Cravo  (Visual Communication Design ‘25)  selected The Frosted Fox Cake Shop for her project. The Frosted Fox Cake Shop is a local small business that specializes in elegant, decorative cakes and other tasteful treats. This couple-owned business has won many awards for their wedding cakes from blogs such as The Knot and Wedding Wire and even appeared on Netflix Original Sugar Rush. According to her research, Allison created a new logo system that would play off of the cake shop's whimsical name and represent their refined craft.

Andrew Sack  (Visual Communication Design ‘25) chose Then and Again, a shop in Glenside, PA, for his project. Then and Again primarily sells sculptural artwork, as well as furniture and other vintage collectibles. The store is unique because all of its goods are one-of-a-kind and are made from repurposed antique items. With this as his inspiration, Andrew used the concept of re-imaging individual elements to create something new as the basis for his new logo system.