Keen’s development of the Laguna logo is an evolution of the current one. Laguna is a strong brand with a good reputation and this brand recognition needs to be maintained, so a radical departure from Laguna’s current logo is not recommended.
The letterform of the current logo, however, is very Thai. Laguna is expanding to other countries in the region, so this aspect needs to be redeveloped to cater to a wider market and make the brand look more international while maintaining an Asian essence.
By tweaking the logo we have made it more sophisticated and elevated its look to that of a premium brand.
Laguna Brand Identity Presentation
By developing the new logo as a visual evolution as opposed to a visual revolution, the old logo can be phased out; a more practical choice than the overnight introduction of a new logo.
In keeping with the overall feel of the original logo, the aqua colour has been only slightly adjusted towards a greener colour to work more harmoniously with the pink colour.
The hand-drawn typeface of this option keeps the personality of Laguna’s current logo, but loses its overly Thai feel. The new typeface is also more legible, tidy and sophisticated.
The new mark found here represents two elements coming together, nature and nurture, to form a whole. The significance of this bond ties back to Laguna’s Brand Essence. The shape of the mark also symbolises elements found in nature.