How much of an old logo needs to be changed for a new, modern look to take hold? For a brand that relies on an "old time" classic feel, it can be tough to say. The owners of the Southern Comfort brand of alcohol has taken on a new look for this line, which consists of bolder lettering still tied to the traditional labels.
While this booze and its founder originally come from New Orleans, the logo is the result of an Austin, Texas design company, Helms Workshop, which sought to do justice to the name and still emphasize a changed look. This rebranding also coincides with the launch of a new product flavor, Caramel Comfort, set to debut next month.
Speaking to Culture Map, Chris Helms, founder of Helms Workshop, explained the process his company went through to make the newer labels stand out.
"We dug in and internalized the history and personality of the brand in order to craft something authentic and meaningful for modern-day drinkers," Helms said. "We dug in and internalized the history and personality of the brand in order to craft something authentic and meaningful for modern-day drinkers."
Other photos of the reimagined designs, specifically the ones that would appear on bottles, show the difference between the "Original" and "100 proof" varieties and the other flavored kinds, including Lime and Cherry. The latter push the logo to the bottom of the bottle and spell out the name in a blocky font, with one letter placed directly over another. Each one also gets a color-coordinated matching top.
Custom logo decals that can be applied to different surfaces should be up-to-date and reflect the newest design your brand has chosen accurately. This is especially true if you're working hard to reach a new demographic: consistency is required, and can be enforced with custom screen printing, too.