Best Western
Project Type: Logo Redesign
client: Mock Client (Real Company)
role: Graphic designer
tools used: Adobe Illustrator
Description
For this project, I reimagined the classic Best Western logo from its 1993–2015 era, inspired by a social media post from designer Allan Peters. My goal was to bring a sense of modernity and balance to the design while preserving its iconic elements. The redesigned logo embraces a more refined and geometric structure, with increased white space for better clarity and visual comfort. The combination mark is more squared, resembling the familiar 'home' icon to reflect the brand's hospitality roots and modern digital presence. The crown has been meticulously restructured with a geometric grid, allowing it to stand independently as a bold, memorable brand mark.
Process
The design process began with a sketch in Procreate to map out initial ideas for a more streamlined and iconic version of the classic logo. Inspired by traditional heraldry and modern logo design principles, I transitioned to Adobe Illustrator to vectorize the design. I employed a geometric grid system to achieve balance and harmony, carving out shapes that would comprise the intricate crown symbol. Special attention was given to spacing and alignment, ensuring the logo is scalable and legible at small sizes—perfect for app icons and digital platforms. Iterative adjustments were made to perfect the typography and brand mark alignment, resulting in a design that is both contemporary and timeless. Color played a crucial role in this redesign. I opted for a warmer golden yellow, replacing the original "hazard" yellow to evoke feelings of warmth, hospitality, and approachability. To complement this, I deepened the blue to a richer shade, symbolizing trustworthiness and luxury—key principles in color psychology for hospitality and comfort. These adjustments not only modernize the logo but also strengthen its visual impact and brand messaging.
Reflection
This project challenged me to modernize a legacy brand mark while respecting its historical significance. Working with geometric grids allowed me to achieve both structure and fluidity, making the logo feel balanced and intentional. I also learned the importance of scalability and clarity in logo design—especially for hospitality brands that rely on digital presence. The final result is a versatile and elegant brand mark that honors Best Western's heritage while embracing a modern visual language. This experience further deepened my appreciation for structured design and the impact of white space in logo creation.
