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Healthy Choice is a well respected US food brand (frozen meals, ready to serve soup, bread, etc.) that has a nutritional profile that is a perfect fusion of taste and nutrition. The brand is endorsed by the American Heart Association.
The desire is for consumers to think of the brand as a trusted and reliable resource that allows them to live better and longer and to feel optimistic and alive. Key attribute words for the brand are: Inspiring, Vibrant and Smart.
The purpose of this assignment is to evolve the existing brand logo in order to better reflect the attribute words above. This is NOT an assignment to design an entirely new brand logo. The desire is for an evolutionary change to the attached brand logo.
The objectives are:
- Alter the attached brand logo to be more contemporary and to better reflect the attributes of Inspiring, Vibrant and Smart.
- Maintain the simple and clean style that is expressed in the current brand logo.
- Maintain the "exclamation mark" within the existing brand logo as a key brand equity element. We dont want to change that element of the existing logo.
Design elements that can be altered include:
- Type font
- Alignment and linkages between letter and words
- Customized letter forms from standard fonts
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