In progress

In an attempt to show my process throughout the logo redesign, I tried to find the original Chocolate
Shoppe logo to bring the old and new together but unfortunately it apparently
only exists in my mind. The green logo is as close to the original as I could get, the font used is
very similar to the original, (if not the same) but the whole logo was just brown print, and ice cream without the cow. Before the critique last week I was a little stuck on keeping the whole cow image as it has become a part of the brand and the next image is my progression. I didn't feel like eliminating the lower half of the cow was really pushing the logo far enough, (although I do like it better than the current logo) and there were suggestions to bring something iconic from Madison into the design. The third image is my first attempt at that, bringing in the Monona Terrace as part of the cone but I could not get it to scale down and still be recognizable and when I sketched instead of Photoshopping the image, it just looked like a fancy cone. So then I started thinking of what the company's personality is and how I could merge the old logo's feeling with the whimsical and playful nature of the new without feeling as crowded.