VALSAN Inc. Logo Redesign by Victoria Zade
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Work commissioned through Fantasea Media
View project on Behance
• Logo Redesign
• Business Card Design
• Monthly Product Page Design
• Directional Store Signage
• Outdoor Building Signage
Challenge
Rebrand the 1984 VALSAN logo for the modern day, without changing the colors too much from the original.
Background
VALSAN owner, Ruben Sanchez, had 3 children, who later grew to work in the family business and expand the retail store to 7 chain locations in South Florida. With the help and support of his wife and three daughters, Valdes was able to grow his business from a strip mall kiosk to over 150,000 square feet of retail space. There now are VALSAN locations in Flamingo, Perrine, Kendall, Westchester, Flagler, Hialeah, Miami, and next to the Miami International Airport.
Execution
The redesign aimed to subdue the immense saturation of the original logo as well as the commonality of the font choice. The most recognizable element (the “V”) was emphasized to be adapted to outputs such as attention-grabbing outdoor retail signage, packaging, and the VALSAN website’s favicon.
Logo Icon
The original logo depicts a white knock-out “V” within 3 circles of color. The circles are modernized into spheres, using a trending gradient that supports the newly emphasized “V.” Each sphere represents a member of the founding family.
Logotype
The original logo uses Arial Black, and the new logo uses Gotham Black. The new logo also incorporates their slogan, which translates to “Those who come, never leave!”
Colors
Each color has been modified slightly to improve visibility on mobile and desktop devices.
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Click to see this logo process on my Instagram Story →
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