Sketch of the Day 2-23

Today, while riding the bus, I passed by a Jamba Juice, and I noticed that the logo is a little out dated and tacky. I mean, what’s up with those letters connected by the serifs? And the weird offset shadow thing? Long story short, I decided give the redesign a shot. I tried to make this logo sleeker and more readable. I wanted to convey ideas such as fresh, juicy, fun, and vibrant. The individual raindrop shapes that are meant to portray juice, swirl together, much like a blender swirls smoothies, into a sliced fruit shape. The original logo is on the left, my redesign is in the center with some process work on the left.