In this project I was assigned to make a brand book for a black owned candle business called Carroll Candle Company. Here I was given the liberty to redesign the company's logo with the goal of simplifying it and making it more consistent with its' font. The old logo (pictured in slide 4) used two conflicted fonts that battled for the viewer's attention. The overall hierarchy of the previous logo is jumbled and with the redesign I strived to make the entire logo more concise while retaining the goal of the original logo. I made the decision to shrink the header text of the logo and the tagline and aline them allowing for the header to have more visual dominance. The font choices revolved around me finding a bold serif font to serve as the header and a lighter sans serif font to serve as the tagline.