Michelin Logo Redesigns
Simplifying and modernizing the dated Michelin Logo
Disciplines
Branding & Identity Design
Graphic Design
Tools
Adobe Illustrator
Procreate
Class
DSGD 63: Fundamental Graphic Visualization
Date
Feb - Mar 2024
01 Highlights
How might someone modernize and redefine Michelin's logo while keeping its distinctiveness?
Context
The mascot, Bibendum, has not undergone a significant visual update since 1997. The redesign needed to ensure that the logo would adapt well to mobile formats and maintain its clarity and appeal at small sizes—an essential requirement in modern logo design trends.
Requirements & Deliverables
This project had a primary requirement: Typography was prohibited, focusing solely on graphic visuals to communicate the brand identity.
The deliverables included two logo redesigns along with their visual systems. One design was to represent an evolution of the current logo, while the other was a revolution—a completely reimagined concept that still conveyed the company's core message.
03 Design Process
Goals
Distinctive: The mark should be well-designed and avoid resembling a generic stock icon.
Appropriate: The design must convey concepts related to tires, the Michelin mascot (Bibendum), movement, cars, and the brand's tagline: "A Better Way Forward."
Memorable: Both designs should maintain a recognizable silhouette and be effective at small sizes.
Brainstorming & Sketches
Because I was particularly drawn to the company's core message of movement and progressiveness, I sought to introduce these concepts into my redesigns.
So for the evolution redesign, I wanted to introduce movement via actions like leaping, jumping, or running. And introduce progression through the pointing action or looking forward.
For the revolution redesign, I wanted to introduce movement and progression by slanting the logo, or adding track marks or speed lines.
With these goals and ideas in mind, it was time to experiment and explore possible design solutions.
Iterations
I culled a few design ideas and began refining/exploring more in depth certain ideas.
