Orangina Logo Redesign

For this project, I was asked to redesign a type logo. I chose Orangina, which is a citrus carbonated beverage with orange pulp inside and was my favorite drink growing up. Their recent logo seems to gear toward younger audiences with a modern look, streamline yet lack of personalities. I miss the 90s version with hand-gesture letterforms that is warm and welcoming. It reminds us of good old days when we gather with friends & families drinking fancy orange juice.

Concept

Simplification:
■ Reduce motion / take away decorative elements
■ Logo has to work in black & white

Uniformity
■ Replace rounded stroke with more geometric forms
■ Maintain light contrast from the original logo
■ Increase the cap height (8% taller) for a more formal looking

Balance & Contrast
■ Consistent x-height except letter ‘O’
■ Persistent movement in an asymmetrical composition