Lion Brand Rebrand

This project is a rebrand done for Lion Brand Yarn. Currently their logo is very old-fashioned compared with their other branding, so I was looking to give the logo a refresh. I started by playing with type and arranging the letters/symbols in different ways. I wanted the mane to look like yarn, or something to go with the brand. I also wanted it to feel clean, unlike the sketchy nature of their current logo.