Empress international was looking to re-brand their parent company and some children companies in the early '00's. Brandwise owner partnered up with BDC to help Empress launch their new brand.
Empress needed to update their image and wanted to be bold and professional all the while saying something about seafood (their industry), but did not want be too blatant or over the top with this.
In the end, we used the Empress globe to emphasize their international reach. We added the waves to give a flavor of seafood and the ocean.
We used a strong bold font then we adjusted the tracking and kerning, stretched, and made minor edits to it the type to make it unique to Empress. Next we created a set of colors to make this logo pop.
Empress' logo helped position them as a strong leader in the seafood industry and helped drive a higher price when the company decided to sell, 3 to 4 years down the road. This logo and the new brand created a lot of value.