With the addition of Liz Lambert to the leadership team, McGuire Moorman Hospitality needed to add a new letter to the company’s abbreviation. We went through several iterations before landing on this simple update, playing on the shape of the H in the previous logo, and adding an additional loop to the end to make it into a script L. While this original logo, by FÖDA Studio, was done as a monoline, in the update I also added some line weight variation, so that the new L was more legible as an L.
Finally, for the announcement of the new company name on social media and by email, I created an animation of the logo update.