Sherwin-Williams has been a leader in the paint and color industry for decades. When tasked with redesigning their brand identity, I wanted to make a point to modernize and develop a fluid system. My initial research showed me how Sherwin-Williams has a community centered company that is active in whatever area they are in. They value the creativity that their customers bring to the table, and wanted to foster a consumer-company relationship that endorses bringing their vision to life in their space improvement project. From this, I altered their identity from "Cover the Earth" to "Upgrade Your Creativity".
With "Cover the Earth" being in their original logo, there was no way to break from it. Within the redesign process we have that opportunity. I wanted "Cover the Earth" to remain relevant in the company as an internal goal that centers all of their employees. Each of them should keep that mantra in mind with anything related to Sherwin-Williams. "Upgrade Your Creativity" combines the company and the consumer as partners on a project. Sherwin-Williams helps you upgrade, the consumer is there to be creative. It creates an uplifting and inspiring tone within the brand.
