Alpine Modern’s original brand identity was grounded by a strong symbol concept that had accrued significant brand recognition. In order to preserve its equity, we designed a symbol that maintained the basic structure of the original. The new symbol provides a more harmonious relationship with the typography and performs better in a wider range of applications. (One customer even got it tattooed on their arm.) We helped establish greater consistency and unity within the brand by designing a more focused typographic system, developing a distinctive layout scheme, and formalizing a style for imagery.