This project was a massive undertaking into rebranding a fictional conglomerate that consisted of: a medical technology company, their respective philanthropy revolving around establishing human rights across the world, and a sports agency. All three of these companies were separate and existed in vastly different industries, but were connected under the "Mariott" umbrella. For this rebranding, I was required to create a logo mark for each company in the umbrella that featured symbol & type, and ideally, a connection between the two. 

This entire project was a fantastic exercise in developing multiple brand identities at the same time. Below is a comprehensive overview of my process from initial sketches to the final logomarks. To see my process and final iterations in their entirety, please refer to the attached files.

To briefly expand on each of the final logos (seen above):

Left: I wanted to use a bold typeface that made an immediate impression on the viewer. My ultimate goal was for this typeface to represent a company that was unafraid to shake up the industry and break new ground in the medical world. I also wanted the logo to have a subtle reference to the state of Ohio's flag—the medical company had been headquartered there for well over 100 years.

Middle: I wanted to play with more abstract imagery. I used an "M" to allude to the Mariott last name as well as represent making tangible, grounded process in working towards a peaceful, equitable world. 

Right: I wanted the mark to emphasize motion. Thus, I used an abstract ball that also represents tiger stripes that combines traditional sports imagery with a bite that visualizes the agency's commitment to be on the cusp of the sports world.