This is just one part of a larger academic project in which I’m taking the Scrabble packaging (the board, the tiles, the box) and re-imagining & redesigning it. One of my first steps in the process was redesigning the wordmark. In case you weren’t aware, Scrabble rebranded in March 2008, ditched the iconic logo that I’m sure we all remember as kids, and moved towards a slicker, more contemporary looking wordmark. There are a few elements of the wordmark that I think are good, but for the most part, I don’t like it. I think it abandons too much of the original wordmark’s character and I think dropping the ‘S’ especially is a mistake.
So I tried identifying exactly what I like about the old and the new, pointing it out, and redesigning from there. I wanted to revive some heritage and clean up some problem areas. Above you can see some of the process and the result.
I’ll post pictures of more process and final results soon. Also a quick note: this isn’t an official change, this is my own take on the logo for academic purposes. Feel free to reblog it, but I think that’s an important note to include with it.