In 2021 Sameday delivery wanted an update on their existing logo. The context in this type of work usually involves a face-lift rather than a total update.

At the same time the company wanted to distance itself visually from the eMag color pallette. Our solution was to remove the blue color gradually. The logo still had a version that used blue but that would be slowly phased-out. The new identity must feel fresh and new but not so disconnected from the old one as to alienate the customer’s perception.