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Job:08-20331/20788/21373 Title:RP-Logo Lounge 6
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082-093_21373.indd 90 9/23/10 11:42 AM
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Although the designers were creating a new identity, the team real-
ized there was still equity in the old mark. They looked at the red
circle that was part of the core brand in the previous “stamped”
identity and realized that by breaking it up and putting it back
together, they could convey the notions of perspective and conver-
gence. “We call the new mark ‘the prism,’” says Sadée. “It speaks
to the previous logo yet goes in a completely new direction.”
While the core mark had been established, the identity still
needed to
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