Rebrand Trademark: Michael's — Chloe Teng

This project is a hypothetical rebrand project for Michael’s. Michael’s is one of the largest craft stores in the United States, they offer goods for crafting, art supply, knitting, frames, etc. The reason I choose Michael’s is because I believe there are many services that this company offered that are not expressed in their current logo.

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In this project, my main focus is the “fun” experience when their customers are creating something from scratch. Whether adult or children, I believe we all experienced the fun and entertaining moment when we are crafting our unique piece. Therefore, the playfulness is essential for this project. I focused on paper crafting because I believe paper crafting is general to everyone. By cutting out the piece from the font is a similar process when people cut out shapes from the paper. I hope this logo can remind the viewer about the experience of hand-crafting on their own.