A redesign of the current KitchenAid wordmark. The current wordmark has not been changed since the 1960's and is very obsolete, the condensed yet thick typeface does not communicate sleek kitchen utilities and machines and is sacrificing legibility when scaled down. I began this process stuck creating versions similar in characteristic to the original, afraid to modify the word mark "too much". As I continued to create iterations I realized I was making little progress due to the fact that the characteristic qualities of type in the original were what made it unsuccessful. This is when I pushed myself to move away from my fears and created the first iteration of what became the final word mark. My redesign keeps their products in mind and gives the brand a modern update. *work for personal use, no affiliation*