One of the things I love about designing logos is the ability to take an existing logo and give it an extreme home-makeover. To find the areas where the logo is falling short of its objectives and then finding ways to better showcase or visually communicate what that company is all about. I love the process, I love doing it, and I also love seeing how others do it.

When recently shopping for a new knife sharpener, I happened upon Chicago Cutlery. I was immediately taken back by its logo. The shape, choice of typeface, and modern illustration of a knife not only conveyed it quality and materials, but (and I apologize for the pun) it just looked SHARP!

When I decided to identify it on my blog as a logo worth noting, I stumbled upon the agency responsible for its makeover as well as noting that its package design is equally deserving praise and that it was awarded a Pentaward Silver for its excellence.

Lago (USA) is the agency that took Chicago Cutlery’s previous brand (pictured right) and, in my opinion, created a new logo for them that really is a cut above the competition (again, I apologize for the pun).

The award-winning packaging is clean and modern and I love how they incorporated actual food into the packaging as it helps to reinforce to the consumer how the product is used (which you may think doesn’t need visual explanation but helps unconsciously relate to the consumer).

Kudos Lago!