The final design took the most visually dominant elements from the existing brand. The red ribbon was a vital feature, where the brand equity and heritage of New Forest Ice Cream was most visible. We introduced ‘Est. 1983’, as a stamp of historic significance. The ribbon’s rich red colour pushes the white of the New Forest element to the front. A secondary blue ribbon was introduced to carry ‘Ice Cream’, and we introduced the stylised ice cream cone and crest detailing at the top of the logo.
The crest was inspired by the company’s New Forest location, an area of natural beauty on the south coast. The scroll shaped crest hints at waves and a forest in bloom.
The new brand is simple, but it forms a strong identity – flexible for the varied marketplaces and production items the logo needs to be applied to. It still holds onto all the brand values of New Forest Ice Cream, but it brings that heritage into the modern day.