Redesign Valentines Day? Where do you start? The creepy cupid? The cheesy, over the top combination of red and pink, hearts and roses, teddy bears and love birds? Accepting a challenge from Public Radio’s Studio 360, the husband and wife design team at Under Consideration started with the classic heart shape. They approached the project as they would any redesign project and began by defining the problem and establishing goals. Once they determined their goals they went on to create a simple, universal mark to represent Valentines day. They then developed a new color palette and revamped traditions. You may like, hate or maybe even LOVE this v-day makeover. I personally am loving the new color palette, the return to home made cards and especially the “hand-branded” sticky notes used to leave unexpected notes on Valentine’s Day and maybe even all year for your special someone to find. Regarding the mark, I am a bit torn, I love the simplicity, I like the concept of starting with the heart, I appreciate that it also makes a “V” and enjoy the added benefit that the X-like shape reminds me using Xs to symbolize kisses. However, the mark in and of itself doesn’t give me the feeling of love or romance. But, regardless of how you feel about the final product, I think it is a great illustration of the rebranding process. Looking at the process in regards to such a well known, generic entity gives good insight into the process itself. For an in-depth look at the process check out the article on Brand New.