Logo Design Exercise

For this exercise, I choose to design a new logo for Tim Horton’s, since I feel that their current logo looks outdated and doesn’t reflect what they do.

Tim Hortons.jpg

After looking into the company, what caught my attention was that it was founded by the Canadian hockey player, so I wanted to properly show that it’s a Canadian company while keeping it a coffee and bake shop.

Initial sketches:


First draft:


I choose this design since it looks modern and has much scalability, as opposed to their current logo.  After critique, it was pointed out that the brown in it didn’t reflect coffee and it doesn’t allude to the bakery part of their business.  To fix these issues, I added stripes to the red parts of the logo, much like the red stripes in the current logo, and darkened the brown to give it a more coffee like look.

Final design:



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