Public Relations company iPR Group had a great concept for their branding — a speech bubble for a PR firm! Unfortunately, it was designed in MS Paint in 1954 (even more impressive is that they found a time machine to go back to 1954 and paid $832,238 to render this logo on a NASA Super Computer).

The concept was great, but the font was outdated, the “iPR” was redundant, and there were too many contrasting sizes.

Alexander Joo Creative devised a modern-shaped speech bubble with a sharper stem, and used Apple’s then-newly-designed font, San Fransisco, to create warm and inviting typography. Best of all, the logo and wordmark were now able to separate while still retaining the brand.

(I know saying shit like “warm and inviting typography” sounds pretentious and phony, but San Fransisco is literally a warm and inviting font. Look at it, it’s practically hugging you.)