At the beginning of 2010, Sploosh Digital was requested to review the Morewood mark and logotype. The original logotype, designed by Trevor Swart about eight years previously, was starting to look a bit antiquated. The evolution of the identity needed to reflect the progress in the company, without making a complete departure and alienating their existing fan base.

The brief was passed around the studio with each of us working on refining different elements. The biggest challenge undoubtedly lay in creating a unique mark that would fit the brand image and stand the test of time.