In the interest of maintaining existing brand equity, I worked off of the concept of their old logo which also was serif type with an apple being the 'o' in Grobe. Growing up with Grobe Apples and Grobe Apple Cider, I knew the logo had to express the love I have for the best apple cider and best apples in the country. The old apple logo and typography did not do them justice. So I redrew everything including most of the typography from scratch to give them a completely custom graphic.
A New Apple
In my research I noticed that amongst all of the apple logos in the world, 99% of them had this little 'butt-like' shape at the bottom using two of the bumps at the bottom of the red delicious apple. In the interest of creating an apple more appetizing, I turned the apple to focus on one of these little bumps rather than the space in between two, giving it a more handsome shape and a confident stance.
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