Revised badge
Current badge, designed by Hugh McCormick at Hugh McCormick Design Company (HMDC)
I came across this badge while visiting family in southeastern Maine this past summer. There were a couple of elements I wondered if they couldn't be improved a bit so I took some time to play around with it.
The primary element I wanted to address was the heart in the interior shape. This felt redundant and too literal. The interior shape already creates such a strong reference to the "Hearts", I thought I would try to enhance it with a bit of color reusing existing elements.
Next, I wanted to try to address the Portland at the top of the badge as it felt off-axis from the central spine of the mark.
Beyond that, I tried to stay as close to the original as possible.
This project was used primarily as means of getting some hands-on practice with a new design tool as I move away from subscription based services.
