When rebranding the Baker identity, I wanted to focus on the three tiers of their company. My overall goal for this rebrand was to not only bring their identity to a more intriguing place visually, but also bring in the ideology of the company into the identity. I think that this is important because they have a very unique structure to their company and process that is central to the number three. I wanted this to be immediately apparent when faced with the identity. I didn't want to go in an unrecognizable direction from the old logo because I wanted old clients and customers, as well as new, to be drawn to the identity and be able to recognize that it is Baker.
