Premier Rebranding
Premier by Sirchie is a rebrand product line of protective crowd control gear.
Sirchie is a manufacturer and provider of numerous crime scene investigation products, forensic training, vehicle solutions and crowd control equipment.
Premier Crown was a renowned product line of protective helmets for law enforcement owned by Sirchie, but the company wanted to rethink the brand to further encompass other relevant gear.
Old Premier Crown logo
In September of 2021, I was tasked with the redesign of “Premier” by Sirchie. I worked internally with management and other teams to define what “Premier” meant to employees and our customers.
From the list of descriptors, I started to brainstorm how these definitions visually translated into a logo. Then I sketched simple and abstract ideations that best encapsulated the common theme of protection.
Sketched rough ideas down in my sketchbook…
…which I further explored in Adobe Illustrator by vectorizing shapes.
I narrowed down my list of logo wordmark explorations and presented my first round of ideations to leadership.
Based on feedback, A7 and A8 were the top two choices though our CEO liked the subtle “crown” over the “i” in A6 (which nods to the previous “Premier Crown” brand name). So for the second round, I decided to replace the first letter of “Premier” with the abstract “P” icon and included several iterations with a secondary line for the title of the product category.
B3 was the top pick, but leadership wanted me to present one more round before we reached a final consensus. Based on feedback, I explored some variations with and without the “arm” in the “P” icon and several different category titles.
D1 and D5 became the final versions of the Premier logo — D1 being the more simplified logo version while D5 contained the definitive product line’s title.
D1
D5