Because consumers often associate a business with its logo (think of McDonald’s golden arches or Nike’s swoosh), having an identity with a strong, memorable presence is important. Mona Kail of Vitamin Cottage Natural Grocers understands this, so she’s looking to revamp her store’s logo. The company has been around for 50 years, but its logo hasn’t stood the test of time. “We are growing so fast our image has to evolve,” Kail explains. Her vision: a simpler, more attractive emblem that reproduces easily—and inexpensively— in all marketing environments.

Designer Ashley Haffner tackled the revision process with these concerns in mind: Vitamin Cottage’s current logo is costly to reproduce due to its full-color scale, and the black-and-white version— used for business cards, envelopes, and letterhead— doesn’t leave a lasting impression. “The original logo is too complicated,” she says.

Haffner began by adopting an altogether new image. “I started with the house idea, but soon realized that showing just a house is too generic,” she explains. “It could be mistaken for a home mortgage or realty logo.” After a few preliminary creations, the designer decided to emphasize the company’s distinctive attributes by placing a vitamin pill where the doorway should be. “I think this gives the house a modern look with a twist,” she explains. “It looks like a door, so it has a welcoming feeling, and the vitamin part stands out as well.”

The final redesign combines elements of creativity, simplicity, unity, and—most importantly— personality. Vitamin Cottage Natural Grocers now has a logo option that represents the business the right way—naturally.