I am taking on this challenge as a way to showcase my branding and visual design skills. I was thinking of ways to get visitors to better see my capabilities and I thought that it would be easier if we all started at the same place: the beginning. I chose to design a familiar product so that it will be more relatable to the viewer. And the steps that I took to complete the design will be even clearer. I chose to rebrand the fictitious company, “Dunder Mifflin” from the American TV show The Office.
This is definitely a challenging project. The original logo for Dunder Mifflin was created by using a font that no professional designer would likely use today. It's listed as one of the most overused fonts of all-time. Let's take a look at the original logo for Dunder Mifflin:
Dunder Mifflin Paper Company (also known as Dunder Mifflin, Inc.) is a fictional paper company in the television series The Office. The Scranton, Pennsylvania Branch of Dunder Mifflin serves as the main setting for the series. The company was founded by Robert Dunder and Robert Mifflin in 1949. The stock symbol is DMI. There are multiple branches throughout America, many of which have been shut down due to the success of the larger chains. In 2010, the company went bankrupt and was bought by Sabre. In 2012, Sabre was dissolved and the company became Dunder Mifflin once again. As of Finale, the CEO of Dunder Mifflin was David Wallace. *
The last episode of The Office (Finale) aired on May 16, 2013, which is over 5 years from today's date.
Dunder Mifflin is not a well-known company and is behind its major competitors in terms of technology. *
For years, Dunder Mifflin was a dying company that was unable to compete with modern chains such as Staples and Office Depot. The company still used traditional salesmen rather than the Internet, causing most customers to leave for the nation-wide chains, and was unable to adapt to an increasingly paperless world. *
Real Life Products
In November 2011, Staples Inc. announced that they are selling their own product of manufactured paper under the "Dunder Mifflin" name, under license from NBC's parent company, Comcast. The Dunder Mifflin products are produced and sold by Quill.com, a wholly owned subsidiary of Staples. The brand expanded its paper product line beyond manufactured paper in November 2012. As of July 2018, Quill.com no longer carries the products, listing them as having gone on “permanent vacation.“ **
My intentions are to treat Dunder Mifflin as a "real" company that exists in current times (2018). Below is the Design Brief, which I created based on what we know about the fictitious company:
Dunder Mifflin Paper Company also known as Dunder Mifflin, Inc.
Headquartered in New York, NY but there are multiple branches located in smaller Northeastern cities. (The show's setting was the Scranton, Pennsylvania branch)
"The company was founded by Robert Dunder and Robert Mifflin in 1949. The stock symbol is DMI.
There are multiple branches throughout America, many of which have been shut down due to the success of the larger chains.
In 2010, the company went bankrupt and was bought by Sabre. In 2012, Sabre was dissolved and the company became Dunder Mifflin once again.
As of Finale, the CEO of Dunder Mifflin was David Wallace." *
Services / Products
1) Paper and paper products. **
2) “It's basically a Staples, just not as big.” **
3) “Dunder Mifflin Incorporated provides its customers quality office and information technology products, furniture, printing values and the expertise required for making informed buying decisions. We provide our products and services with a dedication to the highest degree of integrity and quality of customer satisfaction, developing long-term professional relationships with employees that develop pride, creating a stable working environment and company spirit.” *
The company still uses traditional salesman, developing long-term professional relationships. *
1) The company is lacking in web presence and online ordering capabilities. *
2) The company is facing an increasingly competitive marketplace. **
Corporate customers, business to business sales.
Staples, Office Depot.
I looked at the branding of the known competitors and other companies who are leaders in the paper business. I added their logos below as well. I always check to see what styles are popular in the client's industry, especially if it is not a field that I am not very familiar with. This research helps me in the design process. Do you notice any trends in the designs shown below?
Below are 3 different logo concepts for this rebranding project and I also provided mockup examples of how each design would look in-use. I wanted to accomplish creating one design with the company name on one-line, another with Dunder above the Mifflin like the original logo, and lastly a design based on the initials of the company. This is not my typical approach but I wanted to come up with designs for those three methods. With all of the designs, I focused on meeting Dunder Mifflin’s branding goals and defining a new identity for this paper company. I went with a dark blue, lighter blue and grey color scheme for the logo concepts and presentation because I felt that those colors best represent Dunder Mifflin and its paper products business. Since there is no actual client for this project, I would like you (the website viewer) to vote for your choice of the best logo.