As part of a branding class project, I reimagined Fender’s visual identity to feel more modern while preserving the brand’s iconic boldness and nostalgic energy. Rather than drawing from the commonly used 1950s vintage aesthetic, I rooted the rebrand in an ‘80s post-modernist vibe—an era that resonates more closely with today’s musicians and audiences. The redesign emphasizes genre inclusivity and broader cultural relevance through the use of bold, playful colors, dynamic geometric shapes, and a clean sans-serif typeface for headings and key messaging. The rebrand also explores expressive uses of the logo—scaling it dramatically, rotating it, and allowing it to interact with layout elements in unexpected ways. The project includes a new logo, brand brief, brand standards, and a developing annual report, all aimed at reflecting a fresher, more expressive Fender.
