BlueStar had an amazing product and an invincible reputation as a manufacturer of high end stoves, ovens and ventilation hoods. Additionally, they were looking to launch new products in refrigeration to round out their luxury kitchen offerings. The mark was not living up to the level of their history and quality so reconsidering and redesigning was necessary to reflect their reputation. A font that harkened back to the turn of the century was used for the wordmark. The new mark combined the star with a revised flame design created by fusing the “b” and “s” to become a flowing flame. This aligned the company’s identity with its stellar brand and product line.