The brief aimed at repositioning Homebrand on the market. Recreating the Homebrand logo was the most vital step in the whole re-positioning process. The logo would become the basis for the whole new look and feel of the Homebrand brand, including style, layout and typography.

It was decided that the approach to designing a new logo should move far away from the cold, black, solid way the original logo was presented and reach for a warmer, more homely feel when approaching the design this time round. This began with changing the typeface, moving away from a bold san serif and settling for an oldstyle font, in this case, Palatino. It was opted to link the characters together in the form of a picket fence to give a subtle yet warm look and also create a baseline for the sub logos to sit on.