When I worked on the Krispy Kreme redesign I craved doughnuts all the time. But the real challenge was figuring out how we could update the brand without losing the elements that make it so special. I have always loved the Krispy Kreme script logotype and thought it would be a horror to change it — so I convinced the team to let me simply smooth out the original 1937 letterforms into a glossier, more uniformed script. The iconic green dot pattern got tilted at an angle to feel more energetic and less polka dot pattern. Shifts in the logo, dot pattern, brand colors and typography with the addition of friendly icons are a subtle but impactful way of refreshing the brand and getting you to crave a hot, fresh doughnut.