Working with Halle Plantation, a neighborhood in suburban Memphis, we rebranded to the shorter "Halle." Removing "plantation" was addition by subtraction, but the rebrand was also necessary because locals already abbreviated the name. It just made sense to shorten it all together.

 

The original logo featured a horse and carriage which used to fit the neighborhood when it was first created; the neighborhood was flanked by horse pastures in the 1980s. The fresh rebrand features the graceful heron, an icon of the neighborhood seen almost daily. The logo also features a subtle horseshoe shape, a nod to the neighborhood's past. Finally, the zip code creates hometown pride and works best as a bumper sticker.