Hobby Lobby - Hypothetical Rebrand

Hobby Lobby's current branding isn't terrible. However, I wanted to reimagine it with a bit more character and personality to reflect its core business-equipping people to live a creative life!

While I kept the bold red-orange color, I took the logo from a bold, domineering, all-caps word mark to a fun, light-hearted, rounded one with a bit of cheeky personality. Since the two words identical (save for the first letter), I customized a typeface to line everything up perfectly when stacked like this.

Enjoy!