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Linked: Opening at Prophet

Tue, 09/18/2018 - 20:45
Position: Senior Designer at Prophet in New York, NY. Opening at Prophet Visit Link Position: Senior Designer at Prophet in New York, NY. http://feedproxy.google.com/~r/ucllc/brandnew/~3/W1Z0CqT9BzU/opening_at_prophet_1.php https://www.underconsideration.com/brandnew/archives/opening_at_prophet_1.php Tue, 18 Sep 2018 12:37:21 -0600 https://www.underconsideration.com/brandnew/archives/opening_at_prophet_1.php
Categories: News

Spotted: New Logo for Saint Louis Science Center by Atomicdust

Tue, 09/18/2018 - 19:40
New Logo for Saint Louis Science Center by Atomicdust Visit Link

About Spotted posts
No further images are included. No opinion is given. Not even a punny title. These are just… spotted. Best available link to learn more about the change (or the company) provided in the link above. Poll and comments are open.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/Ch_YiqSFgac/new_logo_for_saint_louis_science_center_by_atomicdust.php https://www.underconsideration.com/brandnew/archives/new_logo_for_saint_louis_science_center_by_atomicdust.php Tue, 18 Sep 2018 12:21:35 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_saint_louis_science_center_by_atomicdust.php
Categories: News

Spotted: New Logo for Thrillist

Tue, 09/18/2018 - 19:40
New Logo for Thrillist Visit Link

About Spotted posts
No further images are included. No opinion is given. Not even a punny title. These are just… spotted. Best available link to learn more about the change (or the company) provided in the link above. Poll and comments are open.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/_WrRhDR_0m4/new_logo_for_thrillist.php https://www.underconsideration.com/brandnew/archives/new_logo_for_thrillist.php Tue, 18 Sep 2018 12:01:42 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_thrillist.php
Categories: News

Noted: New Logo for Club Internacional de Fútbol Miami by Doubleday & Cartwright

Tue, 09/18/2018 - 19:40
(Est. 2018) "Club Internacional de Fútbol Miami, referred to as Inter Miami C.F. or Inter Miami, is a professional soccer expansion team to be based in Miami, Florida. The team is due to begin play in Major League Soccer (MLS) in the year 2020, with “Total Eclipse of the Crest” New Logo for Club Internacional de Fútbol Miami by Doubleday & Cartwright

(Est. 2018) "Club Internacional de Fútbol Miami, referred to as Inter Miami C.F. or Inter Miami, is a professional soccer expansion team to be based in Miami, Florida. The team is due to begin play in Major League Soccer (MLS) in the year 2020, with its permanent home stadium opening a season or two later pending final decisions about financing and location. The ownership group, formed in 2013 as Miami Beckham United, now works through Miami Freedom Park LLC. The group is led by David Beckham, his business partner Simon Fuller, and Miami-based Bolivian businessman Marcelo Claure. MLS officially awarded the group an expansion team on January 29, 2018." (Wikipedia)

Design by
Doubleday & Cartwright

Related links
MLS press release

Images (opinion after)

New Logo for Club Internacional de Fútbol Miami by Doubleday & Cartwright Logo. New Logo for Club Internacional de Fútbol Miami by Doubleday & Cartwright Explanation. Your browser does not support the video tag. Full logo animation. Your browser does not support the video tag. Heron animation. Your browser does not support the video tag. Eclipse animation. New Logo for Club Internacional de Fútbol Miami by Doubleday & Cartwright In the news.

Opinion
Between this, Austin’s recent FC unveiling, and a number of other well-done logos, the MLS might be the league with the most interesting and least limited-by-conventions logos in professional sports. That doesn’t mean all the logos are great but they do have a strong, recent track record that is well epitomized by this unconventionally pink logo for Inter Miami, starting with the fact that the team’s name is officially in Spanish. How crazy is that? The new logo has a lot of things going on — perhaps a bit overstuffed on meanings too — and it’s almost like they put a logo inside another logo. The shield with the herons and the funky “MIAMI” wordmark could have probably stood on its own and most likely will, once this moves into merchandise, but, as presented, with an additional stroke around it, wrapped by the full team name, it’s a little bit too much and the composition ends up downplaying the herons, which I think are the heroes. There is also a few conflicting styles: it’s like the body of the herons is one style, the legs forming an “M” are another, the “MIAMI” wordmark another, the stars another, and the type around it yet another. As a unit the elements could have been better modulated but, in the end, I do think this is an engaging logo that is very particular to Miami and that, above anything else that matters, is going to sell incredibly well in merchandise. Bienvenidos, Club Internacional de Fútbol Miami.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/WSZADIGk0Ko/new_name_and_logo_for_club_internacional_de_futbol_miami.php https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_club_internacional_de_futbol_miami.php Tue, 18 Sep 2018 06:17:56 -0600 https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_club_internacional_de_futbol_miami.php
Categories: News

Linked: Panthers Logo Love

Tue, 09/18/2018 - 16:30
A pretty great love letter to the NFL Panthers logo as the team replaced the league's logo in their stadium's midfield with their own. [If you can not see a video here view this post on Brand New] Visit Link A pretty great love letter to the NFL Panthers logo as the team replaced the league's logo in their stadium's midfield with their own. http://feedproxy.google.com/~r/ucllc/brandnew/~3/mUHJC6YiyXs/panthers_logo_love.php https://www.underconsideration.com/brandnew/archives/panthers_logo_love.php Tue, 18 Sep 2018 06:29:49 -0600 https://www.underconsideration.com/brandnew/archives/panthers_logo_love.php
Categories: News

Noted: New Name and Logo for Club Internacional de Fútbol Miami

Tue, 09/18/2018 - 16:30
(Est. 2018) "Club Internacional de Fútbol Miami, referred to as Inter Miami C.F. or Inter Miami, is a professional soccer expansion team to be based in Miami, Florida. The team is due to begin play in Major League Soccer (MLS) in the year 2020, with “Total Eclipse of the Crest” New Name and Logo for Club Internacional de Fútbol Miami

(Est. 2018) "Club Internacional de Fútbol Miami, referred to as Inter Miami C.F. or Inter Miami, is a professional soccer expansion team to be based in Miami, Florida. The team is due to begin play in Major League Soccer (MLS) in the year 2020, with its permanent home stadium opening a season or two later pending final decisions about financing and location. The ownership group, formed in 2013 as Miami Beckham United, now works through Miami Freedom Park LLC. The group is led by David Beckham, his business partner Simon Fuller, and Miami-based Bolivian businessman Marcelo Claure. MLS officially awarded the group an expansion team on January 29, 2018." (Wikipedia)

Design by
N/A

Related links
MLS press release

Images (opinion after)

New Name and Logo for Club Internacional de Fútbol Miami Logo. New Name and Logo for Club Internacional de Fútbol Miami Explanation. Your browser does not support the video tag. Full logo animation. Your browser does not support the video tag. Heron animation. Your browser does not support the video tag. Eclipse animation. New Name and Logo for Club Internacional de Fútbol Miami In the news.

Opinion
Between this, Austin’s recent FC unveiling, and a number of other well-done logos, the MLS might be the league with the most interesting and least limited-by-conventions logos in professional sports. That doesn’t mean all the logos are great but they do have a strong, recent track record that is well epitomized by this unconventionally pink logo for Inter Miami, starting with the fact that the team’s name is officially in Spanish. How crazy is that? The new logo has a lot of things going on — perhaps a bit overstuffed on meanings too — and it’s almost like they put a logo inside another logo. The shield with the herons and the funky “MIAMI” wordmark could have probably stood on its own and most likely will, once this moves into merchandise, but, as presented, with an additional stroke around it, wrapped by the full team name, it’s a little bit too much and the composition ends up downplaying the herons, which I think are the heroes. There is also a few conflicting styles: it’s like the body of the herons is one style, the legs forming an “M” are another, the “MIAMI” wordmark another, the stars another, and the type around it yet another. As a unit the elements could have been better modulated but, in the end, I do think this is an engaging logo that is very particular to Miami and that, above anything else that matters, is going to sell incredibly well in merchandise. Bienvenidos, Club Internacional de Fútbol Miami.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/WSZADIGk0Ko/new_name_and_logo_for_club_internacional_de_futbol_miami.php https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_club_internacional_de_futbol_miami.php Tue, 18 Sep 2018 06:17:56 -0600 https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_club_internacional_de_futbol_miami.php
Categories: News

Reviewed: New Logo and Identity for Baboon by Sagmeister & Walsh

Tue, 09/18/2018 - 13:20
Launched this August, Baboon is a new line of high-performance luggage geared towards the adventure traveler looking for something with a little more flair than your average duffel bag. In their words, however, they are an "adventure brand" that makes "technical products for the slash “It’s in the Bag” New Logo and Identity for Baboon by Sagmeister & Walsh

Launched this August, Baboon is a new line of high-performance luggage geared towards the adventure traveler looking for something with a little more flair than your average duffel bag. In their words, however, they are an "adventure brand" that makes "technical products for the slash generation". (What the "slash generation" is.) Baboon's new identity has been designed by New York, NY-based Sagmeister & Walsh.

New Logo and Identity for Baboon by Sagmeister & Walsh Brand position. Made for the slash generation, BABOON wanted an identity that was irreverent, flexible, and full of weird surprises. We created the name for the company, as well as the brand identity, illustrations, custom typeface design, social media direction, and copywriting. We also helped suggest product design choices such as color, and illustrated a set of unique BABOON branded patterns for the interiors of the luggage.Sagmeister & Walsh project page New Logo and Identity for Baboon by Sagmeister & Walsh Logo. New Logo and Identity for Baboon by Sagmeister & Walsh New Logo and Identity for Baboon by Sagmeister & Walsh New Logo and Identity for Baboon by Sagmeister & Walsh The bags. New Logo and Identity for Baboon by Sagmeister & Walsh In situ for size relationship.

What does a baboon have to do with duffel bags? Don't know. What does an Art Deco-ish font have to do with a baboon that has to do with duffel bags? Don't know either. But I don't think it matters. In general -- for this project -- knowing or not knowing doesn't really matter and I think I mean that as a compliment. We'll get to that eventually. Point being, you probably have to detach your general sense of logic and go with the flow. The core idea for this project is to be weird, irreverent, and a safe amount of provocative. The logo is weird and as a piece of typography there are questionable elements about it but perhaps it's those questionable elements -- in particular the overextended reach of the pointy ends of the "A" and "N" and the extra tight counterspaces -- that make it interesting. I can't wholeheartedly say I like it but I don't dislike it either. The logo looks very convincing once it's put on those bad-ass duffel bags. There is a mutual chunkiness to both logo and product that yields a very beneficial relationship. But things get a little weirder from there and our collective patience might get tested.

Your browser does not support the video tag. New Logo and Identity for Baboon by Sagmeister & Walsh Patterns.

The inside of the bags launched with a set of patterns designed by Sagmeister & Walsh and will eventually feature other artist collaborations. The patterns are fun, quirky, and unexpected, creating a wild clash between the austere exterior and extroverted interior. It's the mullet of duffel bags.

New Logo and Identity for Baboon by Sagmeister & Walsh New Logo and Identity for Baboon by Sagmeister & Walsh Custom font.

The custom font built around the logo has (what I think is) a purposefully clunky construction with slightly odd character shapes in some places with traits that become more exaggerated as the font increases in weight. Let's say I wouldn't buy it if it existed as a retail type family but, again, when it comes to this project, it works.

New Logo and Identity for Baboon by Sagmeister & Walsh New Logo and Identity for Baboon by Sagmeister & Walsh Messaging.

Another element of the identity is this kind of hand-drawn digital graffiti lettering that sits on top of the Art Deco font. The blurry edges of the lettering feel a little distracting but it's a visually intriguing combination.

New Logo and Identity for Baboon by Sagmeister & Walsh Illustrations.

This is where many might throw their hands in the air. The identity heavily features a range of illustrations of humans wearing some kind mask and sitting/riding on top of an animal. If you have to ask why you are asking both the right and wrong question. As I originally said, it doesn't matter. You are either on board or you are not.

New Logo and Identity for Baboon by Sagmeister & Walsh Various materials. New Logo and Identity for Baboon by Sagmeister & Walsh Tote bag. New Logo and Identity for Baboon by Sagmeister & Walsh Other kind of bag. New Logo and Identity for Baboon by Sagmeister & Walsh Tape. New Logo and Identity for Baboon by Sagmeister & Walsh New Logo and Identity for Baboon by Sagmeister & Walsh New Logo and Identity for Baboon by Sagmeister & Walsh Posters.

In general, I'm willing to go along for the ride and although it's clear that the approach is Anything Goes, I think far too many things went. This could have been reeled in a few notches and it would have still been able to maintain a similar level of energy and quirkiness. Aside from the collage illustrations, there are line illustrations, solid block color illustrations, arrows, type running around corners, and other things that add up to a whole lot of noise with a few moments of joy and a few of frustration.

New Logo and Identity for Baboon by Sagmeister & Walsh Photography.

Looking at the product photography -- looking at the whole project in general, really -- the one thing that is clear is that this product and brand is not for me. My walking-in-the-desert-in-sheer-or-shiny-tops days are behind me and this level of irreverence is far too much for my pragmatic, parent-of-two, five-in-the-morning-alarm personality so there is a side of me that doesn't like this at all but I can also appreciate how this hits the target audience in the bullseye with an identity that is literally slash-this and slash-that, going into 27 different visual directions and concepts that create a strong sense of attraction for others other than me. Those bags tho.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/IONx4kyV_uY/new_logo_and_identity_for_baboon_by_sagmeister_walsh.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_baboon_by_sagmeister_walsh.php Tue, 18 Sep 2018 04:35:50 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_baboon_by_sagmeister_walsh.php
Categories: News

Spotted: New Logo for Numbrs

Mon, 09/17/2018 - 20:10
New Logo for Numbrs Visit Link

About Spotted posts
No further images are included. No opinion is given. Not even a punny title. These are just… spotted. Best available link to learn more about the change (or the company) provided in the link above. Poll and comments are open.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/6mksB-u7ne0/new_logo_for_numbrs.php https://www.underconsideration.com/brandnew/archives/new_logo_for_numbrs.php Mon, 17 Sep 2018 12:15:52 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_numbrs.php
Categories: News

Spotted: New Logo and Identity for Xavier Garcia by Folch

Mon, 09/17/2018 - 20:10
New Logo and Identity for Xavier Garcia by Folch Visit Link

About Spotted posts
No further images are included. No opinion is given. Not even a punny title. These are just… spotted. Best available link to learn more about the change (or the company) provided in the link above. Poll and comments are open.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/Oj5gTV-QVqk/new_logo_and_identity_for_xavier_garcia_by_folch.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_xavier_garcia_by_folch.php Mon, 17 Sep 2018 12:09:19 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_xavier_garcia_by_folch.php
Categories: News

Noted: New Logo and Identity for Detroit Department of Transportation by Graham Clifford Design and Lafayette American

Mon, 09/17/2018 - 19:05
(Est. 1922) "The Detroit Department of Transportation (DDOT, pronounced "D-Dot") is the public transportation operator of city bus service in Detroit, Michigan. In existence since 1922, it has headquarters in the Midtown section of Detroit and is a municipal department of the city government. DDOT “Making Full Stops” New Logo and Identity for Detroit Department of Transportation by Graham Clifford Design and Lafayette American

(Est. 1922) "The Detroit Department of Transportation (DDOT, pronounced "D-Dot") is the public transportation operator of city bus service in Detroit, Michigan. In existence since 1922, it has headquarters in the Midtown section of Detroit and is a municipal department of the city government. DDOT partners with the Suburban Mobility Authority for Regional Transportation (SMART)" (Wikipedia)

Design by
Design firm: Graham Clifford Design (New York, NY)
Ad agency: Lafayette American (Detroit, MI)

Related links
Graham Clifford Design project page

Relevant quote
As part of the resurgent Motor City infrastructure, a world-class 24/7 transit experience is being developed, complete with greater frequency and free wifi. Accordingly, we went through the gears to create a symbol based on a custom drawn double D conveying positive motion, a connective loop and better all-round service to the community – with an added dot as a tip of the driver’s cap to the original 1974 mark.

Images (opinion after)

New Logo and Identity for Detroit Department of Transportation by Graham Clifford Design and Lafayette American New Logo and Identity for Detroit Department of Transportation by Graham Clifford Design and Lafayette American Logo, positive and negative color variations. New Logo and Identity for Detroit Department of Transportation by Graham Clifford Design and Lafayette American Numerals. New Logo and Identity for Detroit Department of Transportation by Graham Clifford Design and Lafayette American Cap. New Logo and Identity for Detroit Department of Transportation by Graham Clifford Design and Lafayette American New Logo and Identity for Detroit Department of Transportation by Graham Clifford Design and Lafayette American Livery. New Logo and Identity for Detroit Department of Transportation by Graham Clifford Design and Lafayette American Livery.

Opinion
The old logo was… old and rusty without the charm of something old and rusty like San Francisco’s MUNI logo. The “dt” part of the logo was sometimes used on its own, making it slightly more digestible but it still wasn’t a good logo. It was hard to tell if the “dt” was for “Department of Transportation” or “Detroit Transportation” or if you were meant to read it as “dot” with the circle acting as an “O”. The new logo is undeniably more contemporary, useful, and memorable. It still pushes the readability of the name though… I believe the new monogram is meant to be read as “D-DOT”, the way people in Detroit reportedly refer to it, so it may be a slightly hard rebus to decode and there is also the question of whether the monogram is two “D”s or not but despite any of this, it’s a pretty nice mark and the dot certainly ties back to the old logo. If you look through “Detroit Buses” on Google Images you can get a sense of the old livery, which wasn’t very exciting. The new mint color looks fresh — I know, I know, I’ve watched too many toothpaste ads — and gives the buses a bright color to spot them easily as they approach… or as you watch them speed away from you as you are trying to catch ’em.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/NXPIExcVATw/new_logo_and_identity_for_detroit_department_of_transportation_by_graham_clifford_design.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_detroit_department_of_transportation_by_graham_clifford_design.php Mon, 17 Sep 2018 09:15:20 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_detroit_department_of_transportation_by_graham_clifford_design.php
Categories: News

Linked: Domino Effect

Mon, 09/17/2018 - 16:55
A Domino's Pizza outlet in Russia offered up to 100 free pizzas a year for the next 100 years to anyone willing to tattoo the Domino's Pizza logo in a visible part of their body. The promotion was so successful, their promotion lasted only 5 Domino Effect Visit Link A Domino's Pizza outlet in Russia offered up to 100 free pizzas a year for the next 100 years to anyone willing to tattoo the Domino's Pizza logo in a visible part of their body. The promotion was so successful, their promotion lasted only 5 days instead of the expected 2 months. http://feedproxy.google.com/~r/ucllc/brandnew/~3/d-j3T8j77fM/domino_effect.php https://www.underconsideration.com/brandnew/archives/domino_effect.php Mon, 17 Sep 2018 09:33:18 -0600 https://www.underconsideration.com/brandnew/archives/domino_effect.php
Categories: News

Noted: New Logo and Identity for Detroit Department of Transportation by Graham Clifford Design

Mon, 09/17/2018 - 16:55
(Est. 1922) "The Detroit Department of Transportation (DDOT, pronounced "D-Dot") is the public transportation operator of city bus service in Detroit, Michigan. In existence since 1922, it has headquarters in the Midtown section of Detroit and is a municipal department of the city government. DDOT “Making Full Stops” New Logo and Identity for Detroit Department of Transportation by Graham Clifford Design

(Est. 1922) "The Detroit Department of Transportation (DDOT, pronounced "D-Dot") is the public transportation operator of city bus service in Detroit, Michigan. In existence since 1922, it has headquarters in the Midtown section of Detroit and is a municipal department of the city government. DDOT partners with the Suburban Mobility Authority for Regional Transportation (SMART)" (Wikipedia)

Design by
Graham Clifford Design (New York, NY)

Related links
Graham Clifford Design project page

Relevant quote
As part of the resurgent Motor City infrastructure, a world-class 24/7 transit experience is being developed, complete with greater frequency and free wifi. Accordingly, we went through the gears to create a symbol based on a custom drawn double D conveying positive motion, a connective loop and better all-round service to the community – with an added dot as a tip of the driver’s cap to the original 1974 mark.

Images (opinion after)

New Logo and Identity for Detroit Department of Transportation by Graham Clifford Design New Logo and Identity for Detroit Department of Transportation by Graham Clifford Design Logo, positive and negative color variations. New Logo and Identity for Detroit Department of Transportation by Graham Clifford Design Numerals. New Logo and Identity for Detroit Department of Transportation by Graham Clifford Design Cap. New Logo and Identity for Detroit Department of Transportation by Graham Clifford Design New Logo and Identity for Detroit Department of Transportation by Graham Clifford Design Livery. New Logo and Identity for Detroit Department of Transportation by Graham Clifford Design Livery.

Opinion
The old logo was… old and rusty without the charm of something old and rusty like San Francisco’s MUNI logo. The “dt” part of the logo was sometimes used on its own, making it slightly more digestible but it still wasn’t a good logo. It was hard to tell if the “dt” was for “Department of Transportation” or “Detroit Transportation” or if you were meant to read it as “dot” with the circle acting as an “O”. The new logo is undeniably more contemporary, useful, and memorable. It still pushes the readability of the name though… I believe the new monogram is meant to be read as “D-DOT”, the way people in Detroit reportedly refer to it, so it may be a slightly hard rebus to decode and there is also the question of whether the monogram is two “D”s or not but despite any of this, it’s a pretty nice mark and the dot certainly ties back to the old logo. If you look through “Detroit Buses” on Google Images you can get a sense of the old livery, which wasn’t very exciting. The new mint color looks fresh — I know, I know, I’ve watched too many toothpaste ads — and gives the buses a bright color to spot them easily as they approach… or as you watch them speed away from you as you are trying to catch ’em.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/NXPIExcVATw/new_logo_and_identity_for_detroit_department_of_transportation_by_graham_clifford_design.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_detroit_department_of_transportation_by_graham_clifford_design.php Mon, 17 Sep 2018 09:15:20 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_detroit_department_of_transportation_by_graham_clifford_design.php
Categories: News

Reviewed: New Logo and Identity for Uber by Wolff Olins and In-house

Mon, 09/17/2018 - 15:50
Established in 2009, Uber needs little introduction for good and bad reasons. It was the first ride-share and ride-hail company, becoming the default verb and noun for the industry in the same way Google did for search engines -- even if you are taking a “Safety in Numbers” New Logo and Identity for Uber by Wolff Olins and In-house

Established in 2009, Uber needs little introduction for good and bad reasons. It was the first ride-share and ride-hail company, becoming the default verb and noun for the industry in the same way Google did for search engines -- even if you are taking a Lyft, you are Uber-ing. The past couple of years, though, have been pretty darn horrible for Uber with bad press resulting from its business practices, culture, and overall appreciation that made some people riding Uber feel complicit in their bad behavior. (I, for one, switched to Lyft and I'm not a huge protester of corporations but Uber felt particularly icky.) With the ousting of its CEO, Travis Kalanick, over a year ago, Uber has been on a transition phase to become a respectable company under the leadership of Dara Khosrowshahi as it grapples with its immense growth over its nearly ten years of existence. Uber has 16,000 employees; 3 million drivers; 75 million riders; and completes over 15 million trips each day in more than 600 cities in 65 countries. The numbers are quite overwhelming. Last week, Uber introduced a new identity designed by Wolff Olins in collaboration with Uber's Brand Team.

Uber operates in 660+ cities globally. The brand needed to work around the world. Its highest growth areas are in regions outside of the US, such as Latin America and India, where Wolff Olins has a considerable depth of experience. Instead of pursuing a complex identity system, localized through color and pattern, we moved towards a universal 'beyond-simple' global brand. Teams in diverse markets can make it relevant to their audiences with culturally specific content.Wolff Olins project page New Logo and Identity for Uber by Wolff Olins and In-house Logo. Our logo is approachable, easy to read, and takes full advantage of our name recognition. Optical kerning, refined weight, and defined clear space, as well as well delineated placement in relation to other content, all help to make it as instantly recognizable as possible.Uber Design case study Your browser does not support the video tag. Logo animation.

As you may remember, Uber's old logo is not that old: it was introduced in February of 2016. As you may remember as well, it was a complete train wreck. Possibly one of the worst redesigns in the history of misguided redesigns. I considered wrapping that previous statement in some form of sarcastic sentence but, for the record, it should be clear as day that the previous logo and everything that came with it was, quite literally, the worst. Coinciding with that redesign was also the start of Uber's problems, which made that redesign exercise seem like one more manifestation of the internal problems. This new design is the most clear-cut example in recent memory of a company introducing a new logo to signal change and move away from very recent, very scandalous press. Most redesigns we have seen in recent years are part of positive momentum and while Uber surely has some of that going in its favor, this logo's primary job is try to get as many people as possible to put as much of Uber's past in the past.

It's not even worth going into the weaknesses of the old wordmark and "bit" icon because there were so many not just graphically but conceptually. The new logo is a definite line in the sand that moves Uber into a more positive and accessible aesthetic that puts functionality and practicality first and eschews trying to make any bold statements that could be misinterpreted at a point where anything the company does would come under scrutiny. At first glance, the new logo is... nothing. It is the most bare-bones rendition possible of a company name. It barely registers as a logo. It makes Google's logo feel like Times Square on New Year's Eve. This new logo also marks the apex of the extreme simplification trend in logos that we've been seeing in the past year or two and manages to take it to the farthest end of that spectrum. You might disagree with me: but it's actually perfect.

It's not a perfect logo. It's a perfect logo for Uber -- now. To me, one of its biggest achievements, especially in the U.S. market, is that it's the opposite of Lyft. It draws a clear distinction and establishes Uber as the more professional, robust, and straightforward option of the two. It may potentially also communicate an unwelcome coldness that contrasts negatively from the warmth and friendliness implied in the Lyft brand and its drivers but, as long as Uber and its drivers stay on the straight and narrow, the associations should become positive.

New Logo and Identity for Uber by Wolff Olins and In-house Head to head with the Lyft logo.

The new logo does away with any decoration, with any implication, with any hint at taking a side, and simply states the name of the company in a way that is as generally accessible as possible for as many people as possible in as many cities as possible. It's a logo for everyone and no one. In its four-letter simplicity and shortness -- assuming they stick with it for more than two years -- the logo has the potential to be as recognizable, at small and large sizes, as the Nike swoosh. It may not be as cool, not by any means, but, more importantly, it may be as easy to identify. And once you get over the shocking level of simplicity, the logo is actually quite nice and as masterfully done in this realm as possible. Giving the uppercase "U" a lowercase design with a stem is a quiet but interesting detail that pairs quite well with the "b" to its right and the "r" at the end, while the "b" and "e" provide two strong circular shapes in the center. I know this logo is very difficult to digest without sarcasm but, if you are able to, there is good deal of craftsmanship at work here that will serve this logo well in the long run.

New Logo and Identity for Uber by Wolff Olins and In-house App icon, before and after. New Logo and Identity for Uber by Wolff Olins and In-house Logo in various social media avatar shapes.

One of the best decisions in this redesign is NOT introducing a "U" monogram AND getting rid of the meaningless icon introduced in 2016 as the app icon and social media avatars. This is ultimately what will cement the new logo in people's minds. Take a moment to update your phone's apps if they haven't updated automatically, and seriously judge the new logo in that environment. It looks damn great. Don't judge my app selection but look at the immediate contrast the new logo generates next to all the other app icons that are trying to fill every pixel available. It's easy to spot and it sits there with a new sense of sophistication that Uber never had.

New Logo and Identity for Uber by Wolff Olins and In-house Logo in application. With a new wave of leadership at Uber came a renewed commitment to safety. So far, that safety focus has been product-driven. We knew the brand needed to speak equally to riders, drivers, and employees, so we took a step back and asked, "What does safety mean for different people at different times?" We introduced Safety Blue to the color palette. It's unique to Uber and meant to be used sparingly to indicate important moments of support, care, or connection between the user and the brand.Wolff Olins project page New Logo and Identity for Uber by Wolff Olins and In-house Color palette. Safety blue is unique to Uber. We use it sparingly to call out moments of support, assurance, and other important interactions between a user and the brand.Uber Design case study Your browser does not support the video tag. Your browser does not support the video tag. Color accent in illustrations.

Sticking to black may seem like a strange move given that black is generally seen as too aggressive in corporate identity but, again, as a differentiator from Lyft and other more colorful competitors around the world, doubling down on black makes Uber stand out visually while also establishing it as the more premium option in certain markets. Adding the burst of blue seems like a good choice. Nothing about it stands out too positively or negatively and, mostly, it contrasts well with either black or white. Let's celebrate they didn't go with an every-color-in-the-rainbow approach.

Our typography is as unique and easy to use as we are. Inspired by the world's best used transportation examples, it was designed to maximize its impact across all applications while keeping it easy to read, ownable, and highly recognizable.Uber Design case study New Logo and Identity for Uber by Wolff Olins and In-house Uber Move by MCKL Type. Your browser does not support the video tag. New Logo and Identity for Uber by Wolff Olins and In-house New Logo and Identity for Uber by Wolff Olins and In-house Type specimens.

The new custom type family by MCKL Type is nice and quite nicely done but it definitely blends in with the other three hundred or so custom sans serif type families that have been developed in the last year or two. This is not meant to belittle the effort but as a true point of differentiation for Uber, it's not a huge deal. It is, however, a great, functional tool, especially as a multi-language family that will help communicate consistently across countries and cultures.

New Logo and Identity for Uber by Wolff Olins and In-house Type and icon grid. New Logo and Identity for Uber by Wolff Olins and In-house Icon set. The decentralized nature of Uber's operations meant the company needed a system that could be easily implemented by a wide range of practitioners around the world in a broad spectrum of digital and physical applications. The system isn't just for marketing designers, but for product teams, customer service, and beyond. Its success depends on how useful teams find it.Wolff Olins project page New Logo and Identity for Uber by Wolff Olins and In-house Evolving the "bit" -- from the last redesign -- into something that's actually useful. Our composition system is elegant in its sheer simplicity of use -- plus, it creates a subtle "U" wherever it appears. By defining the grid based on the logo the system stays flexible and beyond easy to apply.Uber Design case study Your browser does not support the video tag. Your browser does not support the video tag. U-frame. New Logo and Identity for Uber by Wolff Olins and In-house New Logo and Identity for Uber by Wolff Olins and In-house New Logo and Identity for Uber by Wolff Olins and In-house Composition options based on crop of "U". New Logo and Identity for Uber by Wolff Olins and In-house New Logo and Identity for Uber by Wolff Olins and In-house Grid.

The application system has a fantastic simplicity that is both globally functional and visually striking. I know that that may be too much praise to bestow upon layouts with three thick margins but when you think about the expanse of people that will deploy this identity, maintaining this level of simplicity is necessary. That it also happens to look bold, with the potential to become recognizable as a corporate identity system, and have the ability to include local culture imagery in such a broad way, is a remarkable achievement. The fact that this came from the conceptually infuriating "bit" of the 2016 redesign makes it all the more commendable.

Your browser does not support the video tag. Guidelines. New Logo and Identity for Uber by Wolff Olins and In-house New Logo and Identity for Uber by Wolff Olins and In-house New Logo and Identity for Uber by Wolff Olins and In-house New Logo and Identity for Uber by Wolff Olins and In-house Applications. Your browser does not support the video tag. New identity summary. Your browser does not support the video tag. Brand video.

I am guessing that this is not the negative review most people expected. I understand the gut reaction of seeing the new logo and thinking "Seriously? That's it?". I had that reaction, no doubt, and, in the annals of logo design this doesn't even rank nor does it make the cut in any way as an exciting, industry-shifting identity but as public-facing manifestation of a company attempting a drastic change to be perceived as safe and trustworthy, as universally accessible, and as a seamless part of literally millions of people's lives and livelihoods this has the potential -- AS LONG AS UBER DELIVERS ON THE PROMISE OF POSITIVE CHANGE -- to become one of the most significant identity redesign and corporate rebrand case studies we will discuss 20 years from now. For now, though, I'm still summoning Lyfts but I wouldn't be surprised if my default switches back to Uber in the next year.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/AOZz5-PnVag/new_logo_and_identity_for_uber_by_wolff_olins_and_in_house.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_uber_by_wolff_olins_and_in_house.php Mon, 17 Sep 2018 05:36:46 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_uber_by_wolff_olins_and_in_house.php
Categories: News

Announced: No Posts until Sep. 17

Mon, 09/10/2018 - 12:00
No posts from September 10 to September 14 as we are in New York for the Brand New Conference. Back with posts on Monday, September 17. “Reviewer at BNConf” No Posts until Sep. 17

No posts from September 10 to September 14 as we are in New York for the Brand New Conference. Back with posts on Monday, September 17.

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Categories: News

Linked: Burberry Pattern FTW

Fri, 09/07/2018 - 13:15
I wasn't a huge fan of the Burberry monogram pattern when it was introduced but, damn, this is impressive. (See the last 6 to 8 posts on their Instagram account). Burberry Pattern FTW Visit Link I wasn't a huge fan of the Burberry monogram pattern when it was introduced but, damn, this is impressive. (See the last 6 to 8 posts on their Instagram account). http://feedproxy.google.com/~r/ucllc/brandnew/~3/6xO6ZtrkAvw/burberry_pattern_ftw.php https://www.underconsideration.com/brandnew/archives/burberry_pattern_ftw.php Fri, 07 Sep 2018 05:29:47 -0600 https://www.underconsideration.com/brandnew/archives/burberry_pattern_ftw.php
Categories: News

Reviewed: Friday Likes 259: From Facultative Works, AKU, and Forma

Fri, 09/07/2018 - 13:15
We get a little weird this week with projects from Moscow and St. Petersburg, Tallinn, and Barcelona. “From Facultative Works, AKU, and Forma” Friday Likes 259

We get a little weird this week with projects from Moscow and St. Petersburg, Tallinn, and Barcelona.

P.Y.E by Facultative Works P.Y.E by Facultative Works

P.Y.E, short for Pimp Your Eyes, is a small chain of optical stores in Russia, with two retail locations each in Moscow and St. Petersburg. Their identity, designed by Facultative Works, is all kinds of funky and unhinged from any conventions about retail stores that sell eyeglasses. It's hard to describe and/or discern either the concept or the aesthetic other than "have fun" and "make it look cool", which may not always fly in this industry but when done with so much conviction and detail as here, well, it's damn enjoyable. I love how the P.Y.E transforms into a smiley face, I love all the random shapes and lines, I love the color palette which is a simple muted version of primary colors, and I love all the knickknacks and stickers they've come up with. On top of the fun-ness, there is a great design rigor that ties everything together. See full project here and here

Tallinn Music Week 2018 by AKU Tallinn Music Week 2018 by AKU

Tallinn Music Week is a week-long music festival held every spring since 2009 in Tallinn, Estonia. This year's identity, designed by local firm AKU, revolves around a super funky custom font with highly contrasting thin horizontal strokes and thick vertical strokes in a condensed structure that amplifies the contrast. The identity is rendered in a retina-challenging color palette of red, blue, and tan that may be a little on the extreme side but it does look cool. Additionally, there is a surprise element of transparent rods that distort elements of the layouts. I don't know their meaning but as a graphic effect I dig it and it certainly goes along with what looks like a fairly avant garde event and audience. See full project

Dimoni by Forma Dimoni by Forma

Dimoni is a vermouth named after the devil (demon, dimoni) that features in the story of Sant Antoni and the annual celebration of Sant Antoni's day in Mallorca, Spain, where people don large devil masks. Designed by Barcelona-based Forma, the identity and packaging feature a great illustration by Mallorca-based Ata Lasalle that is creepy AF but makes for an image with surprising flexibility to use across various materials. The primary serif font for "DIMONI" is beautiful and is nicely complemented with a more contemporary, extended sans serif. The low contrast approach -- whether it's red-on-tan or black-on-red -- gives it a nice, serious mood and aptly matches the tone of the drink itself. See full project

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Categories: News

Spotted: New Logo for Celine

Thu, 09/06/2018 - 19:05
New Logo for Celine Visit Link

About Spotted posts
No further images are included. No opinion is given. Not even a punny title. These are just… spotted. Best available link to learn more about the change (or the company) provided in the link above. Poll and comments are open.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/jfP718tRbeU/new_logo_for_celine.php https://www.underconsideration.com/brandnew/archives/new_logo_for_celine.php Thu, 06 Sep 2018 11:49:59 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_celine.php
Categories: News

Linked: Harley-Davidson Gas Tanks

Thu, 09/06/2018 - 15:55
Tons -- TONS -- of pictures of the Harley-Davidson gas tanks on display at the Harley-Davidson Museum in Milwaukee, that span from 1933 to 2010. Harley-Davidson Gas Tanks Visit Link Tons -- TONS -- of pictures of the Harley-Davidson gas tanks on display at the Harley-Davidson Museum in Milwaukee, that span from 1933 to 2010. http://feedproxy.google.com/~r/ucllc/brandnew/~3/GpWwKliAicM/harley-davidson_gas_tanks.php https://www.underconsideration.com/brandnew/archives/harley-davidson_gas_tanks.php Thu, 06 Sep 2018 05:18:46 -0600 https://www.underconsideration.com/brandnew/archives/harley-davidson_gas_tanks.php
Categories: News

Reviewed: New Logo and Identity for Cowboy by Ueno

Thu, 09/06/2018 - 12:40
Established this year, Cowboy is a start-up focused on designing, manufacturing, and retailing electric bikes. Based in Brussels, Belgium, they have launched their first bike: a stunning $2,000, all-black bike with an intelligent motor-assistance system, a removable battery, the slickest safety lights ever, and relatively “Knight Rider” New Logo and Identity for Cowboy by Ueno

Established this year, Cowboy is a start-up focused on designing, manufacturing, and retailing electric bikes. Based in Brussels, Belgium, they have launched their first bike: a stunning $2,000, all-black bike with an intelligent motor-assistance system, a removable battery, the slickest safety lights ever, and relatively light 35-pound weight. A companion app serves as the "key" to lock and unlock the bike and provides a live dashboard, navigation, GPS tracking, and ride stats. The identity for Cowboy has been designed by Ueno.

"Cowboy" is a word that comes loaded with connotations. We purposefully avoided predictable Western references, but the logo gives subtle nod to the spur, the small spiked wheel that riders use to urge their horses forward.

A pink cowboy? Why not? It's fun, unexpected, and stands out.Ueno project page New Logo and Identity for Cowboy by Ueno Logo. New Logo and Identity for Cowboy by Ueno Monogram. Your browser does not support the video tag. Logo animation.

The name, conceived by Cowboy themselves, works great as the name for a bike, especially a bike made and sold in Belgium -- there is something pretty funny about that -- and it instantly gives the bike a personality that, when coupled with the minimal design of the logo, becomes fun, contemporary, and a little high-end. Choosing the spur as the only Old Western visual motif and treating it as elegantly was really the only approach to not make this look cartoonish. In a way, the wordmark is almost like the spate of minimal fashion logos we've seen recently but the spur punctuating it makes it infinitely more enjoyable. The "C" monogram with the spur is quite nice too and it looks great on the bike. The pink color complements the black in a lively and exciting way and upends any preconceptions of pink not being a color associated with cowboys.

New Logo and Identity for Cowboy by Ueno Hero shot. Your browser does not support the video tag. Building the hero shot. New Logo and Identity for Cowboy by Ueno The bike. New Logo and Identity for Cowboy by Ueno New Logo and Identity for Cowboy by Ueno New Logo and Identity for Cowboy by Ueno New Logo and Identity for Cowboy by Ueno Bike details.

The bike is really amazing and I love how subtle the branding details are. I'm not sure about the digital renders with the cubes and spheres and pink cacti to present it but I'm not completely against it either; I think there could have a been an even simpler way to present the bike with less distractions.

Cowboy isn't just a bike. It's also a mobile app. An integral part of the product, the app is probably where owners will be in closest contact with the brand. The client spent time with our product designers in Reykjavík to hone the user experience and features, resulting in an app that Cowboy riders use to prevent theft, control the bike's various features, and navigate using GPS.Ueno project page New Logo and Identity for Cowboy by Ueno New Logo and Identity for Cowboy by Ueno App. New Logo and Identity for Cowboy by Ueno Website. Your browser does not support the video tag. Bike feature section on the website. New Logo and Identity for Cowboy by Ueno User manual. New Logo and Identity for Cowboy by Ueno Bike packaging. I love those oversized boxes.

The app, website, and brief look at a printed piece are well done but the one thing that throws me off about all the executions is the use of Helvetica (or something Helvetica-ish) as the overall font that, I think, clashes with the geometric approach of the wordmark -- a style that never appears anywhere else again. The way and amount in which Helvetica is used changes the personality a lot, from a cool lifestyle brand to something more corporate and dry. Overall, though, the impression this makes as a new product launch is an attractive and intriguing platform to sell a bike named Cowboy.

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Categories: News

Spotted: New Logo for 36th America's Cup by Marc Newson

Wed, 09/05/2018 - 19:25
New Logo for 36th America's Cup by Marc Newson Visit Link

About Spotted posts
No further images are included. No opinion is given. Not even a punny title. These are just… spotted. Best available link to learn more about the change (or the company) provided in the link above. Poll and comments are open.

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