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News

Spotted: New Logo for Shearman & Sterling by Siegel + Gale

Brand new - Tue, 03/27/2018 - 19:20
New Logo for Shearman & Sterling by Siegel + Gale 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/_qMsADVdTEA/new_logo_for_shearman_sterling_by_siegel_gale.php https://www.underconsideration.com/brandnew/archives/new_logo_for_shearman_sterling_by_siegel_gale.php Tue, 27 Mar 2018 11:51:55 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_shearman_sterling_by_siegel_gale.php
Categories: News

Linked: Creative Equals on Logos

Brand new - Tue, 03/27/2018 - 16:05
Creative Equals, a non-profit organization working to improve gender diversity in the advertising and media industries, created female versions of logos with male characters on them for International Women's Day. Creative Equals on Logos Visit Link Creative Equals, a non-profit organization working to improve gender diversity in the advertising and media industries, created female versions of logos with male characters on them for International Women's Day. http://feedproxy.google.com/~r/ucllc/brandnew/~3/mmojVop573c/creative_equals_on_logos.php https://www.underconsideration.com/brandnew/archives/creative_equals_on_logos.php Tue, 27 Mar 2018 08:13:08 -0600 https://www.underconsideration.com/brandnew/archives/creative_equals_on_logos.php
Categories: News

Noted: New Logo and Identity for Desjardins

Brand new - Tue, 03/27/2018 - 16:05
(Est. 1900) "Desjardins Group is the leading cooperative financial group in Canada and the fifth largest cooperative financial group in the world with assets of $227 billion. It has been rated one of Canada's top 100 employers by Mediacorp Canada. To meet the diverse needs “Bee Be Gone” New Logo and Identity for Desjardins

(Est. 1900) "Desjardins Group is the leading cooperative financial group in Canada and the fifth largest cooperative financial group in the world with assets of $227 billion. It has been rated one of Canada's top 100 employers by Mediacorp Canada. To meet the diverse needs of its members and clients, Desjardins offers a full range of products and services to individuals and businesses through its extensive distribution network, online platforms and subsidiaries across Canada. The group has one of the highest capital ratios and credit ratings in the industry. It is considered as the fourth safest and strongest bank in North America according to Global Finance magazine and the first according to Bloomberg News."

Design by
N/A

Related links
Desjardins brand page
Desjardins logo history page

Relevant quote
Several companies are changing their image to fit the screens of new mobile devices smaller than those of computers. In 2018, the Desjardins Group logo is simplified to be easier to recognize on mobile devices. This sleek logo retains the main features of the one adopted in 1977, including the hexagonal shape and the green color.

This is the most important evolution of the logo since it was created more than 40 years ago. The logo is deployed in a responsible manner over a period of several years. Priority is given to digital channels.

Images (opinion after)

New Logo and Identity for Desjardins Logo. New Logo and Identity for Desjardins Brand architecture. New Logo and Identity for Desjardins New Logo and Identity for Desjardins New Logo and Identity for Desjardins Ads. New Logo and Identity for Desjardins Office. New Logo and Identity for Desjardins Online presence.

Opinion
The bee in the old logo had been used since 1977, which was based on the coat of arms Desjardins used as a logo from 1960 to 1977, so when the rationalization is that the new logo “retains the main features of the one adopted in 1977, including the hexagonal shape and the green color” it feels like they failed to keep the most important feature of the logo: the bee. Previous to writing this post I had not heard of Desjardins or seen its logo but the hexagonal bee is what stands out — the Optima wordmark stands out too but not for the right reasons. That 1977 bee would have been prime for a beautiful, crisp redrawing and used as the main icon instead of a literally empty hexagon. To its credit, there is something ballsy about going with a hexagon and Desjardins claiming the shape for itself and the execution is pretty convincing with the thickness of the icon matching the weight of the wordmark and the “D” neatly aligning with the vertical sides of the icon. While it’s well done, it does mark yet another logo that, under the claim of digital-devices-are-taking-a-toll-on-us, adopts an overly minimal look. The approach works technically, sure, but at this rate we are going to end up with more and more logos that all look the same. Anyway… the identity introduces a framing device that takes different pieces of the hexagon to around and behind different subjects and it’s kind of clever, effective, and helps build the equity of the hexagon as the defining visual element for Desjardins. Overall, as much as I would have loved to see that old bee explored and as much as this isn’t the most exciting logo, it is serviceable and properly adapted to a larger identity.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/cmeIaF_nqdg/new_logo_and_identity_for_desjardins.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_desjardins.php Tue, 27 Mar 2018 05:55:36 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_desjardins.php
Categories: News

Reviewed: New Logo and Identity for Jenn-Air by 45 Irving

Brand new - Tue, 03/27/2018 - 12:55
Established in 1947 (originally as Jenn-Air Products Company, manufacturing industrial fans), Jenn-Air became well known in 1961 when its founder, Louis J. Jenn, invented the first downdraft cooktop (using one of the company's fans), a self-ventilated stove that sucks in air during cooking. Since then, “It’s Getting Hot in Here” New Logo and Identity for Jenn-Air by 45 Irving

Established in 1947 (originally as Jenn-Air Products Company, manufacturing industrial fans), Jenn-Air became well known in 1961 when its founder, Louis J. Jenn, invented the first downdraft cooktop (using one of the company's fans), a self-ventilated stove that sucks in air during cooking. Since then, the company has focused on kitchen appliances, from dishwashers to microwaves to refrigerators to cooktops and ranges. Last week, at the 2018 Architectural Digest Design Show in New York, Jenn-Air introduced a new campaign -- under the brand positioning of "Bound by Nothing" -- and identity by Chicago, IL-based 45 Irving.

JennAir today revealed its new brand campaign, Bound By Nothing, a creative mission to reinvigorate luxury audiences. The rebellious campaign signals the brand's intent to tear down stale conventions, slashing through conformity to usher in a new era of luxury standards. With new product lines and an overhauled brand identity rooted in the progressive spirit of founder Lou Jenn and today's tastemaker lifestyle, JennAir is breathing new life into the very meaning of luxury.JennAir press release Launch spot. It's SFW but it's... titillating. Complimentary imagery features a mix of theatrical product design shots and some "glitch"- a cryptic, subversive set of visual cyphers that wakes people up from old luxury and actively undermines the status quo.45 Irving project page New Logo and Identity for Jenn-Air by 45 Irving Stills from the video.

I usually start my posts by talking about the logo not the campaign but, in this case, the campaign heavily sets the tone for the identity. After watching the video at the opening of the post you might be left wandering if you were being pitched stoves and fridges or if it was a trailer for Cinemax After Dark. (15-year-old-me is wondering if they still have that?) I don't know about you but when I think of stoves and fridges I'm not looking to be aroused or act rebellious or have a threesome in a limo but, then again, I might have been doing it wrong all my life. I feel like there are certain consumer products that don't need to be and can't withstand (at least not with a straight face) being sexualized but dammit if Jenn-Air isn't going to try. And they are going all out on this gambit. The launch of the new campaign and identity can be seen at this microsite and were heralded by an ambitious booth at the Architectural Digest Design Show and an after-party featuring Nas. Images of this can be found on Instagram with the hashtag #boundbynothing -- it's hard to tell what's going on in the booth but it's clear it's more epic than your typical tradeshow booth.

Touting a revived spirit that does not forget its past, the new identity boasts a bold, confident "J," created with two ascendant columns hinting at JennAir's product silhouettes and signifying defiant innovation that begets progress. Upon closer inspection, the counter form reveals a sculptural curve inspired by the intuitive downdraft design.

The brand's new wordmark purposefully encapsulates its emboldened spirit, as "Jenn" harkens back to the progressive spirit of Lou Jenn, while "Air" represents the endless possibilities that lie ahead. Together these are the tenets of the brand in its every action - from product performance and design to ownership connectivity and service and each touchpoint in between. Embodying the ethos of the Bound By Nothing campaign, the JennAir brand is limitless, paving a path of progress in the luxury category.JennAir press release New Logo and Identity for Jenn-Air by 45 Irving Logo. New Logo and Identity for Jenn-Air by 45 Irving Wordmark references. New Logo and Identity for Jenn-Air by 45 Irving Wordmark angles. New Logo and Identity for Jenn-Air by 45 Irving Monogram with tagline.

On to the logo... The old one was appropriate, looking like an appliance manufacturer. Nothing too ambitious, nothing too annoying. The icon nicely referenced the air technology with an abstract wave of air being pulled into their stoves while also looking like a really flat "J". The wordmark was a little bland but fine. The new logo is... out there. I sort of like the "J" monogram because it's so bold and it demands attention but its rationalization as looking like "JennAir's product silhouettes" is confusing as there are zero 45-degree angles in any of their silhouettes. The construction of the "J" is also a little confusing, with a mix and match of rounded corners versus straight corners and even the rounded corners don't match with the inner ones looking oddly flattened. Then there is the matter of the wordmark... which is a cacophony of angles and letters missing pieces. It's a very uncomfortable-looking wordmark. It seems like, in an effort to turn up the rebellious attitude up to 11, no one stopped to check "Is this too loud?" because, yes, it is. Some customization would have been good on the wordmark but this is too much and it distracts heavily from the monogram which, when you see applied on the products, will make you like it a little more than you do now.

We created a foundation of color and texture fusing JennAir's marketing materials with their products, including an accent color inspired by their distinct use of brass details, an "obsidian" taken from their trademarked column interiors, and the "lace" pattern that appears as a hidden detail on most JennAir products.45 Irving project page New Logo and Identity for Jenn-Air by 45 Irving Color palette. We programmed a custom font to randomly cycle through deconstructed letterforms to deliver JennAir's distinct voice in all their headlines without having to police the heck out of a manually deconstructed lettering approach.45 Irving project page New Logo and Identity for Jenn-Air by 45 Irving New Logo and Identity for Jenn-Air by 45 Irving New Logo and Identity for Jenn-Air by 45 Irving Custom font.

This reminds me of yesterday's Lafayette Anticipations by Wolff Olins and Colophon custom type but Jenn-Air's lacks the finesse and rhythm of that one and instead adds one more element to an already fragmented (literally and slightly metaphorically) identity.

New Logo and Identity for Jenn-Air by 45 Irving New Logo and Identity for Jenn-Air by 45 Irving Business cards. New Logo and Identity for Jenn-Air by 45 Irving Brochure. New Logo and Identity for Jenn-Air by 45 Irving Posters. New Logo and Identity for Jenn-Air by 45 Irving Matches.

Again, it's hard to tell if you are being sold stoves and fridges or the latest, impossibly expensive luxury condo in New York with its own gym and sex den. (Don't know if the latter is a thing but after writing it, it sounds like it could be.)

New Logo and Identity for Jenn-Air by 45 Irving New Logo and Identity for Jenn-Air by 45 Irving New Logo and Identity for Jenn-Air by 45 Irving New Logo and Identity for Jenn-Air by 45 Irving New Logo and Identity for Jenn-Air by 45 Irving New Logo and Identity for Jenn-Air by 45 Irving New Logo and Identity for Jenn-Air by 45 Irving Product shots.

The one glimmer of coolness in this project is the application of the monogram in the actual products. It looks pretty great in all of its forms, especially as a car-like badge when placed on the front but I also love how it's applied in places like the inside of the fridge and in the gutters of the cooktop. Overall, I wouldn't mind the idea of giving Jenn-Air a rock-star-of-the-appliance-world attitude in order to stand out from the competition but the campaign veers almost into parody and the identity, instead of being a subtler complement to the campaign, doubles down, adds more fuel to the fire, and it's all close to going up in flames.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/73vP1T3VDRM/new_logo_and_identity_for_jenn_air_by_45_irving.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_jenn_air_by_45_irving.php Tue, 27 Mar 2018 04:40:50 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_jenn_air_by_45_irving.php
Categories: News

Linked: Opening at Parisleaf

Brand new - Mon, 03/26/2018 - 19:40
Position: Senior Digital Designer at Parisleaf in Gainesville, FL. Opening at Parisleaf Visit Link Position: Senior Digital Designer at Parisleaf in Gainesville, FL. http://feedproxy.google.com/~r/ucllc/brandnew/~3/bfjrxZRXK88/opening_at_parisleaf_3.php https://www.underconsideration.com/brandnew/archives/opening_at_parisleaf_3.php Mon, 26 Mar 2018 12:13:12 -0600 https://www.underconsideration.com/brandnew/archives/opening_at_parisleaf_3.php
Categories: News

Spotted: New Logo for Wear OS by Google

Brand new - Mon, 03/26/2018 - 19:40
New Logo for Wear OS by Google 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/giFYoUrisUY/new_logo_for_wear_os_by_google.php https://www.underconsideration.com/brandnew/archives/new_logo_for_wear_os_by_google.php Mon, 26 Mar 2018 12:10:03 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_wear_os_by_google.php
Categories: News

Spotted: New Logo and Identity for Koperski (Funeral Company) by UVMW

Brand new - Mon, 03/26/2018 - 19:40
New Logo and Identity for Koperski (Funeral Company) by UVMW 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/G0qFKA4Vp40/new_logo_and_identity_for_koperski_funeral_company_by_uvmw.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_koperski_funeral_company_by_uvmw.php Mon, 26 Mar 2018 12:05:12 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_koperski_funeral_company_by_uvmw.php
Categories: News

Linked: Minor League en Español

Brand new - Mon, 03/26/2018 - 16:25
In an effort to expand its appeal to the Latino and Hispanic audience, Minor League Baseball launched the "Es Divertido Ser Un Fan" campaign featuring, among other efforts, Spanish versions of all team logos. Minor League en Español Visit Link In an effort to expand its appeal to the Latino and Hispanic audience, Minor League Baseball launched the "Es Divertido Ser Un Fan" campaign featuring, among other efforts, Spanish versions of all team logos. http://feedproxy.google.com/~r/ucllc/brandnew/~3/h_-DtnCt7YM/minor_league_en_espanol.php https://www.underconsideration.com/brandnew/archives/minor_league_en_espanol.php Mon, 26 Mar 2018 08:10:29 -0600 https://www.underconsideration.com/brandnew/archives/minor_league_en_espanol.php
Categories: News

Noted: New Logo and Identity for Lafayette Anticipations by Wolff Olins

Brand new - Mon, 03/26/2018 - 16:25
(Est. 2018) "Lafayette Anticipations oversees initiatives for the support of contemporary creation led by two general interest organisms, the Fondation d'entreprise Galeries Lafayette and the Fonds de dotation Famille Moulin, established by the Galeries Lafayette Group and its stakeholder family. As of its opening on “Going Up and Down and Up and…” New Logo and Identity for Lafayette Anticipations by Wolff Olins

(Est. 2018) "Lafayette Anticipations oversees initiatives for the support of contemporary creation led by two general interest organisms, the Fondation d'entreprise Galeries Lafayette and the Fonds de dotation Famille Moulin, established by the Galeries Lafayette Group and its stakeholder family. As of its opening on March 10, 2018, the Fondation will become the first multidisciplinary centre of its kind in France. In its 19th century building situated in the heart of the Marais and renovated by OMA, Rem Koolhaas's architecture firm, the public will soon discover a curatorial machine in which new pieces produced by international creators - stemming from the fields of contemporary art, design and fashion - will be presented."

Design by
Wolff Olins
Custom font: Colophon

Related links
Wolff Olins project page
OMA (architecture) project page

Relevant quote
Inspired by the insight that concealing and revealing words in part creates more anticipation than showing things in full, we anchored the brand in a dynamic, bespoke typeface, which we crated in partnership with masters of typography, Colophon.

Letters are cropped in a random way, giving a sense of constant motion even when static – an homage to the building it graces. We developed an algorithm that means the same word yield different combinations each time it’s typed. It’s a feat of design, maths and code, used across print, digital and signage to great effect.

Images (opinion after)

New Logo and Identity for Lafayette Anticipations by Wolff Olins Logo. New Logo and Identity for Lafayette Anticipations by Wolff Olins Custom font. Your browser does not support the video tag. Typing. Your browser does not support the video tag. Project teaser. New Logo and Identity for Lafayette Anticipations by Wolff Olins New Logo and Identity for Lafayette Anticipations by Wolff Olins New Logo and Identity for Lafayette Anticipations by Wolff Olins New Logo and Identity for Lafayette Anticipations by Wolff Olins Exterior. New Logo and Identity for Lafayette Anticipations by Wolff Olins New Logo and Identity for Lafayette Anticipations by Wolff Olins New Logo and Identity for Lafayette Anticipations by Wolff Olins Interiors. New Logo and Identity for Lafayette Anticipations by Wolff Olins New Logo and Identity for Lafayette Anticipations by Wolff Olins Print materials. New Logo and Identity for Lafayette Anticipations by Wolff Olins Tote.

Opinion
The logo is inspired, in part (large part), by OMA’s design of the building’s “exhibition tower” that uses four motorized platforms that can move independently up and down to reconfigure the space in multiple ways and is reflected in the logo with letters being shown at four different stages of aligning to the baseline. It’s a funky-looking logo but it certainly conveys the physicality of the space and the more metaphorical constant sense of shifting sensibilities of the art found within. The custom font and its programming are implemented quite enjoyably throughout the identity but are particularly awesome in the main exterior sign, where they have been cast to fit the intricacies of the stone work. The identity wouldn’t be very sustainable for a large client — even though the patron of this is a large client — but for a contemporary gallery in France this is perfect.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/Zqws45dZyXY/new_logo_and_identity_for_lafayette_anticipations_by_wolff_olins.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_lafayette_anticipations_by_wolff_olins.php Mon, 26 Mar 2018 05:58:41 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_lafayette_anticipations_by_wolff_olins.php
Categories: News

Reviewed: New Logo and Identity for Santander by Interbrand

Brand new - Mon, 03/26/2018 - 13:10
Established in 1857, Santander is a Spanish banking group with operations around the world and is Spain's largest bank. Before 2004 Santander Group owned banks under different names but that year began a process of all consumer-facing branches adopting the Santander name and flame logo. “Fan the Flame” New Logo and Identity for Santander by Interbrand

Established in 1857, Santander is a Spanish banking group with operations around the world and is Spain's largest bank. Before 2004 Santander Group owned banks under different names but that year began a process of all consumer-facing branches adopting the Santander name and flame logo. As of 2017, Santander has more than 202,000 employees, serving 133 million customers and more than 4 million shareholders. Last week, Santander introduced an evolution of its logo and new identity designed by the Madrid, Spain, office of Interbrand.

The brand changes to become more modern, more digital and more in tune with new generations, while retaining its most distinctive traits: the name, the colour red and the "flame", which are developed to gain greater visibility and improve the user experience in the digital world.

This change is an example of the cultural transformation the Bank is undergoing to help people and businesses prosper in a simple, personal and fair way.Santander press release New Logo and Identity for Santander by Interbrand Logo evolution. New Logo and Identity for Santander by Interbrand Icon, before and after. The new logo is more modern, simple and digital. The flame has a greater presence and the word Santander is clearer, more legible and simpler - able to adapt to any media and any channel.

It has been freed from the red square to gain more flexibility and modernity. New versions, such as the vertical version, have been created to respond to specific needs and the flame gains more focus and Independence.Santander press release New Logo and Identity for Santander by Interbrand Logo.

I have always liked Santander's flame logo with its implied "S" and uncommon overall shape (it's not square, it's not round, it's not entirely symmetrical) and the serif wordmark introduced in 2007 was sharp and elegant. The new logo smoothes out the flame icon by removing the slight curl it used to have at the top and bottom of the flame which, yes, yields a cleaner icon but also loses the "S" shape, which is not integral to its existence but was a nice, subtle tie-in to the name. The icon retains the essence but at small sizes it looks less like a flame and more like two bare diagonals. It may not be a huge problem as the idea of Santander's logo being a flame is now well engrained.

The wordmark... it's no secret that I heavily dislike this style of "n"s and "r"s -- à la FF Dax -- and my initial reaction to it, while not entirely negative, is not positive either. But the "a"s and "d" are actually quite nice and I wish they had given the "n" and the "r" the same connection when curve meets vertical. Moving past my personal biases and preferences, the new wordmark does work well and provides a better complement to the icon with a wordmark that visually matches its weight more closely.

Your browser does not support the video tag. Logo responsiveness. New Logo and Identity for Santander by Interbrand Favicon, before and after. New identity introduction video.

The new logo adapts well to shifting spaces where it has to live and remains recognizable in long and short form.

New Logo and Identity for Santander by Interbrand Process. New Logo and Identity for Santander by Interbrand Icon set.

Not a fan of the icon set. They point out the sharp corner of the "n" which, even though it's the part I dislike, it's a very distinctive aspect not reflected in the icons. The full-color versions start to veer into cartoon-y territory.

New Logo and Identity for Santander by Interbrand New identity at a glance. New Logo and Identity for Santander by Interbrand Ads. New Logo and Identity for Santander by Interbrand Online presence. New Logo and Identity for Santander by Interbrand Illustration style.

The identity is fairly straightforward -- it kind of has to be in order to be manageable on a global scale -- but it does introduce one distinctive element in the shifting boxes that help add a little bit of visual interest to the layouts without it becoming too hard to implement. I'm not sure the illustrations serve much of a purpose -- maybe it has to do with lack of application samples but maybe it has to do with photography being a better approach for a global bank.

The Santander Brand has evolved to accompany the bank's transformation. A simpler and more modern Brand. As you can see in our launch campaign, the protagonist always pursues a better version of himself in order to prosper.Brand microsite TV spot introducing the new logo and messaging.

Overall, this is a decent evolution. Nothing super exciting but also nothing hugely different for anyone to get up in arms about.

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Categories: News

Spotted: New Logo for Industry Dive

Brand new - Fri, 03/23/2018 - 18:05
New Logo for Industry Dive 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/haSuXKkajpk/new_logo_for_industry_dive.php https://www.underconsideration.com/brandnew/archives/new_logo_for_industry_dive.php Fri, 23 Mar 2018 11:59:03 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_industry_dive.php
Categories: News

Linked: Netflix Sans

Brand new - Fri, 03/23/2018 - 14:50
Netflix will be replacing Gotham as its brand typeface with its own proprietary type family, Netflix Sans, designed by Dalton Maag. Netflix Sans Visit Link Netflix will be replacing Gotham as its brand typeface with its own proprietary type family, Netflix Sans, designed by Dalton Maag. http://feedproxy.google.com/~r/ucllc/brandnew/~3/NgiMthGgjro/netflix_sans.php https://www.underconsideration.com/brandnew/archives/netflix_sans.php Fri, 23 Mar 2018 05:52:12 -0600 https://www.underconsideration.com/brandnew/archives/netflix_sans.php
Categories: News

Noted: New Logo and Identity for Alinéa by 4uatre

Brand new - Fri, 03/23/2018 - 14:50
(Est. 1989) "Specialized in furniture and decoration, subsidiary of the Auchan group, Alinéa is a French exclusivity. After 25 years of existence, 26 stores and a lot of imagination to offer its customers a wide range of furniture and decorative accessories. Today, Alinéa has around “C’est la Double Ligne” New Logo and Identity for Alinéa by 4uatre

(Est. 1989) "Specialized in furniture and decoration, subsidiary of the Auchan group, Alinéa is a French exclusivity. After 25 years of existence, 26 stores and a lot of imagination to offer its customers a wide range of furniture and decorative accessories. Today, Alinéa has around 2,600 employees. Recruited at the rate of more than 300 positions per year, our teams are on average 28 years old, dynamism to sell, a real passion for the trade, and especially they are fans of decoration. More than 15,000 pieces of furniture and decorative objects in stores from 3,000m² to 12,000m²." (Google-translated)

Design by
4uatre (Paris, France)
Custom type: Typedepot (Sofia, Bulgaria)

Related links
4uatre project page

Relevant quote
Proud of its mediterranean roots and convinced that home decor is not subsidiary, but an identity choice, the brand challenges 4uatre to reposition them on a bursting market. The agency draws the new positionning from the company’s creative DNA. Based on the idea that « diversity is beautiful », 4uatre builds a timeless visual identity, for a multicultural and approachable style.

The logotype benefits from inspired, moving and open shapes; with its double « a » monogram, taken from the Art deco mouvement, it materializes the creative energy of a brand meant to be worn, lived, part of our everyday life.

Images (opinion after)

New Logo and Identity for Alinéa by 4uatre Logo. New Logo and Identity for Alinéa by 4uatre Logo on a photo. New Logo and Identity for Alinéa by 4uatre Double-line device. New Logo and Identity for Alinéa by 4uatre New Logo and Identity for Alinéa by 4uatre In-store product banners. New Logo and Identity for Alinéa by 4uatre Ad or store sign (or both). New Logo and Identity for Alinéa by 4uatre Blade sign. New Logo and Identity for Alinéa by 4uatre Brochures. New Logo and Identity for Alinéa by 4uatre Icon set. New Logo and Identity for Alinéa by 4uatre Uniform. New Logo and Identity for Alinéa by 4uatre New Logo and Identity for Alinéa by 4uatre Labels. New Logo and Identity for Alinéa by 4uatre Box. New Logo and Identity for Alinéa by 4uatre Gift cards. New Logo and Identity for Alinéa by 4uatre Cups.

Opinion
Described to me by email as the “French IKEA”, the old logo looked more like the “French Sherwin Williams” (a paint company for those outside the U.S.) with an overly colorful “A” and a slightly cheap-looking geometric sans serif. The new logo is much more furniture-y with a monogram that looks like some kind of funky table or chair or table-chair hybrid. It’s hard to tell if the monogram is an uppercase “A” or lowercase “a” but I kind of like its ambiguity. The wordmark is nice with the “a”s that echo the heavy angle of the monogram. Perhaps they took the “French IKEA” thing too literally as the wordmark gives off some Verdana vibes which has been the default font for all of IKEA’s materials for almost 10 years now. The applications are all decent with the logo repeated everywhere. The double-line device that builds on the construction of the monogram is somewhat interesting when it follows the contours of objects but nothing overly exciting. The use of typography seems half-cooked and thrown together — someone at 4uatre really hates leading. Overall, a big improvement in the logo and the identity could be solid with some refinement.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/ldfPbOAuu-U/new_logo_and_identity_for_alinea_by_4uatre.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_alinea_by_4uatre.php Fri, 23 Mar 2018 05:31:16 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_alinea_by_4uatre.php
Categories: News

Reviewed: Friday Likes 239: From Radical Co-operative, Jim Wong, and Clout

Brand new - Fri, 03/23/2018 - 11:35
A little bit of everything this week with work from Los Angeles, Hong Kong, and Cardiff. “From Radical Co-operative, Jim Wong, and Clout” Friday Likes 239

A little bit of everything this week with work from Los Angeles, Hong Kong, and Cardiff.

Prime Pizza by Radical Co-operative Prime Pizza by Radical Co-operative

Prime Pizza is a New York-style pizza joint in Los Angeles, CA, with two locations and some really good-looking pizza. Its identity, designed by local firm Radical Co-operative is a throwback to 1950s style diners but it has a really groovy contemporary flair and an overall happy, pleasing, welcoming vibe with the combination of a slick script "Prime" and "PIZZA" served in individual pies. The signage, from the neon exterior sign to the hand-painted type on the windows to the menu board, is super nice. Prime indeed. See full project

Totem Run 2017 by Jim Wong Totem Run 2017 by Jim Wong

Totem Run 2017 was the 4th annual charity trail run organized by RunOurCity in Hong Kong. The event is named after a totem composed of a leopard, a lion, and a monkey, which were brought to life with epic enthusiasm by local designer Jim Wong. This isn't a typical Friday Likes and it's hard to get excited about graphics for a running race but there is something contagiously effusive about this as the patterns and illustrations go balls to the wall on every possible surface, from the inflatable start and finish signs to the killer sleeves. All the runners look so happy and the graphics around their smiles merrily accentuate their feels. I would run the 57 kilometers (or perhaps the 16 km version) for the swag alone. See full project

Angela Georgiou by Clout Angela Georgiou by Clout

Angela Georgiou is a UK-based jewelry designer creating bespoke luxury pieces for clients. Inspired by her Greek Cypriot heritage, Cardiff, UK-based Clout designed a sophisticated and moody identity featuring some great illustrations by Sydney, Australia-based Jessica Benhar used in a gray on black palette that helps showcase the materials used by Georgiou. The shopping bags are particularly clever, cropping the illustrations tightly with the handles looking like necklaces when resting in place. The overall presentation is rich and luxurious with a dash of mystique. See full project

http://feedproxy.google.com/~r/ucllc/brandnew/~3/e2R-7MJoq9M/friday_likes_239.php https://www.underconsideration.com/brandnew/archives/friday_likes_239.php Fri, 23 Mar 2018 05:01:14 -0600 https://www.underconsideration.com/brandnew/archives/friday_likes_239.php
Categories: News

Linked: Opening at Paal15

Brand new - Thu, 03/22/2018 - 19:50
Position: Lead Designer / Art Director at Paal15 in Amsterdam, Netherlands. Opening at Paal15 Visit Link Position: Lead Designer / Art Director at Paal15 in Amsterdam, Netherlands. http://feedproxy.google.com/~r/ucllc/brandnew/~3/AtZ7Vmt85MU/opening_at_paal15.php https://www.underconsideration.com/brandnew/archives/opening_at_paal15.php Thu, 22 Mar 2018 12:38:24 -0600 https://www.underconsideration.com/brandnew/archives/opening_at_paal15.php
Categories: News

Spotted: New Logo and Identity for Docuware by LESS+MORE

Brand new - Thu, 03/22/2018 - 18:45
New Logo and Identity for Docuware by LESS+MORE 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/wFR8sdTpBb4/new_logo_and_identity_for_docuware_by_lessmore.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_docuware_by_lessmore.php Thu, 22 Mar 2018 12:10:16 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_docuware_by_lessmore.php
Categories: News

Spotted: New Logo and Identity for Observatoire des Marchés Publics romands (Ompr) by Kreastudio

Brand new - Thu, 03/22/2018 - 18:45
New Logo and Identity for Observatoire des Marchés Publics romands (Ompr) by    Kreastudio 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/mi4Y9bUzlC0/new_logo_and_identity_for_observatoire_des_marches_publics_romands_ompr_by_kreastudio.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_observatoire_des_marches_publics_romands_ompr_by_kreastudio.php Thu, 22 Mar 2018 12:03:36 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_observatoire_des_marches_publics_romands_ompr_by_kreastudio.php
Categories: News

Linked: Logo Discrimination?

Brand new - Thu, 03/22/2018 - 15:30
Stoney Pebbles, owner of skateboard brand Big Black Biscuit, says Frontier airlines kicked him off his flight in part due to his company's logo emblazoned on the sweatshirt he was wearing. Logo Discrimination? Visit Link Stoney Pebbles, owner of skateboard brand Big Black Biscuit, says Frontier airlines kicked him off his flight in part due to his company's logo emblazoned on the sweatshirt he was wearing. http://feedproxy.google.com/~r/ucllc/brandnew/~3/fKYwfCGP7Xs/logo_discrimination.php https://www.underconsideration.com/brandnew/archives/logo_discrimination.php Thu, 22 Mar 2018 08:11:40 -0600 https://www.underconsideration.com/brandnew/archives/logo_discrimination.php
Categories: News

Linked: Logo Discrimination

Brand new - Thu, 03/22/2018 - 14:25
Stoney Pebbles, owner of skateboard brand Big Black Biscuit, says Frontier airlines kicked him off his flight in part due to his company's logo emblazoned on the sweatshirt he was wearing. Logo Discrimination Visit Link Stoney Pebbles, owner of skateboard brand Big Black Biscuit, says Frontier airlines kicked him off his flight in part due to his company's logo emblazoned on the sweatshirt he was wearing. http://feedproxy.google.com/~r/ucllc/brandnew/~3/fKYwfCGP7Xs/logo_discrimination.php https://www.underconsideration.com/brandnew/archives/logo_discrimination.php Thu, 22 Mar 2018 08:11:40 -0600 https://www.underconsideration.com/brandnew/archives/logo_discrimination.php
Categories: News

Noted: New Logo and Identity for Trussle by Ragged Edge

Brand new - Thu, 03/22/2018 - 14:25
(Est. 2015) "Trussle is the new hassle-free way to get a mortgage. We help first-time buyers and existing homeowners save time and money securing a great-value mortgage online. We then continue to monitor your mortgage and help you switch to a better deal later on, “Knock Knock Knockin’ on Mortgage’s Door” New Logo and Identity for Trussle by Ragged Edge

(Est. 2015) "Trussle is the new hassle-free way to get a mortgage. We help first-time buyers and existing homeowners save time and money securing a great-value mortgage online. We then continue to monitor your mortgage and help you switch to a better deal later on, so you're never paying more than you should. We're proud to work with over 90 mortgage lenders, allowing us to search through thousands of mortgage options to find the right one for your unique circumstances."

Design by
Ragged Edge (London, UK)

Related links
Ragged Edge project page
Trussle blog post

Relevant quote
Homes are where we build lives and dreams. They’re foundations for our futures and life-changing experiences. So we knew we had to stand for so much more than finance, for more than the privileged few. Trussle want to open doors for as many people as possible. So we turned this goal into a brand idea that could manifest itself across every area of the business – from design, to product development, to customer service.

Inspired by the purity of an architect’s drawing, the brand idea inspired the new Trussle logo, as well as forming the basis of a flexible graphic system to frame an illustrative style created in-house at Ragged Edge. The new customer-facing tagline ‘The home of home ownership’ feels equally broad and bold, while the welcoming tone of voice enables the brand to speak to the breadth of customer and circumstance they serve.

Images (opinion after)

New Logo and Identity for Trussle by Ragged Edge Logo. New Logo and Identity for Trussle by Ragged Edge Color variations. Logo animation. New Logo and Identity for Trussle by Ragged Edge Brand idea. New Logo and Identity for Trussle by Ragged Edge Tagline. New Logo and Identity for Trussle by Ragged Edge Guidelines. New Logo and Identity for Trussle by Ragged Edge Graphic system. New Logo and Identity for Trussle by Ragged Edge Illustrations. New Logo and Identity for Trussle by Ragged Edge Messaging. New Logo and Identity for Trussle by Ragged Edge New Logo and Identity for Trussle by Ragged Edge Ads. New Logo and Identity for Trussle by Ragged Edge New Logo and Identity for Trussle by Ragged Edge Online presence. Brand animation.

Opinion
The old logo was decent, with a modestly nice house icon and a good sans serif — a properly polished start-up logo. The new logo is nice- and polished-looking too, with a slightly more ambitious (and perhaps more ambiguous) concept where the icon is meant to be a door as they are drawn in architectural blueprints. It possibly works? I usually like to make statements as opposed to pose questions but I feel like this one is up in the air… On the logo, the problem is that the “door” looks more like a beam or signal and its rotation would mean the walls of the room in the blueprint are at 45-degree angles, which is taking the concept too literally but, hey, if you provide a rationalization for the logo, I’m gonna rationalize it back and that would be some whack room. Still, it’s an attractive, pleasing logo and the door concept pays off a little better in the applications, where thick borders pave the way for doors opening and closing in the layouts. While I like the color palette I get the feeling many of you are growing tired of the happy pastel palette. The illustrations are fine… a little too cute but this is officially the de facto style for internet things. Overall, nothing groundbreaking but all generally well executed and amicable.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/32AaMLOIEK0/new_logo_and_identity_for_trussle_by_ragged_edge.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_trussle_by_ragged_edge.php Thu, 22 Mar 2018 06:06:44 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_trussle_by_ragged_edge.php
Categories: News

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