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News

Linked: New Burberry Logo Correspondence

Brand new - Thu, 08/02/2018 - 15:10
Interesting way to tease a new logo: Posted on their instagram account, Burberry shows the (very succinct) email conversations between Peter Saville and the brand's chief creative officer, Riccardo Tisci. New Burberry Logo Correspondence Visit Link Interesting way to tease a new logo: Posted on their instagram account, Burberry shows the (very succinct) email conversations between Peter Saville and the brand's chief creative officer, Riccardo Tisci. http://feedproxy.google.com/~r/ucllc/brandnew/~3/FAr-mDyu8tM/new_burberry_coming_soon.php https://www.underconsideration.com/brandnew/archives/new_burberry_coming_soon.php Thu, 02 Aug 2018 06:20:46 -0600 https://www.underconsideration.com/brandnew/archives/new_burberry_coming_soon.php
Categories: News

Noted: New Logo and Identity for 86 400 by Hulsbosch

Brand new - Thu, 08/02/2018 - 15:10
(Est. 2018) "86 400 is building a genuine alternative to the big four banks in Australia. Led by incoming chair Anthony Thomson, former founder and chairman of Atom Bank and Metro Bank in the UK, and Robert Bell, former CEO of ANZ Japan, 86 400 “Second-in-command” New Logo and Identity for 86 400 by Hulsbosch

(Est. 2018) "86 400 is building a genuine alternative to the big four banks in Australia. Led by incoming chair Anthony Thomson, former founder and chairman of Atom Bank and Metro Bank in the UK, and Robert Bell, former CEO of ANZ Japan, 86 400 uses data, technology and machine learning to deliver a bespoke, mobile first banking experience designed to get people to what they value, every second, of every minute, of every day. 86 400 is well capitalized and currently fully funded by payments business Cuscal. A growing team of 60+ has been assembled to get the bank off the ground."

Design by
Hulsbosch (Sydney, Australia)

Related links
Hulsbosch project page

Relevant quote
86 400 gets its name from the number of seconds in a day - which was conceived in early stages of strategic development from a laser focus on delivering services in real-time and value around the clock.

The disruptive brand name 86 400 and the brand idea ‘Value every second’ set the tone for a digital-first identity based on the concept of time. 86 400 delivers value to their cutomers every second of every day, all eighty-six four hundred of them. The animated logo, the flashing colon, a succinct tone of voice and a set of friendly icons all resonate with its tech savvy audience.

Images (opinion after)

New Logo and Identity for 86 400 by Hulsbosch Logo. New Logo and Identity for 86 400 by Hulsbosch Color variations. New Logo and Identity for 86 400 by Hulsbosch Logo with colons. New Logo and Identity for 86 400 by Hulsbosch Online presence. New Logo and Identity for 86 400 by Hulsbosch Illustrations. New Logo and Identity for 86 400 by Hulsbosch Posters.

Opinion
The name is… interesting. I like the idea behind it — the sum of all seconds in a day — and it sounds good, “Eighty-six Four Hundred”, but I wonder how much of an uphill battle, especially as a new entity, it will be to get it the recognizability and memorability it needs to compete against the big banks as it’s being positioned. It’s not an easy logo to “read”, even though it is doing everything it can to make it easy to by separating the 86 from the 400 with a space. A comma between them might have just made it look more like a number. The colon also does the best job it can to signal that this logo is not a dollar amount but a quantity of seconds; in static form it’s hard to decode that idea and only when it’s flashing do you sort of get it. The limited applications so far and the illustrations don’t add up to much yet and are a little ambiguous; perhaps a more overt “This is a bank!” message would help offset the non-bank-ness of the name and logo. Still, I think there is an interesting and daring approach to building a brand around this name and logo.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/5iDq8FC6_JM/new_logo_and_identity_for_86_400_by_hulsbosch.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_86_400_by_hulsbosch.php Thu, 02 Aug 2018 05:34:45 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_86_400_by_hulsbosch.php
Categories: News

Reviewed: New Logo and Identity for Assembly by Ragged Edge

Brand new - Thu, 08/02/2018 - 13:00
Launched this Summer, Assembly is a new 121-room hotel in London's West End, right on Leicester Square, designed and envisioned specifically for the traveller who doesn't want to stay cooped inside their room all day -- there are no TVs, mini bars, or phones in “Travelers Assemble!” New Logo and Identity for Assembly by Ragged Edge

Launched this Summer, Assembly is a new 121-room hotel in London's West End, right on Leicester Square, designed and envisioned specifically for the traveller who doesn't want to stay cooped inside their room all day -- there are no TVs, mini bars, or phones in any room. There are, however, large pink plastic bunnies. The hotel is owned by Criterion Capital, "the largest landowner between Piccadilly Circus and Leicester Square", and is managed by Bespoke Hotels, which manages over 200 properties worldwide. The identity for the hotel has been designed by London-based Ragged Edge.

The competition focus on the experience inside the hotel. But young travellers don't visit cities to hang out in their rooms. Our strategy aimed to combine the excitement of Airbnb with the reassurance of an established hotel. So Assembly sets out to provoke a sense of adventure, inspiring guests to 'Get Up and Go'.Ragged Edge project page New Logo and Identity for Assembly by Ragged Edge Brand idea. Your browser does not support the video tag. Brand video. The identity was conceived as the antidote to the cookie-cutter aesthetic favoured by much of the category. It was built around a bespoke typeface designed to reflect the diverse range of experiences on the hotel's doorstep. The eye-catching letterforms are used playfully throughout the customer experience, scattered across layouts in a visual representation of the brand idea.Ragged Edge project page New Logo and Identity for Assembly by Ragged Edge Logo. New Logo and Identity for Assembly by Ragged Edge Color variations. New Logo and Identity for Assembly by Ragged Edge Logo for social media avatars.

With a name like Assembly, the assembled style of letters in the logo pays off efficiently and, more importantly, I think it immediately hints at what kind of hotel it is and who it's for: not for my parents, maybe a little for me, and a lot for those born after 1985. The logo looks fun, quirky, and a little kinky with those sharp serifs. It's kind of amazing that the thee varying styles -- serif, sans, and blocky -- work together so well structurally (both in the logo and the font). For logo nerds it's hard not to see Medium's "M" or Blogger's "B" in there but most guests won't give a hoot. The jumbled version for social media works well and, again, pays off of the name, now with some assembly required. The color palette is on the verge of every-color-ever but the slightly muted tones and what appears to be a limit of eight colors reigns it in.

New Logo and Identity for Assembly by Ragged Edge Custom font.

At the core of the identity is the custom font, which is nicely done and well balanced in its different styles. In application it's interesting how varied the typography looks without each character having alternates for the three different styles -- i.e., the "O" only comes in sans and not in serif or blocky. It would have been feasible to OpenType the shit out of it but the restraint is surprisingly welcome. The font has a Jonathan-Barnbrook-lite vibe that works well for the hotel (but also makes you wonder how much more wicked this could have been if done by Barnbrook). Design nerdery aside, well done on the font.

Photography, capturing candid, smile-in-the-mind moments, comes from everyday city explorers, not professional photographers. And room art, purchased from local artists in the area, is authentically tied to the city.Ragged Edge project page Your browser does not support the video tag. Photography style. New Logo and Identity for Assembly by Ragged Edge Ad. Where other hotels talk about staying in and getting comfortable, Assembly encourages its guests to explore the city. With hero lines like "Get Lost" and "Don't Visit. Live It." Assembly always sounds punchy, upfront and full of energy.Ragged Edge project page Your browser does not support the video tag. Website.

The copywriting gets a little irritating when it tries too hard to be cool -- "less chill more thrill" -- but, along with the font and person-on-the-street photography style, it conveys the style of the hotel effectively.

New Logo and Identity for Assembly by Ragged Edge Exterior. New Logo and Identity for Assembly by Ragged Edge Keycard. New Logo and Identity for Assembly by Ragged Edge Lobby. New Logo and Identity for Assembly by Ragged Edge Yes, do disturb sign. New Logo and Identity for Assembly by Ragged Edge New Logo and Identity for Assembly by Ragged Edge Signage. New Logo and Identity for Assembly by Ragged Edge Room number. New Logo and Identity for Assembly by Ragged Edge Toiletries. New Logo and Identity for Assembly by Ragged Edge Tote bag. New Logo and Identity for Assembly by Ragged Edge T-shirt.

The applications are bold and energetic and I like how the typography can be used assembled (as in the signage) or disassembled (as in the soap and shampoo bottles) and still maintain continuity. Overall, this is well executed and right on cue for the intended audience.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/Iiq0pGGd-cI/new_logo_and_identity_for_assembly_by_ragged_edge.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_assembly_by_ragged_edge.php Thu, 02 Aug 2018 04:49:56 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_assembly_by_ragged_edge.php
Categories: News

Spotted: New Logo for Sound Credit Union

Brand new - Wed, 08/01/2018 - 19:40
New Logo for Sound Credit Union 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/bhFmKG77Ags/new_logo_for_sound_credit_union.php https://www.underconsideration.com/brandnew/archives/new_logo_for_sound_credit_union.php Wed, 01 Aug 2018 12:08:10 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_sound_credit_union.php
Categories: News

Spotted: New Logo for Khan Academy

Brand new - Wed, 08/01/2018 - 19:40
New Logo for Khan Academy 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/R7CDahSYoLk/new_logo_for_khan_academy.php https://www.underconsideration.com/brandnew/archives/new_logo_for_khan_academy.php Wed, 01 Aug 2018 11:56:49 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_khan_academy.php
Categories: News

Linked: ConvertKit does not Convert

Brand new - Wed, 08/01/2018 - 16:30
Email marketing company, ConvertKit, had announced a name change to Seva -- Seva being a "holy and sacred practice that involves giving generously to others out of love" in Sikhism -- but after receiving feedback that that word was not meant to sell email marketing ConvertKit does not Convert Visit Link Email marketing company, ConvertKit, had announced a name change to Seva -- Seva being a "holy and sacred practice that involves giving generously to others out of love" in Sikhism -- but after receiving feedback that that word was not meant to sell email marketing (or anything, really), they reverted back to their old name and logo. http://feedproxy.google.com/~r/ucllc/brandnew/~3/rfP6pA4qMxg/convertkit_does_not_convert.php https://www.underconsideration.com/brandnew/archives/convertkit_does_not_convert.php Wed, 01 Aug 2018 08:14:26 -0600 https://www.underconsideration.com/brandnew/archives/convertkit_does_not_convert.php
Categories: News

Noted: New Logo and Identity for yachting°com by Hybrid Studio

Brand new - Wed, 08/01/2018 - 15:25
(Est. 2001) "Yachting°com is an online booking platform for yachts; today it has over twenty permanent employees and is supported by many others, whether it be tutors, captains, or through the group of companies to which we belong. For many Croatian and Greek charter companies, “One Degree of Separation” New Logo and Identity for yachting°com by Hybrid Studio

(Est. 2001) "Yachting°com is an online booking platform for yachts; today it has over twenty permanent employees and is supported by many others, whether it be tutors, captains, or through the group of companies to which we belong. For many Croatian and Greek charter companies, we have become the largest trading partner in Europe, with for many others in Croatia, Greece, Italy or the Caribbean we have a significant position and continue to grow. In the area of houseboats our position is similar and we are likely to be the European leader, or at least one of the biggest players to focus on France, Germany and the Netherlands. Our most important product is the online search system which is the result of thousands of hours of programmers, designers, and testers. This makes it the only one in the world to collate online data about the availability of more than 15,000 boats across numerous countries, such as Croatia, Greece, Italy, France, Spain, the Caribbean as well as the Seychelles, Thailand, Scotland, Ireland and many more."

Design by
Hybrid Studio (Brno, Czech Republic)

Related links
Hybrid Studio project page

Relevant quote
When creating visual identity, we decided to present yachting°com as a guide to the world of yachting, a guide that always shows you the right course. The logo uses a degree sign well known from GPS coordinates. This sign also can be used in titles or in highlighted texts. The icon represents the sail, the ship seen from above and the course pointer at the same time.

Images (opinion after)

New Logo and Identity for yachting°com by Hybrid Studio Logo. New Logo and Identity for yachting°com by Hybrid Studio New Logo and Identity for yachting°com by Hybrid Studio Icon. New Logo and Identity for yachting°com by Hybrid Studio Degree device. New Logo and Identity for yachting°com by Hybrid Studio Business cards. New Logo and Identity for yachting°com by Hybrid Studio Stationery. New Logo and Identity for yachting°com by Hybrid Studio App. New Logo and Identity for yachting°com by Hybrid Studio New Logo and Identity for yachting°com by Hybrid Studio New Logo and Identity for yachting°com by Hybrid Studio Ads. New Logo and Identity for yachting°com by Hybrid Studio Apparel renders. Identity introduction video. Odd music choice.

Opinion
The old logo was sort of clever in making the “A” into a sail but the rest of the typography was a mess with its terrible spacing and gangly font selection. The new logo is a much nicer execution with a friendly and accessible font — the identity uses Darwin Pro and the logo looks to be a slightly modified version of it — that puts it more in the range of current rental services, whether it be Airbnb or Uber. The degree symbol is a nice, simple metaphor for sailing and makes for a great alternative to the dot in the .com name. The sail icon is kind of neat too although it operates on a different visual language than the main logo or anything else in the identity, which has more of a bubbly personality as opposed to the sharpness and slickness of this icon. The applications are decent, making good use of Darwin Pro and the yellow degree icon. The posters take a weird turn in the last set shown with the silhouetted images and the cutesy sea illustrations at the bottom. They are redeemed, however, for using Michelangelo’s David as a render prop to show the t-shirt.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/TicglPTVMHY/new_logo_and_identity_for_yachtingcom_by_hybrid_studio.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_yachtingcom_by_hybrid_studio.php Wed, 01 Aug 2018 05:45:58 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_yachtingcom_by_hybrid_studio.php
Categories: News

Reviewed: New Logo and Identity for 16th FITB by Siegenthaler&Co

Brand new - Wed, 08/01/2018 - 13:15
First celebrated in 1988, the Festival Iberoamericano de Teatro de Bogotá ("Ibero-American Theater Festival of Bogotá" in English, FITB for short) is a biannual event in Bogotá, Colombia, that brings together theater companies from around the world for two weeks of non-stop performances. Regarded as “Call it a Comeback” New Logo and Identity for 16th FITB by Siegenthaler&Co

First celebrated in 1988, the Festival Iberoamericano de Teatro de Bogotá ("Ibero-American Theater Festival of Bogotá" in English, FITB for short) is a biannual event in Bogotá, Colombia, that brings together theater companies from around the world for two weeks of non-stop performances. Regarded as one of the most important and largest performing arts festivals, not just in Latin America but around the world, FITB's programming includes theater as well as dance, circus, music, puppetry, pantomime, performance art, and music, through a whopping 800+ productions that take place everywhere from theater halls to the streets of Bogotá, attracting over 400,000 people to its paid performances, and 3.5 million people to its free public events. The identity for the 16th edition, which took place this past March and April, was designed by local firm Siegenthaler&Co.

After some years marked by difficulties, the FITB came to Siegenthaler & Co with the intention of renewing itself looking for a new and fresh language, aimed at a younger audience.

Our proposal was to celebrate the festival's arrival and renewal with ¡VUELVE! -- a single word phrase that could be used simultaneously as a call to action, an invitation, and a declaration of intent.

We chose a bold and unexpected typography that could inject energy into the graphic language, and also let us easily create a scalable visual system. The movement generated by its two different weights gave every piece we designed a feeling of unpredictability and uniqueness, reflecting directly on the Festival's content and artistic nature.Siegenthaler&Co project page New Logo and Identity for 16th FITB by Siegenthaler&Co Logo. New Logo and Identity for 16th FITB by Siegenthaler&Co Configurations animation. New Logo and Identity for 16th FITB by Siegenthaler&Co Radial icon. Your browser does not support the video tag. Pattern.

Like many festivals, each year's identity for FITB has been different. 2016's revolved around the large use of an "XV" -- 15 in Roman numerals -- and based on some Google Image searching, the logo and identity looked fine but nothing highly memorable. The new logo system brings back to the fore the original icon introduced in 1988 -- a spin on the comedy and tragedy masks that marries it with references to the pre-Columbian, indigenous people and motifs of Colombia -- and pairs it, in various ways, with a bold, round-cornered sans serif that expands and contracts at will. I find the malleability quite interesting, leading to some rather funky typographic situations that, on their own or as a one-time execution, would be weird but, as an overall system, it provides engaging flexibility.

The theme of the identity revolves around the word "Vuelve" that, in Spanish, carries a couple of different meanings, including something loosely like "FITB returns!" or "Hey, you! Come back to FITB!". Typeset in all uppercase and rendered in the varying widths, the word takes on a fun, abstract graphic.

New Logo and Identity for 16th FITB by Siegenthaler&Co Posters. New Logo and Identity for 16th FITB by Siegenthaler&Co Brochure covers.

The applications are quite energetic, with big bold typography taking over simple layouts. I'm not a huge fan of the selected color palette -- RGB, pretty much -- and maybe a Colombian-flag palette would have worked better (but I can also imagine that's been done to death). I love that the typography looks both ugly and great at the same, sort of capturing the rawness of live performances.

New Logo and Identity for 16th FITB by Siegenthaler&Co Ad. New Logo and Identity for 16th FITB by Siegenthaler&Co Schedule. New Logo and Identity for 16th FITB by Siegenthaler&Co Instagram account. New Logo and Identity for 16th FITB by Siegenthaler&Co Lanyards. Identity introduction video.

In motion, the identity is hypnotic -- due to the sound effects probably but I still very much enjoy looking at the letters expand and contract. Overall, the identity has a sort of familiar look to it -- vintage woodtype broadsheets, say -- but it also manages to feel daring and unexpected, giving the festival an energetic aesthetic that hopefully signaled that the festival has vuelto (come back) with a bang.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/3mJb8t6deg4/new_logo_and_identity_for_16th_festival_iberoamericano_de_teatro_de_bogota_by_siegenthalerco.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_16th_festival_iberoamericano_de_teatro_de_bogota_by_siegenthalerco.php Wed, 01 Aug 2018 04:40:21 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_16th_festival_iberoamericano_de_teatro_de_bogota_by_siegenthalerco.php
Categories: News

Spotted: New Logo for Hamilton Forge FC

Brand new - Tue, 07/31/2018 - 20:10
New Logo for Hamilton Forge FC 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/d2_FBLiViwU/new_logo_for_hamilton_forge_fc.php https://www.underconsideration.com/brandnew/archives/new_logo_for_hamilton_forge_fc.php Tue, 31 Jul 2018 12:11:41 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_hamilton_forge_fc.php
Categories: News

Spotted: New Name and Logo for Aventri

Brand new - Tue, 07/31/2018 - 20:10
New Name and Logo for Aventri 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/mkOmTQEHfrQ/new_name_and_logo_for_aventri.php https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_aventri.php Tue, 31 Jul 2018 12:08:07 -0600 https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_aventri.php
Categories: News

Linked: Firefox Brand Development

Brand new - Tue, 07/31/2018 - 15:55
Mozilla is at it again: They are redesigning the Firefox brand in the open. Currently, two systems are up for debate. Firefox Brand Development Visit Link Mozilla is at it again: They are redesigning the Firefox brand in the open. Currently, two systems are up for debate. http://feedproxy.google.com/~r/ucllc/brandnew/~3/7D5_o2yEXqg/firefox_brand_development.php https://www.underconsideration.com/brandnew/archives/firefox_brand_development.php Tue, 31 Jul 2018 06:23:03 -0600 https://www.underconsideration.com/brandnew/archives/firefox_brand_development.php
Categories: News

Noted: New Logo for Rolling Stone by Jim Parkinson

Brand new - Tue, 07/31/2018 - 15:55
(Est. 1967) "Rolling Stone is an American monthly magazine that focuses on popular culture. It was founded in San Francisco in 1967 by Jann Wenner, who is still the magazine's publisher, and the music critic Ralph J. Gleason. It was first known for its musical “Drop the Shadow” New Logo for Rolling Stone by Jim Parkinson

(Est. 1967) "Rolling Stone is an American monthly magazine that focuses on popular culture. It was founded in San Francisco in 1967 by Jann Wenner, who is still the magazine's publisher, and the music critic Ralph J. Gleason. It was first known for its musical coverage and for political reporting by Hunter S. Thompson. In the 1990s, the magazine shifted focus to a younger readership interested in youth-oriented television shows, film actors, and popular music.[2] In recent years, it has resumed its traditional mix of content." (Wikipedia)

Design by
Logo: Jim Parkinson (Oakland, CA)
Art Direction and Magazine design: In-house

Related links
Rolling Stone post

Relevant quote
Welcome to the new Rolling Stone. As of today, we’ve given both our magazine and our website complete makeovers. Starting with our current issue, featuring Cardi B and Offset on the cover, the magazine appears in a big, bold, glossy format, with more pages and richer photography. Each issue will feature more new music, more political coverage, more of the best and brightest in pop culture. Our logo has also undergone a subtle but significant update […].

Images (opinion after)

New Logo for Rolling Stone by Jim Parkinson Logo. New Logo for Rolling Stone by Jim Parkinson Before and after comparison. New one in blue for contrast. New Logo for Rolling Stone by Jim Parkinson Monogram. Design director, Joe Hutchinson explains the redesign process. New Logo for Rolling Stone by Jim Parkinson Cover, before and after. New Logo for Rolling Stone by Jim Parkinson Cover detail.

Opinion
The original version drawn by Jim Parkinson has always been one of my favorite pieces of lettering and the evolutions of that version have been very well executed as well. This is the first time in decades that the logo will not have its hard shadow, which is as much part of the brand as are the letterforms. This new take — drawn by Parkinson as well — manages to keep the equity and shed both visual weight and nostalgic baggage, allowing the publication to move forward in a more streamlined way. The changes to the letterforms are minimal but good. The resulting logo carries the tradition of the publication but delivers it in a 2015-and-beyond, flat design that makes more sense for today’s visual landscape. Let’s be happy that this didn’t become a geometric sans or another Medium-esque bold serif. The monogram is a little odd but I guess it solves the problem of how to fit that long logo into a circle. The logo looks great on the cover… at least on the first one with the new logo, where it’s red on white — the most recent cover where the logo has a drop shadow defeats the purpose. The rest of the type on the cover feels as if it’s undecided whether it wants to be minimal and quiet or more expressive and, ultimately, feels like it's easy to ignore. Overall, I think the logo is the right evolution at the right time.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/l_CiKax3fpA/new_logo_for_rolling_stone_by_jim_parkinson.php https://www.underconsideration.com/brandnew/archives/new_logo_for_rolling_stone_by_jim_parkinson.php Tue, 31 Jul 2018 05:57:28 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_rolling_stone_by_jim_parkinson.php
Categories: News

Reviewed: New Logo and Identity for Ricard by Yorgo&Co

Brand new - Tue, 07/31/2018 - 12:40
Introduced in 1932, Ricard is a pastis -- an anise and licorice-flavored aperitif -- originally conceived by Paul Ricard, a student of fine arts, 23 years old at the time. Today, Ricard is the number one best-seller in the French spirits sector and the best-selling “The Pastis in the Past” New Logo and Identity for Ricard by Yorgo&Co

Introduced in 1932, Ricard is a pastis -- an anise and licorice-flavored aperitif -- originally conceived by Paul Ricard, a student of fine arts, 23 years old at the time. Today, Ricard is the number one best-seller in the French spirits sector and the best-selling anise-based spirit in the world, selling more than 40 million liters annually. Ricard is a brand of Pernod Ricard, a global spirits and wine company that also owns brands like Absolute, Chivas Regal, Martell, and Pastis 51 (the second best-selling pastis originally produced by Pernod). Last year, Ricard introduced a new identity -- but not a new bottle (yet) -- designed by Paris, France-based Yorgo&Co.

Redesigning a legendary french brand was a delicate task. We revived their historical typefaces, and Yorgo drew a R made of sun rays. A new logo to drink (responsibly) this summer.Yorgo&Co project page New identity presentation video. More than 84 years after its creation, Ricard draws on its roots to reinterpret its logo with a simple and modern style. This new logo is accompanied by a solar sign that echoes the origins of the brand, born under the sign of the sun in Marseille in 1932.Ricard press release New Logo and Identity for Ricard by Yorgo&Co Logo. New Logo and Identity for Ricard by Yorgo&Co Icon animation.

I had posted the logo redesign a year ago but it didn't get much traction and there wasn't a lot of information or imagery available. Given the popularity of the brand and the additional imagery, I figured a proper follow-up was in order.

The old logo -- which, unfortunately will remain in the market for the foreseeable future on the packaging of the primary product, and create some confusion -- was decent. Its half-there, half-not-there slabs were quirky in both good and bad ways, making it unique but also kind of weird. Its holding shape was fine but a little old-fashioned, which made sense since, this is an old-fashioned brand. The new logo attempts to change that and, even though it's drawn from the brand's vintage posters, introduces a more contemporary vibe with a bold, extended wordmark. The sun motif has been cut in half and modified slightly to yield an "R" shape, which is kind of interesting but I wonder if it's too subtle.

New Logo and Identity for Ricard by Yorgo&Co New Logo and Identity for Ricard by Yorgo&Co New Logo and Identity for Ricard by Yorgo&Co Custom type family.

The identity also brings back to life type treatments from the past through a large type family of extended and condensed sans serifs with a matching shadow version for each width and a complementary script. On their own they are nice enough but when they come together in the posters (towards the end of the post) they are quite great, creating a nostalgic yet contemporary aesthetic that's very pleasing.

New Logo and Identity for Ricard by Yorgo&Co Bottoms up. New Logo and Identity for Ricard by Yorgo&Co New Logo and Identity for Ricard by Yorgo&Co New Logo and Identity for Ricard by Yorgo&Co New Logo and Identity for Ricard by Yorgo&Co New Logo and Identity for Ricard by Yorgo&Co Serving items.

For now, the main use of the new identity is in the carafes, glasses, trays, buckets, pitchers, and other serving accoutrements the pastis-lover might enjoy. All the products have a fun, summery vibe. The circular variation of the logo in the tray above is a nice twist too.

New Logo and Identity for Ricard by Yorgo&Co New Logo and Identity for Ricard by Yorgo&Co New Logo and Identity for Ricard by Yorgo&Co Sign. New Logo and Identity for Ricard by Yorgo&Co Hut. New Logo and Identity for Ricard by Yorgo&Co Bucket. New Logo and Identity for Ricard by Yorgo&Co New Logo and Identity for Ricard by Yorgo&Co New Logo and Identity for Ricard by Yorgo&Co Apparel. New Logo and Identity for Ricard by Yorgo&Co New Logo and Identity for Ricard by Yorgo&Co Livery. New Logo and Identity for Ricard by Yorgo&Co New Logo and Identity for Ricard by Yorgo&Co New Logo and Identity for Ricard by Yorgo&Co Typography in action. New Logo and Identity for Ricard by Yorgo&Co Lightbulb holder thing.

Some of the other applications are great too, particularly the posters that mix and match the typefaces in fun arrangements and are limited to the yellow-blue-white color palette, which extends quite well to the apparel -- I could see that sweatshirt picking up some steam as a trendy piece of clothing. It's too bad that a new bottle wasn't part of this launch because that would have made this transformation much more impactful. Overall, to me -- someone that doesn't drink the product and isn't as familiar with its history or existing identity -- this seems like a great evolution that takes the brand from a traditional-looking old spirit to something more youthful and engaging without going the full Let's-Attract-Millennials approach.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/bxf0xDxs-9M/new_logo_and_identity_for_ricard_by_yorgoco.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_ricard_by_yorgoco.php Tue, 31 Jul 2018 04:50:31 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_ricard_by_yorgoco.php
Categories: News

Spotted: New Logo and Identity for Fine Arts Museums of San Francisco by Sonderby Design

Brand new - Mon, 07/30/2018 - 20:35
New Logo and Identity for Fine Arts Museums of San Francisco by Sonderby Design 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/pRtH7-iVHTM/new_logo_and_identity_for_fine_arts_museums_of_san_francisco_by_sonderby_design.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_fine_arts_museums_of_san_francisco_by_sonderby_design.php Mon, 30 Jul 2018 12:42:54 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_fine_arts_museums_of_san_francisco_by_sonderby_design.php
Categories: News

Spotted: New Logo and Identity for Crimestoppers by The Team

Brand new - Mon, 07/30/2018 - 19:30
New Logo and Identity for Crimestoppers by The Team 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/teJ85x4Bje8/new_logo_and_identity_for_crimestoppers_by_the_team.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_crimestoppers_by_the_team.php Mon, 30 Jul 2018 12:22:14 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_crimestoppers_by_the_team.php
Categories: News

Linked: Space Force Faux Logos

Brand new - Mon, 07/30/2018 - 16:15
Bloomberg Businessweek asked eight designers (including Lance Wyman and Milton Glaser) to imagine what the logo for Donald Trump's suggested Space Force would look like. Certainly, responses are not without snark. Space Force Faux Logos Visit Link Bloomberg Businessweek asked eight designers (including Lance Wyman and Milton Glaser) to imagine what the logo for Donald Trump's suggested Space Force would look like. Certainly, responses are not without snark. http://feedproxy.google.com/~r/ucllc/brandnew/~3/ZbJQ0xhvMAw/space_force_faux_logos.php https://www.underconsideration.com/brandnew/archives/space_force_faux_logos.php Mon, 30 Jul 2018 06:11:44 -0600 https://www.underconsideration.com/brandnew/archives/space_force_faux_logos.php
Categories: News

Noted: New Logo and Identity for Lucid Motors by Tolleson

Brand new - Mon, 07/30/2018 - 16:15
(Est. 2007) "Lucid Motors (formerly known as Atieva) is an American automotive company specializing in electric cars. The company was founded in 2007, and it is based in Newark, California." (Wikipedia) “Electric Dreams” New Logo and Identity for Lucid Motors by Tolleson

(Est. 2007) "Lucid Motors (formerly known as Atieva) is an American automotive company specializing in electric cars. The company was founded in 2007, and it is based in Newark, California." (Wikipedia)

Design by
Tolleson (San Francisco, CA)
Naming: Lexicon (Sausalito, CA)

Related links
Tolleson project page (brand)
Tolleson project page (launch)
Lexicon project page

Relevant quote
The logo design was a nod to the car itself: elongated, modern, sleek, and timeless. The wordmark also had to integrate seamlessly with the car. In much the same way that auto designers shape the car’s body in clay, the logo was shaped for maximum optical proportion and balance.

The car’s physical design mandated an extended version of the logo for on-vehicle applications.

Four complementary fonts were selected to strike the appropriate balance between the technical nature of Lucid’s designs and the intuitive experience the vehicle delivers.

A 24-hour color wheel, inspired by the light throughout California at various times of day, was distilled into a set of core brand colors that corresponded with Lucid’s approach to color, material, and finishes.

Images (opinion after)

New Logo and Identity for Lucid Motors by Tolleson Logo. New Logo and Identity for Lucid Motors by Tolleson Logo on a cool photo of an ocean. New Logo and Identity for Lucid Motors by Tolleson Logo guidelines. Your browser does not support the video tag. Identity elements. New Logo and Identity for Lucid Motors by Tolleson Sample applications. New Logo and Identity for Lucid Motors by Tolleson Business cards. New Logo and Identity for Lucid Motors by Tolleson New Logo and Identity for Lucid Motors by Tolleson New Logo and Identity for Lucid Motors by Tolleson Launch event for the Lucid Air. New Logo and Identity for Lucid Motors by Tolleson New Logo and Identity for Lucid Motors by Tolleson New Logo and Identity for Lucid Motors by Tolleson Logo on the car.

Opinion
The old name sounded like a pharmaceutical product and the old logo looked like it belonged on server hardware (to its credit, the company started as developer of electric battery technology not bitchin’ cars). The new name is far more aspirational and unique for a car company (if a little pretentious). In its extended letterforms, the new logo feels like it belongs in the automotive world as it is a common approach but, here, it’s taken to the extreme with letters that are 3.5 times wider than their height. It’s a little much, to be honest, but surprisingly, it works. It’s an elegant, luxurious wordmark with a hint of “If you have to ask you can’t afford it” that makes the titular car feel exclusive — and, at $60,000, there is no question it is exclusive. The identity around the logo is quite nice, with an eclectic combination of typefaces and a sophisticated color palette. Overall, this looks expensive. Job well done.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/6JRJ0AI1WZY/new_logo_and_identity_for_lucid_motors_by_tolleson.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_lucid_motors_by_tolleson.php Mon, 30 Jul 2018 05:30:26 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_lucid_motors_by_tolleson.php
Categories: News

Reviewed: New Logo and Identity for AFTRS by M35

Brand new - Mon, 07/30/2018 - 13:00
Established in 1973, the Australian Film Television and Radio School (AFTRS) is Australia's national screen arts and broadcast school and is regarded as one of the top film school's in the world. It is a federal statutory authority, established by the Australian Film, Television and “Command-Shift” New Logo and Identity for AFTRS by M35

Established in 1973, the Australian Film Television and Radio School (AFTRS) is Australia's national screen arts and broadcast school and is regarded as one of the top film school's in the world. It is a federal statutory authority, established by the Australian Film, Television and Radio School Act 1973. It focuses on the technical aspects, offering degrees in cinematography, directing, editing, screenwriting, and more. Recently, AFTRS introduced a new identity designed by Sydney, Australia-based M35.

After a deep, consultative 9-month process engaging all levels of the organisation, the resulting brand is built on a motion-first identity system -- the timeline -- communicating the fundamentals of contemporary storytelling and marking the School's place in history. Applied across all channels and forms, the system drives recognition and impact, even when the mark isn't present.M35 project page New Logo and Identity for AFTRS by M35 Logo. Your browser does not support the video tag. Logo animation.

The old logo was kind of interesting with its angled typography and sharp cuts but maybe it was far weirder and aggressive than it needed to be. The new logo maintains a sense of weirdness and tension by introducing a "timeline" concept into the wordmark in the form of a constantly shifting interpolation of the same typography on various positions along the same horizontal line. I think. That was harder to verbalize than just looking at the animation above. In static form, the effect is applied to the "S", where the duplication is most evident and it yields enough tension or enough of a glitch for the viewer to take notice. In motion, the effect is more obvious and more satisfying. The "A" has some extra funk, with its counter space going up all the way to the top; I'm not sure it was needed or what purpose it serves but I guess it adds a coolness factor to the logo.

New Logo and Identity for AFTRS by M35 Business cards. New Logo and Identity for AFTRS by M35 Brochure covers. New Logo and Identity for AFTRS by M35 Brochure interiors. New Logo and Identity for AFTRS by M35 Website. New Logo and Identity for AFTRS by M35 Tote. New identity introduction video.

In application, the timeline crop effect works quite nicely when used across multiple lines of text, hitting all the letters along the exact same vertical line and since all the layouts are so minimal and controlled, the shift stands out a lot. The deadpan typography -- all in Nizar Kazan's Lausanne -- is very well handled throughout and its delivery in the black and red/orange palette makes it a little more exciting. Overall, the identity has a bit of an edge to it to make the organization feel like a bold choice for those that attend but its simplicity tempers it as a rational choice as well.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/FrKeFpmW6zI/new_logo_and_identity_for_aftrs_by_m35.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_aftrs_by_m35.php Mon, 30 Jul 2018 04:41:58 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_aftrs_by_m35.php
Categories: News

Spotted: New Logos for William & Mary Athletics

Brand new - Fri, 07/27/2018 - 20:20
New Logos for William & Mary Athletics 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/QXKIIbRKUC8/new_logos_for_william_mary_athletics.php https://www.underconsideration.com/brandnew/archives/new_logos_for_william_mary_athletics.php Fri, 27 Jul 2018 12:20:16 -0600 https://www.underconsideration.com/brandnew/archives/new_logos_for_william_mary_athletics.php
Categories: News

Linked: Logo vs. Brand

Brand new - Fri, 07/27/2018 - 16:05
This article on Fast Company titled "No one cares about your logo" should have been titled "The difference between Logo and Brand". It makes helpful points to the non-designer crowd but could have been framed in a less click-bait-y way. Logo vs. Brand Visit Link This article on Fast Company titled "No one cares about your logo" should have been titled "The difference between Logo and Brand". It makes helpful points to the non-designer crowd but could have been framed in a less click-bait-y way. http://feedproxy.google.com/~r/ucllc/brandnew/~3/UsTSXgVIyU4/logo_vs_brand.php https://www.underconsideration.com/brandnew/archives/logo_vs_brand.php Fri, 27 Jul 2018 06:38:19 -0600 https://www.underconsideration.com/brandnew/archives/logo_vs_brand.php
Categories: News

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