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News

Spotted: New Logo for Wellington Phoenix FC

Brand new - Wed, 11/08/2017 - 19:10
New Logo for Wellington Phoenix 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/BvKi4ufnvQg/new_logo_for_wellington_phoenix_fc.php https://www.underconsideration.com/brandnew/archives/new_logo_for_wellington_phoenix_fc.php Wed, 08 Nov 2017 11:41:42 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_wellington_phoenix_fc.php
Categories: News

Linked: Thomson Reuters Flush

Brand new - Wed, 11/08/2017 - 16:00
Probably just a disgruntled employee and doubtful if true but still worth a snicker -- because of its plausibility -- on this submission to PostSecret, "where people mail in their secrets anonymously on one side of a postcard". Thomson Reuters Flush Visit Link Probably just a disgruntled employee and doubtful if true but still worth a snicker -- because of its plausibility -- on this submission to PostSecret, "where people mail in their secrets anonymously on one side of a postcard". http://feedproxy.google.com/~r/ucllc/brandnew/~3/Z1IGmTxHEnI/thomson_reuters_flush.php https://www.underconsideration.com/brandnew/archives/thomson_reuters_flush.php Wed, 08 Nov 2017 06:10:23 -0600 https://www.underconsideration.com/brandnew/archives/thomson_reuters_flush.php
Categories: News

Noted: New Logo by Jessica Hische and Packaging done In-house for Jeni's Splendid Ice Creams

Brand new - Wed, 11/08/2017 - 16:00
(Est. 2002) "Jeni's Splendid Ice Creams was founded in 2002 by James Beard Award-winning cookbook author Jeni Britton Bauer. Britton Bauer's ahead-of-the-trend vision--using whole ingredients and dairy from grass-pastured cows, rather than synthetic flavorings and commodity ice cream mix--coupled with inspired flavors, sparked the artisan “In Jeni’s we Trust” New Logo by Jessica Hische and Packaging done In-house for Jeni's Splendid Ice Creams

(Est. 2002) "Jeni's Splendid Ice Creams was founded in 2002 by James Beard Award-winning cookbook author Jeni Britton Bauer. Britton Bauer's ahead-of-the-trend vision--using whole ingredients and dairy from grass-pastured cows, rather than synthetic flavorings and commodity ice cream mix--coupled with inspired flavors, sparked the artisan ice cream movement more than a decade before it would become a top food trend. Today, Jeni's is a certified B Corporation with 32 scoop shops, an online shop at jenis.com, and distribution in top groceries across the country."

Design by
Logo: Jessica Hische
Packaging: In-house

Related links
Jeni's blog post
2015 Brand New Noted post

Relevant quote
When we started our pint redesign almost a year ago we began with a logo refresh. I have always felt that our logo was lovely, similar to my own signature, but because of the “j” descender it never quite fit right on signage, packaging or T-shirts. The “j” was always so much bigger than the “eni’s.”

We are very happy with the result. It’s friendly and inviting, and retains all the character and soul of our old logo (in fact, I bet you didn’t even notice it changed), but turns up the energy by 1,000 percent. Our new logotype is now the showpiece of every pint.

In a nod to our original plastic pints, every flavor name is written in a unique, handwritten script. Underneath is the flavor description highlighting the amazing ingredients inside. On the side are stories from me about the flavor—from inspiration to process to partners. Read this panel if you want to go a little deeper. And, as usual, our ingredients are printed large because we are so proud of everything in there.

Images (opinion after)

New Logo by Jessica Hische and Packaging done In-house for Jeni's Splendid Ice Creams Logo. New Logo by Jessica Hische and Packaging done In-house for Jeni's Splendid Ice Creams Evolution of the pints. New Logo by Jessica Hische and Packaging done In-house for Jeni's Splendid Ice Creams Packaging, before and after. New Logo by Jessica Hische and Packaging done In-house for Jeni's Splendid Ice Creams New Logo by Jessica Hische and Packaging done In-house for Jeni's Splendid Ice Creams New Logo by Jessica Hische and Packaging done In-house for Jeni's Splendid Ice Creams Group shots. New Logo by Jessica Hische and Packaging done In-house for Jeni's Splendid Ice Creams Single shot.

Opinion
I hadn’t realized how disproportionate the “j” was in the old logo until I aligned it with the new logo — what a huge, positive difference the more naturally proportioned “j” makes and that’s only the beginning of all the little updates that make the new logo great. The apostrophe is now fully there, sweetly nestled between the “i” and “s” instead of the previous tittle-apostrophe mutation. There is also now a slight arc to the wordmark that gives it a more bouncy presence. All the moves are a major improvement that keeps the personality of the original. The new packaging is quite nice too, highlighting the brand over the product — which, now that Jeni’s ice cream is available more broadly, is an important consideration. I really liked the old packaging, which looks great in the freezers but the brand was so small it almost looked like the grocery store’s private label ice cream. The new logo looks great against the multi-color backgrounds and the idea of different script fonts for the flavors is good in theory but not as effective in practice because they all look alike and they have a very computer-y aesthetic. Still, the overall effect is really good and reflects the quality of this super tasty range of ice creams.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/U7IHb3p3IIo/new_logo_by_jessica_hische_and_packaging_done_in_house_for_jenis_splendid_ice_creams.php https://www.underconsideration.com/brandnew/archives/new_logo_by_jessica_hische_and_packaging_done_in_house_for_jenis_splendid_ice_creams.php Wed, 08 Nov 2017 05:43:24 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_by_jessica_hische_and_packaging_done_in_house_for_jenis_splendid_ice_creams.php
Categories: News

Reviewed: New Logo and Identity for Factorie by Interbrand

Brand new - Wed, 11/08/2017 - 12:45
Established in 2006, Factorie is a global youth fashion brand that offers "accessible street and casual fashion for girls and guys". Owned by Cotton On Group, Factorie has over 170 stores across Australia, New Zealand, South Africa, Singapore, and Malaysia. Recently, Factorie introduced a new “Through the Roof” New Logo and Identity for Factorie by Interbrand

Established in 2006, Factorie is a global youth fashion brand that offers "accessible street and casual fashion for girls and guys". Owned by Cotton On Group, Factorie has over 170 stores across Australia, New Zealand, South Africa, Singapore, and Malaysia. Recently, Factorie introduced a new identity designed by the Sydney office of Interbrand.

In a world where businesses struggle to reach teenagers, Factorie was famous for its youth culture. Unafraid and unapologetic, it resonated with its customers in a way few brands do. So when Factorie's audience started to grow up, the brand did too.

It became a little more mature. Slightly more sensible. Less teenage angsty, and certainly less controversial. But in the end, the effort to stay relevant to its original fans saw the overall brand lose its relevancy. All of a sudden, Factorie wasn't Factorie anymore.Interbrand project page Brand video. The new brand sits at the collision point between contemporary culture and that timeless youth attitude. Made for the restless generation, it draws inspiration from everything from modern-day influencers like @kathebbss and London grime, to DIY producers and even 80's grunge.

Born from Factorie's oldest and most authentic element of all (its name), the logo offers a striking device for owning and disrupting imagery. But more importantly, it's shorthand for a new kind of factory - a place where young people and artists can relax, remix, craft and collaborate. It invites the restless generation in, before asking a small, simple, unrelenting question...

What will you create?Interbrand project page New Logo and Identity for Factorie by Interbrand Logo.

The old logo was painful to see, with its droplet "a" and uncomfortably-flipped "t" posing as a "t" and, overall, it had horrible rhythm. Perhaps the kids dug it or didn't care. The new logo is pretty cool -- maybe a 40-year-old dude in the Midwest saying it's "pretty cool" just made it lose all its street cred -- with an icon that instantly pays off of the name but also introduces a rebellious-looking graphic device to strongly represent the brand. The wordmark is also good, perhaps that one feels like it's trying a little harder to be edgy but I still like that it looks strongly manufactured but with a hint of oddness to it.

New Logo and Identity for Factorie by Interbrand New Logo and Identity for Factorie by Interbrand Shape and disruption. New Logo and Identity for Factorie by Interbrand New Logo and Identity for Factorie by Interbrand New Logo and Identity for Factorie by Interbrand Posters.

I like how the icon can be explicitly shown as is but also implicitly in the breaking of the typography and imagery. It's a clever way of extending the visual language of the icon into the identity. I also like how it can be extended to have more spikes and used to strike words. Maybe it gets to a point where it's far too many spiky, angle-y things but it's nicely tempered by the blocky, monospace typography.

New Logo and Identity for Factorie by Interbrand New Logo and Identity for Factorie by Interbrand New Logo and Identity for Factorie by Interbrand Garment tags.

Despite its thinness and wide horizontal proportion, the icon is surprisingly convincing on its own and works quite well in small areas, especially ones that require less traditional reproduction like debossing or embroidery.

New Logo and Identity for Factorie by Interbrand Website. New Logo and Identity for Factorie by Interbrand Print promo. New Logo and Identity for Factorie by Interbrand Shop exterior.

Perhaps it doesn't have the authenticity of a Vans or Burton but, overall, this all feels youthful, bold, and exciting with a simple kit of parts that can expand in cool, different ways.

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Categories: News

Spotted: New Logo for Columbus, GA

Brand new - Tue, 11/07/2017 - 20:30
New Logo for Columbus, GA 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/R69yrPx8wNY/new_logo_for_columbus_ga.php https://www.underconsideration.com/brandnew/archives/new_logo_for_columbus_ga.php Tue, 07 Nov 2017 13:06:47 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_columbus_ga.php
Categories: News

Spotted: New Logo for Dashlane

Brand new - Tue, 11/07/2017 - 20:30
New Logo for Dashlane 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/jbh4pmSDm4A/new_logo_for_dashlane.php https://www.underconsideration.com/brandnew/archives/new_logo_for_dashlane.php Tue, 07 Nov 2017 13:02:08 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_dashlane.php
Categories: News

Linked: Nike Swooshes Taxes

Brand new - Tue, 11/07/2017 - 16:10
Nike avoids paying taxes on the non-U.S. licensing fees of its logo by having a subsidiary company in Bermuda that owns Nike's "intangible design assets". I guess business is business but this feels douchey. Nike Swooshes Taxes Visit Link Nike avoids paying taxes on the non-U.S. licensing fees of its logo by having a subsidiary company in Bermuda that owns Nike's "intangible design assets". I guess business is business but this feels douchey. http://feedproxy.google.com/~r/ucllc/brandnew/~3/Pb244e8dOYY/nike_royalty_taxes.php https://www.underconsideration.com/brandnew/archives/nike_royalty_taxes.php Tue, 07 Nov 2017 06:15:17 -0600 https://www.underconsideration.com/brandnew/archives/nike_royalty_taxes.php
Categories: News

Noted: New Logo for BECU

Brand new - Tue, 11/07/2017 - 16:10
(Est. 1935, originally Boeing Employees' Credit Union) "BECU is a not-for-profit credit union owned by its members. Members receive the benefits of ownership through better rates and fewer fees. With more than 1 million members and over $17 billion in assets, BECU is the largest “Just ’round the Corner” New Logo for BECU

(Est. 1935, originally Boeing Employees' Credit Union) "BECU is a not-for-profit credit union owned by its members. Members receive the benefits of ownership through better rates and fewer fees. With more than 1 million members and over $17 billion in assets, BECU is the largest credit union in Washington and one of the top five financial cooperatives in the country. BECU currently operates more than 45 locations in Washington and two financial centers in South Carolina."

Design by
N/A

Related links
BECU logo introduction page
BECU press release

Relevant quote
We determined the need to update our logo for a number of practical purposes. Now that we serve more than the Boeing Company, the “E” that stood for employees no longer represents all our members. Also, some of the details of the design limited its legibility in digital environments.

Since everything we are and everything we do revolves around you, our members and employees, the new logo's rounded corner accentuates the “U.” This subtle yet purposeful design element adds more inclusivity to our brand in an approachable and welcoming manner.

Images (opinion after)

New Logo for BECU Logo. New Logo for BECU New Logo for BECU Process snapshots. New Logo for BECU New sign going up at headquarters. Logo introduction video.

Opinion
The old logo was so 1980s-tastic the only thing missing was a Patrick Nagel backdrop. That logo really had no business existing beyond 1999. The new logo brings the organization into modern times although it somehow already looks dated. It’s an improvement for sure but there is something really clunky about the execution… the thick lines, the awkward sans serif, the single rounded corner… it’s too buttoned up but not in a good way. I’m also a little baffled at the proportions of the typography: The four letters could have easily been monospaced and would have yielded better spacing but instead you have an extra wide “U” and an “E” with its middle bar uselessly extended. The position of the “B” is also bad; there should be equal space above and to the left of it but instead there is a huge gap that is not even equal on the other side to the right of the “U”. The only way for this logo to have been good or remotely interesting was for it to have perfect graphic execution. It doesn’t. Still, it’s an improvement, particularly in communicating a separation from its origins as a Boeing-only credit union.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/m5w1Ql0u0pc/new_logo_for_becu.php https://www.underconsideration.com/brandnew/archives/new_logo_for_becu.php Tue, 07 Nov 2017 05:32:43 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_becu.php
Categories: News

Reviewed: New Logo and Identity for The Main by Use All Five

Brand new - Tue, 11/07/2017 - 12:55
Established in 2016, The Main is a museum in Los Angeles, CA, with the mission "to engage the public with the most important ideas of our time through the art of Los Angeles" but it won't do so fully until 2020, when its building -- “Mix and Match” New Logo and Identity for The Main by Use All Five

Established in 2016, The Main is a museum in Los Angeles, CA, with the mission "to engage the public with the most important ideas of our time through the art of Los Angeles" but it won't do so fully until 2020, when its building -- a merging of three historic, early twentieth-century structures in LA's Old Bank District -- is complete. In the meantime, during construction, the museum has been holding pop-up programming -- under the "Beta Main" moniker -- as their space allows. When complete, The Main will be a non-collecting museum and a big point of distinction, aside from a focus on local art and artists, will be a residency program. In preparation for a large phase of construction, The Main recently introduced a new identity designed by local firm Use All Five.

The redesigned logo uses two typefaces: Dala Moa by Commercial Type and Danzza by Heavyweight, with custom treatment to the 'M' letterform for clear legibility. The typefaces are fluid in their usage across the museum's public-facing materials. For headlines, we offered these two different typefaces that could be mixed together, as an effort to visualize two languages coexisting. Offering both Spanish and English, translation is a vital pillar of the Main Museum's values and communication strategy.Use All Five project page New Logo and Identity for The Main by Use All Five Logo. Your browser does not support the video tag. Grid behind the logo.

The only way the old logo could have looked like any other museum in the world is if it had been black and even then it had as much personality as an easel. The new logo has a visually awkward presence with thinning, disappearing letters on each end and two thicker letters in the center. It's not necessarily pleasing but it is engaging in that it forces you to do a double take and try to figure out what's going on. The effect is more interesting in the Beta Main version of the logo where, simply, there are more letters to shift between styles and create a more convincing effect. Still, in the "Main" wordmark alone there is a distinct feeling of two different notions/ideas/cultures/whatevers coming together and coexisting.

In the identity guidelines, we created a simple underlying grid structure for seamless collaboration with current and future designers. This grid can adjust to essentially any format or proportion. Leaving it up to the designers discretion, we gave them the tools to choose how to activate the grid with type, image, and color. We encourage keeping the grid structure visible as it illustrates a prototype-like process, displaying how the museum continually composes itself in a variety of creative ways.Use All Five project page New Logo and Identity for The Main by Use All Five Grid system. New Logo and Identity for The Main by Use All Five Guidelines. New Logo and Identity for The Main by Use All Five New Logo and Identity for The Main by Use All Five Grid samples. Your browser does not support the video tag. Mission statement.

The visible 4-by-4 grid provides a good, flexible system for any kind of format that has the potential to become recognizable for the hard angles created by the × that spans the width and height of all applications. The grid and the logo don't have much synergy though... there is no clear interplay between them or any interesting ways of anchoring the logo to it.

New Logo and Identity for The Main by Use All Five Business cards. New Logo and Identity for The Main by Use All Five Ad. New Logo and Identity for The Main by Use All Five Pens. New Logo and Identity for The Main by Use All Five Journal. New Logo and Identity for The Main by Use All Five Totes.

The combination of typefaces is interesting in that, like the logo, it signals that there are two levels of information at play but, for now, it's unclear what purpose each typeface serves: is Dala Moa English and Danzza Spanish? Is Danzza meant to highlight something as if it were bold? Or is the use of each completely aleatory? I'm not saying the applications are right or wrong but I feel like the mix of typefaces is asking for an interpretation with the problem being that there is nothing to interpret. Still, there is a interesting tension created by the combination of typefaces, the visible grid, and the color palette that do convey a sense of excitement about the new museum and the possibility of it offering new ways to look at local art in its many forms.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/r9O9i8ztKug/new_logo_and_identity_for_the_main_by_use_all_five.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_the_main_by_use_all_five.php Tue, 07 Nov 2017 04:46:32 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_the_main_by_use_all_five.php
Categories: News

Linked: Opening at Pearlfisher

Brand new - Mon, 11/06/2017 - 22:50
Position: Design Director at Pearlfisher in San Francisco, CA. Opening at Pearlfisher Visit Link Position: Design Director at Pearlfisher in San Francisco, CA. http://feedproxy.google.com/~r/ucllc/brandnew/~3/ZMBQ9CfEQnQ/opening_at_pearlfisher.php https://www.underconsideration.com/brandnew/archives/opening_at_pearlfisher.php Mon, 06 Nov 2017 14:52:27 -0600 https://www.underconsideration.com/brandnew/archives/opening_at_pearlfisher.php
Categories: News

Spotted: New Logo for Settled

Brand new - Mon, 11/06/2017 - 21:45
New Logo for Settled 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/-kxl1ETJCHQ/new_logo_for_settled.php https://www.underconsideration.com/brandnew/archives/new_logo_for_settled.php Mon, 06 Nov 2017 13:40:30 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_settled.php
Categories: News

Spotted: New Logo and Identity for El Ganso by We Are Small

Brand new - Mon, 11/06/2017 - 20:40
New Logo and Identity for El Ganso by We Are Small 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/~3/79R5SrmeglI/new_logo_and_identity_for_el_ganso_by_we_are_small.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_el_ganso_by_we_are_small.php Mon, 06 Nov 2017 12:12:24 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_el_ganso_by_we_are_small.php
Categories: News

Linked: Vans FTW

Brand new - Mon, 11/06/2017 - 15:15
Business Insider on the increasingly growing appeal of Vans shoes. "Back in 2004, any shoe with Vans' signature side strip had poor sales. Now, [Vans' global president, Doug] Palladini said, it's the best-selling category of Vans shoes." Vans FTW Visit Link Business Insider on the increasingly growing appeal of Vans shoes. "Back in 2004, any shoe with Vans' signature side strip had poor sales. Now, [Vans' global president, Doug] Palladini said, it's the best-selling category of Vans shoes." http://feedproxy.google.com/~r/ucllc/brandnew/~3/ji_OVmgOd1M/vans_ftw.php https://www.underconsideration.com/brandnew/archives/vans_ftw.php Mon, 06 Nov 2017 07:43:09 -0600 https://www.underconsideration.com/brandnew/archives/vans_ftw.php
Categories: News

Noted: New Logo and Identity for V1BE by BGN

Brand new - Mon, 11/06/2017 - 15:15
(Est. 2017) "V1BE is a boutique studio gym specialising in treadmill based HIIT (High Intensity Interval Training). Every class is a high intensity, heart rate-monitored interval training session that gives a full body workout in just fifty minutes. More guided than a typical visit to “Good V1brat1ons” New Logo and Identity for V1BE by BGN

(Est. 2017) "V1BE is a boutique studio gym specialising in treadmill based HIIT (High Intensity Interval Training). Every class is a high intensity, heart rate-monitored interval training session that gives a full body workout in just fifty minutes. More guided than a typical visit to the gym, more friendly than a one-on-one session with a PT."

Design by
BGN (Manchester, UK)

Related links
BGN project page

Relevant quote
The numeral one presented us with an opportunity – rather than blending the one in with the letters so that it was practically indistinguishable from them, we decided to the exact opposite, italicising it and recreating it in the negative space between the V and B. In doing so, we create a striking asset, making the 1 a hero that we can reuse across messaging, or even as an abstract framing device to brand images without needing to show the wordmarque.

As for the colour palette, though we primarily lead with a stripped-back black and white, aligning V1BE more with fashion than fitness, but supporting that primary palette with three light and three dark colours to convey the vibrant and energetic nature of both the V1BE studio environment, and the classes they offer day in, day out.

Images (opinion after)

New Logo and Identity for V1BE by BGN Logo. Your browser does not support the video tag. Color variations. New Logo and Identity for V1BE by BGN Logo on a photo. New Logo and Identity for V1BE by BGN Train, Pain, Gain. New Logo and Identity for V1BE by BGN New Logo and Identity for V1BE by BGN New Logo and Identity for V1BE by BGN Posters.

Opinion
Any logo that features a “1” in its counterspace has to face comparison with the Formula 1 logo and, given that this one is also italic, it’s double the challenge. What the F1 logo does really well is extracting the shape of the “1” from the “F”, making it feel like an organic solution. Here, unfortunately, it’s a “1” dropped in between the “V” and “B” without any synergy between the three characters, especially with the “1” being italic, the “V” half italic, and the “B”… well, who knows what’s going on with the “B”. It might also be one visual trick too many that hinders readability — are we supposed to read it as “Vibe” or “V One Be“? Despite all this, the logo and the visual attitude around it work very well for a small gym for hardcore enthusiasts. It feels bold and athletic and anti-Planet Fitness (or any other major gym chain) so it succeeds in that regard.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/URkmPiKrD4I/new_logo_and_identity_for_v1be_by_bgn.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_v1be_by_bgn.php Mon, 06 Nov 2017 05:38:40 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_v1be_by_bgn.php
Categories: News

Reviewed: New Logo and Identity for Gravis by That Thing

Brand new - Mon, 11/06/2017 - 13:05
Established in 2008 (originally Gravis Capital Partners, GCP for short), Gravis is a privately owned investment manager in London, UK, specializing in investing in infrastructure assets that will be needed by the UK for many years like hospitals, schools, and student accommodation, which they use “Low and Slow” New Logo and Identity for Gravis by That Thing

Established in 2008 (originally Gravis Capital Partners, GCP for short), Gravis is a privately owned investment manager in London, UK, specializing in investing in infrastructure assets that will be needed by the UK for many years like hospitals, schools, and student accommodation, which they use to offer four funds to its customers. Recently, the company introduced its new name and a new identity designed by London-based That Thing.

We gave Gravis a brand with equally long term ambitions. A Galapagos tortoise for a logo - steady, resilient, and with one of the longest life expectancies on the planet. The brand is designed to help the business to grow up and stand out. To show the creativity of the business, but feel steady and dependable. Architecturally. the system also creates a much needed difference between the fund manager and funds, helping to give managerbrand (Gravis) more freedom, and give the individual funds the status they deserve.That Thing provided text New Logo and Identity for Gravis by That Thing Logo. Once we settled on the 'long-term' positioning, the tortoise was always our front runner in the studio. He instantly made us smile, and he had the same reaction from the client. It was important that he had momentum, even when static. Steady not slow. There also needed to be a sophistication and restraint in the way he was drawn and the way he moved that made sure he and the world around him stayed charming not childlike. We gave them the ultimate symbol of 'Steady', the 'Radical' bit was that they were brave enough to go with it when a lot of people wouldn't'.That Thing provided text New Logo and Identity for Gravis by That Thing Logo animated.

There wasn't much to the old logo other than some uncomfortably close letters that, to their credit, did manage to look like a financial organization of some sort -- perhaps because the name sounded like "GDP". The new logo is an extremely bold departure for anything fund- or investment-related both in concept and execution. Choosing to be a slow turtle is definitely radical in a time when everyone wants to be the hare or, better yet, the vulture that eats the fucking hare because that's how competitive the world is. Not only is the choice of animal drastic but so is the execution, which is almost cartoonish and not exactly the style of drawing that screams "Invest your money here" but there is something charming, honest, and resilient about that turtle that makes the investment firm feel like a solid, sane, smart choice.

The execution could have been finessed a little more, especially its head, and double-especially when it turns to the sides (where the eyes look very weird) and it could be argued that it's too child-like to represent an investment fund but when paired with investment-speak in the website and ads, I think it pulls off the trick. Perhaps choosing a less friendly font for the wordmark would have helped cement the turtle in the business world, whereas the rounded sans serif doubles down on the overly friendly aesthetic.

Your browser does not support the video tag. Your browser does not support the video tag. Key messages: Steadily Earning and Steadily Stormproof. Your browser does not support the video tag. Brand video. 'Radically steady' gave us a helpful construct to frame the things that made Gravis different from the rest. Tonally, it felt like a good opportunity to simplify and breathe some life into tired industry terminology too - for example, 'countercylical investment approach' became 'steadily stormproof'.That Thing provided text New Logo and Identity for Gravis by That Thing Copywriting approach. New Logo and Identity for Gravis by That Thing Press ads.

The identity comes together at its best in the simple ads that pay off on the concept of the turtle and the notion of slow-and-steady-wins-the-race. The copywriting is simple but clear and straight to the point and given how some companies recently try to be way too clever or unintelligible with their tag lines and copywriting it's nice to see something plain yet functional and that pays off on the visuals.

New Logo and Identity for Gravis by That Thing Website. We created a simple system for the funds to clearly communicate what they were about, celebrate their performance and showcase their assets. The fund logo box and fixed width font add some rigour and science to offset the softer nature of the manager brand. There's beauty in everything they invest in, so big, textural images added a pop of colour across factsheets, annual reports, the website and the important but often overlooked ppt template. This visual framework, fit for future funds, now shines a light back onto the fund manager.That Thing provided text New Logo and Identity for Gravis by That Thing Fact sheets. New Logo and Identity for Gravis by That Thing Fund pages. New Logo and Identity for Gravis by That Thing Annual report covers.

The fund materials are all decent and look good and... yeah, not much more else to say about those other than pointing out that the logo lock-up in the covers with the turtle leading the wordmark is a much better option than the centered version where the turtle looks gigantic. Overall, this is a daring investment in an identity that veers off a well-worn path and we'll see if it pays off in the long term or if Gravis has to redesign in a few years because clients prefer the hares. Or the vultures.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/MbiCnn73lHI/new_logo_and_identity_for_gravis_by_that_thing.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_gravis_by_that_thing.php Mon, 06 Nov 2017 04:47:54 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_gravis_by_that_thing.php
Categories: News

Spotted: New Logo and Identity for HUB International by McMillan

Brand new - Fri, 11/03/2017 - 19:20
New Logo and Identity for HUB International by McMillan 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/BlIrnSihBiE/new_logo_and_identity_for_hub_international_by_mcmillan.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_hub_international_by_mcmillan.php Fri, 03 Nov 2017 12:29:22 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_hub_international_by_mcmillan.php
Categories: News

Linked: Private Label Vinyl

Brand new - Fri, 11/03/2017 - 15:00
Sainsbury's, one of the largest grocery store chains in the UK, is launching its own retro-themed record label. Private Label Vinyl Visit Link Sainsbury's, one of the largest grocery store chains in the UK, is launching its own retro-themed record label. http://feedproxy.google.com/~r/ucllc/brandnew/~3/KkipnKFwLV0/private_label_vinyl.php https://www.underconsideration.com/brandnew/archives/private_label_vinyl.php Fri, 03 Nov 2017 06:14:18 -0600 https://www.underconsideration.com/brandnew/archives/private_label_vinyl.php
Categories: News

Noted: New Logo System for Japan Football Association

Brand new - Fri, 11/03/2017 - 15:00
(Est. 1921) The Japan Football Association (JFA) is the governing body responsible for the administration of football in Japan and for the national team as well as club competitions. “Three-legged Raven” New Logo System for Japan Football Association

(Est. 1921) The Japan Football Association (JFA) is the governing body responsible for the administration of football in Japan and for the national team as well as club competitions.

Design by
N/A

Related links
JFA press release (in Japanese)

Images (opinion after)

Logo evolution video. New Logo System for Japan Football Association Logo. New Logo System for Japan Football Association Icon. New Logo System for Japan Football Association Wordmark construction. New Logo System for Japan Football Association Icon construction. New Logo System for Japan Football Association National team logo. New Logo System for Japan Football Association Organization chart. New Logo System for Japan Football Association Referee logos. New Logo System for Japan Football Association Various extensions. New Logo System for Japan Football Association Tournament logos.

Opinion
The old logo was pretty funky, with an almost unintelligible “JFA” that paired weirdly with the decent-but-ultimately-clunky raven illustration. The new logo updates the raven in a pretty great way, looking almost like those vintage Eastern Bloc logos that are easy to swoon over. The simplified red ball is great too, referencing Japan’s flag as well. I’m usually not a fan of the spiked/angled typography of sports but this one works really well in this combination of letters, with the “A” tucking in neatly with the “F”. The new color palette is awkward — the honey-mustard yellow is uncommon — but it works. The logo system looks good at a quick glance but, particularly the “services”, start to get clunky and messy with uppercase, lowercase, stroked type, etc. Overall, though, this is a solid update that evolves the identity to establish the JFA as an organization with significant reach.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/qlE0UgptMiA/new_logo_system_for_japan_football_association.php https://www.underconsideration.com/brandnew/archives/new_logo_system_for_japan_football_association.php Fri, 03 Nov 2017 05:45:22 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_system_for_japan_football_association.php
Categories: News

Reviewed: Friday Likes 225: From Lotta Nieminen, by North, and IWANT design

Brand new - Fri, 11/03/2017 - 11:45
A collection of packaging that goes from simple to simple-free with work from Brooklyn, Bodø, and London. “From Lotta Nieminen, by North, and IWANT design” Friday Likes 225

A collection of packaging that goes from simple to simple-free with work from Brooklyn, Bodø, and London.

Cienne by Lotta Nieminen Cienne by Lotta Nieminen

Cienne is a high-end, women's ready-to-wear collection based in New York. The identity by Brooklyn, NY-based designer, Lotta Nieminen looks practically undesigned with a bare sans serif wordmark for the logo and a "New York" here and a "NY" there but it still looks stunning, as the few elements in play are all executed perfectly. The best feature of this identity, though, is the color palette, an unexpected combination of red, pink, and green (plus black and white) that are mixed and matched in some of the applications, all accented with gold foil stamping. See full project

Lofoten Seaweed by by North Lofoten Seaweed by by North

Lofoten Seaweed, based in the eponymous archipelago in Norway, harvests seaweed from the arctic waters surrounding it to create unique gourmet products (that currently include Lofoten Umami, Ocean Truffle Salt, and Fresh Ocean Truffle). The packaging, designed by Bodø, Norway-based by North is a short, charming cylinder constructed in a seaweed-esque green paper accented by the company's logo -- which is fine (not loving it too much) -- a halftone of the two women founders of the company, and some seaweed-based puns. The metallic tape, in different colors, is what seals the deal for me. See full project

Miiro by IWANT design Miiro by IWANT design

Miiro is a range of ice cream bars (or lollies in UK parlance) that are gluten-free, refined-sugar-free, and dairy-free but not fun-design-free. Designed by London-based IWANT design, the packaging has a fun, ornate aesthetic where more is more and the line-illustration trend works nicely to help make the product more exciting -- I haven't tasted this particular lolly but any ice cream without all the evil things that make it so delicious needs to work extra hard to look tasty and exciting and this is one package I would certainly pick up if I were feeling guilty about stuffing my face with ice cream. See full project

http://feedproxy.google.com/~r/ucllc/brandnew/~3/jodDrkfsjoI/friday_likes_225.php https://www.underconsideration.com/brandnew/archives/friday_likes_225.php Fri, 03 Nov 2017 04:59:31 -0600 https://www.underconsideration.com/brandnew/archives/friday_likes_225.php
Categories: News

Spotted: New Logo for West Coast Eagles

Brand new - Thu, 11/02/2017 - 20:40
New Logo for West Coast Eagles 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/Gnv2fOUiaRo/new_logo_for_west_coast_eagles.php https://www.underconsideration.com/brandnew/archives/new_logo_for_west_coast_eagles.php Thu, 02 Nov 2017 13:23:52 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_west_coast_eagles.php
Categories: News

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