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Updated: 55 min 55 sec ago

Linked: $hoes

6 hours 56 min ago
High-priced, heavily-logo-ed shoes are in. $hoes Visit Link High-priced, heavily-logo-ed shoes are in. http://feedproxy.google.com/~r/ucllc/brandnew/~3/EKh9mHgWjmQ/hoes.php https://www.underconsideration.com/brandnew/archives/hoes.php Tue, 23 Apr 2019 02:32:21 -0600 https://www.underconsideration.com/brandnew/archives/hoes.php
Categories: News

Noted: Follow-up: Packaging for WW by Pearlfisher

6 hours 56 min ago
(Est. 1963) "WW - the new Weight Watchers - is a global wellness company and the world's leading commercial weight management program. We inspire millions of people to adopt healthy habits for real life. Through our engaging digital experience and face-to-face group workshops, members follow “FTWW”  Packaging for WW by Pearlfisher

(Est. 1963) "WW - the new Weight Watchers - is a global wellness company and the world's leading commercial weight management program. We inspire millions of people to adopt healthy habits for real life. Through our engaging digital experience and face-to-face group workshops, members follow our livable and sustainable program that encompasses healthy eating, physical activity, and a helpful mindset. With more than five decades of experience in building communities and our deep expertise in behavioral science, we aim to deliver wellness for all."

Design by
Strategy and identity: SYPartners
Packaging: Pearlfisher

Related links
Pearlfisher project page
2018 Brand New Noted post

Relevant quote
We focused on the values and mission of WW, imbuing the new packaging design with emotion and impact. As a result, the redesign expresses the brand transformation in a bold and visionary way to extend the appeal of the brand to everyone while continuing to resonate with existing members around the world.

WW's new packaging design has a bold, brand-forward and iconic attitude to create a deep and visceral connection with its audience while moving away from functional packaging toward a more vibrant and diverse expression.

The new food photography focuses on the actual ingredients, calling out that products are free of artificial sweeteners, preservatives and color, with crumbs showing spontaneity and real-life imperfection. SmartPoints, the brand’s proprietary point value system, have been shifted from the front-of-pack placement to ensure that the focus is on the enjoyment of the food and a modern lifestyle approach to the WW brand.

Images (opinion after)

 Packaging for WW by Pearlfisher Reminder of the name and logo change from September 2018.  Packaging for WW by Pearlfisher Logo.  Packaging for WW by Pearlfisher Looks like they are sticking with these joints.  Packaging for WW by Pearlfisher Color variations. Your browser does not support the video tag. New packaging promo.  Packaging for WW by Pearlfisher  Packaging for WW by Pearlfisher  Packaging for WW by Pearlfisher  Packaging for WW by Pearlfisher Various samples of the new packaging.

Opinion
In the previous post I wrote that “the applications look promising” and the new packaging delivers modestly on it. The new boxes are fairly striking with the big “WW” logo anchoring a range of tone-on-tone color combinations for the different products and peppered with photos of the ingredients and the products, which are kind of obligatory but handled well with some neat clipping paths and drop shadows. The combination isn’t mind-blowingly awesome but it gets the job done efficiently and makes the packaging look infinitely better than what the header image shows the old packaging doing, which was being kind of annoying. The one thing that I’m surprised I didn’t mention in the previous post was (and still is) the lack of alignment/continuation between the two “W”s. This was clearly done on purpose and I would assume came with plenty of discussion around it with, possibly, the argument of visual alignment and balance winning over vector-snapping. However, with the logo being used so big in the packaging with high-contrast color combinations, my eyes keep going back to it and all I wanna do is make all of those joint points come together and honor the Snap to Point Gods. This “feature” is carried over from SYPartners’ part of the job so it shouldn’t derail (too much) your opinion on the on the packaging, which I think is nice enough, especially if you consider this is a global rollout that needs to work for a whole bunch of different folks.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/vfalbMhm8jg/follow_up_packaging_for_ww_by_pearlfisher.php https://www.underconsideration.com/brandnew/archives/follow_up_packaging_for_ww_by_pearlfisher.php Tue, 23 Apr 2019 01:59:43 -0600 https://www.underconsideration.com/brandnew/archives/follow_up_packaging_for_ww_by_pearlfisher.php
Categories: News

Reviewed: New Logo and Identity for The Fife Arms by Here Design

6 hours 56 min ago
Opened in late 2018, The Fife Arms is a new luxury, boutique hotel in the historic Scottish village of Braemar set against the landscape of Cairngorms National Park in north east Scotland. Built in the nineteenth century, the Victorian coaching inn has been restored as “Within Arm’s Reach” New Logo and Identity for The Fife Arms by Here Design

Opened in late 2018, The Fife Arms is a new luxury, boutique hotel in the historic Scottish village of Braemar set against the landscape of Cairngorms National Park in north east Scotland. Built in the nineteenth century, the Victorian coaching inn has been restored as a 46-room hotel by its owners, renowned gallerists Iwan and Manuela Wirth, bringing together Scottish heritage, craftsmanship, and culture with world-class contemporary art. (A full detailing of the hotel's contributors and hospitality amenities can be found here.) The identity for The Fife Arms has been designed by London, UK-based Here Design.

Through an exploration of Braemar's visual history through the ages - supported by a local group of historians - drawing on a collection of local ephemera including catalogues from the Braemar Gathering - Here crafted an identity that has a deep connection to the dynamics of the village.

Drawing on these local points of reference including The Fife Arms' original signage, Here created a fluid hotel logo that takes a multitude of typographic forms with an energy and playfulness that embodies the eclecticism of the hotel's interior design and artistic collaborations.Here Design provided text New Logo and Identity for The Fife Arms by Here Design All the logos together. New Logo and Identity for The Fife Arms by Here Design New Logo and Identity for The Fife Arms by Here Design New Logo and Identity for The Fife Arms by Here Design New Logo and Identity for The Fife Arms by Here Design New Logo and Identity for The Fife Arms by Here Design New Logo and Identity for The Fife Arms by Here Design New Logo and Identity for The Fife Arms by Here Design New Logo and Identity for The Fife Arms by Here Design New Logo and Identity for The Fife Arms by Here Design Logos.

On the surface, there is nothing original in these logos -- they are all rehashings of Victorian styles we've seen a dozen times over. As an exercise in going method, though, to unapologetically rekindle the Victorian glory of the hotel, it's a fairly convincing set of logos, with a few true charmers in there like the reverse italic and thin Tuscan-esque blackletter-ish ones. Others are a little heavy-handed on the quirk like the more Art Nouveau variation. But, as a collection, and in use, they become part of the texture of the hotel's materials and interiors.

From walking maps to luggage labels and matchbooks to room books, every element of the hotel's identity adopts a new element of this carefully considered and highly spirited identity, rooted in the authenticity of the place.

Moments of discovery and joy are created at every touchpoint, such as engraved egg scissors served at breakfast and individual books illustrated by Here for each of the hotel's 46 themed bedrooms, telling the unique story of each room that commemorates the personalities and characters that play a role in the history of Braemar and the hotel.Here Design provided text New Logo and Identity for The Fife Arms by Here Design Business cards. New Logo and Identity for The Fife Arms by Here Design Various materials.

Many applications are facsimiles of ephemera of the time which, again, we've seen before and can feel underwhelming but there are a few nice twists and turns in some of the applications.

New Logo and Identity for The Fife Arms by Here Design New Logo and Identity for The Fife Arms by Here Design New Logo and Identity for The Fife Arms by Here Design Directory. New Logo and Identity for The Fife Arms by Here Design Notepad. New Logo and Identity for The Fife Arms by Here Design New Logo and Identity for The Fife Arms by Here Design New Logo and Identity for The Fife Arms by Here Design Room keys in individual books with compartments.

A highlight of the project are the individual books created to house each room's key. Although they follow the same approach of recreating graphic styles, their variety is more interesting and engaging than the more monotone note of the rest of the materials. Still, everything is very nicely executed, especially as the identity moves into contemporary applications that clash with the commitment to the era like the receipt and do not disturb sign.

New Logo and Identity for The Fife Arms by Here Design Signage. New Logo and Identity for The Fife Arms by Here Design Do not disturb door sign. New Logo and Identity for The Fife Arms by Here Design Dining room. New Logo and Identity for The Fife Arms by Here Design Yummy-looking egg. New Logo and Identity for The Fife Arms by Here Design Check. New Logo and Identity for The Fife Arms by Here Design Flying Stag menu. New Logo and Identity for The Fife Arms by Here Design Coasters. New Logo and Identity for The Fife Arms by Here Design Hotel entrance.

Overall, the identity supports the main goal of the hotel, which is to transport its guests as close as it can to the past life of the building as a Victorian inn... all while offering Wi-Fi. If the interior of the hotel had been transformed into a W kind of hotel, then yeah, the old-timey heavy-handedness might have been too much to bear but the hospitality premise and its graphic manifestation are in sync.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/8lDMfUmowiA/new_logo_and_identity_for_the_fife_arms_by_here_design.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_the_fife_arms_by_here_design.php Tue, 23 Apr 2019 01:50:14 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_the_fife_arms_by_here_design.php
Categories: News

Spotted: New Logo and Identity for Anti-Fraud Office of Catalonia by Estudio Diego Feijóo

Mon, 04/22/2019 - 20:03
New Logo and Identity for Anti-Fraud Office of Catalonia by Estudio Diego Feijóo 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/jVCQTSK6u5Q/new_logo_and_identity_for_anti_fraud_office_of_catalonia_by_estudio_diego_feijoo.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_anti_fraud_office_of_catalonia_by_estudio_diego_feijoo.php Mon, 22 Apr 2019 11:46:21 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_anti_fraud_office_of_catalonia_by_estudio_diego_feijoo.php
Categories: News

Spotted: New Logo for Wojo by Agence W

Mon, 04/22/2019 - 20:03
New Logo for Wojo by Agence W 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/QACLz_Q4VpQ/new_logo_for_wojo_by_agence_w.php https://www.underconsideration.com/brandnew/archives/new_logo_for_wojo_by_agence_w.php Mon, 22 Apr 2019 11:29:06 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_wojo_by_agence_w.php
Categories: News

Linked: Time's Up?

Mon, 04/22/2019 - 17:03
Is the extinction symbol -- designed by London artist 'ESP' and adopted by the Extinction Rebellion movement -- this generation's peace sign? Time's Up? Visit Link Is the extinction symbol -- designed by London artist 'ESP' and adopted by the Extinction Rebellion movement -- this generation's peace sign? http://feedproxy.google.com/~r/ucllc/brandnew/~3/nPg4UBOe0Mo/times_up_1.php https://www.underconsideration.com/brandnew/archives/times_up_1.php Mon, 22 Apr 2019 08:38:34 -0600 https://www.underconsideration.com/brandnew/archives/times_up_1.php
Categories: News

Reviewed: New Logo and Packaging for Tillamook by Turner Duckworth

Mon, 04/22/2019 - 17:03
Established in 1909, the Tillamook County Creamery Association (Tillamook for short) is a farmer-owned, dairy co-operative located in Tillamook, OR, where they have been for the past 110 years. The co-op includes over 80 farmer-owners that together produce cheese, ice cream, yogurt, sour cream, and “Dairy Affirmations” New Logo and Packaging for Tillamook by Turner Duckworth

Established in 1909, the Tillamook County Creamery Association (Tillamook for short) is a farmer-owned, dairy co-operative located in Tillamook, OR, where they have been for the past 110 years. The co-op includes over 80 farmer-owners that together produce cheese, ice cream, yogurt, sour cream, and butter. It operates production facilities in Tillamook and Boardman, OR, employing nearly 900 people throughout the state and its visitor center attracts more than one million visitors each year. Recently, Tillamook introduced a new identity and packaging designed by Turner Duckworth.

I have been receiving tips -- more than 50 by now -- about this redesign since January. At some point earlier this year I was told there would be some official images to share so I had been sitting on this for a month or more but that hasn't happened and the tips keep coming in, so I'm posting with a couple of hero shots and the rest are product shots off of their website.

We were inspired by one of our logos from the 1950s, creating a unique, hand-drawn wordmark that is more ownable, and distinct, yet with a nostalgic wink to our past. Our long-standing history as a dairy cooperative owned by real farmers is what makes Tillamook one-of-a-kind, and we wanted to make sure that our legacy was represented in our new logo and packaging design as well. That's why our iconic Morning Star ship, built by the pioneers of Tillamook to transport their dairy goods to market, is still included on every package. The new Morning Star icon appears in the form of a weather vane that combines our coastal origins with our farming roots. We are proud of our humble beginnings, and these subtle nods are a way to pay tribute to where we have come from while still representing who we are at our core: farmers, Oregonians, and lovers of all things dairy.Tillamook new look page New Logo and Packaging for Tillamook by Turner Duckworth Logo.

The old logo was the very definition of fine: inoffensive, decently executed, and looking pretty much as you would expect a dairy product logo to look like. The logo and packaging have only been modified in small ways in the last 60 years and they could have stayed the same for another 60 that no one would have complained. The new logo shows that complacency isn't always the best choice, as the new logo is more interesting, attractive, and enticing. The new script logo is quite nice with its "Ti" ligature and ascending angle. The little ship-weathervane icon works as a nice accent and is more recognizable than the old detailed illustration. The resulting combination of the two elements is not the most innovative or "coolest" but, for a mainstream cheese brand, I would say it's as sharp as its cheddar.

Knowing how delicious and high-quality our products are, we want to make sure that they stand out to long-time and new Tillamook customers alike. Our new packaging is designed to be different from the many other dairy brands because we're different. We decided to keep it simple with eye-catching colors and mouth-watering images that show how delicious our dairy products are. Tillamook is a bold brand that takes a stance for the things we believe in, such as Real Food, simple ingredients, and quality products. Now, that passion is reflected in our packaging.Tillamook new look page New Logo and Packaging for Tillamook by Turner Duckworth Samples of OLD packaging.

The old packaging was fine too. If there was any major issue with it is that, perhaps, every product looked like it was butter, with that old timey look that makes butter look as if it was just churned by a maiden. It was fine for the most part but, in the 20 years I had been in the U.S. I had never noticed Tillamook's products -- if I have seen it on shelves before it never registered.

New Logo and Packaging for Tillamook by Turner Duckworth Samples of new packaging.

The new packaging, now much more consistent across all ranges, is bolder and with more engaging color and type contrasts. A subtle, tone-on-tone arrow on all the different bags, wraps, and tubs, gives the packaging a literal uplifting boost with the logo, nice and big, sitting at the top as your eye is led up to it while scanning all the information on the packaging. Like the logo, it's not ah-mazing packaging but it's clean, concise, and colorful.

New Logo and Packaging for Tillamook by Turner Duckworth Cheese blocks. New Logo and Packaging for Tillamook by Turner Duckworth Fancier cheese blocks. New Logo and Packaging for Tillamook by Turner Duckworth Cheese bags.

The blocks of cheese are my favorite part of this project. I recently made it a point to go look for them in the grocery store and they really stand out. To boot, the sharp cheddar variety is pretty damn good.

New Logo and Packaging for Tillamook by Turner Duckworth Cheese hero shot. New Logo and Packaging for Tillamook by Turner Duckworth New Logo and Packaging for Tillamook by Turner Duckworth Ice cream. New Logo and Packaging for Tillamook by Turner Duckworth Ice cream hero shot. New Logo and Packaging for Tillamook by Turner Duckworth Yogurt. New Logo and Packaging for Tillamook by Turner Duckworth Visitor center. You can see a few more pictures here.

Overall, this is a great redesign that manages to make the brand look contemporary but subtly allude to its long history.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/2G-V_uimUtw/new_logo_and_packaging_for_tillamook_by_turner_duckworth.php https://www.underconsideration.com/brandnew/archives/new_logo_and_packaging_for_tillamook_by_turner_duckworth.php Mon, 22 Apr 2019 08:17:54 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_packaging_for_tillamook_by_turner_duckworth.php
Categories: News

Noted: New Logo and Identity for Nike by You by Gretel

Mon, 04/22/2019 - 17:03
(Est. 2000, previously NIKEiD) "Nike by You is a service provided by Nike allowing customers to personalize and design their own Nike merchandise. They offer online services as well as physical NIKEiD studios in different countries around the world, including: United Kingdom, Italy, France, Japan, “By the You for the You” New Logo and Identity for Nike by You by Gretel

(Est. 2000, previously NIKEiD) "Nike by You is a service provided by Nike allowing customers to personalize and design their own Nike merchandise. They offer online services as well as physical NIKEiD studios in different countries around the world, including: United Kingdom, Italy, France, Japan, Spain, Germany, China, USA, Canada and Australia." (Wikipedia)

Design by
Gretel (New York, NY)

Related links
N/A

Relevant quote
The resulting identity consists of two layers, explains Edmundson. The first layer is Nike, a technical, black and white layer, representing Nike’s expertise. It leverages the core elements of the Nike brand – the swoosh, the Futura Extra Bold Condensed typeface – but places them in a new context. The second layer is ‘You’ which includes color, expression and personality. While the base layer is controlled and functional, the ‘You’ layer is free and expressive with endless possibilities for iteration. The identity has a broad scope for modification to suit any product, consumer or high-profile co-creation. The rebrand appears currently online and will gradually roll out in stores.

Images (opinion after)

Your browser does not support the video tag. New name introduction. New Logo and Identity for Nike by You by Gretel Foundation graphics. New Logo and Identity for Nike by You by Gretel Posters. New Logo and Identity for Nike by You by Gretel New Logo and Identity for Nike by You by Gretel New Logo and Identity for Nike by You by Gretel All kinds of stuff. New Logo and Identity for Nike by You by Gretel Stuff in isometric arrangement with human. New Logo and Identity for Nike by You by Gretel Website. New Logo and Identity for Nike by You by Gretel Mobile app. New Logo and Identity for Nike by You by Gretel Packaging. New Logo and Identity for Nike by You by Gretel Some kind of exhibit.

Opinion
The old logo was good, using Nike’s italic wordmark with a simple change to lowercase in the “i” to help it read properly. I liked the old name too, implying that you were imprinting Nike with your own identity. The new name makes it super clear what this is about, which may not be a bad thing, given that the technology is now available in many more places to many more people, but it’s also now more prescriptive. The new logo switches to Nike’s Futura Condensed use and it looks just right. The twist of making the logo (and the identity accoutrements) all a stroke looks hip and cool and supports the layering concept nicely. I like all the graphic Nike doodads and typography in the stroked style. The colorful “you” layers are fun to look at but I think I’m too old or too out of the in-crowd to know what’s going on. The liner paper, box, and ambiguous exhibit are extra nice and hopefully made real some day. Overall, this has a great Nike feel supported by a smart (but not too heady) concept and effectively conveys the joy of customization.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/nfL7-ShbnkE/new_logo_and_identity_for_nike_by_you_by_gretel.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_nike_by_you_by_gretel.php Mon, 22 Apr 2019 08:04:47 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_nike_by_you_by_gretel.php
Categories: News

Spotted: New Logo and Identity for MyCujoo by We Launch

Fri, 04/19/2019 - 19:58
New Logo and Identity for MyCujoo by We Launch 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/Eq9EucOa_YI/new_logo_and_identity_for_mycujoo_by_we_launch.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_mycujoo_by_we_launch.php Fri, 19 Apr 2019 11:55:03 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_mycujoo_by_we_launch.php
Categories: News

Linked: Smokin'

Fri, 04/19/2019 - 16:57
Emblemetric looks at smokestack and factory icons registered with the USPTO and discovers an uptick in registration in the 2000s and 2010s in the U.S. but why? Smokin' Visit Link Emblemetric looks at smokestack and factory icons registered with the USPTO and discovers an uptick in registration in the 2000s and 2010s in the U.S. but why? http://feedproxy.google.com/~r/ucllc/brandnew/~3/o_Zk7YAoCfE/smokin.php https://www.underconsideration.com/brandnew/archives/smokin.php Fri, 19 Apr 2019 06:12:45 -0600 https://www.underconsideration.com/brandnew/archives/smokin.php
Categories: News

Noted: New Logo and Identity for Aircall by Muxu.Muxu and In-house

Fri, 04/19/2019 - 16:57
(Est. 2014) "Aircall is an intuitive and powerful cloud-based phone system. It's a complete business phone and call center software in one. Aircall integrates seamlessly with your most-used CRMs and support tools to empower your team with relevant data. Manage your entire phone system, set “Who you gonna aircall?” New Logo and Identity for Aircall by Muxu.Muxu and In-house

(Est. 2014) "Aircall is an intuitive and powerful cloud-based phone system. It's a complete business phone and call center software in one. Aircall integrates seamlessly with your most-used CRMs and support tools to empower your team with relevant data. Manage your entire phone system, set up dynamic and intelligent call queues, create personalized caller journeys, and automatically route calls to the right representative from anywhere in the world. After receiving $29 million in series-B funding ($40 million to date), Aircall has quickly grown to over 150 employees worldwide. Rapid growth will continue in the next year with ~100 new hires projected between Paris and New York City."

Design by
Muxu.Muxu (Bordeaux, France) and In-house

Related links
Aircall blog post

Relevant quote
Our name, logo, and early messaging all helped explain what we do, but they never quite captured why we are doing it and how we are different.

That’s changing today.

This moment is about more than logos, colors, and fonts. It’s a declaration of our priorities at this new stage of the business.

Images (opinion after)

New Logo and Identity for Aircall by Muxu.Muxu and In-house References in the icon. New Logo and Identity for Aircall by Muxu.Muxu and In-house Logo. New Logo and Identity for Aircall by Muxu.Muxu and In-house Logo animation. New Logo and Identity for Aircall by Muxu.Muxu and In-house Color palette. New Logo and Identity for Aircall by Muxu.Muxu and In-house Invoice. Cufflinks? Identity introduction. Some sample applications in there.

Opinion
The old logo was not terrible but it was bland and generic, with a phone icon that looked more like signage indicating a phone is available than representing a company. I’m not entirely sure why but I really like the new monogram. The holding shape is interesting and the “A” is intriguing. I was ready to call bullshit on the references in it but, sure, it’s a combination of A, megaphone, and old phone and they yield a groovy monogram. Wordmark is expected but decent — perhaps a dark gray would have been a better pairing for the green than stark black. The color palette is a little random but par for the course for a SaaS company. The quick glimpse at the applications are, again, all decent and simple. Overall, a nice and modest evolution that makes the company look more put together and a much more distinctive logo.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/fDaQoPwZ7G8/new_logo_and_identity_for_aircall_by_muxumuxu_and_in_house.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_aircall_by_muxumuxu_and_in_house.php Fri, 19 Apr 2019 05:58:08 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_aircall_by_muxumuxu_and_in_house.php
Categories: News

Reviewed: Friday Likes 284: From Club, Matchbox Studio, and URFD

Fri, 04/19/2019 - 13:57
A range of moody and a little offbeat work this week, with projects from Los Angeles, Dallas, and Brisbane. “From Club, Matchbox Studio, and URFD” Friday Likes 284

A range of moody and a little offbeat work this week, with projects from Los Angeles, Dallas, and Brisbane.

Los Angeles Athletic Club by Club Los Angeles Athletic Club by Club

Founded in 1880, the Los Angeles Athletic Club was the city's first first private club and is now a boutique hotel that has kept the exclusive membership club appeal going, offering an 88,000 square foot fitness facility (with indoor pool and basketball), dining, and a speakeasy bar accessed through a secret bookcase door. Holiday Inn it ain't. The identity, designed by local firm Club, is subtle and takes a back seat (or plays a complementary role) to the building and its interiors and history by breathing new life into the club's historic logo. It's not a stop-you-in-your-tracks identity but there is a lot of nice restraint throughout and a couple of fun sparks in the additional identities for Invention Bar and Blue Room, both with a quaint but luxurious aesthetic. See full project

Red Gap Brewing by Matchbox Studio Red Gap Brewing by Matchbox Studio

Red Gap Brewing is a micro brewery in Cisco, TX, with a killer taproom in the downtown of this small West Texas town. The identity and packaging, designed by Dallas, TX-based Matchbox Studio is all kinds of small-West-Texas-town goodness, which is a useless thing to say as form of written opinion but there you have it. There is a rugged and clunky genuineness to this that feels right at home. Half the stuff (graphics and patterns and thingamajigs) on the cans, I don't know what they are or mean but they are very cool to look at all the typographic badges I would wear on a t-shirt without hesitation. The cans are so Texas they have a shooting target on them. See full project

Alter by URFD Alter by URFD

Alter (as in alter ego) is a beauty salon in Brisbane, Australia, specializing in hair and manicure treatments. (I couldn't find a link or social media account for them but it looks to be real.) The identity, designed by local designer URFD, has an interesting, subtle alter ego thing going with the use of a deadpan sans serif for the name and an extra funky serif as a secondary brand typeface. There are also some illustrations that I'm not a big fan but what got me about the project was the awesome "menu" for the salon's services, presented in a great combination of color stock brought together with a prong fastener. I really just wanted to write "prong fastener" this Friday. See full project

http://feedproxy.google.com/~r/ucllc/brandnew/~3/XVo1CR7VmOs/friday_likes_284.php https://www.underconsideration.com/brandnew/archives/friday_likes_284.php Fri, 19 Apr 2019 05:20:04 -0600 https://www.underconsideration.com/brandnew/archives/friday_likes_284.php
Categories: News

Spotted: New Logo for Lifecake

Thu, 04/18/2019 - 19:57
New Logo for Lifecake 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/BCRqwMeNoaQ/new_logo_for_lifecake.php https://www.underconsideration.com/brandnew/archives/new_logo_for_lifecake.php Thu, 18 Apr 2019 12:18:22 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_lifecake.php
Categories: News

Spotted: New Name and Logo for Airship

Thu, 04/18/2019 - 19:57
New Name and Logo for Airship 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/gUajAD8BNKs/new_name_and_logo_for_airship.php https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_airship.php Thu, 18 Apr 2019 12:06:47 -0600 https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_airship.php
Categories: News

Linked: Helvetica Rebranding

Thu, 04/18/2019 - 16:57
Monotype recently released Helvetica Now, a comprehensive new type family that includes three optical sizes -- Micro, Text, and Display -- and breathes new life into what is possibly the most famous typeface in the world. As a hater of Helvetica, I have to say... Helvetica Rebranding Visit Link Monotype recently released Helvetica Now, a comprehensive new type family that includes three optical sizes -- Micro, Text, and Display -- and breathes new life into what is possibly the most famous typeface in the world. As a hater of Helvetica, I have to say... the Micro version is amazing. http://feedproxy.google.com/~r/ucllc/brandnew/~3/J1wBH4hsJTA/helvetica_rebranding.php https://www.underconsideration.com/brandnew/archives/helvetica_rebranding.php Thu, 18 Apr 2019 05:38:24 -0600 https://www.underconsideration.com/brandnew/archives/helvetica_rebranding.php
Categories: News

Noted: New Logo and Identity for Noodle.ai by Ueno

Thu, 04/18/2019 - 16:57
(Est. 2016) "Noodle.ai is your source for Enterprise AI®. We're on a mission to create a world without waste. We believe in AI for radical efficiency and extraordinary good. We push the limits of data science to give business leaders a view into the past “You Do the Math” New Logo and Identity for Noodle.ai by Ueno

(Est. 2016) "Noodle.ai is your source for Enterprise AI®. We're on a mission to create a world without waste. We believe in AI for radical efficiency and extraordinary good. We push the limits of data science to give business leaders a view into the past and future, so that they can stop wasting time and resources now, helping you plan, make, and move goods and resources for manufacturers and complex supply chains."

Design by
Ueno

Related links
N/A

Relevant quote
Through collaborative workshops, Ueno was able to get to the core of Noodle.ai's purpose to create a brand that served them and their vision for the future, without losing their company culture in the process. In the strategy phase, we quickly identified some core values and attributes that became guiding principles. Noodle.ai is daring, ethical, direct and helpful. They understand the power and gravity of AI at the global scale and are dedicated to how it can be wielded for good - To make the world radically efficient.

The new brand borrows from its context. The rebrand includes a strong new logo in the form of a bold ‘N’ monogram which can also be read ‘AI’, a modern typography system, and a color palette inspired by the industrial workplace, that balances a crisp technical look, with math and wit-infused copywriting suited to Noodle.ai’s company culture. We took it one step further and also created a set of custom glyphs or "mathabet" that became part of the visual identity and loading animations for the website.

Images (opinion after)

New Logo and Identity for Noodle.ai by Ueno Logo. Your browser does not support the video tag. Icon animation. Your browser does not support the video tag. Your browser does not support the video tag. "Mathabet" characters. New Logo and Identity for Noodle.ai by Ueno Guidelines. New Logo and Identity for Noodle.ai by Ueno Posters. New Logo and Identity for Noodle.ai by Ueno Billboard. New Logo and Identity for Noodle.ai by Ueno Swag. Your browser does not support the video tag. Website.

Opinion
I’m not sure what troubles me more about the old logo: that it looks like ITC Bauhaus or that they used ITC Bauhaus as a basis and then modified it to be “better”? Nonetheless, “Is that ITC Bauhaus?” is nothing you ever want anyone to think about when they see your logo. The new logo has a cool abstract “N” monogram that doubles, arguably, as “AI” (for artificial intelligence). It has a nice futuristic vibe. I’m not a big fan of the wordmark — it’s like it’s both physically and stylistically detached from the monogram. The few applications shown are somewhat interesting but each going in different directions without looking like a cohesive system. The math symbols are kind of interesting too but not fully integrated in a convincing way. The one real nice thing about this project is the company’s website and I’m generally indifferent to websites. Overall this looks like a proper AI enterprise software company now.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/7TwxoJY6GCo/new_logo_and_identity_for_noodleai_by_ueno.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_noodleai_by_ueno.php Thu, 18 Apr 2019 05:15:59 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_noodleai_by_ueno.php
Categories: News

Reviewed: New Identity for Petbarn by Landor

Thu, 04/18/2019 - 13:57
Established in 1979, Petbarn is the leading specialty pet care retailer in Australia with 140 stores. (The equivalent of PetSmart or Petco in the U.S.). A part of Greencross Limited, Australasia's largest integrated consumer facing pet care company, Petbarn offers food, toys, accessories, supplements, and “I Can Has Petz?” New Identity for Petbarn by Landor

Established in 1979, Petbarn is the leading specialty pet care retailer in Australia with 140 stores. (The equivalent of PetSmart or Petco in the U.S.). A part of Greencross Limited, Australasia's largest integrated consumer facing pet care company, Petbarn offers food, toys, accessories, supplements, and all necessary accoutrements for dogs, cats, fish, birds, reptiles, and small animals (mice, rabbits... hermit crabs!). Recently, Petbarn introduced a new identity designed by the Sydney, Australia, office of Landor.

Inspired by the weird and wonderful personalities of the pets we care so much about, we helped transform Petbarn's identity into a living, breathing, tail-wagging brand. We worked with Australian illustrator/animator, Marco Palmieri, to create the family of furry, feathered and scaley friends who make up the new identity and reflect a business shift from utility to care.Landor project page New Identity for Petbarn by Landor Samples of OLD identity.

Your eyes are not deceiving you: the logo in the before/after image IS the same. I imagine that it's a fairly recognizable one in Australia, given its boldness in type and color combination so it's not surprising for Petbarn to want to stick with it. This redesign mainly retires the old abstract, round animal icons and builds a new identity around the logo.

Petbarn understands the care and importance of the relationships we have with our pets. And we understand the individual personalities, quirks and characters of each and every one. We created an identity that heroes our pets, putting them back at the heart of the Petbarn brand. Inspired by the weird and wonderful personalities that we love so much, we created a family of characters, each with their own little idiosyncrasies. Transforming a rigid icon to a living, breathing, moving, tail-wagging brand.Landor project page New Identity for Petbarn by Landor The family of pets. Your browser does not support the video tag. Same logo, new friends. Lots of "idents". New Identity for Petbarn by Landor Dog's behaviors. New Identity for Petbarn by Landor Cat's behaviors. New Identity for Petbarn by Landor New Identity for Petbarn by Landor New Identity for Petbarn by Landor Loops. New Identity for Petbarn by Landor New Identity for Petbarn by Landor More loops.

The old animal icons were not too bad, cleverly adapting a circle to be a front-facing dog and cat and profile view of a fish and a bird but they had no real personality nor create any emotional connection. The new animals ooze personality and are so darn cute with their big eyes and deadpan behaviors. I love how they maintained all of them in black and white, sticking to the minimal color palette of the old icons and existing identity. I can imagine it was hard to select the breed of dog and cat to portray but they nailed it with the small dog and generic cat that will satisfy everyone perhaps except for great dane and hairless cat owners. The one thing I would have avoided is naming the characters and instead refer to them as Dog, Cat, Lizard, etc., to trigger less specific associations that names usually do. Nonetheless, If you have been having a bad week, a bad month, or expect today to suck this post is your feel-good moment.

New Identity for Petbarn by Landor Brochures. New Identity for Petbarn by Landor Hangtag. New Identity for Petbarn by Landor Ad. New Identity for Petbarn by Landor Delivery box.. New Identity for Petbarn by Landor Tote. New Identity for Petbarn by Landor Loading screens. New Identity for Petbarn by Landor Store branding. New Identity for Petbarn by Landor Staff entrance. New Identity for Petbarn by Landor Receiving. New Identity for Petbarn by Landor Parking. New Identity for Petbarn by Landor Security. New Identity for Petbarn by Landor Shopping center entrance sign. New Identity for Petbarn by Landor Livery. New Identity for Petbarn by Landor Bowl.

Landor gets 12 out of 10 on their renders. These are really well done -- special mention of the night-time bus stop ad where the lit-up eyes of the cat reflect on the sidewalk -- and help picture the potential of the new identity, which is fairly straightforward by putting the awesome pets over, under, and around the logo or inside whatever canvas needs to be branded, from dog bowls to store exteriors. Easy and effective. There are some glimpses at typography in action, using a bold geometric sans in playful ways. Overall, this is a great update that maintains the equity of the logo but infuses the brand with a whole new positive energy.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/FktTvT4RV4w/new_identity_for_petbarn_by_landor.php https://www.underconsideration.com/brandnew/archives/new_identity_for_petbarn_by_landor.php Thu, 18 Apr 2019 04:28:20 -0600 https://www.underconsideration.com/brandnew/archives/new_identity_for_petbarn_by_landor.php
Categories: News

Spotted: New Logo for Wolfers by Feelink Studio

Wed, 04/17/2019 - 19:56
New Logo for Wolfers by Feelink Studio 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/OdmMbok9Dwg/new_logo_for_wolfers_by_feelink_studio.php https://www.underconsideration.com/brandnew/archives/new_logo_for_wolfers_by_feelink_studio.php Wed, 17 Apr 2019 12:27:37 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_wolfers_by_feelink_studio.php
Categories: News

Spotted: New Logo and Identity for Sadovoe Ring Amateur Cycling Race by BrandExpert

Wed, 04/17/2019 - 19:56
New Logo and Identity for Sadovoe Ring Amateur Cycling Race by BrandExpert 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/~3/7Bbq045IZss/new_logo_and_identity_for_sadovoe_ring_amateur_cycling_race_by_brandexpert.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_sadovoe_ring_amateur_cycling_race_by_brandexpert.php Wed, 17 Apr 2019 12:06:45 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_sadovoe_ring_amateur_cycling_race_by_brandexpert.php
Categories: News

Noted: New Logo for Riot Games by Rinker Design and In-house

Wed, 04/17/2019 - 19:56
(Est. 2006) "Riot Games was founded in 2006 by Brandon Beck and Marc Merrill with the intent to change the way video games are made and supported for players. In 2009, Riot released its debut title League of Legends to worldwide acclaim. The game has “Your Knuckle Sandwich is Ready” New Logo for Riot Games by Rinker Design and In-house

(Est. 2006) "Riot Games was founded in 2006 by Brandon Beck and Marc Merrill with the intent to change the way video games are made and supported for players. In 2009, Riot released its debut title League of Legends to worldwide acclaim. The game has since gone on to become the most played PC game in the world and a key driver of the explosive growth of esports. Players are the foundation of our community and it's for them we continue to evolve and improve the League of Legends experience. Riot Games is headquartered in Los Angeles, CA and has 23 offices worldwide."

Design by
Rinker Design in collaboration with In-house

Related links
Riot Games news page

Relevant quote
After looking at all the places that the logo is used, we decided to separate the fist from the word Riot. This isn’t a novel thing, as we’ve done it a lot with our own internal swag, social media channels, and even our website. But it was important that the fist was recognizable (and looked good) when it was alone.

Another big change is that we swapped the fist from left-handed to right. And no, this isn’t us claiming that we’re ambidextrous (though there are some Rioters who are), we wanted the fist and the letter ‘R’ to mirror one another.

Images (opinion after)

New Logo for Riot Games by Rinker Design and In-house Logo. New Logo for Riot Games by Rinker Design and In-house Fist and "R" angle relationship. New Logo for Riot Games by Rinker Design and In-house Icon over illustration. Logo animation.

Opinion
The old logo was cool in a “Hey, brah, look what I drew” kind of way with a fist punching lettering that looked like mangled intestines, which in any other industry would be a turn-off but in video games, and with that name, sure. After 13 years, though, and Riot Games being the team behind the super popular League of Legends games, it was looking a little too skateboard-y. I absolutely love the new logo. I think it manages to keep the rebellious, in-your-face attitude but with a mature execution. The hard-angle fist looks great and it’s such a minimalist execution that is able to sidestep all the trappings of making hands look good and convincing in graphic form. I love the custom wordmark with the exaggerated angles and slight perspective and also how “GAMES” is in the same style but in an extended variation. I was going to make fun of the underlying grid image but, after looking at it closely, it does a proper job in explaining what angles repeat in order to keep a nice relationship between the fist and the “R” while keeping the emphasis on optical alignment, e.g., the top spike of the fist could have easily (and wrongly) been aligned with the horizontal line of the letters but it instead shoots up a little. Anyway, totally love this logo. The animation is fine for introducing the logo but I hope that eventually there is an animation that brings the logo to life with more energy.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/G-nXyyco1p0/new_logo_for_riot_games.php https://www.underconsideration.com/brandnew/archives/new_logo_for_riot_games.php Wed, 17 Apr 2019 05:58:07 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_riot_games.php
Categories: News

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