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Updated: 2 hours 37 min ago

Linked: Quick Logos

Thu, 02/21/2019 - 16:33
Next time you are in a pinch try one of "The Best Services for Making a Business Logo Quickly" as tested by Lifehacker. To their credit, they do advice that "If all these designs seem cheesy, then you should probably spring for a real designer". Quick Logos Visit Link Next time you are in a pinch try one of "The Best Services for Making a Business Logo Quickly" as tested by Lifehacker. To their credit, they do advice that "If all these designs seem cheesy, then you should probably spring for a real designer". http://feedproxy.google.com/~r/ucllc/brandnew/~3/rOo4Zk4Uus0/quick_logos.php https://www.underconsideration.com/brandnew/archives/quick_logos.php Thu, 21 Feb 2019 06:19:39 -0600 https://www.underconsideration.com/brandnew/archives/quick_logos.php
Categories: News

Noted: New Logo and Packaging for English Tea Shop by Echo

Thu, 02/21/2019 - 16:33
(Est. 2010) "Since 2010, English Tea Shop has been working in collaboration with small organic farms in Sri Lanka and 20 other countries to source ingredients, grown without chemical fertilisers or pesticides, to make teas for a growing number of tea-lovers all over the world. “Little Shop of Mandalas” New Logo and Packaging for English Tea Shop by Echo

(Est. 2010) "Since 2010, English Tea Shop has been working in collaboration with small organic farms in Sri Lanka and 20 other countries to source ingredients, grown without chemical fertilisers or pesticides, to make teas for a growing number of tea-lovers all over the world. Its popularity has soared as people have fallen in love with both the quality of its teas and the provenance story behind them. The company buys limited, sustainable quantities from each farmer, paying them a premium on top of the Fairtrade price, and works to improve the wellbeing of the farmers and their families. It's also working towards full organic certification for its entire range of products."

Design by
Echo (London, UK)
Mandala illustrations: Margaux Carpentier (London, UK)

Related links
Echo news page
English Tea Shop news page

Relevant quote
Echo’s new designs tell English Tea Shop’s strong sustainability story through a new brand mark featuring the word ‘organic’, a mandala design celebrating sustainable ingredients, and a new teapot icon and in-pack illustrations telling the brand’s farm-to-cup story.

Typography, copy and imagery all work together on these packs to deliver a clear sustainability story. The hand-drawn lettering of the brand mark has been refined to make it easier to read. On-pack wording is tighter and more direct, with more emphasis on the ingredients. Each pack also features a strapline summarising the brand story: Your Tea Loving Community.

The new teapot icon – a classic round English teapot shape – holds elegant figures of a man and a woman nurturing tea plants, while beautiful mandala designs created by French illustrator Margaux Carpentier burst from the centre of the packs, celebrating each product’s organic ingredients. The new in-pack illustration shows an ocean connecting a farm and factory on one side, and an English tea shop on the other.

Images (opinion after)

New Logo and Packaging for English Tea Shop by Echo Logo. New Logo and Packaging for English Tea Shop by Echo Teapot graphic. New Logo and Packaging for English Tea Shop by Echo Samples of OLD packaging. New Logo and Packaging for English Tea Shop by Echo New packaging. Details below. New Logo and Packaging for English Tea Shop by Echo New Logo and Packaging for English Tea Shop by Echo New Logo and Packaging for English Tea Shop by Echo New Logo and Packaging for English Tea Shop by Echo New Logo and Packaging for English Tea Shop by Echo New Logo and Packaging for English Tea Shop by Echo Packaging. New Logo and Packaging for English Tea Shop by Echo Wellness range boxes with a view of the sides of the box.

Opinion
The logo evolution is quite successful, improving on all the elements of the existing logo with a sturdier font, a nice ligature of the “g” and the “S”, and improved spacing. Although I’m not a fan of the leaf thing that sprouts from the “p”, the new one is a lot better. The teapot graphic is cool at first glance but all the elements are all a little bit different from each other and the direction of the shadows in the people is tripping me up, it’s as if the light source was directly in between them at floor level casting shadows outward. The old packaging was decent but the new one is really, really pretty. The mandala illustrations are fabulous. I wish the teapot graphic were smaller and had a single-color variation so as not to compete with the mandalas even though it changes colors with each variety. Overall, a solid and cheerful evolution.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/Es_IOdmOjWY/new_logo_and_packaging_for_english_tea_shop_by_echo.php https://www.underconsideration.com/brandnew/archives/new_logo_and_packaging_for_english_tea_shop_by_echo.php Thu, 21 Feb 2019 06:09:30 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_packaging_for_english_tea_shop_by_echo.php
Categories: News

Reviewed: New Logo and Identity for City of Paris by Carré Noir

Thu, 02/21/2019 - 13:33
I assume Paris doesn't need much of an introduction but, for the record, from Wikipedia: "Paris is the capital and most populous city of France, with an area of 105 square kilometres (41 square miles) and an official estimated population of 2,140,526 residents as of “Always Be Shipping” New Logo and Identity for City of Paris by Carré Noir

I assume Paris doesn't need much of an introduction but, for the record, from Wikipedia: "Paris is the capital and most populous city of France, with an area of 105 square kilometres (41 square miles) and an official estimated population of 2,140,526 residents as of 1 January 2019. Since the 17th century, Paris has been one of Europe's major centres of finance, commerce, fashion, science, and the arts." This redesign is NOT a tourism brand, it's for the City of Paris, the organization that provides city services and information -- all the unsexy stuff that makes a city work. As the result of an open call for proposals, Paris recently introduced the winning identity designed by local firm Carré Noir.

The logo is based on the nave - the historical symbol of Paris representing a boat, symbol of the capital for over a thousand years. The city's motto is Fluctuat Nec Mergitur - Fluctuates but never sinks. The visual identity of the city of Paris is a rendez-vous with ourselves, all Parisians and all those who operate and work, night and day to improve our daily lives and enhance the aura of this city like no other.Carré Noir project page New Logo and Identity for City of Paris by Carré Noir The boat. New Logo and Identity for City of Paris by Carré Noir Lines emanating from the design that are meant to justify stuff except that they do the opposite, showing that the elements are unrelated and that perhaps this image should not have been published as the logo is fine without it. The nave symbol is drawn with a single stroke. The overall shape is based on a circle but the front tip of the nave slightly goes beyond to create more weight on the front area. The mast rests centered on the vertical axis for stability and reminiscent of the nave's original design. The overall shape is sober, dynamic and elegant at the same time, sophisticated to be unique, simple to be recognizable.The Paris logotype is bold yet remains thin enough in order to create a good balance between the symbol and type. The A has a smile in its crossbar, where Bienvenue / Welcome is in the DNA of Paris. The type is set in capital letters to establish its status as a great, timeless world capital. The logo is set in monochrome navy blue, which brings modernity and elegance.Carré Noir project page New Logo and Identity for City of Paris by Carré Noir Logo.

The old logo had a not-so-stellar ship icon but it still read as a ship and a decent wordmark until it got to the "S", which went rogue and created a seriously distracting element. Keeping the ship was a must in the brief and even if it wasn't, it seems like it would be the proper thing to do. The new ship icon is pretty nice -- I don't love it-love it but it's convincing in form and dynamic in execution. The wordmark is a good complement with its bold weight, contrasting well with the thinner icon. I don't think the "smile" on the "A" was necessary but there it is.

New Logo and Identity for City of Paris by Carré Noir New Logo and Identity for City of Paris by Carré Noir Color variations.

The color explosion cheapens the logo dramatically. Even though it would be a cliché I think they should have stuck with the red, white, and blue color palette instead of introducing all these random bright colors that take away from the otherwise simple logo.

The new identity is digital, modular and allows a cohabitation with the historical identity by bringing a graphic system more adapted to the new uses accompanied by a bright and saturated color palette. The Ville de Paris brand gains in status and sobriety when the brand territory allows a great richness of accompanying colours, this adequacy ultimately creates a lively and rich whole.Carré Noir project page New Logo and Identity for City of Paris by Carré Noir New Logo and Identity for City of Paris by Carré Noir Patterns.

The patterns are kind of cool too, especially the dotted one. The one with the stroke/gradient needs to be redone though... someone messed up the counter spaces of the bowls in the "P" and "R"... "Align Stroke to Outside" -- you are welcome. Sarcasm aside... there is something cool about the density of those two wordmark-driven patterns but unfortunately they only appear again once in application.

New Logo and Identity for City of Paris by Carré Noir Stationery. New Logo and Identity for City of Paris by Carré Noir Embossed seal. New Logo and Identity for City of Paris by Carré Noir Various materials. New Logo and Identity for City of Paris by Carré Noir Guideline covers. All editorial material was created with the "Marie-Louise" Frame around each visual creating a recognizable and premium feel to the brand. Not only does it allow the logo to have extra leg room but beautifies the visuals encapsulated inside of the frame. Beyond a white frame, we chose to use the frame to create extra branding through color and the magnified nave symbol adding dynamics and vibrancy.Carré Noir project page New Logo and Identity for City of Paris by Carré Noir Samples of the heavy white frame. New Logo and Identity for City of Paris by Carré Noir Ad.

The use of the thick white frame (or colorful thick frame as seen below) is always a decent approach and it almost works here but, in the end, there is something clunky and unrefined about the layouts and the typography is too Montserrat-y, making everything look slightly generic -- and just to be clear, the font used throughout is indeed Montserrat.

New Logo and Identity for City of Paris by Carré Noir New Logo and Identity for City of Paris by Carré Noir Brochures. New Logo and Identity for City of Paris by Carré Noir Box for something. New Logo and Identity for City of Paris by Carré Noir New Logo and Identity for City of Paris by Carré Noir Social media screens. New Logo and Identity for City of Paris by Carré Noir T-shirt and tote. New Logo and Identity for City of Paris by Carré Noir Posts. I think this might be favorite application and render.

Overall, the logo is very appropriate for the city at the institutional level, as it's simple and classy, providing a recognizable element for Parisians. While the identity is serviceable I think it could have been either refined or taken in a more interesting direction.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/X6Pet3toHic/new_logo_and_identity_for_city_of_paris_by_carre_noir.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_city_of_paris_by_carre_noir.php Thu, 21 Feb 2019 05:14:38 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_city_of_paris_by_carre_noir.php
Categories: News

Spotted: New Logo for CAFOD

Wed, 02/20/2019 - 19:32
New Logo for CAFOD 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/JgdU9tIE1zs/new_logo_for_cafod.php https://www.underconsideration.com/brandnew/archives/new_logo_for_cafod.php Wed, 20 Feb 2019 12:19:53 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_cafod.php
Categories: News

Spotted: New Logo for Luxury Portfolio International by 1000watt

Wed, 02/20/2019 - 19:32
New Logo for Luxury Portfolio International by 1000watt 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/~3/4n63wCX9YxE/new_logo_for_luxury_portfolio_international_by_1000watt.php https://www.underconsideration.com/brandnew/archives/new_logo_for_luxury_portfolio_international_by_1000watt.php Wed, 20 Feb 2019 12:11:37 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_luxury_portfolio_international_by_1000watt.php
Categories: News

Announced: First Round 2019 - San Francisco: Tickets Available

Wed, 02/20/2019 - 19:32
First Round -- a one-day showcase of original presentations made to clients showing initial design explorations for logo, identity, and branding projects -- is coming to San Francisco, CA! Tickets are now available for the event on May 31, 2019, at the Yerba Buena Center “Early-bird Prices will End March 29”  Tickets Available

First Round -- a one-day showcase of original presentations made to clients showing initial design explorations for logo, identity, and branding projects -- is coming to San Francisco, CA! Tickets are now available for the event on May 31, 2019, at the Yerba Buena Center for the Arts Theater. 10 out of 12 speakers are confirmed and we will be finalizing the line-up in the next week or so.

700 seats available -- buy tickets here! -- but we are cautiously expecting to sell out so don't procrastinate

http://feedproxy.google.com/~r/ucllc/brandnew/~3/fKqdYXPggeE/first_round_2019_-_san_francisco_tickets_available.php https://www.underconsideration.com/brandnew/archives/first_round_2019_-_san_francisco_tickets_available.php Wed, 20 Feb 2019 10:43:48 -0600 https://www.underconsideration.com/brandnew/archives/first_round_2019_-_san_francisco_tickets_available.php
Categories: News

Linked: UPS in no Mood for Munchies

Wed, 02/20/2019 - 16:32
In a move that surprises no one, UPS has filed a lawsuit against "United Pot Smokers" (UPS) for infringing on their trademark and not conforming to three cease-and-desist letters previously sent. To top it off, the Pot Smokers business is a scam. UPS in no Mood for Munchies Visit Link In a move that surprises no one, UPS has filed a lawsuit against "United Pot Smokers" (UPS) for infringing on their trademark and not conforming to three cease-and-desist letters previously sent. To top it off, the Pot Smokers business is a scam. http://feedproxy.google.com/~r/ucllc/brandnew/~3/fdGRinriw54/ups_in_no_mood_for_munchies.php https://www.underconsideration.com/brandnew/archives/ups_in_no_mood_for_munchies.php Wed, 20 Feb 2019 08:34:12 -0600 https://www.underconsideration.com/brandnew/archives/ups_in_no_mood_for_munchies.php
Categories: News

Noted: New Logo and Identity for Doha Debates by e-Types

Wed, 02/20/2019 - 16:32
(Est. 2012) "Doha Debates is a series of debates about urgent global topics such as the refugee crisis, water shortage, loss of faith in institutions, gender inequality, capitalism, global citizenship and artificial intelligence. The franchise is funded by Qatar Foundation for Education, Science and Community “Circular Argument” New Logo and Identity for Doha Debates by e-Types

(Est. 2012) "Doha Debates is a series of debates about urgent global topics such as the refugee crisis, water shortage, loss of faith in institutions, gender inequality, capitalism, global citizenship and artificial intelligence. The franchise is funded by Qatar Foundation for Education, Science and Community Development. Doha Debates first ran from 2005 to 2012, and in 2018 it was relaunched under a new format using live debates, videos, blogs and podcasts. Journalist Ghida Fakhry is the moderator for the debates, and Nelufar Hedayat is the correspondent. The current managing director is Amjad Atallah, the former editor in chief of Al Jazeera America. Special events featuring Q&A sessions with a single guest included figures such as Bill Clinton, Mohamed El Baradei, Shimon Peres, Amre Moussa, Ayad Allawi, and Mahmoud Zahar." (Wikipedia)

Design by
e-Types (Copenhagen, Denmark)

Related links
e-Types project page

Relevant quote
In a world where opinions come in plenty and questions never seize, the creative concept behind the new Doha Debates votes from the strong belief that we are able to create the best solutions when we broaden our perception, are open-minded and curious. Inspired by the diversity of people, cultures and opinions that come together to form debate, the design twists, turns, expands and wraps around itself; each letter taking on a life of its own, representing a new voice to be heard, and the New Perspectives that make Doha Debates.

Images (opinion after)

New Logo and Identity for Doha Debates by e-Types Logo. Your browser does not support the video tag. Logo animation. New Logo and Identity for Doha Debates by e-Types Posters, plural. New Logo and Identity for Doha Debates by e-Types Poster, singular. New Logo and Identity for Doha Debates by e-Types Website. About Doha Debates.

Opinion
The old logo was… textured. To its credit, though, it had decent typography all around. The new logo is… circular. Lite sarcasm aside, I do like the new logo as it’s an interesting metaphor for debate: seeing both sides of an argument and one argument informing the other. I like that it’s unconventional for what I am guessing is a somewhat conservative organization (the Qatar Foundation). For Brand New readers, comparisons to House of Hoops are inevitable but these are two different (and each appropriate) concepts executed in different enough ways. The posters get a little weird in perhaps an interesting way but also perhaps in a confusing way. Overall, though, it’s nice to see this be relatively daring and support the mission of the initiative in stirring conventions.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/UDP3ErJ6dmo/new_logo_and_identity_for_doha_debates_by_etypes.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_doha_debates_by_etypes.php Wed, 20 Feb 2019 06:10:57 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_doha_debates_by_etypes.php
Categories: News

Reviewed: New Logo and Identity for Kate Spade

Wed, 02/20/2019 - 13:32
Established in 1993, Kate Spade is a women life and style fashion house that offers handbags, ready-to-wear, jewelry, footwear, gifts, home décor, and more. Launched originally with her husband Andy Spade with a small collection of six utilitarian nylon handbags designed by Kate Brosnahan Spade “Ace of Spades” New Logo and Identity for Kate Spade

Established in 1993, Kate Spade is a women life and style fashion house that offers handbags, ready-to-wear, jewelry, footwear, gifts, home décor, and more. Launched originally with her husband Andy Spade with a small collection of six utilitarian nylon handbags designed by Kate Brosnahan Spade (1962 - 2018), the brand gained quick popularity for its colorful and effusive designs. Today it counts with 275 stores worldwide; 4,800 employees; and has $1 billion in revenue. With the launch of the Spring 2019 under the direction of new creative director, Nicola Glass, Kate Spade introduced a new identity earlier this year.

There is no design credit but I assume it was either done in-house or by Partners & Spade, the design firm established by Andy Spade, or a combination of the two. Also, all images in this post are taken from Instagram, so the resolution is not the greatest but it gets the point across. For a few more user images you can browse the #loveinspades tag.

New Logo and Identity for Kate Spade Logo with pattern. our new logo. our new label. our new pink. (we call it "pink kiss.") now look a little closer. that's our new green. we named it "clover."Kate Spade Instagram posts New Logo and Identity for Kate Spade Label.

The new logo is mostly the same... a combination of lowercase and uppercase serif nicely spaced. The old one would be more regularly paired with the spade while the new one drops it from the logo since, as you will see, it becomes a big part of the products. The new logo now appears inside a pink box with a white border. It's not a huge change but it certainly forces it into new uses that make it feel like an evolution of the original even if, for the most part, it's only the introduction of a container box that's different. I believe the wordmark has been made a little bolder but unfortunately I couldn't find a vector or high-res version to really compare.

our new spade. we've reimagined our signature mark in lots of new ways and thoughtfully worked it into all of our designs for an unexpected surprise.Kate Spade Instagram posts New Logo and Identity for Kate Spade Icon.

The new spade, as an icon, is lovely -- if you have read Brand New for an extended period of time, you know I am a sucker for ink traps, so it's no surprise I'm really digging this. Aside from personal preferences, what this new spade does very well is look more unique and not like something you would see in a hundred different deck of cards. In the the hardware of the bags (below) and the pattern (further down below), the spade silhouette changes a bit to adapt to its use but the overall shape is super pleasant and how it can transform into a heart when flipped is a major bonus.

Your browser does not support the video tag. Lock mechanism. New Logo and Identity for Kate Spade New Logo and Identity for Kate Spade Enamel studs. New Logo and Identity for Kate Spade Sample locks on bags. New Logo and Identity for Kate Spade Icon detail on the bag. our new spade flower pattern: it's another way we're weaving our spade into our designs. every blossom is made up of four spades. we've embossed this one on smooth leather with 3-d printed patent for our new nicola bag using a technique we developed with one of our tanneries in italy.Kate Spade Instagram posts New Logo and Identity for Kate Spade Embossed pattern on leather. our new tissue paper. you'll get an even closer look at it when you open one of our new boxes. (can't wait to show you those.) it's covered in our new spade flower pattern, which are tiny blossoms made up of four spades.Kate Spade Instagram posts New Logo and Identity for Kate Spade New Logo and Identity for Kate Spade Tissue paper. (Second image source)

The absolute best part of the new identity is the pattern, made up of blossoms of spades that look delightful in any number of color combinations. The pattern also serves as the cornerstone of the Spring campaign and with good reason. I can't get enough of it.

each box has a different combination of our brand colors--the ones we call pink kiss (bright pink) to clover (dark green), cherry blossom (light pink) to honey bee (yellow).Kate Spade Instagram posts New Logo and Identity for Kate Spade New Logo and Identity for Kate Spade New Logo and Identity for Kate Spade Boxes. (Second image source; third image source)

The new boxes are also stunning, with each top and bottom using different combinations of the brand colors and nicely tied through a gold trim.

New Logo and Identity for Kate Spade Dustbags. New Logo and Identity for Kate Spade New Logo and Identity for Kate Spade New Logo and Identity for Kate Spade Spring campaign images.

I don't know much about fashion but I absolutely love this.

New Logo and Identity for Kate Spade Spring campaign posters. Spring campaign promo.

Overall, this is a fantastic evolution that maintains the playfulness that the Kate Spade brand is known for and infuses it with a lot of great variety and energy. I might even get me a little something for myself with that pattern -- for design posterity's sake (and perhaps a Saturday night on the town).

http://feedproxy.google.com/~r/ucllc/brandnew/~3/d-qS8vRrF4s/new_logo_and_identity_for_kate_spade.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_kate_spade.php Wed, 20 Feb 2019 05:26:40 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_kate_spade.php
Categories: News

Spotted: New Name and Logo for Driv

Tue, 02/19/2019 - 19:32
New Name and Logo for Driv 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/ZrZVVT6bHDI/new_name_and_logo_for_driv.php https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_driv.php Tue, 19 Feb 2019 13:11:09 -0600 https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_driv.php
Categories: News

Spotted: New Name and Logo for Impact Funding Partners

Tue, 02/19/2019 - 19:32
New Name and Logo for Impact Funding Partners 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/W0FML0vwk50/new_name_and_logo_for_impact_funding_partners.php https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_impact_funding_partners.php Tue, 19 Feb 2019 13:04:26 -0600 https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_impact_funding_partners.php
Categories: News

Linked: Daily Mail Reimagined

Tue, 02/19/2019 - 16:32
Budapest-based kissmiklos reimagines the UK's tabloid, Daily Mail, as a more sophisticated publication to compete with The New York Times and The Guardian. Daily Mail Reimagined Visit Link Budapest-based kissmiklos reimagines the UK's tabloid, Daily Mail, as a more sophisticated publication to compete with The New York Times and The Guardian. http://feedproxy.google.com/~r/ucllc/brandnew/~3/gnKJ621fw10/daily_mail_reimagined.php https://www.underconsideration.com/brandnew/archives/daily_mail_reimagined.php Tue, 19 Feb 2019 08:35:30 -0600 https://www.underconsideration.com/brandnew/archives/daily_mail_reimagined.php
Categories: News

Noted: New Name, Logo, and Identity for Keap by Pentagram

Tue, 02/19/2019 - 16:32
(Est. 2001, originally Infusionsoft) "Keap is on a mission to simplify growth for millions of small businesses. For 15 years, Keap has been helping small businesses get organized so they can deliver great service and close more business. Today the pioneer of CRM [customer relationship “Finders Keapers” New Name, Logo, and Identity for Keap by Pentagram

(Est. 2001, originally Infusionsoft) "Keap is on a mission to simplify growth for millions of small businesses. For 15 years, Keap has been helping small businesses get organized so they can deliver great service and close more business. Today the pioneer of CRM [customer relationship management] and marketing automation software for small business serves more than 200,000 users globally with its Infusionsoft and Keap products. Keap is headquartered in Chandler, Arizona with offices in San Francisco and Atlanta."

Design by
Pentagram (New York, NY; partner, Luke Hayman)

Related links
Pentagram project page
Keap press release

Relevant quote
The Keap wordmark is bold, simple and friendly. The arrow instantly conveys how Keap helps its users: connecting, streamlining, organizing, and bringing order to their work. The symbol can be used to visually represent movement and flow, indicate a direction or sequence, or illustrate a path of movement through complex systems.

The new name Keap represents the perseverance small businesses put in each day to keep going, keep serving and keep growing. Short and memorable, it suggests creating order and providing service. (The company’s flagship product, Infusionsoft, is now known as Infusionsoft by Keap.) Along with the name, Pentagram worked on brand messaging that is simple, straightforward and easy to follow, just like the software.

The Keap arrow comes to life in a secondary graphic language inspired by flowcharts, diagrams and decision trees, used in brand expressions like promotional collateral, advertising and motion graphics.

Images (opinion after)

New Name, Logo, and Identity for Keap by Pentagram Logo. New Name, Logo, and Identity for Keap by Pentagram Arrow details. Logo animation. Typography. New Name, Logo, and Identity for Keap by Pentagram Business cards. New Name, Logo, and Identity for Keap by Pentagram Website. New Name, Logo, and Identity for Keap by Pentagram New Name, Logo, and Identity for Keap by Pentagram New Name, Logo, and Identity for Keap by Pentagram New Name, Logo, and Identity for Keap by Pentagram Various poster-like applications. New Name, Logo, and Identity for Keap by Pentagram Tote bag. New Name, Logo, and Identity for Keap by Pentagram ID cards. New Name, Logo, and Identity for Keap by Pentagram New Name, Logo, and Identity for Keap by Pentagram New employee kit. New Name, Logo, and Identity for Keap by Pentagram Swag.

Opinion
The old name and logo were extra software-y but it could have literally been software for anything, from bovine inventory to elevator maintenance. I like the allusion of the new name to “keeping” and “retaining”, given that it’s a customer relationship management application even though my inner spelling alarm system keeps keaps going off. The logo… I doubt it will get any love in the comments and I’m not a big fan either. I get what it’s doing — embedding an arrow in the “k” — but it looks like the upper arm of the “k” gave up and fell flat on its face. It’s a hard letter to manipulate and the result is a little forced but, admittedly, still readable. AND it’s not a straight-up geometric sans. I like the complementary arrows and how they come together in formation. The dotted grid and large serif used in some of the applications are fine but somewhat random and not completely in tune with either the logo or the arrows. Perhaps the best stuff is the swag directly above that keeps things simple.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/Mx_fLbfSMOM/new_name_logo_and_identity_for_keap_by_pentagram.php https://www.underconsideration.com/brandnew/archives/new_name_logo_and_identity_for_keap_by_pentagram.php Tue, 19 Feb 2019 08:15:00 -0600 https://www.underconsideration.com/brandnew/archives/new_name_logo_and_identity_for_keap_by_pentagram.php
Categories: News

Reviewed: New Logo and Identity for Bendes by ARENAS@lab

Tue, 02/19/2019 - 13:31
Established in 2010, Bendes is a jewelry designer in Moscow, Russia, specializing in wedding and engagement rings. Through one retail location and a comprehensive online store, the company has expanded to offer a wider range of rings for men and women for all occasions. Recently, “Between a Rock and a Bent Place” New Logo and Identity for Bendes by ARENAS@lab

Established in 2010, Bendes is a jewelry designer in Moscow, Russia, specializing in wedding and engagement rings. Through one retail location and a comprehensive online store, the company has expanded to offer a wider range of rings for men and women for all occasions. Recently, Bendes introduced a new identity designed by Moscow-based ARENAS@lab.

Within the framework of platform setup, our team discovered the essence of the brand, its design philosophy, communication policies, main attributes, characteristics of every interaction with the audience as well as key archetypes as the Aesthete (Adult, Elegant) and the Explorer (Creative, Idealist). This allowed us to accurately form graphic language and key methods in the system of identification.ARENAS@lab project description New Logo and Identity for Bendes by ARENAS@lab New Logo and Identity for Bendes by ARENAS@lab New Logo and Identity for Bendes by ARENAS@lab Positioning and strategy.

For those of you that have previously expressed in the comments that one needs more background on the strategy before being able to form an opinion... there you go.

In the previous version of Béndes Studio attributes of the brand lacked congruency and existed separately that is why we moved towards its identification redesign and developed a central brand constant. We based our work on the principles of timeless design that revolved around harmony, composition and tempormatics.

The design process of the constant elaboration started off with the selection of the font that reflects "the voice" of the brand to the fullest. In the main version of the logo we preserved capital letters and changed the font for flowing antiqua whiсh is a hybrid form of antiqua and gothic fonts.

To construct an integral visual identity it is focal to convey the main ideas of the brand in a visual metaphor. It is obvious what this metaphor is from the name (BEND)ES. In English "to bend" means to shape into a curve or angle. This concept was a starting point for the creation of a mood board with meanings and expedients which are associated with Béndes Studio brand.ARENAS@lab project description New Logo and Identity for Bendes by ARENAS@lab Logo. New Logo and Identity for Bendes by ARENAS@lab On secondary brand color.

The old logo was awkward, with a strange icon that I'm sure was meant to be the silhouette of a ring on the outside but no idea what the inside butterfly thing was meant to be but surely nothing you would want to put your finger through. The wordmark was equally weird with the most dramatic "B" I have seen in a while. So, nothing lost when moving away from the old logo. The new logo uses the free AGOpus font, which is a less flared version of the ubiquitous Optima. The logo is not great, it's not bad, it just... is. Even though the packaging application does, in the end, save it, it would have been nice for the logo to have something more special about it.

The principle curvature of the matter formed the basis of the graphic technique with multiple lines that represent a sequence of coordinates generated by the code. A modern interpretation of natural landscapes and forms is one of the indications that modern jewelry art proceeds its advancement in a digital sphere. The logo has an unusual method of affixing: left and right ends go beyond the borders of a two-dimensional plane. Thus the classic graphics is transformed into a fresh avant-garde tactic.ARENAS@lab project description Your browser does not support the video tag. Generative graphics.

Of all the things in the project, this is the one I still don't understand conceptually nor enjoy in application.

New Logo and Identity for Bendes by ARENAS@lab Guidelines. Béndes Studio employ two versions of the logo. A version of «BENDES» in uppercase is designed for external communication and bringing attention: advertisement, social media. A more austere style of «Béndes Studio» in lowercase is ideal for native branding formats: small packaging and cases, tags, blanks with technical information and questionnaires.ARENAS@lab project description New Logo and Identity for Bendes by ARENAS@lab New Logo and Identity for Bendes by ARENAS@lab Stationery and other applications. New Logo and Identity for Bendes by ARENAS@lab Business cards. New Logo and Identity for Bendes by ARENAS@lab Notebooks.

Although everything is relatively pleasant in the applications, the combination of the two logos and two names -- "BENDES" in AGOpus and "Béndes Studio" in Pragmatica (and sometimes also in AGOpus but uppercase and without the accent) -- is very confusing. I even had to clarify with the designers if they were different things, which they are not. The print applications seem stuck between wanting to be classic and contemporary, mixing centered and flush-left compositions in odd ways and combining the two fonts that don't quite gel.

New Logo and Identity for Bendes by ARENAS@lab Publications. New Logo and Identity for Bendes by ARENAS@lab New Logo and Identity for Bendes by ARENAS@lab Catalogs. New Logo and Identity for Bendes by ARENAS@lab Window ads. New Logo and Identity for Bendes by ARENAS@lab New Logo and Identity for Bendes by ARENAS@lab Website. Our team came up with two types of packaging for the products:

-- white boxes made of a design cardboard -- are basic for Béndes Studio products with interior design foam rubber for jewelry safekeeping.
-- black leather cases -- designed for special occasions, their interior is made of velour.ARENAS@lab project description New Logo and Identity for Bendes by ARENAS@lab Boxes. New Logo and Identity for Bendes by ARENAS@lab Different views. New Logo and Identity for Bendes by ARENAS@lab Boxes, close-up.

The packaging is a much better manifestation of the design ideas, starting with the cropped logo that wraps around the box and the more minimal use of the wavy line that adds an interesting contrasting element. The double name -- BENDES and Béndes Studio -- still trips me up but aesthetically it Pinterests well.

New Logo and Identity for Bendes by ARENAS@lab Boxes, detail. New Logo and Identity for Bendes by ARENAS@lab Long boxes. New Logo and Identity for Bendes by ARENAS@lab Stacked boxes. New Logo and Identity for Bendes by ARENAS@lab More boxes.

Overall, there is nothing surprising or overly exciting about the identity and packaging, hitting a lot of expected notes for a jewelry brand. The packaging is nice to look at and when the main logo bleeds off the edges it starts to develop into something much more interesting but I think the main logo needed something more nuanced than what a free font has to offer and the print applications need to have more conviction about what kind of brand it is: classic and elegant or one that randomly drops generative wavy lines on things for no evident reason.

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Categories: News

Spotted: New Logo for Formstack

Mon, 02/18/2019 - 19:31
New Logo for Formstack Visit Link

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

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Categories: News

Spotted: New Logo and Identity for Ombria Resort by Triplesky

Mon, 02/18/2019 - 19:31
New Logo and Identity for Ombria Resort by Triplesky Visit Link

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

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Categories: News

Reviewed: New Logo and Identity for CBRE Build done In-house

Mon, 02/18/2019 - 13:31
Established in late 2018, CBRE Build is a group of technology and design teams within CBRE, the world's largest commercial real estate services and investment firm with 80,000 employees across 450 offices worldwide. CBRE Build has teams in New York, Dallas, Seattle, London, and Delhi “If you Builder it, they will Come” New Logo and Identity for CBRE Build done In-house

Established in late 2018, CBRE Build is a group of technology and design teams within CBRE, the world's largest commercial real estate services and investment firm with 80,000 employees across 450 offices worldwide. CBRE Build has teams in New York, Dallas, Seattle, London, and Delhi (India) with engineers, designers, managers, and researchers that develop technology for CBRE, like an application that helps determine the right amount of office space needed for a client, or a visualizer that makes real estate market statistics accessible. In a nutshell, it's a startup within CBRE, dedicated to modernizing the company by making product and software development a core competency. With an emphasis on creating an attractive brand for recruitment purposes, CBRE Build created its own identity in-house.

Minds primed, we assembled a moodboard from the visual worlds of real estate, architecture, and graphic design. We picked references that felt optimistic, angular, and futuristic, tones that would help our identity signal that something new was happening at CBRE. And we gave that message an exclamation point by choosing neon green as our brand color, an electric counterpart to CBRE's mossy green.CBRE Build blog post New Logo and Identity for CBRE Build done In-house Logo.

I'll start by acknowledging that this is a somewhat odd entity to cover on Brand New with it being an internal "department" within a company but since the company is so large and the resulting identity so... unconventional, I thought it would make for a fun project to highlight.

In principle, the logo is a fairly straightforward approach that pairs CBRE's wordmark with a quirky display font, Colophon Foundry's MAD Sans. I say "straightforward" because this is one easy way of paying respect to the corporate brand while signaling that this is something unique and different. The word "Build", in a font that looks like a raw prototype, or a 3D object that still needs sanding, is a good metaphor for the kind of work this entity does, which is providing CBRE with sturdy tools that become part of a bigger range of tools and processes. Also, it's a groovy font. And, lastly, its choice is supported by the identity and the concept behind it: blending real estate and technology.

We returned to our list of ideas with fresh interest in the first two, real estate and technology. Their intersection was our address. But they felt like very different worlds -- one established, one disruptive; one besuited, one in a hoodie.

That discovery -- and hours of vector drawing -- gave us the image that would anchor our brand. The circuitmap is a single graphic that fuses our two worlds, concisely explaining what Builders do.CBRE Build blog post New Logo and Identity for CBRE Build done In-house References: Real estate (left) and technology (right). New Logo and Identity for CBRE Build done In-house Brand illustration.

The two themes come together, literally, in the brand illustration... a mashup of a circuit board with a street map. On its own it's weird for sure but it's part of a loose and fun attitude that permeates all the elements and applications that don't abide by most typical standards.

Color and imagery locked, it was time to choose a font. One auditioner was a standout. MAD Sans looked the part: it's technical, friendly, and a little odd. But because its faceted letterforms are drawn from architects' CAD software, another place where of tech and real estate overlap, it was also a perfect conceptual fit for this role.

If it looks a little weird, that's on purpose. This technical-but-unfinished quality reflects the maker spirit that animates every Builder. It shows our understanding that software is never done (and is always somewhat broken). And most importantly, the willingness to adopt an unusual voice signals to recruits that CBRE might not be what they thought.CBRE Build blog post New Logo and Identity for CBRE Build done In-house Typography. With our choices of color, imagery, and type, we had expressed what we do. But now we needed an element to represent for us, the Builders. [...] So to represent us, and our collaborative spirit, we created a family. As soon as we met, these Builders felt much more familiar. They've become our unofficial mascots, and their hard hats have become our somewhat-official logo.CBRE Build blog post Your browser does not support the video tag. New Logo and Identity for CBRE Build done In-house New Logo and Identity for CBRE Build done In-house Builders.

The clunky style of the brand illustration extends into individual "Builder" characters that reflect the team members of CBRE Build and, just like people, they come in all shapes and sizes. On the surface these 3D drawings are not exactly attractive or cool or hip but they have a care-free attitude that is a welcome respite when most brand illustrations all look the same. I think one of them is doing Gangnam Style and it's everything.

New Logo and Identity for CBRE Build done In-house 3D builders. New Logo and Identity for CBRE Build done In-house Applications. New Logo and Identity for CBRE Build done In-house Swag.

The print applications are kind of harsh and maybe too much of a one-note approach, all at the same volume, but when you see the before and after comparison of the booth below, I think it highlights how effective this design is in creating an identity whose number one goal is to demand attention and attract potential recruits.

New Logo and Identity for CBRE Build done In-house Booth, before and after. New Logo and Identity for CBRE Build done In-house Office signs. New Logo and Identity for CBRE Build done In-house Balloons. New Logo and Identity for CBRE Build done In-house New Logo and Identity for CBRE Build done In-house Duffel bag. Even if you hate the brand illustration, this is the best liner ever.

Overall, I think this is amazingly effective even if it isn't "great" by traditional standards. I even like the crummy application photography -- there is a refreshing lack of pretense to this project. This is something that gives a voice to a group inside a huge corporation and highlights that what they do is different from any preconceptions people on the outside (or even on the inside) may have about a group of tech people inside a real estate behemoth.

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Categories: News

Linked: Not so Super

Mon, 02/18/2019 - 13:31
Back in 2010 the NFL announced that, starting with Super Bowl XLV, its logos would follow a similar formula, which has yielded a string of bland logos as recently covered in the Washington Post. My guess is that Super Bowl LV will be the last Not so Super Visit Link Back in 2010 the NFL announced that, starting with Super Bowl XLV, its logos would follow a similar formula, which has yielded a string of bland logos as recently covered in the Washington Post. My guess is that Super Bowl LV will be the last to use this approach. http://feedproxy.google.com/~r/ucllc/brandnew/~3/LHcZpu4YYJc/not_so_super.php https://www.underconsideration.com/brandnew/archives/not_so_super.php Mon, 18 Feb 2019 05:33:50 -0600 https://www.underconsideration.com/brandnew/archives/not_so_super.php
Categories: News

Noted: New Logo and Identity for Frontline Aids by Brandpie

Mon, 02/18/2019 - 13:31
(Est. 1993, originally) "Frontline AIDS wants a future free from AIDS for everyone, everywhere. Around the world, millions of people are denied HIV prevention, testing, treatment and care simply because of who they are and where they live. As a result, almost 2 million were “Up Front” New Logo and Identity for Frontline Aids by Brandpie

(Est. 1993, originally) "Frontline AIDS wants a future free from AIDS for everyone, everywhere. Around the world, millions of people are denied HIV prevention, testing, treatment and care simply because of who they are and where they live. As a result, almost 2 million were infected with HIV in 2017 and almost 1 million died of AIDS-related illness. Together with partners on the frontline, we work to break down the social, political and legal barriers that marginalised people face, and innovate to create a future free from AIDS."

Design by
Brandpie (London, UK)

Related links
Frontline Aids new name announcement

Relevant quote
The new name, Frontline AIDS, recognises the critical need to be active on the frontlines, wherever they are, geographically, financially, socially, to renew the response and drive the change required to end the epidemic.

The new brand is designed to draw attention and stimulate a renewed focus on finding innovative approaches, to insist that there's no ignoring AIDS, or the work of Frontline AIDS. Brandpie drew from the energy of campaigning and protest when the first wave of AIDS activism was at its loudest, taking inspiration from signs and messages seen on placards at the time.

Images (opinion after)

New Logo and Identity for Frontline Aids by Brandpie Logo. New Logo and Identity for Frontline Aids by Brandpie Icon (in different colors). New Logo and Identity for Frontline Aids by Brandpie Guidelines. New Logo and Identity for Frontline Aids by Brandpie New Logo and Identity for Frontline Aids by Brandpie New Logo and Identity for Frontline Aids by Brandpie New Logo and Identity for Frontline Aids by Brandpie New Logo and Identity for Frontline Aids by Brandpie Typography and graphics. New Logo and Identity for Frontline Aids by Brandpie New Logo and Identity for Frontline Aids by Brandpie Posters. New Logo and Identity for Frontline Aids by Brandpie Various applications. New Logo and Identity for Frontline Aids by Brandpie New Logo and Identity for Frontline Aids by Brandpie On-the-ground applications. New name introduction.

Opinion
The old logo was unfortunate in that it fell within the category of “When Bad Logos Happen to Good Organizations”. The hand-drawn font was clumsy, the multiple-swoosh icon unrelated, and the arrangement of elements busy. The new name and logo aim to be more direct but neither is entirely convincing. “Frontline AIDS” is a strange name… I imagine the ambition was to simply call it “Frontline” but by adding “AIDS” to clarify a frontline to what it ends up sounding like a sentence but it’s not one either. The logo has an icon for a person that — I believe — also doubles as an “FA” monogram but the problem is it yields both an awkward person with really long arms and a monogram that reads as “AF”, which is confusing. The wordmark is strong and assertive, so no complaints there, and I like how that same boldness transfers into the visual language for the identity. In principle, it’s nothing new… it’s words in boxes that can stack and overlap but there is a decent energy and sense of urgency created by the compositions as well as the relatively jarring color palette. The applications are a little all over the place with how the typography is treated and how they vary between photography and illustration but there is some potential in there and perhaps if they had made the icon and the hand-drawn icons (arrows, squiggles, etc.) more deliberately rough the juxtaposition of elements and styles could have worked better.

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Categories: News

Spotted: New Logo and Identity for Portal do Rugby by Nacione

Thu, 02/14/2019 - 20:28
New Logo and Identity for Portal do Rugby by Nacione Visit Link

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

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Categories: News

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