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Reviewed: New Logo and Identity for Zooba by &Walsh

Thu, 11/14/2019 - 15:10
Established in 2012, Zooba is a small chain of fast-casual restaurants in Cairo, Egypt, where it has six locations that offer a modern twist on traditional Egyptian street food. Earlier this year, Zooba opened its first location in the United States in New York, NY, “From Egypt with Love” New Logo and Identity for Zooba by &Walsh

Established in 2012, Zooba is a small chain of fast-casual restaurants in Cairo, Egypt, where it has six locations that offer a modern twist on traditional Egyptian street food. Earlier this year, Zooba opened its first location in the United States in New York, NY, with the goal of expanding not just to the other boroughs but to other cities or, as they say, "spreading across the US like bessara on baladi bread". Representing Egyptian culture is also a big part of what drives Egyptian-American founder Chris Khalifa and head chef and co-founder Moustafa El Refaey, so that people know what bessara is, what baladi is, and most importantly, what "ta'ameya" is, which is the Egyptian equivalent of falafel and one of their signature dishes. As part of its expansion, Zooba introduced a new identity designed by New York-based &Walsh.

We went to Cairo and were inspired by the beauty of the layered visuals we saw on the streets: the hand-painted typography on foul carts, geometric patterned tapes, mix & matched colored tiles, posters, and painted illustrations on walls.

We worked with a Cairo-based calligraphy artist to paint the Arabic type for the branding. We layered this with modern versions of patterns and illustrations inspired by the streets of Cairo. Just like their food is a modern twist on traditional classics, we aimed to do this with the visual language.&Walsh project page New Logo and Identity for Zooba by &Walsh Logo.

The old logo, in what looks like a tweaked version of FF Cocon -- which I think is typographic public enemy number one (beyond Comic Sans or Papyrus) but doesn't get such a bad rap since it isn't so widely available -- was not very good, although I'll admit there was something enjoyable about the repeating "ö"s. The new logo is a custom wordmark in, literally, an un-categorizable style that conveys the eclectic offering of the restaurant as something that is foreign yet exciting and novel. I really like the logo for its expressiveness and oddity but I can see how a lot of folks here will be like "Nah, hard pass on that a", which in all its unicase glory I should instinctually hate, yet I very much admire. The diamond umlauts are a nice way of bringing in the style of Arabic calligraphy and typography into the wordmark. The only thing I would have loved to see was some kind of notch/inktrap in the "O"s as they are too clean in contrast to the other letters... perhaps some kind of overlapping or ligature approach could have created that missing counterspace that is so interesting in the other letters.

New Logo and Identity for Zooba by &Walsh Custom typeface.

A custom typeface in the same style of the logo expands the visual language in a consistent way and allows the restaurant to very easily communicate in a recognizable voice. I also can't believe I'm saying this but I wish there were a few more unicase touches... like perhaps a funky "e" or "m" to balance things out and force some other characters into the same structure, like that "Y", which I both love and hate.

New Logo and Identity for Zooba by &Walsh New Logo and Identity for Zooba by &Walsh New Logo and Identity for Zooba by &Walsh Various posters.

The identity then builds into structured yet wild compositions that combine the custom type with exuberant borders and frames and accentuated by custom Arabic calligraphy. A little chaotic but I think they channel the energy of what one envisions as Middle Eastern street vernacular. The only things I really don't like are the silhouetted food items on random fabric backgrounds -- something about it is just too unappealing when it comes to food. As a secondary typeface there is a sans serif with underlines built in -- which I know I've seen before but I'm blanking on its name and previous use -- that is okay but perhaps distracting in an unnecessary way.

New Logo and Identity for Zooba by &Walsh Boxes. New Logo and Identity for Zooba by &Walsh Cups. New Logo and Identity for Zooba by &Walsh Bag.

These are my favorite applications, with a great chaotic aesthetic and a very interesting mix of traditional street graphics and super weird contemporary icons mixed into the frames -- there is a donkey pulling a subway car, a pigeon next to a taxi, and some other stuff that's hard to decipher. The food wraps below are pretty cool too, looking like freshly printed newspapers but, again, with a contemporary twist that creates some fun moments.

New Logo and Identity for Zooba by &Walsh Food wrap. New Logo and Identity for Zooba by &Walsh Restaurant exterior.

If, like me at the beginning, you are thinking that that's a lot of Photoshopping and rendering, a lot of this stuff is indeed for real. This Grub Street article has a ton of photos of the food wraps, bags, and exterior mural (which is really great). Even the weird-ass posters with the fabric backdrops and silhouetted food posters were actually printed and wheat-pasted in the restaurant. So, props to both &Walsh and the client for making this stuff happen.

New Logo and Identity for Zooba by &Walsh Choking poster. New Logo and Identity for Zooba by &Walsh New Logo and Identity for Zooba by &Walsh Other helpful signs. New Logo and Identity for Zooba by &Walsh Menu.

Overall, I find this highly entertaining and I think it's quite appropriate for an ethnic restaurant in New York trying to break through the massive restaurant noise. This identity will probably play very well in New York and, if it expands, in other large cities but would most likely freak out people in smaller cities or suburbs, which is probably not the target market but given how good the food looks... you never know.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/tDtsWHPtqc0/new_logo_and_identity_for_zooba_by_walsh.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_zooba_by_walsh.php Thu, 14 Nov 2019 04:36:34 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_zooba_by_walsh.php
Categories: News

Spotted: New Logo for CDN by Neumeister

Wed, 11/13/2019 - 21:10
New Logo for CDN by Neumeister 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/IYW5n3r1A-s/new_logo_for_cdn_by_neumeister.php https://www.underconsideration.com/brandnew/archives/new_logo_for_cdn_by_neumeister.php Wed, 13 Nov 2019 12:27:14 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_cdn_by_neumeister.php
Categories: News

Spotted: New Logo for Play

Wed, 11/13/2019 - 21:10
New Logo for Play 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/jf4f8mwFMuM/new_logo_for_play.php https://www.underconsideration.com/brandnew/archives/new_logo_for_play.php Wed, 13 Nov 2019 12:17:20 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_play.php
Categories: News

Linked: New Era + Kubrick

Wed, 11/13/2019 - 18:10
Do you like hats? Do you like Stanley Kubrick films? Then you will love hats with Stanley Kubrick film logos and imagery on them in this special collection from New Era. New Era + Kubrick Visit Link Do you like hats? Do you like Stanley Kubrick films? Then you will love hats with Stanley Kubrick film logos and imagery on them in this special collection from New Era. http://feedproxy.google.com/~r/ucllc/brandnew/~3/2_PZaizgcjM/new_era_kubrick.php https://www.underconsideration.com/brandnew/archives/new_era_kubrick.php Wed, 13 Nov 2019 08:47:48 -0600 https://www.underconsideration.com/brandnew/archives/new_era_kubrick.php
Categories: News

Noted: New Logo and Identity for Speed Skating Canada by Will Creative Inc.

Wed, 11/13/2019 - 18:10
(Est. 1887) "Speed Skating Canada (commonly abbreviated to SSC) is the governing body for competitive long track and short track speed skating in Canada. It was founded in 1887, five years before the International Skating Union of which SSC later became a member in 1894." “Skaters gonna Skate” New Logo and Identity for Speed Skating Canada by Will Creative Inc.

(Est. 1887) "Speed Skating Canada (commonly abbreviated to SSC) is the governing body for competitive long track and short track speed skating in Canada. It was founded in 1887, five years before the International Skating Union of which SSC later became a member in 1894." (Wikipedia)

Design by
Will Creative Inc. (Vancouver, BC)

Related links
Speed Skating Canada brand page

Relevant quote
Inspired by the shape of the oval, our logo represents both long track and short track speed skating. With a Canadian maple leaf at its heart, it is a true reflection of the rallying spirit and pride of our sport.

Our graphic style and typography gives the feeling of movement and speed, but also symbolizes the passion that radiates from our arena, with a colour palette that’s proudly Canadian.

Images (opinion after)

New Logo and Identity for Speed Skating Canada by Will Creative Inc. Logo. New Logo and Identity for Speed Skating Canada by Will Creative Inc. Logo animation. New Logo and Identity for Speed Skating Canada by Will Creative Inc. Brand positioning and tag line. New Logo and Identity for Speed Skating Canada by Will Creative Inc. Wild postings. New Logo and Identity for Speed Skating Canada by Will Creative Inc. Various applications.

Opinion
The old logo was… old but there was a salvageable element in the fading maple leaf that perhaps with a Draplin-esque, thick-line approach could have been an interesting evolution. The new logo is fine as a concept, bringing in the shape of the skating track but it lacks the sense of speed and motion the old logo had, if in a clunky way. The obligatory maple leaf feels very shoe-horned in there and its interaction with the loops is no less clunky than the previous logo. The wordmark is fine but clearly follows the playbook established by Hulse & Durrell and all their Canada sports organization logos. The applications are a mix of good and bad… the grid of images has some good stuff, in particular the patterns of the oval but the wild posting image has all kinds of cheesy treatments that feel like they were done by another designer. There is also a strange mix of using the same typeface from the logo in headlines but then also using a similar yet different typeface, Fresno, in other applications. Lastly, the “Faster Forward.” tagline… it reads like when I jokingly add “–er” to words as in, “Overall, this is fine but it could have been better-er”.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/VZYq9UxxKqo/new_logo_and_identity_for_speed_skating_canada_by_will_creative_inc.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_speed_skating_canada_by_will_creative_inc.php Wed, 13 Nov 2019 08:20:24 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_speed_skating_canada_by_will_creative_inc.php
Categories: News

Reviewed: New Logo and Identity for 2019 Brand New Conference by UnderConsideration

Wed, 11/13/2019 - 15:10
This past October 17 - 18 we celebrated the tenth anniversary of the Brand New Conference in Las Vegas, NV. It was a fun two days and, as usual, we enjoyed doing some crazy stuff for the applications especially with the challenge of channeling Las “Sensory Overload” New Logo and Identity for 2019 Brand New Conference by UnderConsideration

This past October 17 - 18 we celebrated the tenth anniversary of the Brand New Conference in Las Vegas, NV. It was a fun two days and, as usual, we enjoyed doing some crazy stuff for the applications especially with the challenge of channeling Las Vegas' frenetic energy. I don't go into the behind-the-scenes in this post so if you are interested in how we put together the stuff this video covers it. Long post ahead with lots of video files.

Vegas References

Given that the venue for the conference was in Downtown Las Vegas -- the original townsite and original gambling district of Las Vegas prior to the Strip -- we were heavily attracted to the 1940s and 1950s version of the city, which manifested itself in an eclectic combination of the niceties of Mid-Century Modernism and the tackiness of neon light casino-ism.

The book, Vegas Gold by David Willis, and the Instagram hashtag #VintageVegas, became our guiding lights -- pun semi-intended. While the neon signs are indeed the heroes of vintage Las Vegas, we were equally attracted to the unsung marquee signs that, underneath the glitz and glimmer of the neon signs, announced the various acts that were playing at any given casino and/or hotel in movable utilitarian fonts. These two elements served as the basis for the identity.

New Logo and Identity for 2019 Brand New Conference by UnderConsideration Various marquee signs from Vegas Gold. Photo credits, top row: Photofest (left and middle) and Charles Phoenix Collection; bottom row: Melvyn P. Lawes, Wolf Wergin, and Las Vegas News Bureau / Las Vegas Convention and Visitors Authority (two far right images). Custom Typeface

At first we tried to find existing typefaces that matched the marquee style but what we found was either too slick or too grungy so we turned to our old friend, eBay. We were able to locate a full package of vintage marquee letters that would provide us with a starting point.

New Logo and Identity for 2019 Brand New Conference by UnderConsideration The full stack of 6-inch, Gemini-brand marquee letters.

After scanning all the letters we cleaned them up, established some mathematical boundaries, and treated each character as if it had to be drawn with a ruler, compass, and/or French Curves. We fell in love with the modularity of the letters as well as their flat tops and bottoms, which became more noticeable when the font was stacked, which became more interesting the tighter it was stacked. Said tightness became a key component of the identity.

New Logo and Identity for 2019 Brand New Conference by UnderConsideration "BNConf Marquee" -- not the most imaginative font file name but it served its purpose. Neon Lights Your browser does not support the video tag. Flamingo Las Vegas Hotel and Casino neon lights. How do you translate this into an identity that doesn't drive you completely insane?

We wanted to capture the visual and sensory overload of being in Las Vegas and specifically of walking along Fremont Street -- where many of the original neon signs still stand -- which is a kind of frenetic on-off-on-off flickering of neon signs, light bulbs, and letters and the constant dinging of the slot machines inside. We took a special trip to Las Vegas, armed with a telephoto lens, and photographed every possible neon sign that we could stand under. We photographed them in bursts so that we could capture as many "On" and "Off" states as possible. From the more than 2,600 images we took, we selected the ones that yielded the best on-off states and that looked the coolest as abstractions of neon signs.

New Logo and Identity for 2019 Brand New Conference by UnderConsideration Sample on-off states.

We then combined the photos with the new typeface -- spelling out, as usual, "BNCONF" -- by referring back to the marquee font in real life, where each character lives centered inside an acrylic frame. We replicated these layouts but in a looser way with wider margins so that the images could show through better. This modularity then allowed us to mix and match the different images that, when paired, create that sensory overload feeling you get from being in Vegas.

New Logo and Identity for 2019 Brand New Conference by UnderConsideration Using BNConf Marquee to frame and pair the images.

And that gave us the primary building block of the identity: a constant on-off, neon-light-infused modular grid that we could apply to the website and social media posts.

Your browser does not support the video tag. "BNCONF" animated. Programs

The real challenge of this year's identity was how to bring to life, in analog form, our on-off compositions that were so relatively easy to deploy digitally. Enter lenticular printing. A technique we never imagined we would use, since it's something we usually associate with tacky postcards and cheap promos but it was the only way to achieve this effect. Luckily, our trusted printer, Classic Color, knew of a lenticular sheet manufacturer, Pacur, that makes some of the best lenticular sheets available so between Classic's excellent printing and Pacur's quality materials we knew we could exceed our own expectations of what lenticular can do or look like.

Your browser does not support the video tag. Lenticular effect on three different programs. Your browser does not support the video tag. Lenticular effect detail. Your browser does not support the video tag. Scans of 18 different covers.

Because we never take the easy way out with the conference materials we customized every single program by mixing and matching 12 different images that were each printed 6 times and each of those having a die-cut for "B", "N", "C", "O", "N", and "F" respectively. This allowed us to create an infinite number of possible combinations -- 221,298,739,200 to be exact, actually, according to our super smart 12-year-old daughter. Each letter had a peel-off adhesive backing and we manually placed each combination, one at a time over a very long stretch of hours. If you are wondering, yes, the counters of the "B" and the "O" had to be placed individually as well to match the "background". Sure, we could have easily printed 12 different compositions in a single sheet of lenticular and have the printer glue them in some mechanical way but this hand-assembled approach yielded a highly tactile feel in the spots where each letter nestled itself tightly.

Your browser does not support the video tag. A sampling of the 12 on-off images that we used. Each image was reproduced 6 times with a different letter from "BNCONF" die cut from it. New Logo and Identity for 2019 Brand New Conference by UnderConsideration New Logo and Identity for 2019 Brand New Conference by UnderConsideration Various covers. New Logo and Identity for 2019 Brand New Conference by UnderConsideration Cover close-ups. Your browser does not support the video tag. Sample interior spreads. Badges

Our first inclination for the badges was to somehow fit a lenticular "BNCONF" on them but there was not enough space so we opted for a kind of nested Russian Doll slash inverted pyramid arrangement where five frames in decreasing thickness stack on top of each other for a kind of tunnel vision effect and to further play on the nature of more-is-more of Vegas.

Your browser does not support the video tag. Lenticular effect on three different badges.

As with the programs we printed and die-cut a variety of frames -- four of each thickness -- so that we could create various combinations.

Your browser does not support the video tag. The four different sets of inverted pyramid frames that we could also mix and match.

The condensed custom font proved to be very useful this year as it allowed for people's names to be displayed very large and still fit in the narrow 3.5 inches of the badge.

New Logo and Identity for 2019 Brand New Conference by UnderConsideration New Logo and Identity for 2019 Brand New Conference by UnderConsideration Various badges. New Logo and Identity for 2019 Brand New Conference by UnderConsideration Badges close-up. Tote Bags

Given the amount of hand assembly required for the programs and badges we decided to keep the tote bags relatively simple with a full print on all sides. There are four different designs with the front showing a full-bleed picture of some of our favorite neon-light photos and the back showing different combinations of the "BNCONF" letters.

New Logo and Identity for 2019 Brand New Conference by UnderConsideration Tote bag fronts. New Logo and Identity for 2019 Brand New Conference by UnderConsideration Tote bag backs. New Logo and Identity for 2019 Brand New Conference by UnderConsideration New Logo and Identity for 2019 Brand New Conference by UnderConsideration Various totes. New Logo and Identity for 2019 Brand New Conference by UnderConsideration Tote close-ups. Stage Letters

We wanted to create the closest rendition of neon possible and since working with actual neon is, like, super hard, we found these great thick strips of LED lights that behaved very closely to neon as they were hard to twist into curves creating similar effects to using glass tubes. We created 4-foot-tall letters in black acrylic using the custom typeface to serve as the frames for the LED strips. As a bonus, the lights had different settings and could be set to a pulsing effect so it even animated like neon. (These were made in-house, like a boss, by Bryony.)

Your browser does not support the video tag. A few different views of the stage letters in action. New Logo and Identity for 2019 Brand New Conference by UnderConsideration Wide view for size relationship. New Logo and Identity for 2019 Brand New Conference by UnderConsideration New Logo and Identity for 2019 Brand New Conference by UnderConsideration New Logo and Identity for 2019 Brand New Conference by UnderConsideration Details. New Logo and Identity for 2019 Brand New Conference by UnderConsideration Letters with speakers. Podium

A fairly simple approach to the podium (so that it wouldn't steal the thunder of the letters) with a big, abstract, colorful image and big-but-not-too-big typography so that all the Instagram pictures of the speakers taken by the audience that go out into the world have clear branding.

New Logo and Identity for 2019 Brand New Conference by UnderConsideration Podium. New Logo and Identity for 2019 Brand New Conference by UnderConsideration Podium with speakers. Selfie Stand Backdrop

A bonus application was a big backdrop for the fun selfie stand that we made using all the "holes" from the lenticular frames of the badge.

New Logo and Identity for 2019 Brand New Conference by UnderConsideration Selfie stand and backdrop. New Logo and Identity for 2019 Brand New Conference by UnderConsideration In use. New Logo and Identity for 2019 Brand New Conference by UnderConsideration Results. T-shirt

We went off brand with the t-shirt as it's the only application that uses a white background but we didn't want a black t-shirt with thick white ink on it as we really wanted some big typography on it, so we opted for a smooth t-shirt with water-based printing so that they wouldn't have that plastic-y silkscreen feeling. A simple tweak on the composition was used for the staff t-shirts.

New Logo and Identity for 2019 Brand New Conference by UnderConsideration New Logo and Identity for 2019 Brand New Conference by UnderConsideration T-shirts. New Logo and Identity for 2019 Brand New Conference by UnderConsideration Attendee and staff t-shirts. Motion Stuff

Last year, the motion pieces we did were the least well received of the project but rather than let that stop us from trying again on our own this year, well, we tried again to do these on our own this year and I hope there is some improvement : )

We did two different compositions for the speakers using some of the video footage we had of the neon lights and mixing them in with the BNCONF letters. The music is jazzy-lounge-y as a reference to the 1950s vibe of Las Vegas.

Your browser does not support the video tag. Your browser does not support the video tag. Speaker intros.

A brief intro was also created for the very start of the conference each day. Not as impressive as those 3-minute opening titles of other conferences but, in our defense, we rarely have 3 minutes to spare during our opening remarks.

Your browser does not support the video tag. Conference intro.

And a couple of simple interstitials as segues between speakers.

Your browser does not support the video tag. Your browser does not support the video tag. Interstitials. That's it! New Logo and Identity for 2019 Brand New Conference by UnderConsideration

As usual we have no idea where we go from here but we are excited to start scheming for next year's conference in Austin, TX on October 22 - 23. Pre-sale tickets already available!

http://feedproxy.google.com/~r/ucllc/brandnew/~3/ZRT4N2Nr8zo/new_logo_and_identity_for_2019_brand_new_conference_by_underconsideration.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_2019_brand_new_conference_by_underconsideration.php Wed, 13 Nov 2019 04:50:43 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_2019_brand_new_conference_by_underconsideration.php
Categories: News

Spotted: New Logo and Identity for Prelco by Phosphore

Tue, 11/12/2019 - 21:09
New Logo and Identity for Prelco by Phosphore 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/ImZKHowR4zs/new_logo_and_identity_for_prelco_by_phosphore.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_prelco_by_phosphore.php Tue, 12 Nov 2019 12:08:08 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_prelco_by_phosphore.php
Categories: News

Spotted: New Logo and Identity for UKRI by Dragon Rouge

Tue, 11/12/2019 - 21:09
New Logo and Identity for UKRI by Dragon Rouge 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/mxeYSbabK_M/new_logo_and_identity_for_ukri_by_dragon_rouge.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_ukri_by_dragon_rouge.php Tue, 12 Nov 2019 12:00:21 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_ukri_by_dragon_rouge.php
Categories: News

Linked: LogoArchive: Letters

Tue, 11/12/2019 - 18:09
A special edition of LogoArchive brings together an A to Z selection from Christophe De Pelsemaker's Letters As Symbols book.  Letters Visit Link A special edition of LogoArchive brings together an A to Z selection from Christophe De Pelsemaker's Letters As Symbols book. http://feedproxy.google.com/~r/ucllc/brandnew/~3/EisB5LcZyF0/logoarchive_letters.php https://www.underconsideration.com/brandnew/archives/logoarchive_letters.php Tue, 12 Nov 2019 08:20:45 -0600 https://www.underconsideration.com/brandnew/archives/logoarchive_letters.php
Categories: News

Noted: New Logo and Cover for The Atlantic done In-house

Tue, 11/12/2019 - 18:09
(Est. 1857) "The Atlantic is an American magazine and multi-platform publisher. It was founded in 1857 in Boston, Massachusetts, as The Atlantic Monthly, a literary and cultural commentary magazine. After experiencing financial hardship and undergoing several ownership changes in the late 20th century, the magazine “Oceans Apart” New Logo and Cover for The Atlantic done In-house

(Est. 1857) "The Atlantic is an American magazine and multi-platform publisher. It was founded in 1857 in Boston, Massachusetts, as The Atlantic Monthly, a literary and cultural commentary magazine. After experiencing financial hardship and undergoing several ownership changes in the late 20th century, the magazine was purchased by businessman David G. Bradley, who refashioned it as a general editorial magazine primarily aimed at a target audience of serious national readers and "thought leaders". In 2010, The Atlantic posted its first profit in a decade. In 2016 the periodical was named Magazine of the Year by the American Society of Magazine Editors. In July 2017, Bradley sold a majority interest in the publication to Laurene Powell Jobs's Emerson Collective. Its website, TheAtlantic.com, provides daily coverage and analysis of breaking news, politics and international affairs, education, technology, health, science, and culture." (Wikipedia)

Design by
In-house: creative director, Peter Mendelsund; senior art director, Oliver Munday

Related links
The Atlantic press release
Q&A with creative director, Peter Mendelsund

Relevant quote
Among thousands of design changes, the most noteworthy is to the logo: The Atlantic nameplate that’s consistently topped the magazine (in different forms) for a century and a half has been updated to a simple and declarative A. The Atlantic also commissioned its first bespoke typeface, Atlantic Condensed, which was inspired by the original type chosen by the magazine’s founders in 1857. The new design also marks the start of a wholesale redesign of the website, beginning with a simplified and streamlined design and user experience.

Images (opinion after)

New Logo and Cover for The Atlantic done In-house Logo evolution. New Logo and Cover for The Atlantic done In-house Logo. New Logo and Cover for The Atlantic done In-house Cover, before and after. New Logo and Cover for The Atlantic done In-house Cover. New Logo and Cover for The Atlantic done In-house New custom typeface. New look introduction video.

Opinion
I have always enjoyed the design of The Atlantic and in particular the logo and cover of the previous iteration. The old tall, italic wordmark was so crisply done and all the little curls on the bottom of each character created some beautiful rhythm. I don’t say this often but I will miss the old logo. Visually, the new logo is nice (which I’ll get to) but strategically, I don’t know how appropriate it actually is. Trying to own the “A” as an identifier when you already comfortably own “The Atlantic” seems like an unnecessary uphill battle and one that I’m not sure has a big payoff. I mean, sure, “A” is shorter than “The Atlantic” and it’s always cool to have a strong minimal device but when it comes to magazines, especially The Atlantic, I’m not sure it benefits from it. Still, it’s an interesting evolution in the decades-long history of the magazine, so we’ll see. Execution-wise, the “A” is lovely… I think maybe it could have been made more “display”-ish with more contrast in the thicks and thins and perhaps less bulgy serifs but I’m really not that passionate about that argument, as it’s a really nice “A”. The wordmark feels a lot less special than the old logo and looks more like typesetting that could change from issue to issue instead of being a formal wordmark for the long run. Regarding the cover… I love me a minimal cover but this might be extreme? Maybe this needs a couple of additional publications to settle in but right now it might be too spare and the elements floating too freely without a clearer structure in place. The inside spreads, though, those look fantastic (based on the video) and can’t wait to see more of those. Overall, brand-wise, it’s a fairly drastic change that I’m really not sure how well it will pan out — as considered as the design is, I have a feeling it might change/evolve sooner than later.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/Iz7-aDQY6c0/new_logo_and_cover_for_the_atlantic_done_in_house.php https://www.underconsideration.com/brandnew/archives/new_logo_and_cover_for_the_atlantic_done_in_house.php Tue, 12 Nov 2019 06:13:21 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_cover_for_the_atlantic_done_in_house.php
Categories: News

Reviewed: New Logo and Identity for Reebok done In-house with Darrin Crescenzi

Tue, 11/12/2019 - 15:05
Established in 1895 in the small England village of Holcombe as J.W. Foster and Sons, Reebok, as it was renamed in 1958 (after "rhebok", a type of African gazelle) is a "worldwide designer, marketer and distributor of fitness and lifestyle footwear, apparel and equipment." With “’Bok to the Future” New Logo and Identity for Reebok done In-house with Darrin Crescenzi

Established in 1895 in the small England village of Holcombe as J.W. Foster and Sons, Reebok, as it was renamed in 1958 (after "rhebok", a type of African gazelle) is a "worldwide designer, marketer and distributor of fitness and lifestyle footwear, apparel and equipment." With headquarters in Boston, MA, and a subsidiary of Adidas since 2005, Reebok has transitioned over the years "from a traditional sports brand to a brand focused on fitness" which means that instead of doing shoes and apparel for specific sports like basketball, soccer, or baseball they do so for more general fitness like functional training, running, combat training, walking, dance, yoga, or aerobics -- to wit, they are the official footwear and apparel sponsor for UFC, CrossFit, and Spartan Race. Last week, Reebok re-introduced its "vector" logo and new identity designed in collaboration by their in-house team and New York, NY-based Darrin Crescenzi.

Today, Reebok announced that beginning in 2020, it will unify under one brand logo and wordmark, leveraging its most recognizable and distinguished assets - the Vector logo and "drop-R" wordmark.

The wordmark and logo will be fully integrated across all Reebok sport and lifestyle products, including footwear and apparel, while an exclusive early release of sport styles featuring the Vector logo will be available this month. This evolution shines a spotlight on Reebok's proud heritage, connecting its rich legacy to its exciting future.Reebok press release New Logo and Identity for Reebok done In-house with Darrin Crescenzi Logo evolution. The Vector logo was first introduced in 1992 and has been used in various forms since, most recently on Reebok heritage and lifestyle products. The new Vector logo is an updated, subtle modern evolution of the original. The Reebok Delta logo, which was first introduced on product in 2011, will continue to be used on select product, including CrossFit and UFC-branded Reebok apparel.Reebok press release New Logo and Identity for Reebok done In-house with Darrin Crescenzi Logo. New Logo and Identity for Reebok done In-house with Darrin Crescenzi Comparison with 1992 version (left). Your browser does not support the video tag. Icon evolution. New Logo and Identity for Reebok done In-house with Darrin Crescenzi Logo configurations. New Logo and Identity for Reebok done In-house with Darrin Crescenzi Wordmark.

The previous logo was a reflection of the change of Reebok's focus as the "Delta" icon had started as the identifier for the company's CrossFit products and evolved into the company logo. Its more "hardcore" look helped signal a new personality for the brand and establish some distance with Nike and even parent brand Adidas. As in my 2014 review of that change, five years later, I still don't find the Delta icon particularly great but I think it worked well to propel Reebok forward. The old wordmark was fine and had some subtle personality to it but nothing that will be missed.

The new logo is a return to the 1990s logo and the closest Reebok has had to an equivalent of Nike's swoosh or Adidas' three stripes. The dynamic "Vector" icon has been cleaned up for another go-round and the changes are all improvements, especially making the top and bottom flat for crisper placement and alignment with other elements or simply for being on its own. To me, the most exciting part is the return of the wordmark in one of the most 1980s-tastic fonts of all, Motter Tektura. I know I speak more from nostalgia than any other relevant cognitive function but I really like that wordmark and the opening up of its spacing makes a huge, positive difference. I also like the return of the blue to replace the black as it provides a softer look and a color palette that supports Reebok's "American-inspired" positioning.

Reebok's culture is hyper-focused on creating innovative and memorable product -- historically that has not translated into a mandate for disciplined visual identity. Over the years, the brand has employed dozens of interesting, but ultimately ephemeral, logo marks. With a mission to unite Reebok under one future-facing banner for a new decade, our challenge was to comb through Reebok's vast archives to understand what mark had the equity and potential to represent their blend of performance and lifestyle products, and then modernize that asset for today's communications needs and latest methods-of-make.

Resurrecting the Reebok Vector logo satisfies every goal we had -- it's beloved, dynamic, and looks amazing on footwear and apparel. To bring the logo forward into 2020, I redrew the Vector and wordmark to improve their reproducibility on product and legibility at smaller sizes, by increasing spacing and refining curves all around. Working closely with Reebok's in-house team, I created new identity guidelines for communications and product, and helped the organization to execute the new vision across product, retail, digital and packaging. The united effort within Reebok to transform their product and experiences around the globe has been inspiring to watch.Darrin Crescenzi provided text New Logo and Identity for Reebok done In-house with Darrin Crescenzi Shoe boxes. New Logo and Identity for Reebok done In-house with Darrin Crescenzi Hang tags. New Logo and Identity for Reebok done In-house with Darrin Crescenzi Shopping bags.

The few applications shown above are pretty nice, with a hint of retro-ness to them that can potentially have the effect of older consumers falling back in love with Reebok and maybe young consumers finding it as curious as vinyl records to give it a go.

New Logo and Identity for Reebok done In-house with Darrin Crescenzi New Logo and Identity for Reebok done In-house with Darrin Crescenzi New Logo and Identity for Reebok done In-house with Darrin Crescenzi New Logo and Identity for Reebok done In-house with Darrin Crescenzi Various apparel applications.

On the products, the logo looks great whether the icon is on its own or with the wordmark. Both are easy to reproduce and work well in the different production methods. The embroidered wordmark at the top of the image set above is particularly good in how the simple strokes of the character adapt to the limitations of embroidery.

New Logo and Identity for Reebok done In-house with Darrin Crescenzi New Logo and Identity for Reebok done In-house with Darrin Crescenzi Cool apparel shots.

The two images above, not gonna lie, they are cool as shit. There is something very bad-ass and confident about them that really transforms the way I think about Reebok... so at least with this potential consumer, dear Reebok, you won.

Sizzle reel.

On the flipside, they kind of lost me with the video above. It's just a bunch of random ENERGY! stuff with bad typography. But, to its credit, that probably triggers, in a good way, another segment of the audience that's not me.

Headquarters sign drone view. Somebody really likes their new sign.

Overall, I think this is a very positive change that reasserts Reebok's legacy and history in a way that is contemporary and engaging in a way that makes it different not just from Nike and Adidas but from other closer competitors like Under Armour or even Lululemon.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/L50x19fIUk8/new_logo_and_identity_for_reebok_done_in_house_with_darrin_crescenzi.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_reebok_done_in_house_with_darrin_crescenzi.php Tue, 12 Nov 2019 04:39:26 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_reebok_done_in_house_with_darrin_crescenzi.php
Categories: News

Sponsored by Mohawk Paper: Mohawk Paper wants to Fund your Passion Project

Tue, 11/12/2019 - 12:05
Mohawk Paper is introducing a new kind of awards show. The Mohawk Show is driven by a simple idea: Great work deserves the opportunity to make more great work. We all have an idea on the backburner that's so niche, indulgent or impractical that we “Mohawk Paper” Mohawk Paper wants to Fund your Passion Project

Mohawk Paper is introducing a new kind of awards show. The Mohawk Show is driven by a simple idea: Great work deserves the opportunity to make more great work. We all have an idea on the backburner that's so niche, indulgent or impractical that we just can't justify it. Now imagine you didn't have to.

Mohawk Paper wants to Fund your Passion Project

Mohawk is rewarding stand-out work (on their papers, of course) with Maker Grants to turn passion projects into portfolio centerpieces. These aren't your average cash prizes. Winners will choose from a variety of known printers to produce their passion project and Best in Show will receive the first-ever residency at Crane & Co. in North Adams, Massachusetts. And unlike typical design contests, The Mohawk Show doesn't corral artwork into arbitrary categories. Instead, any and all work made the past two years on Mohawk paper will be accepted and evaluated based on six criteria. The judges will look for:

Object Quality Material Quality Paper as the Fifth Color Pairing Texture Beauty Paper & Process Mohawk Paper wants to Fund your Passion Project

Speaking of judges, entries will be evaluated by an eclectic, bright collection of design thinkers. Mohawk has lined up industry veterans and fresh faces who represent a spectrum of design thinking -- and they're ready to see your best work.

Learn more and get ready to submit your work here.

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Categories: News

Spotted: New Name and Logo for Ovintiv

Mon, 11/11/2019 - 21:05
New Name and Logo for Ovintiv 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/Se0a1YC1ec8/new_name_and_logo_for_ovintiv.php https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_ovintiv.php Mon, 11 Nov 2019 11:01:46 -0600 https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_ovintiv.php
Categories: News

Spotted: New Logos for Atlanta Dream by Tantrum Agency

Mon, 11/11/2019 - 21:05
New Logos for Atlanta Dream by Tantrum Agency 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

Linked: Under Armour goes Overboard

Mon, 11/11/2019 - 18:05
Under Armour files a lawsuit against athletic apparel brand Hotsuit for its "H" monogram's similarity to their "UA" monogram. Stretch or valid? Under Armour goes Overboard Visit Link Under Armour files a lawsuit against athletic apparel brand Hotsuit for its "H" monogram's similarity to their "UA" monogram. Stretch or valid? http://feedproxy.google.com/~r/ucllc/brandnew/~3/-hJvWmjOxvw/under_armour_goes_overboard.php https://www.underconsideration.com/brandnew/archives/under_armour_goes_overboard.php Mon, 11 Nov 2019 08:06:56 -0600 https://www.underconsideration.com/brandnew/archives/under_armour_goes_overboard.php
Categories: News

Noted: New Logo for Netherlands

Mon, 11/11/2019 - 18:05
"The Netherlands, informally Holland, is a country in Northwestern Europe with some overseas territories in the Caribbean. The official language is Dutch, but a secondary official language in the province of Friesland is West Frisian. In the northern parts of the country, Low Saxon is “It Takes Two to Tulip” New Logo for Netherlands

"The Netherlands, informally Holland, is a country in Northwestern Europe with some overseas territories in the Caribbean. The official language is Dutch, but a secondary official language in the province of Friesland is West Frisian. In the northern parts of the country, Low Saxon is also spoken. The five largest cities in the Netherlands are Amsterdam, Rotterdam, The Hague, Utrecht, and Eindhoven. Amsterdam is the country's capital, while The Hague holds the seat of the States General, Cabinet and Supreme Court. The Port of Rotterdam is the largest port in Europe, and the largest in any country outside Asia. The country is a founding member of the EU, Eurozone, G10, NATO, OECD and WTO, as well as a part of the Schengen Area and the trilateral Benelux Union. It hosts several intergovernmental organisations and international courts, many of which are centered in The Hague, which is consequently dubbed 'the world's legal capital'. Its mixed-market advanced economy had the thirteenth-highest per capita income globally. The Netherlands ranks among the highest in international indexes of press freedom,[19] economic freedom,[20] human development, and quality of life, as well as happiness." (Wikipedia)

Design by
N/A

Related links
Government of Netherlands press release

Relevant quote
From now on the Netherlands and the Kingdom of the Netherlands can be recognised internationally by a new logo. The logo is characterised by two symbols: NL and a stylised orange tulip. The logo replaces the much used ‘Holland tulip’ of the Netherlands Board of Tourism & Conventions’ (NBTC).

The new style is the result of a strategy developed to more clearly show what the Netherlands has to offer to the world. Minister Kaag (Foreign Trade and Development Cooperation): ‘The new logo can be applied across a range of fields, from high tech to agrifood and from sport to culture. A clear cut international image is positive for our exports and the attraction of investment and talent.’

Images (opinion after)

New Logo for Netherlands Logo.

Opinion
One thing worth mentioning upfront — if I am understanding the press release correctly — is that this logo replaces the Netherlands Board of Tourism & Conventions “Holland” with tulip logo AND becomes basically the country brand. (The other way this could be read is that the “Holland” logo will remain as the tourism logo but whatever use it had at the government level will be replaced by this new logo.) The old logo was very tourist-oriented with its “artistic” brush aesthetic and hand-lettered wordmark. Part of the problem was that the logo didn’t represent all of the country and further enhanced the confusion non-Dutch people have of whether the country is Holland or The Netherlands. The new logo clarifies that situation by switching to Netherlands and doubles down on the tulip with an “NL” monogram that slightly awkwardly but also slightly cleverly teams up to shape a tulip. I will disclaim that I do not know what the local sentiment is to tulips or if there is as much love and use for it as a symbol as Canadians have for the maple leaf but I’m digging this a lot, despite it being so weird. The concept of mixing the very recognizable “NL” shorthand with a tulip is forced for sure but the fact that they were able to even concoct something that reads as both things is quite commendable. I know I’m swimming against the current and that most people won’t like this but I’m okay with that. I like the weird look of the “L” and the asymmetry of the “N” — I wish the latter had a bigger counterspace in the notch to match that of the “L”. The wordmark is oddly small… perhaps eventually, in application, that will sort of correct itself because it makes the monogram feel heavier than it needs to be. In another likely unpopular statement, I’ll say this has the presence and instant association to become one of the most effective country logos in 5- to 10-years time.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/U1GQmhhdv9Y/new_logo_for_netherlands.php https://www.underconsideration.com/brandnew/archives/new_logo_for_netherlands.php Mon, 11 Nov 2019 07:28:19 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_netherlands.php
Categories: News

Reviewed: New Logo and Identity for Vagina Museum by Passport

Mon, 11/11/2019 - 15:05
Established in 2017 and originally operating pop-up exhibitions around the UK, the Vagina Museum is the world's first bricks and mortar museum dedicated to "vaginas, vulvas, and the gynaecological anatomy" that opened this past October in London's Camden Market with a full-time location. Founded by “Now Open to the Pubic” New Logo and Identity for Vagina Museum by Passport

Established in 2017 and originally operating pop-up exhibitions around the UK, the Vagina Museum is the world's first bricks and mortar museum dedicated to "vaginas, vulvas, and the gynaecological anatomy" that opened this past October in London's Camden Market with a full-time location. Founded by Florence Schechter, a Biochemistry major, known for her YouTube science-themed channel, the vision for the museum is "of a world where no one is ashamed of their bodies, everyone has bodily autonomy, and all of humanity works together to build a society that is free and equal." With its opening last month and its inaugural exhibit, "Muff Busters: Vagina Myths and How To Fight Them", opening this weekend, the Vagina Museum introduced a new identity designed by London-based Passport.

The challenge was that the branding needed to sit comfortably alongside talk of BDSM one minute, and FGM (female genital mutilation) the next. Therefore, the logo needed to be neutral enough to work in many different contexts, but with a flexible supporting visual identity system that allowed the brand's personable wit to shine through when appropriate. Secondly, it is precisely because of the huge stigmatisation that we were asked not to include any actual imagery of vulvas or vaginas in the logo itself, as it would have an impact on their ability to advertise.

A slightly more refined approach was necessary; we decided to focus on a clear, direct and unapologetic typographic direction that placed emphasis on the word 'Vagina' itself, with a supporting identity that really celebrates rebellion, inclusivity and individuality through the dynamic combination of unexpected typographic styling alongside an unrestricted colour palette, where expression and freedom are paramount. We have also created a secondary logo where 'Vagina Museum' is arranged in a 'V' shape giving the illusion of open legs to give the option for a more playful usage when appropriate.Passport project page New Logo and Identity for Vagina Museum by Passport Logo. New Logo and Identity for Vagina Museum by Passport Color variations.

Given the museum's topic and the plethora of imagery possible it perhaps comes as a letdown that neither old nor new logo are either evocative of the subject or provocative with the subject. The opening quote explains the understandable reason that a more overt logo would limit the museum's ability to advertise publicly but even with that in mind, both logos are surprisingly, well, unsurprising. The old one at least had an exaggerated circle-y "G" which was sort of interesting -- perhaps even a nod to "the G spot" -- but it got the bolding wrong, making "Museum" more important than "Vagina". The new logo corrects the hierarchy and gets its priority straight but the typography is even more unassuming than before, to the point where it's almost unrecognizable as a logo. The higher crossbar of the "E" and raised-pants effect of the "M" are maybe a little interesting but there is nothing else to it. Even when the logo opens up it's hard to figure out what one is supposed to read into it -- "open legs" was definitely not on my list of initial interpretations. While I do understand the hesitation to make the logo more graphic, the lack of any graphic gesture seems extreme.

New Logo and Identity for Vagina Museum by Passport Guidelines. New Logo and Identity for Vagina Museum by Passport New Logo and Identity for Vagina Museum by Passport Typography.

Making up for the logo is the choice of The Designers Foundry's Grandmaster, a strongly condensed sans serif with some very unique lowercase characters that give the identity its most interesting visual expression and the kind of attention-grabbing device that the logo is not (which, in application, also feels at odds with the condensed font).

New Logo and Identity for Vagina Museum by Passport New Logo and Identity for Vagina Museum by Passport New Logo and Identity for Vagina Museum by Passport New Logo and Identity for Vagina Museum by Passport Business cards. New Logo and Identity for Vagina Museum by Passport Letterhead. New Logo and Identity for Vagina Museum by Passport Stationery. New Logo and Identity for Vagina Museum by Passport New Logo and Identity for Vagina Museum by Passport New Logo and Identity for Vagina Museum by Passport New Logo and Identity for Vagina Museum by Passport Lots of things in and around envelopes. New Logo and Identity for Vagina Museum by Passport Various applications. New Logo and Identity for Vagina Museum by Passport Bar menu.

While the color palette is very interesting, in a wide variety of muted dark and light colors, the layouts feel like they struggle between being more of a buttoned-up institution through the use of the thin lines and minimalist layouts and being more edgy using provocative imagery, which doesn't quite hit the way it needs to. For the most part, while everything is very well executed, it's like two or three visual languages operating separately in the same layouts.

New Logo and Identity for Vagina Museum by Passport New Logo and Identity for Vagina Museum by Passport New Logo and Identity for Vagina Museum by Passport Posters. New Logo and Identity for Vagina Museum by Passport Swag.

Overall, there is something in here that's interesting and on the right track of balancing demure and naughty, educational and thought-provoking, but has yet to come together in proper harmony. http://feedproxy.google.com/~r/ucllc/brandnew/~3/b-tKyrHLVE4/new_logo_and_identity_for_vagina_museum_by_passport.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_vagina_museum_by_passport.php Mon, 11 Nov 2019 04:59:20 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_vagina_museum_by_passport.php

Categories: News

Spotted: New Logo for Credit Counselling Society

Fri, 11/08/2019 - 21:04
New Logo for Credit Counselling Society 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/jQhb7qDhFn0/new_logo_for_credit_counselling_society.php https://www.underconsideration.com/brandnew/archives/new_logo_for_credit_counselling_society.php Fri, 08 Nov 2019 12:21:59 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_credit_counselling_society.php
Categories: News

Linked: Type Champions

Fri, 11/08/2019 - 18:04
Monotype's inaugural Type Champions Award -- which "recognizes brands for their creative, innovative, and memorable use of typography in developing and maintaining their brand identities" -- winners are announced. [If you can not see a video here view this post on Brand New] Visit Link Monotype's inaugural Type Champions Award -- which "recognizes brands for their creative, innovative, and memorable use of typography in developing and maintaining their brand identities" -- winners are announced. http://feedproxy.google.com/~r/ucllc/brandnew/~3/tH3-QsZJhnI/type_champions.php https://www.underconsideration.com/brandnew/archives/type_champions.php Fri, 08 Nov 2019 07:56:39 -0600 https://www.underconsideration.com/brandnew/archives/type_champions.php
Categories: News

Noted: New Logo for Extensis

Fri, 11/08/2019 - 18:04
(Est. 1993) "Extensis is a leading developer of solutions that help organizations increase the ROI and value of their digital assets, fonts, and large imagery. Used by more than 100,000 professionals and 5,000 companies across the globe, Extensis' solutions accelerate workflows so customers can achieve “Data Mining” New Logo for Extensis

(Est. 1993) "Extensis is a leading developer of solutions that help organizations increase the ROI and value of their digital assets, fonts, and large imagery. Used by more than 100,000 professionals and 5,000 companies across the globe, Extensis' solutions accelerate workflows so customers can achieve their goals faster. Founded in 1993, Extensis is headquartered in Portland, Oregon, with offices in Seattle, New York, the United Kingdom, France, Germany and Australia."

Design by
N/A

Related links
Extensis blog post
2012 Brand New post

Relevant quote
In the spirit of progress, and to raise a flag to our future, we’re delighted to share with you some updates to our brand — our logo, the visual language of our website, and the words we use to speak about ourselves, our customers, and the value of our products and solutions.

In the spirit of progress, and to raise a flag to our future, we’re delighted to share with you some updates to our brand — our logo, the visual language of our website, and the words we use to speak about ourselves, our customers, and the value of our products and solutions.

Images (opinion after)

New Logo for Extensis Logo. New Logo for Extensis Facebook header. New Logo for Extensis Illustration style. Video about Suitcase Fusion but included only to show the opening logo animation.

Opinion
I don’t know exactly why but I really liked the previous Extensis logo — I don’t think it conveyed much about what the company did but, specifically the “e” monogram, was bubbly, friendly, and unique. Even the wordmark was sort of interesting. The new logo goes to the other end of the spectrum with a more, literally and metaphorically, square icon that is supposed to represent metadata which is something zero people — plus the people that work at Extensis — think about. It’s a rather obscure and unexciting reference to build a logo from or to justify with after someone came up with an icon that everybody thought was cool but couldn’t figure out what it stood for. It’s not a bad abstract icon but it’s also not great and I keep trying to look for an uppercase “E” somewhere in there. The wordmark is alright; different enough to skim by the generic-sans look. The color is super strange and they are really betting on it. I don’t dislike it — at lease I don’t think I do — and to their credit, it definitely goes against any color trend at the moment. They have also started a funky illustration collage approach that reminds me of late 1990s Photoshop/Flash compositions with lots of gradients and layered stuff on stuff. Overall, I don’t think a redesign affects (positively or negatively) Extensis that much and this seems as valid an identity as the previous one, so whatever rocks their boat works for me — even if it’s metadata.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/uGKmftAAY9k/new_logo_for_extensis.php https://www.underconsideration.com/brandnew/archives/new_logo_for_extensis.php Fri, 08 Nov 2019 05:52:39 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_extensis.php
Categories: News

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