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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.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/UdTomHhjn9U/new_logo_and_identity_for_bendes_by_arenaslab.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_bendes_by_arenaslab.php Tue, 19 Feb 2019 05:06:31 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_bendes_by_arenaslab.php
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.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/56EC-PV13iI/new_logo_for_formstack.php https://www.underconsideration.com/brandnew/archives/new_logo_for_formstack.php Mon, 18 Feb 2019 12:12:28 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_formstack.php
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.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/c5kWx86Y_MQ/new_logo_and_identity_for_ombria_resort_by_triplesky.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_ombria_resort_by_triplesky.php Mon, 18 Feb 2019 12:03:32 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_ombria_resort_by_triplesky.php
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.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/Sf0Rnn5ubcc/new_logo_and_identity_for_portal_do_rugby_by_nacione.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_portal_do_rugby_by_nacione.php Thu, 14 Feb 2019 12:45:15 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_portal_do_rugby_by_nacione.php
Categories: News

Spotted: New Logo and Identity for Contrast Foundry by White Russian

Thu, 02/14/2019 - 20:28
New Logo and Identity for Contrast Foundry by White Russian 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/-iFbojcld1g/new_logo_and_identity_for_contrast_foundry_by_white_russian.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_contrast_foundry_by_white_russian.php Thu, 14 Feb 2019 12:35:46 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_contrast_foundry_by_white_russian.php
Categories: News

Linked: Weird MLB Logos

Thu, 02/14/2019 - 17:28
The weirdest logo in the history of each Major League team according to the MLB's Cut4 blog. Weird MLB Logos Visit Link The weirdest logo in the history of each Major League team according to the MLB's Cut4 blog. http://feedproxy.google.com/~r/ucllc/brandnew/~3/X_TGroC5cC8/weird_mlb_logos.php https://www.underconsideration.com/brandnew/archives/weird_mlb_logos.php Thu, 14 Feb 2019 05:57:36 -0600 https://www.underconsideration.com/brandnew/archives/weird_mlb_logos.php
Categories: News

Noted: New Logo and Livery for Flair Airlines

Thu, 02/14/2019 - 17:28
(Est. 2005) "For over a decade flair operated as a charter carrier before transitioning to scheduled service in 2017. To consistently offer affordable air travel to Canadians - with a fleet that now includes Boeing 737-800 - flair is focused on key airports, with its “All’s Flair in Love and Air” New Logo and Livery for Flair Airlines

(Est. 2005) "For over a decade flair operated as a charter carrier before transitioning to scheduled service in 2017. To consistently offer affordable air travel to Canadians - with a fleet that now includes Boeing 737-800 - flair is focused on key airports, with its main transfer hub in Edmonton and a network that supports seasonal demand. flair services seven coast-to-coast Canadian gateways, and six US cities. flair operates over 200 flights per week."

Design by
N/A

Related links
Flair Airlines press release

Relevant quote
Effective today, flair’s, quite literally, top to bottom redesign includes a new website and URL, flyflair.com, a new logo that will define its brand, bold colour that will harness visitors’ attention, new crew uniforms and of course an eye catching new aircraft livery (aka ‘paint job’).

Charles McKee, flair’s Chief Commercial Officer, commented “The bright modern design is reflective of the positive spirit we want travellers to experience and makes a solid statement that Flair is on a mission to make travel more accessible, more affordable and more desirable while allowing us to add little humour along the way.”

Images (opinion after)

New Logo and Livery for Flair Airlines Logo. New Logo and Livery for Flair Airlines Boarding pass. New Logo and Livery for Flair Airlines Tagline. New Logo and Livery for Flair Airlines Old livery. New Logo and Livery for Flair Airlines New livery. New Logo and Livery for Flair Airlines Announcement. (Photo source) New look introduction. Some applications flash very very quickly at the 1:47 mark.

Opinion
The old logo was fine but also really bad, with its weird bird/plane/shark-fin icon and useless gradient. It looked like a fake airline for a National Lampoon’s Vacation movie. The new logo is bold, both literally and figuratively. It’s a drastic 180-degree change that adopts an extra bold wordmark, an all-lowercase approach — not just in the logo but also in writing, which, ugh — and introduces a giant dot as its defining element. I’m not sure why any of this is happening but I would be lying if I didn’t admit I am liking what I’m seeing, even though I’m not sure I want to. I do wish the stacking in the wordmark had aligned the “air” parts better… it was so close for the “a” to align with the “i” above it and the “i” with the “r” above it. Again, I’m not sure why the dot is there but it’s big and it’s black and I commend them for putting it there. The introduction of mint as the key color is quite nice too and looks great with the black and white combo. Livery is fun and bold too, especially the angled logo on the tail — it’s so unexpected. Overall, this is quite right for a low-cost carrier and looks like there is a promising identity behind it (or ahead of it, I guess).

http://feedproxy.google.com/~r/ucllc/brandnew/~3/vd_M4MaYyJk/new_logo_and_livery_for_flair_airlines.php https://www.underconsideration.com/brandnew/archives/new_logo_and_livery_for_flair_airlines.php Thu, 14 Feb 2019 05:36:40 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_livery_for_flair_airlines.php
Categories: News

Reviewed: New Logo and Identity for MFO by Dinamo

Thu, 02/14/2019 - 14:28
Established in 2011 as the merger of three music-related organizations, Musikernes Fellesorganisasjon ("The Musicians' Joint Organization" in English, MFO for short) is a member-based organization in Norway that supports the careers and livelihoods of any professional who has income from artistic or art education professions “Diverse is as Diverse Does” New Logo and Identity for MFO by Dinamo

Established in 2011 as the merger of three music-related organizations, Musikernes Fellesorganisasjon ("The Musicians' Joint Organization" in English, MFO for short) is a member-based organization in Norway that supports the careers and livelihoods of any professional who has income from artistic or art education professions -- originally primarily musicians. It provides its current 9,000 members with free legal advice, legal assistance, courses and conferences, application and contract assistance, and free collection service as well as insurance for them and, if applicable, to their musical instruments. MFO changed its name this year to Creo -- which translates to "I think" -- as a way to be more inclusive of artists that are not musicians and had introduced a new identity in Summer of 2018, designed by Oslo, Norway-based Dinamo, still under that name knowing they would be changing it. This post shows the application to MFO but everything transfers to the new name.

Dinamo created a concept we called Diversity United.

We found that numerous art forms can be represented with only a small number of common denominators: time, movement, variation, and intensity.

A variation of these factors will convey a wide range of rhythm, passion, dynamic, tension, expressiveness, emotions, reflections, etc. Various compositions will express both the connections and the differences in this community.

Three main elements have been developed for the visual identity: curves, repetitive shapes, and circles. They all have their respective parameters and variability options. When combined, we see an impressive range in both shape and expression: From soft, limited and calm movements, to strong, sharp and dramatic ones.

The continuous variation of these main elements is the core idea of MFO's visual identity. They are the building blocks for all the visual tools; the dynamic logo, the graphic shapes, layout, typography, style and colours.

The continuous variation of these main elements is the core idea of MFO's visual identity. They are the building blocks for all the visual tools; the dynamic logo, the graphic shapes, layout, typography, style and colours.Dinamo provided project page New Logo and Identity for MFO by Dinamo New Logo and Identity for MFO by Dinamo New Logo and Identity for MFO by Dinamo Variations of logo variations.

The old logo was awkwardly proportioned with a huge "mfo" -- which, itself, had a huge "f" -- and teeny tiny type around it that made it impossible to read in anything smaller than 10 inches wide. It had a double bar line from a music staff so it looked music-y, which was a good thing originally but a limiting thing eventually. The new logo conveys the idea of diversity in a fairly straightforward way: by having many diverse elements in it. It looks complex but it's a simple concept at its core. For those with Brand-New-elephant-level memory, you might remember this project, which I bring up not to diminish MFO's or to say it was copied but to highlight that it's common to arrive at very similar concepts and executions through separate paths. Anyway... in this case, the logo is alright. I will always enjoy logos that change but there is something a little off about this one and, to me, I think it's the "M" and "F" where the particles that make the letters overlap at the joints and create some awkward moments where the letters look sloppy. There are some cool combinations here and there but overall, the three letters never quite jive.

New Logo and Identity for MFO by Dinamo CREO logo.

Those same principles then apply to the new name, Creo, which, in the logo, reads as CREO and coming from the name MFO, as well as the different styles for each new letter I keep wanting to read it as a C-R-E-O acronym instead of a full word, which may only be my problem as a non-Norwegian speaker but, I think, visually, the logo approach forces my brain to read it as such.

We developed our own font generator which will, with the help of simple parameters, generate a wide variety of messaging in its own display font. This is the foundation for the dynamic logo and all the shifting shapes. That way, the profile will continue to live and develop indefinitely as new impressions on all platforms are created - as diverse and vibrant as the community it represents.Dinamo provided project page Your browser does not support the video tag. Logo/type generator.

I will also always applaud a logo generator because they are fun. Aside from working for the logo, the generator is also used for the typography used in applications.

New Logo and Identity for MFO by Dinamo Your browser does not support the video tag. New Logo and Identity for MFO by Dinamo Typography. Your browser does not support the video tag. Layout approach. New Logo and Identity for MFO by Dinamo Business cards. New Logo and Identity for MFO by Dinamo Posters.

The applications are pretty great though and I like how the same individual particles of the logo have been blown up to create interesting, colorful compositions to serve as the basis for the layouts. I also really like how the funky shapes mask the photography, creating a unique and fun treatment.

New Logo and Identity for MFO by Dinamo Instagram. New Logo and Identity for MFO by Dinamo Website. New Logo and Identity for MFO by Dinamo Mugs. New Logo and Identity for MFO by Dinamo Balloons. New Logo and Identity for MFO by Dinamo Tote bag.

Overall, this is somehow the kind of thing you would expect from a Nordic culture-based organization -- meaning it's slightly experimental and daring but feels perfectly at home for the intended audience. The applications are great and the ingredients are there but the logo (in either MFO or CREO form) perhaps needs one extra round of finessing.

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Categories: News

Spotted: New Logo for Reyn Spooner

Wed, 02/13/2019 - 20:27
New Logo for Reyn Spooner 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/KwSdtUxoKkA/new_logo_for_reyn_spooner.php https://www.underconsideration.com/brandnew/archives/new_logo_for_reyn_spooner.php Wed, 13 Feb 2019 12:16:22 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_reyn_spooner.php
Categories: News

Spotted: New Logo and Identity for Raseborg by Marker Creative

Wed, 02/13/2019 - 20:27
New Logo and Identity for Raseborg by Marker Creative 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/Epsii4y4h1I/new_logo_and_identity_for_raseborg_by_marker_creative.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_raseborg_by_marker_creative.php Wed, 13 Feb 2019 12:08:29 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_raseborg_by_marker_creative.php
Categories: News

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