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Updated: 6 min 19 sec ago

Noted: New Logo for Lifetime

Fri, 03/27/2020 - 13:27
(Est. 1984) "Celebrating over 35 years of entertaining audiences, Lifetime is a premier entertainment destination for women dedicated to offering the highest quality original programming spanning award-winning movies, high-quality scripted series and breakout non-fiction series. Lifetime has an impressive legacy in public affairs, bringing attention “A Matter of Life and Time” New Logo for Lifetime

(Est. 1984) "Celebrating over 35 years of entertaining audiences, Lifetime is a premier entertainment destination for women dedicated to offering the highest quality original programming spanning award-winning movies, high-quality scripted series and breakout non-fiction series. Lifetime has an impressive legacy in public affairs, bringing attention to social issues that women care about with initiatives such as the long-running Stop Breast Cancer for Life, Stop Violence Against Women, and Broader Focus, a major global initiative dedicated to supporting and hiring female directors, writers and producers, including women of color, to make its content. Lifetime Television®, LMN®, Lifetime Real Women® and Lifetime Digital™ are part of Lifetime Entertainment Services, LLC, a subsidiary of A+E Networks."

Design by
N/A

Related links
2008 Brand New post
2012 Brand New post
2017 Brand New post

Images (opinion after)

New Logo for Lifetime Logos we've covered during Brand New's lifetime (see what I did there?) New Logo for Lifetime Logo.

Opinion
Lifetime and Brand New have a history that goes almost back to the beginning of our existence with their first logo change in 2008, then 2012, 2017, and now again, three years later, we meet again. As was the case with the most recent change, there was no fanfare, press release, or sizzle reel tied to the new logo. I guess they don’t want to make a big deal out of something that they know has a very limited shelf life. The old logo was as bland as it gets and it could have easily been a channel targeted to anyone with programming consisting of anything. The new logo is much more clear about its target audience and perhaps it falls under a design cliché or, possibly, stereotyping but it definitely feels more feminine and mature. It’s actually a really nice wordmark, very well executed with a lot of attention to detail. It almost feels like a magazine logo meant to be rendered edge to edge on a cover. I’m usually not a big proponent of all-lowercase logos but I think this one could have been a home run with a lowercase “l” that would have allowed for perfectly even counterspaces and an endless array of curly cues on the baseline of the logo. I would definitely love to see how the logo plays out on screen because with the right motion stuff this could be good. I don’t have cable anymore so I can’t check how it looks in real life. In the meantime, I’ll enjoy the logo while it lasts, which probably won’t be long.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/0zo_K0j1e0E/new_logo_for_lifetime_1.php https://www.underconsideration.com/brandnew/archives/new_logo_for_lifetime_1.php Thu, 26 Mar 2020 07:30:53 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_lifetime_1.php
Categories: News

Reviewed: New Logo and Identity for Institut Ramon Llull by Toormix

Fri, 03/27/2020 - 13:27
Established in 2002, Institut Ramon Llull is an organization founded by the Catalan Government, the Government of the Balearic Islands, and the Barcelona City Council with the purpose of promoting Catalan language and culture locally and abroad. The institute is named after Ramon Llull, a “Glass Half Llull” New Logo and Identity for Institut Ramon Llull by Toormix

Established in 2002, Institut Ramon Llull is an organization founded by the Catalan Government, the Government of the Balearic Islands, and the Barcelona City Council with the purpose of promoting Catalan language and culture locally and abroad. The institute is named after Ramon Llull, a medieval writer and philosopher from the Balearic Islands, who is considered the first notable writer in the Catalan language and contributed substantially to its development. Among its activities, the institute promotes language studies at universities abroad, the translation of literature and thought written in Catalan, and Catalan cultural production in other areas like theatre, film, circus, dance, music, the visual arts, design, and architecture and, as the official body certifying linguistic competence in Catalan abroad, it organizes examinations and awards certificates. Recently, Institut Ramon Llull introduced a new identity designed by Barcelona, Spain-based Toormix.

From the Ramon Llull Institute we were asked to develop a graphic and visual code for communication that would allow for the encompassing of activities as diverse as Catalan courses, literary presentations, poetry recitals, performing arts activities, concerts, presence in fairs, among others.

The difficulty when it came to developing the project was to create a visual framework that would be strongly identifiable with the institution and at the same time allow each activity to be expressed based on their characteristics and communicative resources. To this end, the brand was refined with a typographic update, seeking a new font that was consistent with the original image yet containing more friendly forms. An adjustment that also accompanies an expansion of the corporate color palette and a whole series of new standardized resources to create a toolbox with which the design team can work in a versatile and consistent manner.Toormix project page New Logo and Identity for Institut Ramon Llull by Toormix Logo. New Logo and Identity for Institut Ramon Llull by Toormix Color variations. Your browser does not support the video tag. Logo evolution and new spacing. New Logo and Identity for Institut Ramon Llull by Toormix Logo spacing. Your browser does not support the video tag. Logo extensions.

The old logo already had a great thing going with the quadruple-"l" device that played off the numerous "l"s in Llull. Originally paired with FF DIN, the new logo uses Binnenland's Relevant which isn't a huge change but it has a lovely new detail in that the "a" now echoes the curl of the "l"s, adding just an extra bit of cohesiveness to the whole unit. It's also now more unique and has less of the mechanical aesthetic of FF DIN, which allows the brand extensions to look lighter and more in tune with a cultural institution instead of the German engineering DIN is known for.

New Logo and Identity for Institut Ramon Llull by Toormix Guidelines. New Logo and Identity for Institut Ramon Llull by Toormix Color palette. New Logo and Identity for Institut Ramon Llull by Toormix New Logo and Identity for Institut Ramon Llull by Toormix Your browser does not support the video tag. Typography treatments. Given the variability and diversity of activities, as well as their nature, the main objective was to develop a new open and flexible system that would allow each of these activities to maintain its own character without damaging the global identity of the institution, which had only been merely testimonial until the development of the project. As such, it was necessary to arm the Ramon Llull Institute with greater presence as a driving force, as well as bring visibility to its brand in order to convert it into a seal of approval and quality for the recipient. It is about generating an identifiable brand so that anyone who may be interested in their activities, regardless of their nature, can identify that it forms part of a single benchmark identity.Toormix project page Your browser does not support the video tag. New Logo and Identity for Institut Ramon Llull by Toormix Your browser does not support the video tag. Your browser does not support the video tag. Layout system. Through the construction of a new graphic code, thus allowing for the development of all the materials and the definition of a series of basic rules of space construction, we wished to create a multiple system in terms of possibilities yet at the same time simple to apply, being pragmatic for the recipient. By means of a geometry of space in four strips (in reference to the four stripes of the Catalan flag), the new expanded color palette, new typographic resources and a definition of the "look & feel" recommended for photographic and illustration materials, we sought to reorder the entire identity without changing the essence of the logo, which had already been established but was not being used with sufficient forcefulness, strength and above all, presence.Toormix project page New Logo and Identity for Institut Ramon Llull by Toormix Various applications.

The identity uses a relatively simple mix of elements in a relatively simple horizontally-driven set of layouts but the result is fairly rich and textured. The stroked typography looks really great and adds a touch of playfulness to the otherwise deadpan sans serif trend. The horizontal blocks are boldly delimited by the use of thick black (or white) strokes that contrast starkly with the pastel colors and yield eye-catching layouts. I like how the photography can be used to span multiple blocks with a line running across them or be cropped more neatly. And across all layouts the quadruple-"l" mark stands out nicely.

New Logo and Identity for Institut Ramon Llull by Toormix New Logo and Identity for Institut Ramon Llull by Toormix Out of home advertising. New Logo and Identity for Institut Ramon Llull by Toormix Brochure. New Logo and Identity for Institut Ramon Llull by Toormix New Logo and Identity for Institut Ramon Llull by Toormix Pop-up shop. New Logo and Identity for Institut Ramon Llull by Toormix Instagram. New Logo and Identity for Institut Ramon Llull by Toormix Banners. Your browser does not support the video tag. Animated cool type.

Overall, this has a very familiar Barcelon-ian aesthetic, with the use of large, stacked, uppercase typography but the combination of the color palette and the funky black stroke do provide a point of differentiation among all the excellent-looking cultural (and government) institution identities found throughout the city.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/UwTbwUu-04o/new_logo_and_identity_for_institut_ramon_llull_by_toormix.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_institut_ramon_llull_by_toormix.php Thu, 26 Mar 2020 05:01:10 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_institut_ramon_llull_by_toormix.php
Categories: News

Spotted: New Logo for Aunt Bessie's

Fri, 03/27/2020 - 13:27
New Logo for Aunt Bessie's 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/N2P7HEdxCcY/new_logo_for_aunt_bessies.php https://www.underconsideration.com/brandnew/archives/new_logo_for_aunt_bessies.php Wed, 25 Mar 2020 13:21:16 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_aunt_bessies.php
Categories: News

Spotted: New Logo for 2Simple

Fri, 03/27/2020 - 13:27
New Logo for 2Simple 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/-euXMmnFSWE/new_logo_for_2simple.php https://www.underconsideration.com/brandnew/archives/new_logo_for_2simple.php Wed, 25 Mar 2020 13:09:00 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_2simple.php
Categories: News

Announced: 2020 Brand New Conference: Postponed to 2021

Fri, 03/27/2020 - 13:27
Given the developments of Covid-19 around the world and its immediate and short-term economic ramifications we have decided to postpone the 2020 Brand New Conference until October of next year. This was an extremely difficult (and sad) decision to make as this conference is so “New Date: October 7 – 8, 2021”  Postponed to 2021

Given the developments of Covid-19 around the world and its immediate and short-term economic ramifications we have decided to postpone the 2020 Brand New Conference until October of next year.

This was an extremely difficult (and sad) decision to make as this conference is so important to us on so many levels but there is no scenario this year in which we can put on the conference in a way that is financially sustainable for us and, more importantly, in a way that is socially responsible for the finances, health, and well-being of our speakers, attendees, sponsors, and volunteers.

We have secured new dates in Austin, in the same venue, for October 7 - 8, 2021.

Pre-sale registration will remain in effect until early May of 2021 and the cancellation fee has been reduced to the bare minimum.

Some uplifting news, though!

To provide you with something beneficial to enjoy in this time of uncertainty, we are making ALL the videos from past Brand New Conferences available for free. Go here, fill up your cart, and check out using discount code covid19sucks.

 

http://feedproxy.google.com/~r/ucllc/brandnew/~3/NbERLhsHSNY/2020_brand_new_conference_postponed_to_2021.php https://www.underconsideration.com/brandnew/archives/2020_brand_new_conference_postponed_to_2021.php Wed, 25 Mar 2020 12:11:50 -0600 https://www.underconsideration.com/brandnew/archives/2020_brand_new_conference_postponed_to_2021.php
Categories: News

Linked: Honda Concept

Fri, 03/27/2020 - 13:27
Pedro Villar embarked on a one-week exercise to reimagine Honda's logo and identity. Not bad! Your browser does not support the video tag. [If you can not see a video here view this post on Brand New] Visit Link Pedro Villar embarked on a one-week exercise to reimagine Honda's logo and identity. Not bad! http://feedproxy.google.com/~r/ucllc/brandnew/~3/wrUdtx7fug0/honda_concept.php https://www.underconsideration.com/brandnew/archives/honda_concept.php Wed, 25 Mar 2020 07:46:42 -0600 https://www.underconsideration.com/brandnew/archives/honda_concept.php
Categories: News

Noted: New Logo and Identity for 2020 Democratic National Convention by Zero

Fri, 03/27/2020 - 13:27
"The Democratic National Convention (DNC) is a series of presidential nominating conventions held every four years since 1832 by the United States Democratic Party. They have been administered by the Democratic National Committee since the 1852 national convention. The primary goal of the Democratic National “Dem Star, Tho” New Logo and Identity for 2020 Democratic National Convention by Zero

"The Democratic National Convention (DNC) is a series of presidential nominating conventions held every four years since 1832 by the United States Democratic Party. They have been administered by the Democratic National Committee since the 1852 national convention. The primary goal of the Democratic National Convention is to nominate and confirm a candidate for president and vice president, adopt a comprehensive party platform and unify the party. Pledged delegates from all fifty U.S. states and from American dependencies and territories such as Puerto Rico and the Virgin Islands, and superdelegates which are unpledged delegates representing the Democratic establishment, attend the convention and cast their votes to choose the Party's presidential candidate. Like the Republican National Convention, the Democratic National Convention marks the formal end of the primary election period and the start of the general election season." (Wikipedia)

In July, the Democratic Party will come together to formally nominate the next president and vice president candidates of the United States at the 2020 Democratic National Convention in Milwaukee, Wisconsin.

Design by
Zero (New York, NY & Milwaukee, WI)

Related links
DNC design microsite

Relevant quote
Our visual identity reflects our party, and this year’s convention. We started by referencing past Democratic conventions, iconic Americana, and the values, landmarks, and culture that makes Milwaukee and Wisconsin beloved.

Our visual system is inspired by the Wisconsin state motto, “Forward,” and the Democratic party’s vision for positive progress in America.

Images (opinion after)

New Logo and Identity for 2020 Democratic National Convention by Zero Logo. New Logo and Identity for 2020 Democratic National Convention by Zero Shorthand. Your browser does not support the video tag. Logo animation. New Logo and Identity for 2020 Democratic National Convention by Zero Sample applications. New Logo and Identity for 2020 Democratic National Convention by Zero Event (not the main event but some kind of event).

Opinion
The old logo is an apt representation of the general and expected state of design when it comes to politics-related identity: bland, generic, done as if no one cared about design. With the growing trend of good design in politics, the new logo is a much more uplifting representation of how political identity has improved and where it’s headed. It’s not an amazing logo by any means but it’s good. Solidly good. The custom “D” with the star is quite nice, with the blue arrow hitting the edges of the letter while the complementary white shapes (that complete the star in the brain) establish a strong 90-degree vertical line that, in turn, presents the star at a dynamic angle. It’s easy to dismiss it as just a “D” with a star but there are enough detail-oriented subtleties to make it unique. The bold “20” looks good and while the shape of the state of Milwaukee (duh to me!) Wisconsin in the counterspace is indeed questionable I think it’s okay. The full name is spelled out in Neue Haas Grotesk and while it’s not exciting, it gets the job done and the stacked configuration yields a nice “DNC” acronym, which is commonly used to refer to the event. Not much in the way of application and the little there is points to a fairly straightforward, utilitarian approach. There is one nice detail, which is the the stripes that go diagonally across the bottom-right corner of some applications (like such). Overall, it’s a modest, well-designed identity that will get the job done and has some personality to it but isn’t boisterous in a way that could be distracting or misinterpreted as some kind of over-confidence for the party’s desired outcome after this event.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/2EaUwugmSzM/new_logo_and_identity_for_2020_democratic_national_convention_by_zero.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_2020_democratic_national_convention_by_zero.php Wed, 25 Mar 2020 07:15:20 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_2020_democratic_national_convention_by_zero.php
Categories: News

Reviewed: New Logo, Identity, and Packaging for Beanfolk by Outfit

Fri, 03/27/2020 - 13:27
Established in 2014, Beanfolk is a coffee company that grows and roasts its beans in Papua New Guinea and sells wholesale to coffee shops, restaurants, and other roasters in Shanghai. As they prepare to sell direct-to-consumer in the near future, Beanfolk has introduced a new “Field of Dreams” New Logo, Identity, and Packaging for Beanfolk by Outfit

Established in 2014, Beanfolk is a coffee company that grows and roasts its beans in Papua New Guinea and sells wholesale to coffee shops, restaurants, and other roasters in Shanghai. As they prepare to sell direct-to-consumer in the near future, Beanfolk has introduced a new identity designed by Los Angeles, CA-based Outfit.

Inspired by Beanfolk's connection to Papua New Guinea, as well as its commitment to creativity, sustainability and craft, we translated this brand story into vibrant, organic textures, colors, and intricate linear motifs--all tempered by panel blocking and contemporary, clean typography.

A balanced blend of the raw and the refined.Outfit project page New Logo, Identity, and Packaging for Beanfolk by Outfit Logo references. New Logo, Identity, and Packaging for Beanfolk by Outfit Logo. New Logo, Identity, and Packaging for Beanfolk by Outfit Different lock-ups.

Even though I wouldn't have been able to spell out the specific references in the logo as presented in the first image, I instantly got the sense of patterns of agricultural fields in the logo and the idea of land and water coming together to create goodness. The execution is quite lovely in a hand-drawn style where all the wavy lines and individual circles are each different, making it feel more genuine in its intent. The wordmark is pretty straightforward and in its simplicity serves as a good complement to the drawings. Bonus points for a "responsive" logo where the smaller it gets the fewer units it has, maintaining the open feel of the logo.

New Logo, Identity, and Packaging for Beanfolk by Outfit Logo with pattern. New Logo, Identity, and Packaging for Beanfolk by Outfit Logo with textures. New Logo, Identity, and Packaging for Beanfolk by Outfit Textures. New Logo, Identity, and Packaging for Beanfolk by Outfit Color palette.

One of the nicest things about this project is the color palette that covers a broad range of colors that all mix together quite well and because the colors are used so much in the feathered, brush-stroke-like textures you get a lot of additional hues and tones through their transparency as they interact with the dark gray backgrounds or with each other. I'm usually not a fan of naming colors but these seem apt and authentic.

New Logo, Identity, and Packaging for Beanfolk by Outfit Guidelines. New Logo, Identity, and Packaging for Beanfolk by Outfit New Logo, Identity, and Packaging for Beanfolk by Outfit New Logo, Identity, and Packaging for Beanfolk by Outfit Business cards. New Logo, Identity, and Packaging for Beanfolk by Outfit New Logo, Identity, and Packaging for Beanfolk by Outfit New Logo, Identity, and Packaging for Beanfolk by Outfit New Logo, Identity, and Packaging for Beanfolk by Outfit Packaging.

The packaging looks great, mixing the primal drawing patterns and brush textures in the background in different color configurations as a backdrop to the logo. The two color blocks on the bottom are very simple but because the color palette is so nice they add great richness to each bag -- the PNG Robusta Dark Roast (in "Smoke", "Parrot", and "Gold") is scrumptious.

New Logo, Identity, and Packaging for Beanfolk by Outfit Cups. New Logo, Identity, and Packaging for Beanfolk by Outfit Tin mug. New Logo, Identity, and Packaging for Beanfolk by Outfit New Logo, Identity, and Packaging for Beanfolk by Outfit New Logo, Identity, and Packaging for Beanfolk by Outfit Tote bag.

Overall, I love the richness of color and texture and how it contrasts so well against other coffee brand approaches that turn out too cold or clinical. This feels like coffee that comes from the land -- what land? Any land! A metaphorical land -- and has been taken care of every step of the way by people that care... by bean folk, if you will.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/ctfpVTMalT4/new_logo_identity_and_packaging_for_beanfolk_by_outfit.php https://www.underconsideration.com/brandnew/archives/new_logo_identity_and_packaging_for_beanfolk_by_outfit.php Wed, 25 Mar 2020 04:32:24 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_identity_and_packaging_for_beanfolk_by_outfit.php
Categories: News

Spotted: New Logo for Techstars

Fri, 03/27/2020 - 13:27
New Logo for Techstars 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/Coes1XSH_4U/new_logo_for_techstars.php https://www.underconsideration.com/brandnew/archives/new_logo_for_techstars.php Tue, 24 Mar 2020 12:18:56 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_techstars.php
Categories: News

Spotted: New Logo for Sartorius

Fri, 03/27/2020 - 13:27
New Logo for Sartorius 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/a3HV3miFd3A/new_logo_for_sartorius.php https://www.underconsideration.com/brandnew/archives/new_logo_for_sartorius.php Tue, 24 Mar 2020 12:14:11 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_sartorius.php
Categories: News

Linked: All is Wales and Good

Fri, 03/27/2020 - 13:27
In-depth look at the design of the stunning Cymru Wales type family, designed by Smörgåsbord and Colophon Type Foundry as a key part of the Wales Nation brand, commissioned by the Welsh Government. All is Wales and Good Visit Link In-depth look at the design of the stunning Cymru Wales type family, designed by Smörgåsbord and Colophon Type Foundry as a key part of the Wales Nation brand, commissioned by the Welsh Government. http://feedproxy.google.com/~r/ucllc/brandnew/~3/jPdzF1Z0osQ/all_is_wales_and_good.php https://www.underconsideration.com/brandnew/archives/all_is_wales_and_good.php Tue, 24 Mar 2020 08:28:04 -0600 https://www.underconsideration.com/brandnew/archives/all_is_wales_and_good.php
Categories: News

Reviewed: New Logo and Identity for OnePlus done In-house with Interbrand

Tue, 03/24/2020 - 22:22
Established in 2013, OnePlus is a global mobile technology company best known for designing, manufacturing, and retailing their own smartphone, which has now gone through nine iterations. Based in Shenzhen, Guangdong, China, OnePlus has operations across Asia, employing over 1,000 people from 21 countries to “On the Plus Side” New Logo and Identity for OnePlus done In-house with Interbrand

Established in 2013, OnePlus is a global mobile technology company best known for designing, manufacturing, and retailing their own smartphone, which has now gone through nine iterations. Based in Shenzhen, Guangdong, China, OnePlus has operations across Asia, employing over 1,000 people from 21 countries to make their products available in more than 50 countries -- in 2018 it lead India's premium smartphone segment with a 40% market share. Their phones operate through two Android-based operating systems, HydrogenOS for China and OxygenOS for the rest of the markets, which have been heavily informed by community feedback over the years. This year, OnePlus is introducing a new identity designed, I believe, in-house in collaboration with the New York, NY, office of Interbrand.

We know that our community loves our logo, so our objective was clear: retain the overall design while solving some of the issues we identified that would make our logo more accessible to more people.

The changes you see here have two purposes - Create a clearer association between the logo and the brand while improving legibility and visibility. To achieve this, we increased the logo's thickness, gave the number 1 some curve so it's more immediately recognizable and slightly increased the plus sign to make it a more relevant part of the logo in homage to our community, which we view as an extension of the OnePlus family. We also removed the solid box behind the word "OnePlus" and made the weight of the entire logo consistent to improve the overall balance.OnePlus forum post New Logo and Identity for OnePlus done In-house with Interbrand Logo. New Logo and Identity for OnePlus done In-house with Interbrand "1" update.

While the changes are relatively minimal -- the core composition of the logo remains the same -- I think they are highly beneficial in making the logo feel more premium. The new 1+ in a box feels less mechanical and much more balanced and better spaced in the box. The alignment of the "1" with the cut of the top line brings me all kinds of joy. Removing the wordmark from the heavy red box does wonders to the logo as the two elements aren't competing with each other anymore and it now gives more importance to the 1+. Getting rid of the difference in weights in the wordmark is also a great choice, removing unnecessary visual noise. As a unit, the logo is very nicely balanced and evenly weighed for a solid improvement.

New Logo and Identity for OnePlus done In-house with Interbrand Illustrated logos.

The 1980s MTV variation approach lives on with OnePlus and while certainly not novel, all of the examples so far are visually cool. I emphasize "visually" because, from my limited experience of this brand, I do not know if these represent the brand properly: are they too playful? Too colorful? Too trying-to-be-cool? I really don't know. I get the impression that OnePlus users are a loyal, dedicated, and passionate group so if you are a OnePlus user, I would love to hear how these fit in the brand. Based on the visual language below, I sense a bit of a disconnect as they are trying to do that cool, undesigned, design thing that's popular, so this feels like another brand altogether.

The second change that you might notice is our updated Never Settle. Keeping our signature tagline, we changed its style by updating the font, spacing between the letters and swapped the upper case for mixed case.

This leads us to our third change: a new typeface. Departing from OnePlus Slate, we wanted a highly functional, but versatile typeface - legible for long texts, but also perfect for our logo or headlines. We "test read" a wide range of different typefaces to make sure the letters formed words with the least effort for the user, to assure the best reading experience.OnePlus forum post New Logo and Identity for OnePlus done In-house with Interbrand Tagline, before and after.

Like the logo, the tagline benefits hugely from being released from the boxes, allowing it to do more things and be more... conversational. Meaning that the old one looked like another logo, whereas this can be embedded more naturally into the identity and read as text as opposed to like a brand asset.

Your browser does not support the video tag. Tagline, animated. New Logo and Identity for OnePlus done In-house with Interbrand Tagline in some kind of composition. New Logo and Identity for OnePlus done In-house with Interbrand Typography. Combining all these elements, we also worked on achieving a more consistent, unique and recognizable brand image. We took our first steps with a bolder look and feel for the OnePlus 7T Series launch, collected invaluable feedback and iterated on what turned out to be a very well-received approach. The result is a better use of our brand colors that conveys a bold yet premium finish, while keeping things fresh and vibrant with new accent colors.OnePlus forum post New Logo and Identity for OnePlus done In-house with Interbrand New Logo and Identity for OnePlus done In-house with Interbrand Visual language.

The limited applications available point to the trendy aesthetic of deadpan sans serif typography and raw photography. It's not bad. But it's also not exactly original. Perhaps, to its credit, it IS differentiating in the smartphone category, since iPhones, Galaxys, Pixels, et al don't present themselves this way, so my (and probably your) argument that this looks like a dozen other things out there isn't as relevant. And nothing like a good motion piece to sway you into the positive...

New identity introduction video.

Overall, this definitely feels like an improvement and I think the logo evolution can play a big role in elevating the status of the product as it now feels much more confident and established. In terms of the identity and visual/verbal language there is a sense as well of confidence but also of being more of an extroverted brand where I feel like it used to be more of an introverted brand, quietly growing its market share while Apple, Samsung, Google, et al made a lot more noise. In terms of pluses, I would go with B+ on this one.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/DcDzqAOMaWs/new_logo_and_identity_for_oneplus.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_oneplus.php Tue, 24 Mar 2020 04:46:26 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_oneplus.php
Categories: News

Reviewed: New Logo and Identity for OnePlus

Tue, 03/24/2020 - 13:22
Established in 2013, OnePlus is a global mobile technology company best known for designing, manufacturing, and retailing their own smartphone, which has now gone through nine iterations. Based in Shenzhen, Guangdong, China, OnePlus has operations across Asia, employing over 1,000 people from 21 countries to “On the Plus Side” New Logo and Identity for OnePlus

Established in 2013, OnePlus is a global mobile technology company best known for designing, manufacturing, and retailing their own smartphone, which has now gone through nine iterations. Based in Shenzhen, Guangdong, China, OnePlus has operations across Asia, employing over 1,000 people from 21 countries to make their products available in more than 50 countries -- in 2018 it lead India's premium smartphone segment with a 40% market share. Their phones operate through two Android-based operating systems, HydrogenOS for China and OxygenOS for the rest of the markets, which have been heavily informed by community feedback over the years. This year, OnePlus is introducing a new identity designed, I believe, in-house.

We know that our community loves our logo, so our objective was clear: retain the overall design while solving some of the issues we identified that would make our logo more accessible to more people.

The changes you see here have two purposes - Create a clearer association between the logo and the brand while improving legibility and visibility. To achieve this, we increased the logo's thickness, gave the number 1 some curve so it's more immediately recognizable and slightly increased the plus sign to make it a more relevant part of the logo in homage to our community, which we view as an extension of the OnePlus family. We also removed the solid box behind the word "OnePlus" and made the weight of the entire logo consistent to improve the overall balance.OnePlus forum post New Logo and Identity for OnePlus Logo. New Logo and Identity for OnePlus "1" update.

While the changes are relatively minimal -- the core composition of the logo remains the same -- I think they are highly beneficial in making the logo feel more premium. The new 1+ in a box feels less mechanical and much more balanced and better spaced in the box. The alignment of the "1" with the cut of the top line brings me all kinds of joy. Removing the wordmark from the heavy red box does wonders to the logo as the two elements aren't competing with each other anymore and it now gives more importance to the 1+. Getting rid of the difference in weights in the wordmark is also a great choice, removing unnecessary visual noise. As a unit, the logo is very nicely balanced and evenly weighed for a solid improvement.

New Logo and Identity for OnePlus Illustrated logos.

The 1980s MTV variation approach lives on with OnePlus and while certainly not novel, all of the examples so far are visually cool. I emphasize "visually" because, from my limited experience of this brand, I do not know if these represent the brand properly: are they too playful? Too colorful? Too trying-to-be-cool? I really don't know. I get the impression that OnePlus users are a loyal, dedicated, and passionate group so if you are a OnePlus user, I would love to hear how these fit in the brand. Based on the visual language below, I sense a bit of a disconnect as they are trying to do that cool, undesigned, design thing that's popular, so this feels like another brand altogether.

The second change that you might notice is our updated Never Settle. Keeping our signature tagline, we changed its style by updating the font, spacing between the letters and swapped the upper case for mixed case.

This leads us to our third change: a new typeface. Departing from OnePlus Slate, we wanted a highly functional, but versatile typeface - legible for long texts, but also perfect for our logo or headlines. We "test read" a wide range of different typefaces to make sure the letters formed words with the least effort for the user, to assure the best reading experience.OnePlus forum post New Logo and Identity for OnePlus Tagline, before and after.

Like the logo, the tagline benefits hugely from being released from the boxes, allowing it to do more things and be more... conversational. Meaning that the old one looked like another logo, whereas this can be embedded more naturally into the identity and read as text as opposed to like a brand asset.

Your browser does not support the video tag. Tagline, animated. New Logo and Identity for OnePlus Tagline in some kind of composition. New Logo and Identity for OnePlus Typography. Combining all these elements, we also worked on achieving a more consistent, unique and recognizable brand image. We took our first steps with a bolder look and feel for the OnePlus 7T Series launch, collected invaluable feedback and iterated on what turned out to be a very well-received approach. The result is a better use of our brand colors that conveys a bold yet premium finish, while keeping things fresh and vibrant with new accent colors.OnePlus forum post New Logo and Identity for OnePlus New Logo and Identity for OnePlus Visual language.

The limited applications available point to the trendy aesthetic of deadpan sans serif typography and raw photography. It's not bad. But it's also not exactly original. Perhaps, to its credit, it IS differentiating in the smartphone category, since iPhones, Galaxys, Pixels, et al don't present themselves this way, so my (and probably your) argument that this looks like a dozen other things out there isn't as relevant. And nothing like a good motion piece to sway you into the positive...

New identity introduction video.

Overall, this definitely feels like an improvement and I think the logo evolution can play a big role in elevating the status of the product as it now feels much more confident and established. In terms of the identity and visual/verbal language there is a sense as well of confidence but also of being more of an extroverted brand where I feel like it used to be more of an introverted brand, quietly growing its market share while Apple, Samsung, Google, et al made a lot more noise. In terms of pluses, I would go with B+ on this one.

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Categories: News

Spotted: New Logo for Bendigo Bank by AJF GrowthOps

Mon, 03/23/2020 - 19:22
New Logo for Bendigo Bank by AJF GrowthOps Visit Link

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

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Categories: News

Spotted: New Logo for Nicequest

Mon, 03/23/2020 - 19:22
New Logo for Nicequest 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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Announced: First Round 2020: Europe Events Postponed

Mon, 03/23/2020 - 19:22
The optimism I expressed 22 days ago about being able to do the events in Europe in June this year has expired. Given the Coronavirus developments of the last week -- both in Europe and the U.S. -- we have decided to postpone all five “All Venues Have Been Rebooked for 2021”  Europe Events Postponed

The optimism I expressed 22 days ago about being able to do the events in Europe in June this year has expired. Given the Coronavirus developments of the last week -- both in Europe and the U.S. -- we have decided to postpone all five events until June of 2021.

We have already signed new contracts with all the venues and our goal is to maintain the speaker line-ups as they are. (Naturally, some changes are to be expected.) We wish we could do the event sooner but early June is the only time of year we are able to do a European tour.

We are very saddened to not be able to do First Round in Europe this year as we were very much looking forward to it and couldn't have asked for a better group of (76!) speakers to do it with.

The New York event on September 25, as of this writing, is still planned for this year but, as proven right now, things could change.

Hope everyone is staying safe and we very much look forward to getting back to some level of normalcy where we can keep bringing the joy of First Round to you.

 

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Categories: News

Linked: Covid-19 Brand Adaptations

Mon, 03/23/2020 - 16:22
You knew stuff like this was coming, so let's get to it: AJ Dimarucot proposes how streetwear brands can adapt to help spread the new norms in light of Covid-19. Covid-19 Brand Adaptations Visit Link You knew stuff like this was coming, so let's get to it: AJ Dimarucot proposes how streetwear brands can adapt to help spread the new norms in light of Covid-19. http://feedproxy.google.com/~r/ucllc/brandnew/~3/s52BpHH2iwI/covid-19_brand_adaptations.php https://www.underconsideration.com/brandnew/archives/covid-19_brand_adaptations.php Mon, 23 Mar 2020 08:17:01 -0600 https://www.underconsideration.com/brandnew/archives/covid-19_brand_adaptations.php
Categories: News

Noted: New Logo and Retail for Rite Aid

Mon, 03/23/2020 - 16:22
(Est. 1968) "Rite Aid Corporation is one of the nation's leading drugstore chains with fiscal 2018 revenues from continuing operations of $21.5 billion. The Company also owns EnvisionRxOptions, a multi-faceted healthcare and pharmacy benefit management (PBM) company supporting a membership base of more than 22 “Wrong a Rite” New Logo and Retail for Rite Aid

(Est. 1968) "Rite Aid Corporation is one of the nation's leading drugstore chains with fiscal 2018 revenues from continuing operations of $21.5 billion. The Company also owns EnvisionRxOptions, a multi-faceted healthcare and pharmacy benefit management (PBM) company supporting a membership base of more than 22 million members; RediClinic, a convenient care clinic operator with locations in Delaware, New Jersey, Pennsylvania, Texas and Washington; and Health Dialog, a leading provider of population health management solutions including analytics, a multi-channel coaching platform and shared decision-making tools."

Design by
N/A

Related links
Rite Aid announcement page
Rite Aid press release

Relevant quote
To introduce new generations to its iconic brand, Rite Aid is elevating its in-store experience, increasing personalized digital engagement, and refreshing merchandise to include a wide assortment of products with attributes that resonate with Millennial and Gen X consumers. Rite Aid will be re-branding with a new logo to signal this bold change in pharmacy and retail. Later this year, Rite Aid will introduce its Store of the Future, which will be a trusted whole-family wellness destination that helps consumers on the journey of care for parents, children and pets.

Images (opinion after)

New Logo and Retail for Rite Aid Logo. Logo introduction video. New Logo and Retail for Rite Aid Store render. New Logo and Retail for Rite Aid New Logo and Retail for Rite Aid New Logo and Retail for Rite Aid New Logo and Retail for Rite Aid New Logo and Retail for Rite Aid New Logo and Retail for Rite Aid Booth at some expo, I presume. New Logo and Retail for Rite Aid Drive-thru render. New Logo and Retail for Rite Aid Wellness room.

Opinion
The old logo is one of those that are sort of lodged in my mind but wouldn’t be able to recall if pressed for it. It wasn’t great, it wasn’t bad and it could have been a cool evolution with the right typography, spacing, and proportions. Instead, the new logo introduces an old-fashioned pestle and mortar, which is a very questionable decision for two reasons: one, do we, in the year 2020, still associate pharmacies with pestle and mortars? I really don’t think so but I also understand that it’s an easy cliché to latch on to. The second reason is that another well-known pharmacy, Walgreens, has used a pestle and mortar graphic for years so it doesn’t make a lot of sense to try to compete with that. But let’s assume it was the right decision, the icon is fairly underwhelming in its execution. I do like the way the mortar sits on the shield but that’s about it. The bottom-alignment of the floating leaves and pestle drives me bonkers. Another odd choice is Neutraface for the wordmark, which is one of the loveliest Art Deco type families in the universe, but using it for this, makes Rite Aid look like a vintage pharmacy instead of setting it up for the next 50 years. At the very least, the two “I”s align, so that’s fine. In application, they double down on the Art Deco-ness and use the very tall ascender-ed Nobel, which, again, makes everything look dated. Based on the booth, the retail design experience looks as if it’s caught somewhere between The Jetsons and Black Mirror. Overall, an odd series of choices leading to a confusing range of design solutions that don’t clarify what brand territory Rite Aid wants to own.

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Categories: News

Reviewed: New Logo and Identity for Judy by Red Antler

Mon, 03/23/2020 - 13:22
Established in 2019 and launched this year, Judy is a collection of "ready-kits" with everything you might need for natural disasters and home emergencies. (The irony of the timing of this product coming to market and publishing it on Brand New is not lost on “Break in Case of Emergency” New Logo and Identity for Judy by Red Antler

Established in 2019 and launched this year, Judy is a collection of "ready-kits" with everything you might need for natural disasters and home emergencies. (The irony of the timing of this product coming to market and publishing it on Brand New is not lost on me.) Built around the figure that over 60% of Americans have no emergency plan, the company's goal is making preparation a household essential. Available in four different options -- a crate, a big bag, a not so big bag, and a fanny pack -- the kits' contents include everything from glow sticks to ponchos to flashlights to hand crank radios to waterproof matches and then some. Kits are customized by zip code in relation to the dangers of each place so I would get items for floods and snowstorms in Bloomington while someone in San Francisco would get items for earthquakes and high cost of living. (Sorry.) The identity for Judy has been designed by Brooklyn, NY-based Red Antler.

We worked with [them] to build Judy from the ground up, creating a brand that could bring a sense of optimism and guidance to an otherwise overwhelming topic. Our brand system, from the name and illustration style to the iconography and organizational design, works to transform emergency preparation from an intimidating task to a point of pride and reassurance.Red Antler project page New Logo and Identity for Judy by Red Antler Logo. Your browser does not support the video tag. Logo animation.

With an unexpected name -- in the sense that I might name a cat or a dog Judy (and even that seems a stretch) but would have never thought of giving it to an emergency kit brand -- the logo does a great job in presenting it very matter-of-fact-ly and its boldness gives the name a strong sense of security. It's an odd combination of uppercase characters but they work very well together, especially with the "D" and "Y" overlapping so conveniently to create tight counterspaces throughout the logo.

New Logo and Identity for Judy by Red Antler Monogram.

The monogram with the arrow, used as social media avatars, feels very forced and I'm not sure about the relevance of an arrow in this case and it's a visual cue that doesn't happen again anywhere on the identity or online presence.

New Logo and Identity for Judy by Red Antler Your browser does not support the video tag. New Logo and Identity for Judy by Red Antler Type and illustrations.

The visual language includes the use of Sharp Grotesk and some illustrations in the faceless, mono thickness approach but with a couple of nice touches in the pattern for shading and bursts of orange. With a color palette of black, orange, and a light tan, all the elements make for a nice combination that brings urgency to the messaging.

New Logo and Identity for Judy by Red Antler New Logo and Identity for Judy by Red Antler New Logo and Identity for Judy by Red Antler Your browser does not support the video tag. The Safe. New Logo and Identity for Judy by Red Antler New Logo and Identity for Judy by Red Antler New Logo and Identity for Judy by Red Antler The Mover.

The products themselves are pretty bad-ass, even the fanny pack below, and the black logo looks absolutely great on the vibrant emergency orange materials. I love how there is no other graphic or text on the products, just "JUDY".

New Logo and Identity for Judy by Red Antler New Logo and Identity for Judy by Red Antler New Logo and Identity for Judy by Red Antler The Starter. New Logo and Identity for Judy by Red Antler Boxes. New Logo and Identity for Judy by Red Antler Sample contents.

The identity extends to the boxes for The Safe and some of the individual packaging for the contents. The simple use of orange and Sharp Grotesk keeps things clear and boldly labeled so that you know exactly what everything is. Also, I take back the comment that the "J-arrow" monogram doesn't appear anywhere as it makes an appearance in the lid of the boxes -- not bad, not bad.

New Logo and Identity for Judy by Red Antler Stickers.

Overall, this is both literally and metaphorically a very strong identity that fits the product very well and, for better or worse, it also has a lifestyle and Instagram-able aesthetic that makes the product compelling not just for its utility but for its visual appeal and the company makes it a point to celebrate its influencers. In a way, I wish they had a parallel business that would sell the same stuff but without the branding at half the cost to make the kits more accessible for more people.

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Categories: News

Reviewed: New Logo and Identity for Copper by Siren

Thu, 03/19/2020 - 13:18
Established in 2019 and launching this year, Copper is an all-digital bank, built specifically for teenagers. Through a mobile app and a debit card, Copper aims to both "[teach] teens how to make smart financial decisions by developing patterned behaviors" and "gives them access to “A Penny to your Name” New Logo and Identity for Copper by Siren

Established in 2019 and launching this year, Copper is an all-digital bank, built specifically for teenagers. Through a mobile app and a debit card, Copper aims to both "[teach] teens how to make smart financial decisions by developing patterned behaviors" and "gives them access to the digital economy" -- all through an FDIC-insured environment. The app allows teenagers to receive money from parents/guardians, friends, or people they do chores for, as well as allowing them to send money to their friends, or make monthly payments on a loan or purchase. Copper is currently available on a waitlist basis but they have introduced a new identity designed by San Francisco, CA-based Siren.

Welcome to the #NewHustle. The road to banking and financial literacy is a long and thorny one, so we created an integrated identity based on the foundation of The New Hustle -- the path to financial freedom being rooted in a solid education.Siren project page New Logo and Identity for Copper by Siren Logo idea. New Logo and Identity for Copper by Siren Logo construction. New Logo and Identity for Copper by Siren Logo. New Logo and Identity for Copper by Siren Logo animation. New Logo and Identity for Copper by Siren Monogram. New Logo and Identity for Copper by Siren Monogram color variations.

The old logo had the right idea, putting an abstract penny in place of the "o" but it wasn't executed in any kind of engaging or creative way. The new logo makes a different interpretation of the penny: instead of a circle and the color, it emphasizes its value, changing the "c" to a cent symbol. It's not earth-shatteringly conceptual but it does take a couple of seconds to make the connection, making the logo a little more, literally, engaging. Visually, I like how the vertical line of the cent plays off the "p"s in the name, with the same length and angle cut at the ends. The monogram on its own looks good and not that it will ever be as recognizable as any major financial entity (like Chase or Mastercard) but it has barely enough uniqueness -- mostly because no one uses "¢" anywhere anymore -- to stand on its own. The super bright, RGB-happy colors are understandable... it's fintech, it's for teens, it's app-driven... but they are rather annoying and expected.

New Logo and Identity for Copper by Siren Guidelines. New Logo and Identity for Copper by Siren Icon set and illustrations.

Once you see the rest of the identity, the above icons and illustrations seem like they are from another project and I think I like that other project more, except for the Halloween-esque hand drawings. The icon set is actually pretty good with the circles being split in half at different angles with a subtle color split of black and purple.

Copper is a living, breathing brand. Not only does the identity consist of all the usual facets (logo, typography, colors, etc) -- it also deepens its ability for storytelling and user engagement by way of Abe. The number one #CopperBoss, Abe exists to guide you to financial freedom.Siren project page New Logo and Identity for Copper by Siren Abe illustrations.

Where things take a turn, perhaps not for the worse but for the questionable, is with the introduction of the Abraham Lincoln caricature, which I feel like it drags the target age of 15 - 18 down to 10 - 13 and it's probably the older teenagers who would be the main target audience as they have more earning/spending potential. I think the Abe character is too uncool and playful to really connect with the audience OR their parents. The idea of introducing a character seems right but I think it needed something much more irreverent.

New Logo and Identity for Copper by Siren Business cards. Bringing the brand to life in the digital realm, we mapped out a streamlined landing page utilizing subtle animations.

The site fluidly guides users to the Copper app -- which SIREN worked closely with the Copper development team to bring to life. The app needed to be intuitive and enlightening, so we crafted a user experience that leveraged the visual language to engage as well as educate.Siren project page Your browser does not support the video tag. Website. Your browser does not support the video tag. Mobile app loading animation. New Logo and Identity for Copper by Siren App screens. Your browser does not support the video tag.Your browser does not support the video tag. Instagram posts. New Logo and Identity for Copper by Siren Billboard. New Logo and Identity for Copper by Siren Wild postings.

The applications are all well executed and visually striking on the surface but the copywriting, imagery (illustration and photography), and general attitude feels out of touch and like it's trying way too hard to be cool and appeal to the young generation. This definitely feels like adults trying to talk to teenagers and not fully succeeding. The image directly below probably sums up this nagging feeling: that skateboard isn't something that's ever gonna happen in real life. To end this paragraph on a positive note, I'll admit that I do enjoy the moments where cent icons are being thrown like confetti.

New Logo and Identity for Copper by Siren Skateboard.

Overall, probably not a surprise summary when I say that I think this misses the mark in most ways in terms of connecting with the audience. What I do think it does right is in making Copper look like a legit, contemporary, fintech brand that can be trusted by parents because it looks and feels like a number of other digital-first services. But that's just my two cents. Ba-dum-dum-tss.

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