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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.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/smBFXdGfELI/new_logo_and_identity_for_cbre_build_done_in_house.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_cbre_build_done_in_house.php Mon, 18 Feb 2019 05:51:27 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_cbre_build_done_in_house.php
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.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/pecEn30lH0E/new_logo_and_identity_for_frontline_aids_by_brandpie.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_frontline_aids_by_brandpie.php Mon, 18 Feb 2019 05:27:38 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_frontline_aids_by_brandpie.php
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.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/dDGqaNoHsp4/new_logo_and_identity_for_mfo_by_dinamo.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_mfo_by_dinamo.php Thu, 14 Feb 2019 04:46:34 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_mfo_by_dinamo.php
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

Linked: no name® Beer

Wed, 02/13/2019 - 17:27
Canada's popular no name® brand is adding beer to its arsenal of low-cost products starting this week in Ontario. no name® Beer Visit Link Canada's popular no name® brand is adding beer to its arsenal of low-cost products starting this week in Ontario. http://feedproxy.google.com/~r/ucllc/brandnew/~3/i6J7d-4PdJE/no_name_beer.php https://www.underconsideration.com/brandnew/archives/no_name_beer.php Wed, 13 Feb 2019 07:35:00 -0600 https://www.underconsideration.com/brandnew/archives/no_name_beer.php
Categories: News

Noted: New Logo and Identity for Dorsia by ueno

Wed, 02/13/2019 - 17:27
(Est. 2019) "Introducing the brand-new Dorsia, the indisputable city guide that never goes out of date. Through careful tracking of influential voices, we curate a constantly-updated, searchable list of the best bars, restaurants, cafes, and attractions in cities around the world. Go to the places “This Little Pinky” New Logo and Identity for Dorsia by ueno

(Est. 2019) "Introducing the brand-new Dorsia, the indisputable city guide that never goes out of date. Through careful tracking of influential voices, we curate a constantly-updated, searchable list of the best bars, restaurants, cafes, and attractions in cities around the world. Go to the places everyone wants to be before everyone is there. This is the ultimate resource before and during a trip, or for locals looking to discover a different side of their city. Our free and easy-to-use app saves you time and helps you make the most of your travels, so you can uncover what makes each city unique."

Design by
ueno (San Francisco, CA, office)

Related links
Download.com story

Relevant quote
From the beginning, Ueno and Dorsia agreed we would create a strong brand who will not do as it's told — it’s a bit bourgeois punk, a real square peg. So we crafted a 'pinkies up' illustrative logo and a tragically hip, slightly naive, wordmark to go with it.

We used a type as voice approach, and chose GT Flexa by Grilli Type. It immediately became our ‘culture voice’ that sets the tone whenever it appears. We paired it with a delicious serif called Begum, which feels like a match made in heaven. Being a travel app that requires a lot of photography, we deployed a strategy of curated UGC images from Instagram, and paired them with complimentary city illustrations. Each city needed to evoke an editorial vibe — each with its own je ne sais quoi.

We’re delighted to see the brand and product come to life and cannot wait to tell no one about it. So here’s to the non-conformists, the democratic hedonists, to local globalism and the untourists. You can find us at that brunch spot nobody knows about yet eating our eggs sunny side up, with a dry martini in hand. Pinkies up!

Images (opinion after)

New Logo and Identity for Dorsia by ueno Logo. New Logo and Identity for Dorsia by ueno Color variations. New Logo and Identity for Dorsia by ueno Guidelines. New Logo and Identity for Dorsia by ueno Badges. New Logo and Identity for Dorsia by ueno Icons and app. New Logo and Identity for Dorsia by ueno New Logo and Identity for Dorsia by ueno Illustrations. New Logo and Identity for Dorsia by ueno Website.

Opinion
Named after the restaurant in American Psycho that drives Christian Bale’s character mad with its exclusiveness and impossible reservations, the app from the start drops hints that you are either in the know or you are not. The raised pinky finger icon is funnily pretentious and hints at the rather real discomfort that people looking for hip obscure places have when they realize those hip obscure places have been overrun by less cool people. Not that I would know what that feeling is like, as having 2 kids and running my own business from a tiny Midwest city, I have long given up on being in the know for anything hip when it comes to restaurants, galleries, or whatever other people do with their free time. But I digress. The illustrative icon is unexpected in the realm of travel apps, which makes it stand out and be memorable. Wordmark is nice and different too. In application, the quirky sans serif works quite well and has an interesting flair to it. My favorite part of the project might be the illustrations… great color palette and style — sort of on trend with the faceless people and line-art approach but they have a fun flow to them. Overall, all the elements come together nicely and do manage to convey a certain level of exclusiveness and uniqueness for the discerning seeker of new places.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/H88VqfCWS80/new_logo_and_identity_for_dorsia_by_ueno.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_dorsia_by_ueno.php Wed, 13 Feb 2019 06:02:00 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_dorsia_by_ueno.php
Categories: News

Reviewed: New Logo and Identity for Institut Français de la Mode by Base

Wed, 02/13/2019 - 14:27
Established in 2019, Institut Français de la Mode in Paris, France, is the result of the merger of two storied schools, the Ecole de la Chambre Syndicale de la Couture Parisienne (established 1927) and IFM (established in 1986). As a higher education institution, it offers “Accentuating Accentuated Accents” New Logo and Identity for Institut Français de la Mode by Base

Established in 2019, Institut Français de la Mode in Paris, France, is the result of the merger of two storied schools, the Ecole de la Chambre Syndicale de la Couture Parisienne (established 1927) and IFM (established in 1986). As a higher education institution, it offers Bachelors, Masters, and Doctoral degrees as well as serving as a "training center for apprentices, a provider of executive education, as well as a center of expertise for the textiles, fashion and luxury industries" for 1,000 students. The identity for the new Institut Français de la Mode has been designed by Base.

Our objective with the new identity was to balance the institutional with a young contemporary attitude that would directly talk to potential students. The launch of the newly created fashion design programs had also to be pushed forward by bringing a creative feel across all channels.Base project page New Logo and Identity for Institut Français de la Mode by Base Logo.

The old logos were both mostly fine -- IFM was definitely nicer and more contemporary than Chambre Syndicale's which looked like the title treatment of an old department store catalog. The new logo successfully bridges old with new through the classical choice of serif for all-things-fashion but giving it a twist with the awkward and oversize tittles and cédille that give the serif a slightly rebellious look. On its own, the logo is not entirely convincing as there aren't many accents in it, which is what makes the custom font (below) and applications so entertaining. Nonetheless, it sets the tone that there is something funky at work.

Classy and timeless yet quirky, the custom typeface we designed is the written voice of the school. It had to feel somehow 'French', this is why we added the oversized accents to an elegant serif font. The accent is what is making French so ... French, no?Base project page Your browser does not support the video tag. Custom font.

When I first scrolled through the project, I wasn't so sure about it, but the more I look at it, the more I enjoy it. The XL and sans serif accents contrast markedly with the serif and I think it serves as a proper metaphor for the sometimes jarring, contradicting, confusing manifestations of fashion. The one thing about the font I'm not entirely convinced by is the numerals being a thin sans serif -- you can see those in the posters a few scrolls below -- which I feel start going into the trendy Brutalist aesthetic. Although, to be my own devil's advocate, I do think visually they work well with the accents and punctuation... so maybe it does make sense.

New Logo and Identity for Institut Français de la Mode by Base Lots of messaging. Your browser does not support the video tag. Website. New Logo and Identity for Institut Français de la Mode by Base Campaign. New Logo and Identity for Institut Français de la Mode by Base New Logo and Identity for Institut Français de la Mode by Base New Logo and Identity for Institut Français de la Mode by Base Posters. New Logo and Identity for Institut Français de la Mode by Base New Logo and Identity for Institut Français de la Mode by Base Applied on the school.

The applications are bold and exuberant, mixing flush-left with centered alignments, tied together by the custom font, which I wonder if it's enough for the long run? The photography and illustrations peppered through some of the applications are fine but a little random and unrelated, so maybe at some point, those elements will be more cohesive. Overall, this is very appropriate for a fashion school in Paris and it's a refreshing twist on a serif-based identity without going the full Didone or the full Chobani.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/ZmvxWzAXqd0/new_logo_and_identity_for_institut_francais_de_la_mode_by_base.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_institut_francais_de_la_mode_by_base.php Wed, 13 Feb 2019 05:03:18 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_institut_francais_de_la_mode_by_base.php
Categories: News

Announced: 2019 Brand New Conference: Sponsorship Opportunities

Tue, 02/12/2019 - 23:26
Up until now, 90% of our sponsors for the Brand New Conference have come from "outside" the blog and it recently occurred to us that perhaps someone that reads Brand New is part of an in-house design group or mid- to large-size creative agency that “In-house Design Groups and Creative Agencies”  Sponsorship Opportunities

Up until now, 90% of our sponsors for the Brand New Conference have come from "outside" the blog and it recently occurred to us that perhaps someone that reads Brand New is part of an in-house design group or mid- to large-size creative agency that could potentially benefit from being a sponsor. How so? You could look at it as a recruiting and/or networking opportunity to attract great talent; as a way to raise your profile in the industry, which can be a heavily populated industry; as a way to find copywriters, illustrators, marketing specialists, and art and creative directors to collaborate with; or, perhaps, simply as a way to connect with others in the industry. The audience of the Brand New Conference is pretty fantastic and we've heard some wonderful stories of designers who found jobs and even clients who found designers at the event, so it's a really great opportunity to interact with passionate and talented folk.

If this sounds interesting, send me an e-mail and I can share a sponsorship package with details and benefits. (Only serious inquiries, please!)

And just as well, if you have a product or service geared towards graphic designers and other creative professionals, this is seriously one of the best audiences when it comes to design conferences.

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Categories: News

Spotted: New Logo for The Pudding

Tue, 02/12/2019 - 20:26
New Logo for The Pudding Visit Link

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

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Categories: News

Spotted: New Logo and Packaging for Cerveza Aguila

Tue, 02/12/2019 - 20:26
New Logo and Packaging for Cerveza Aguila 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/~3/9x0OyNkZ4Q8/new_logo_and_packaging_for_cerveza_aguila.php https://www.underconsideration.com/brandnew/archives/new_logo_and_packaging_for_cerveza_aguila.php Tue, 12 Feb 2019 11:46:45 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_packaging_for_cerveza_aguila.php
Categories: News

Linked: Easic Does It

Tue, 02/12/2019 - 17:26
Corporate industry watchdog, Australian Securities and Investments Commission (ASIC), comes under scrutiny for investing $100,000 on a redesign -- approximately $40,000 on creative development and $60,000 on implementation. The price is right but the solution, at least for the logo, was not worth the cost Easic Does It Visit Link Corporate industry watchdog, Australian Securities and Investments Commission (ASIC), comes under scrutiny for investing $100,000 on a redesign -- approximately $40,000 on creative development and $60,000 on implementation. The price is right but the solution, at least for the logo, was not worth the cost OR the backlash. http://feedproxy.google.com/~r/ucllc/brandnew/~3/WLbHdNZP3rk/easic_does_it.php https://www.underconsideration.com/brandnew/archives/easic_does_it.php Tue, 12 Feb 2019 08:20:08 -0600 https://www.underconsideration.com/brandnew/archives/easic_does_it.php
Categories: News

Noted: New Identity for WeWork by Gretel

Tue, 02/12/2019 - 17:26
(Est. 2010) "WeWork is an American company that provides shared workspaces for technology startup subculture communities, and services for entrepreneurs, freelancers, startups, small businesses and large enterprises. Founded in 2010, it is headquartered in New York City. As of early-January 2019, WeWork had a valuation “Work the Grid” New Identity for WeWork by Gretel

(Est. 2010) "WeWork is an American company that provides shared workspaces for technology startup subculture communities, and services for entrepreneurs, freelancers, startups, small businesses and large enterprises. Founded in 2010, it is headquartered in New York City. As of early-January 2019, WeWork had a valuation of roughly US$47 billion and managed 10,000,000 square feet (930,000 m2) of office space. WeWork has more than 5,000 employees in over 280 locations, spread across 86 cities in 32 countries." (Wikipedia)

Design by
Gretel (New York, NY)

Related links
Gretel project page

Relevant quote
WeWork builds structures that build community. More than just spaces, they program events, create virtual networks, foster personal connections and spark opportunities for members and colleagues alike. As global growth exploded, the brand recognized a need to re-align the visual identity to their purpose. We saw an opportunity to replicate the brand’s natural activities and behaviors – creating a visual metaphor for WeWork itself. “FrameWork,” the identity system that we created, is now being implemented globally.

A responsive, hyper-functional design system that creates structure in any format, on any platform. Layout and hierarchy can be restructured nimbly and efficiently. WeWork represents the frame, the underpinning, the substrate that supports and empowers the content, members and communities to thrive.

The brand font is Aperçu Pro Medium, a modern sans-serif with classical cues. It’s contemporary, refined, and functional, but full of character. It’s sturdy enough to be used as an everyday copy face, but interesting enough to hold attention at large display sizes. We use Aperçu Pro Mono for information like dates, time, and locations. In use we 'notch' body copy, creating a suggested space within the floorplan of our layout.

Images (opinion after)

Grid and layout system. New Identity for WeWork by Gretel New Identity for WeWork by Gretel Guidelines. New Identity for WeWork by Gretel New Identity for WeWork by Gretel New Identity for WeWork by Gretel Sample layouts. New Identity for WeWork by Gretel Online presence. New Identity for WeWork by Gretel Welcome board. New Identity for WeWork by Gretel New Identity for WeWork by Gretel Print ads. Or maybe it's a brochure? New Identity for WeWork by Gretel Lots of pages. New Identity for WeWork by Gretel Ad. New Identity for WeWork by Gretel Wrap. New Identity for WeWork by Gretel Posters.

Opinion
Although not as exciting as a complete rebrand would be, this is a slick approach to building an identity (and aesthetic) that could presumably become as recognizable as that of Apple or Google. The defining element being the slightly jagged layouts with blocks of text that are heavily indented and the rest of imagery and typography interlocking as if they were filling an empty office space. It’s certainly cool-looking, conceptually relevant, and possibly unique, especially when Aperçu Mono makes appearances. I think more important than recognizability is consistency among so many locations and this definitely achieves that while providing a high degree of flexibility.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/2YzeqtEPDto/new_identity_for_wework_by_gretel.php https://www.underconsideration.com/brandnew/archives/new_identity_for_wework_by_gretel.php Tue, 12 Feb 2019 06:01:21 -0600 https://www.underconsideration.com/brandnew/archives/new_identity_for_wework_by_gretel.php
Categories: News

Reviewed: New Logo and Identity for National Art Museum of Ukraine by banda

Tue, 02/12/2019 - 14:26
Established in 1899 (originally as Kiev City Museum of Antiques and Art), the National Art Museum of Ukraine (NAMU) is, as its name implies, dedicated to collecting and showcasing Ukrainian art. Its history, ownership, and focus has changed over time, much of it hand in “I Kraine, U Kraine, we all Kraine for NAMU” New Logo and Identity for National Art Museum of Ukraine by banda

Established in 1899 (originally as Kiev City Museum of Antiques and Art), the National Art Museum of Ukraine (NAMU) is, as its name implies, dedicated to collecting and showcasing Ukrainian art. Its history, ownership, and focus has changed over time, much of it hand in hand with the two World Wars and ultimately blossoming after the country's independence in 1991 and adopting its current name in 1994. The museum counts with more than 40,000 items that span Ukrainian painting, sculpture, graphics, and prints dating back to the twelfth century. Last year, NAMU introduced a new identity designed by Kiev, Ukraine-based banda.

That first step we did then taught ourselves and then set the task and instructed the country to call the National Art Museum of Ukraine - NAMU - the National Art Museum of Ukraine. Because when you have something to tell about your history and your art, and you are ready to talk about the world, then it is worth doing in the language of the world.

The new sign and all communications, among other things, had to symbolize both a long history and a present, and to demonstrate national identity and, of course, to be an art. So we agreed that the foundation of the NAMU Identity should be a font.banda project page (Google-translated) New Logo and Identity for National Art Museum of Ukraine by banda Logo.

The old logo was not great in the depiction of its building's facade with the two lions flanking the entrance. It got the point across but it wasn't particularly memorable or easy to reproduce small. The new logo, even though now it's written in English in a Latin alphabet retains some of the traits of the Cyrillic alphabet in a contemporary way that also helps expand the museum's audience and reach. The logo is an amalgamation of six different font styles (explained below) that are all drawn from typography found in the museum's vast collection, making the logo uniquely relevant not just to the museum but to Ukrainian heritage in general. It's a slightly awkward logo but in an age of non-awkwardness logo design, this just feels exciting. It helps that the type family is so well done and that weird individual characters like this can come together so relatively seamlessly.

There are seven variations in the design, each of which is responsible for a separate era of development of Ukrainian culture and art. From the 16th century to the present. Thus, any exposition or event in NAMU may have its own kind of logo designation that corresponds to its time. The seventh drawing is a collection of all variations, a symbiosis of times and views, and the basis of the new identity of the NAMU. The project team collected important symbols on the crumble from works of art, icons, almanacs, magazines, letters and drawings. Perhaps it's impossible to find one letter of the font, which would not hide a great story.banda project page (Google-translated) New Logo and Identity for National Art Museum of Ukraine by banda New Logo and Identity for National Art Museum of Ukraine by banda The six different styles of the custom font (the seventh style is a mix of the highlights of the other six). Designed in collaboration with Dmitry Rastvortsev. New Logo and Identity for National Art Museum of Ukraine by banda Stylistic sets. For a bigger, non-animating view click here.

Designed in collaboration with Dmitry Rastvortsev, the six font styles are directly drawn from the collection and are relevant to different periods of time, which allows the museum to use a specific style to promote an exhibit that reflects the timeframe of when those works were created. This PDF (after page 20) shows the direct relationship between pieces of art and each font style. The basis of the custom font is a fairly standard sans serif but the flairs of some of the styles -- like the curls in the 1600 one -- transform it into something quite unique.

In the identity, the NAMU logo becomes the main recognizable element. We focus on it to immediately make it clear that the updated brand of the museum communicates with the viewer.

The new NAMU logo becomes a background for heroes of paintings, sculptures and all that can be found in the museum. By putting forward the works to the foreground, as if we get acquainted with people, with heroes, emphasizing their uniqueness, beauty, that they are still interesting and relevant. And yet, we allowed ourselves a small audacity: we changed the scale of the works, introduced the characters of the various paintings in the common materials, formatted as suggested by the composition of the layouts. These techniques made it possible to take a look at the art familiar to many at a different angle from a different distance, in an unusual context.banda project page (Google-translated) New Logo and Identity for National Art Museum of Ukraine by banda Tickets. New Logo and Identity for National Art Museum of Ukraine by banda Posters. New Logo and Identity for National Art Museum of Ukraine by banda New Logo and Identity for National Art Museum of Ukraine by banda New Logo and Identity for National Art Museum of Ukraine by banda New Logo and Identity for National Art Museum of Ukraine by banda Ads. New Logo and Identity for National Art Museum of Ukraine by banda New Logo and Identity for National Art Museum of Ukraine by banda Large-scale promos.

The application is almost infuriatingly simple: A stroked version of the logo repeated in the background with silhouetted characters from the collection placed in front of it. I say "almost" because the result is infinitely satisfying. I know I recently mentioned in the Montréal Alouettes review that the ad nauseam repetition of words is "a way of compensating for a lack of substance" but, here, the repeating contemporary-looking logo interpolated with the artistic, historical elements becomes the substance and I find quite fantastic. The balance of the elements is part of what makes this work so well, with the relatively large use of the logo and the perfectly chosen and isolated elements from the paintings also at a large scale that yield very interesting compositions.

New Logo and Identity for National Art Museum of Ukraine by banda Banners. New Logo and Identity for National Art Museum of Ukraine by banda Tote bag. New Logo and Identity for National Art Museum of Ukraine by banda Mug. New Logo and Identity for National Art Museum of Ukraine by banda Cup. New Logo and Identity for National Art Museum of Ukraine by banda New Logo and Identity for National Art Museum of Ukraine by banda New Logo and Identity for National Art Museum of Ukraine by banda New Logo and Identity for National Art Museum of Ukraine by banda New Logo and Identity for National Art Museum of Ukraine by banda Merch.

Yup, it's non-stop. The extension of the idea of the silhouettes as stickers and pins adds an element of joy.

New Logo and Identity for National Art Museum of Ukraine by banda Stickers. New Logo and Identity for National Art Museum of Ukraine by banda Pins. Identity presentation.

Overall, this is a very successful redesign that is relevant, it feels new, it pays respect to the history of the museum and the country, and should help grow the reputation and appreciation of the institution.

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Categories: News

Spotted: New Logo and Identity for Carepy by Superklas

Mon, 02/11/2019 - 20:26
New Logo and Identity for Carepy by Superklas Visit Link

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

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Categories: News

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