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Reviewed: Follow-up: New Logo, Identity, and On-air Look for Pluto TV by DixonBaxi

Tue, 04/14/2020 - 14:38
Established in 2013 and launched in 2014, Pluto TV is a free streaming television service in the U.S. supported by advertising -- so no "skip ads" button on this. Pluto TV licenses its content directly from providers (movie and TV studios) and offers over 250 “Men are from Mars, Women are from Venus, TV is from Pluto”  New Logo, Identity, and On-air Look for Pluto TV by DixonBaxi

Established in 2013 and launched in 2014, Pluto TV is a free streaming television service in the U.S. supported by advertising -- so no "skip ads" button on this. Pluto TV licenses its content directly from providers (movie and TV studios) and offers over 250 channels from more than 170 content partners to 20-plus million monthly viewers. One big benefit of Pluto TV is that, as its tagline prompts, you can drop in on the website and start watching without an account or logging in, you simply choose from "live" content as if it were normal TV -- or, if you can't handle living that dangerously, it also offers its content on demand. In January of 2019, the service was acquired by ViacomCBS which added popular content from properties like Paramount Pictures, Nickelodeon, BET, Comedy Central, VH1, Logo, TV Land, and MTV. Earlier this year, Pluto TV introduced a new identity designed by London, UK-based DixonBaxi.

A logo crafted to feel premium and legible. Capturing the brand's quirky personality while still fitting neatly with many other identities across the channels (MTV, CNN, etc.), and standing out as an icon on a TV or mobile device. With angular cuts that suggest forward momentum, a vibrant colour trail and tv icon rooted in the planetary origins of the brand, the new logo is a memorable visual mnemonic.DixonBaxi project page  New Logo, Identity, and On-air Look for Pluto TV by DixonBaxi Before and after, reminder.  New Logo, Identity, and On-air Look for Pluto TV by DixonBaxi Logo. Logo animation.  New Logo, Identity, and On-air Look for Pluto TV by DixonBaxi Logo color variations.  New Logo, Identity, and On-air Look for Pluto TV by DixonBaxi With other logos.

I included the logo redesign in the Spotted section when it was first announced so there was no color commentary which I am here to provide today. The old logo was generic but fine, in a decent sans serif with the "TV" in a circle the same size as the "O", which in my mind I keep reading as "PLUTOO" and it makes me laugh. The new logo switches to all-lowercase in a very short-ascender-descender sans serif with hard cuts in most of the letters, which makes for a slightly uncomfortable wordmark that's very nice and round-y on the bottom but very harsh and unnatural on the top -- the "p" and "u" are particularly hard to enjoy. The colorful circles behind the circle with "tv" -- also uncomfortable as a ligature in lowercase -- add some visual joy to the logo and it's the one memorable aspect of the logo. A single-color variation of the logo removes the four circles, which brings us back to "plutoo" and while it's mostly fine I kind of wish they would have found a way to translate the four circles into a single color -- it's probably the one time where some swooshes would have been in order. So, the short of it is that I am not a big fan of the logo but its application and expansion into motion is pretty great and we'll get to it in a few scrolls.

 New Logo, Identity, and On-air Look for Pluto TV by DixonBaxi  New Logo, Identity, and On-air Look for Pluto TV by DixonBaxi App icon across devices. Logo across devices. We crafted a distinct custom typeface in eight weights, in collaboration with Martin Vácha from Displaay, allowing it to adapt to a myriad of scenarios and still retain absolute legibility. With angular cuts and clean, geometric forms that echo those in the new logo, the new typeface exudes simplicity with idiosyncratic details that reflect Pluto TV's character.DixonBaxi project page  New Logo, Identity, and On-air Look for Pluto TV by DixonBaxi  New Logo, Identity, and On-air Look for Pluto TV by DixonBaxi Custom type family.

The custom type family designed with Displaay is fine -- I'm not sure how distinct it is other than the cut angles in the ascenders but, yeah, it's fine.

With a 'retro-future' colour palette, the Portal transports, connects and unifies the Pluto TV experience across 250+ channels, brands, and every device. At its most reductive the Portal appears as part of the UI and at its most expressive across promos on-air, advertising, third-party apps, platforms, and every touchpoint. The colours can be used in different combinations and dialled up to be more expressive, or down to be more reductive, depending on the purpose.DixonBaxi project page The portal. Hyper-jump animation and mnemonic. Your browser does not support the video tag. Hyper-jump loop. Identity and motion elements.

Playing off of the planetary name -- even if Pluto was demoted to a lesser planet -- the identity introduces a number of appropriate metaphors including the "portal" which is maybe a little heavy on the cosmic hyperbole in its little video presentation but sets up the horizontal animation of the four colored circles and the "hyper-jump" which is like the Star Wars hyperspace jump but on mushrooms, with a fun trail of colorful bars and dots zooming by. I really dig this effect and how it resolves into a logo animation. When it all comes together with programming footage and information, it's, as expected from DixonBaxi, fun and energetic and super smooth with a lot of attention to detail like the headline typography flashing through all four colors before settling on white and all the slick animation curves on every single element.

Sizzle reel.  New Logo, Identity, and On-air Look for Pluto TV by DixonBaxi  New Logo, Identity, and On-air Look for Pluto TV by DixonBaxi  New Logo, Identity, and On-air Look for Pluto TV by DixonBaxi Out of home advertising.

The few advertising applications shown are alright. They are very bold with the trail of colored circles on black and definitely stand out. I like the flexibility of it where it can go horizontal or vertical.

 New Logo, Identity, and On-air Look for Pluto TV by DixonBaxi Sticker.

Overall, aside from my various grievances about the logo, this is all quite nice although I feel like there is something missing to place it in the same tier as the other major streaming players like Netflix and Hulu, where this looks more like a TV channel than a streaming service of other channels. But, hey, if you have watched everything there is to watch on either of those during quarantine, Pluto TV does provide a good alternative -- as I was writing this, Clue (1985!) was playing live at 5:00 am and provided an unexpected moment of joy.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/qAC7NtL7qNg/follow_up_new_logo_identity_and_on_air_look_for_pluto_tv_by_dixonbaxi.php https://www.underconsideration.com/brandnew/archives/follow_up_new_logo_identity_and_on_air_look_for_pluto_tv_by_dixonbaxi.php Tue, 14 Apr 2020 04:37:11 -0600 https://www.underconsideration.com/brandnew/archives/follow_up_new_logo_identity_and_on_air_look_for_pluto_tv_by_dixonbaxi.php
Categories: News

Spotted: New Logo for Giant Bicycles

Tue, 04/14/2020 - 14:38
New Logo for Giant Bicycles 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/n-Rw87B11ik/new_logo_for_giant_bicycles.php https://www.underconsideration.com/brandnew/archives/new_logo_for_giant_bicycles.php Mon, 13 Apr 2020 10:49:31 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_giant_bicycles.php
Categories: News

Spotted: New Logo and Packaging for O'Keefe's

Tue, 04/14/2020 - 14:38
New Logo and Packaging for O'Keefe'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/IOxJhs8OL0I/new_logo_and_packaging_for_okeefes.php https://www.underconsideration.com/brandnew/archives/new_logo_and_packaging_for_okeefes.php Mon, 13 Apr 2020 10:39:11 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_packaging_for_okeefes.php
Categories: News

Linked: Car Logos from Memory

Tue, 04/14/2020 - 14:38
I always enjoy these logos-from-memory exercises; the latest: "How accurately can the British public draw car logos from memory?" Car Logos from Memory Visit Link I always enjoy these logos-from-memory exercises; the latest: "How accurately can the British public draw car logos from memory?" http://feedproxy.google.com/~r/ucllc/brandnew/~3/U8-AVp8JNLw/car_logos_from_memory.php https://www.underconsideration.com/brandnew/archives/car_logos_from_memory.php Mon, 13 Apr 2020 08:09:51 -0600 https://www.underconsideration.com/brandnew/archives/car_logos_from_memory.php
Categories: News

Noted: New Logo and Identity for Mobvista by Futurebrand

Tue, 04/14/2020 - 14:38
(Est. 2013) "Mobvista is a leading technology platform providing mobile advertising and mobile analytics services to the app developers globally. With its global coverage and local service capabilities, Mobvista has provided one-stop advertising services to over 2000 app developers in 60 countries, meeting their various “Hasta la Vista, Mob” New Logo and Identity for Mobvista by Futurebrand

(Est. 2013) "Mobvista is a leading technology platform providing mobile advertising and mobile analytics services to the app developers globally. With its global coverage and local service capabilities, Mobvista has provided one-stop advertising services to over 2000 app developers in 60 countries, meeting their various needs from user acquisition to monetization. Mobvista's advertising platform covers over 200 countries, reaching over 900 million unique mobile devices per day. Meanwhile, Mobvista's mobile analytics SaaS platform has tracked behavioral data throughout the life cycle of gamers in over 49,000 games. Mobvista ranked the largest in China, the second in Asia and the top ten in the world, in terms of monetization SDK average DAUs in the first half of 2018. On December 12, 2018, Mobvista was officially listed on the Main Board of The Stock Exchange of Hong Kong(Stock Code: 01860). Currently, Mobvista has nearly 600 employees with offices in 12 cities across the world."

Design by
FutureBrand (Shanghai, China)

Related links
N/A

Relevant quote
Whether it is the master brand of Mobvista, or the business sub-brands Nativex, GameAnalytics and Mintegral, "i-t" is a part of the soul, so we move the dot above i to the top of t, meaning technology for I (customers), to demonstrate customer-centric technology company business philosophy, forming a unique memory point of Mobvista brand logo design.

The moving dot between i and t in combine with brand main color purple, green, forming a unique color bar, like a bridge connecting the west and the east, content and services for global users with indifference, with technology to promote business globalization, and to practice for each market each customer service.

The design of “i-t” connection, endowed with a variety of variations, forms another unique memory point for the VI system, further enhancing the unique visual assets of the Mobvista brand. The colour bar also highlights Mobvista's mobile marketing technology attributes and data-driven business competitive advantages.

Images (opinion after)

New Logo and Identity for Mobvista by Futurebrand Logo. New Logo and Identity for Mobvista by Futurebrand Logo animation. New Logo and Identity for Mobvista by Futurebrand Brand architecture. New Logo and Identity for Mobvista by Futurebrand Sub-brands. New Logo and Identity for Mobvista by Futurebrand App icon. New Logo and Identity for Mobvista by Futurebrand Photography. New Logo and Identity for Mobvista by Futurebrand Color and graphics. New Logo and Identity for Mobvista by Futurebrand New Logo and Identity for Mobvista by Futurebrand New Logo and Identity for Mobvista by Futurebrand Out of home advertising. New Logo and Identity for Mobvista by Futurebrand Lanyards. New Logo and Identity for Mobvista by Futurebrand Logo on random things. New Logo and Identity for Mobvista by Futurebrand Signage and tote, presented together. New Logo and Identity for Mobvista by Futurebrand Smart watch. New Logo and Identity for Mobvista by Futurebrand Building exterior. New Logo and Identity for Mobvista by Futurebrand Reception desk. New Logo and Identity for Mobvista by Futurebrand Stage.

Opinion
The old logo, aside from being generic, placed a lot of emphasis on the word “Mob” which obviously stands for “Mobile” but, well, also for “Mob” and perhaps that association is not an issue in China but with globalization and whathaveyou maybe it could be. Anyway, the new logo is a huge improvement and while it still operates under a business-y sans serif, the “i” to “t” color bar adds sufficient personality and is a fresh approach to playing with the tittle. The graphic move lends itself to a lot of awesome corporate rationalization — connectivity! Technology! Individuals! — and as eye-rolling as it can be, it’s hard to argue against it because it does work. The logo isn’t my favorite by any means but as a tech-sector, corporate logo, it’s quite okay. Bonus points for working the signature graphic device into the “ti” ligatures of the sub-brands. The applications are a little too… creative. I feel like they tried to build too cool of a system with a lot of things going on — thick bars! Thin bars! Photos! Portraits! Textures! — and while it’s all decently done maybe it’s too much of too many things. Overall, a strong logo update and a viable identity system that maybe with a little less excitement could be much stronger.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/aT7VmKIV9dE/new_logo_and_identity_for_mobvista_by_futurebrand.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_mobvista_by_futurebrand.php Mon, 13 Apr 2020 07:50:09 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_mobvista_by_futurebrand.php
Categories: News

Reviewed: New Logo and Identity for SuperShe by &Walsh

Tue, 04/14/2020 - 14:38
Established in 2018, SuperShe is a community for people who identify as she, providing a bevy of content, products, and connections to empower and inspire. The community is now based around a newly launched app but its origin is as an island -- nope, not “The Future is Super” New Logo and Identity for SuperShe by &Walsh

Established in 2018, SuperShe is a community for people who identify as she, providing a bevy of content, products, and connections to empower and inspire. The community is now based around a newly launched app but its origin is as an island -- nope, not a metaphor -- for women only. The 8.4-acre island in the Baltic Sea, accessible off the coast of Raseborg, Finland, was purchased by entrepreneur Kristina Roth after she sold her tech consulting company and has served as a women-only luxury retreat -- cost of the week-long stay is around $5,000 -- since then. For those that can't afford going to the island, the next best thing is the app and the community around it where members can meet, chat, and enjoy the content exclusive to the app. Late last year, SuperShe introduced a new identity designed by New York, NY-based &Walsh.

When looking at other women's communities, we realized that many of them were overly prescribing the way women in that community "should be". Be a girl boss, travel the world & wear your nightly face masks. There was no one in the space allowing women to claim their own version of themselves. That's where SuperShe comes in.

Inspired by the protest posters from women's marches throughout history, we developed a custom brush font designed for SuperShe. The brush font is paired with Panamera & Bureau Grot.&Walsh project page New Logo and Identity for SuperShe by &Walsh Logo.

The old logo was not great but it wasn't terrible. The monogram was sort of interesting but perhaps felt a little aggressive with that shard-looking thing coming off of the "S" and the wordmark looked like the logo of a business of a magazine. The new logo is far more approachable and embraceable by a larger swath of people. It's like an elegant comic book font which, along with the upward angle, gives it a superhero vibe but, most importantly, I think it just feels welcoming and unpretentious. The gap between "Super" and "She" perhaps could have been resolved in an interesting way, as a ligature or some kind of swash treatment but other than that, it's solid and it pairs really well with the woodtype-esque sans serif used throughout the identity (best case example being the navigation on the website).

New Logo and Identity for SuperShe by &Walsh New Logo and Identity for SuperShe by &Walsh New Logo and Identity for SuperShe by &Walsh New Logo and Identity for SuperShe by &Walsh New Logo and Identity for SuperShe by &Walsh The SuperShe premise.

As is usually the case with &Walsh projects, there is a lot of illustration and it's pretty cool mostly in part because unlike the rest of the illustrations we see on Brand New these figures have faces! And personalities. While the illustration style is similar overall, I like that they are not overly formulaic and are instead more diverse and loose.

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

The custom typeface doesn't appear much in the identity as it takes on a supporting role but it's definitely fun and adds a welcome hand-drawn contrast to the heavy sans serif.

New Logo and Identity for SuperShe by &Walsh Business cards. New Logo and Identity for SuperShe by &Walsh Stationery. Your browser does not support the video tag. New Logo and Identity for SuperShe by &Walsh App. Your browser does not support the video tag. Website. New Logo and Identity for SuperShe by &Walsh Murals. To align with our strategy, the brand always displays merch in pairs, including two different messages on each item. We wanted to express the idea that women do not have to be defined one way. The strategy invites women to embrace the many versions of themselves, without ever prescribing one way to be.&Walsh project page New Logo and Identity for SuperShe by &Walsh Notebooks. New Logo and Identity for SuperShe by &Walsh New Logo and Identity for SuperShe by &Walsh Totebags. New Logo and Identity for SuperShe by &Walsh New Logo and Identity for SuperShe by &Walsh New Logo and Identity for SuperShe by &Walsh Tops. New Logo and Identity for SuperShe by &Walsh Sports bras.

The applications, from business card to merch, have a fairly straightforward approach of big centered type that mixes and matches the sans serif with the brush font and can be used with or without illustrations. The design, on its own, is fine but when paired with the copywriting -- which I feel like you either love or hate -- it becomes more powerful and engaging for the SuperShe community. I don't respond well to empowering messages, whether it's for men, women, or puppies, but I can definitely see the appeal and impact that this can have.

New Logo and Identity for SuperShe by &Walsh Candle. New Logo and Identity for SuperShe by &Walsh Lotion. New Logo and Identity for SuperShe by &Walsh Soap. New Logo and Identity for SuperShe by &Walsh Tin mug. New Logo and Identity for SuperShe by &Walsh New Logo and Identity for SuperShe by &Walsh Vodka. New Logo and Identity for SuperShe by &Walsh Scarf. New Logo and Identity for SuperShe by &Walsh Mittens. New Logo and Identity for SuperShe by &Walsh Sun visor. New Logo and Identity for SuperShe by &Walsh Bandana. New Logo and Identity for SuperShe by &Walsh Fortune cookie. Campaign spot.

Overall, I think this captures the spirit of the community SuperShe is trying to attract and does so in a bold, engaging, empowering way that doesn't rely or abide by clichés of what a women-centric community should look, feel, or act like.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/HCHl3htwAbw/new_logo_and_identity_for_supershe_by_walsh.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_supershe_by_walsh.php Mon, 13 Apr 2020 05:08:25 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_supershe_by_walsh.php
Categories: News

Announced: No Posts Until Monday

Tue, 04/14/2020 - 14:38
As some of you may have noted, there were no posts today. I had every intention of posting but last night (Wednesday) we had a huge thunderstorm that knocked out our power around 8:00 pm. I figured the power would come back up overnight but, “Reviewer out of Power” No Posts Until Monday

As some of you may have noted, there were no posts today. I had every intention of posting but last night (Wednesday) we had a huge thunderstorm that knocked out our power around 8:00 pm. I figured the power would come back up overnight but, as you may have guessed it, it didn't. Then I figured the power would come back up before noon and I could prepare for Friday's post but, correct again, it didn't. Then a power utility truck pulled up and saw that a power line was down, right on our driveway of all places, and then the truck left. It's been almost 24 hours and the power is still out so I have lost hope it will come back by tomorrow. So I am preemptively warning you there will be no posts tomorrow. Normally I could go to a coffee shop and do it there but I can't go anywhere, now, can I? So... yeah. We'll come back on Monday. Fingers crossed.

tl;dr There is no electricity in our house (22 hours and counting), can't leave house, can't prepare posts. See ya Monday.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/Fjn8bMApgkw/no_posts_until_monday.php https://www.underconsideration.com/brandnew/archives/no_posts_until_monday.php Thu, 09 Apr 2020 18:07:18 -0600 https://www.underconsideration.com/brandnew/archives/no_posts_until_monday.php
Categories: News

Spotted: New Logo for OSN

Tue, 04/14/2020 - 14:38
New Logo for OSN 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/F-3nJ-aoOXU/new_logo_for_osn.php https://www.underconsideration.com/brandnew/archives/new_logo_for_osn.php Wed, 08 Apr 2020 12:35:03 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_osn.php
Categories: News

Spotted: New Logo for Salter by Adrienne Eberhardt Creative

Tue, 04/14/2020 - 14:38
New Logo for Salter by Adrienne Eberhardt 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/pY0xU_vlaMA/new_logo_for_salter_by_adrienne_eberhardt_creative.php https://www.underconsideration.com/brandnew/archives/new_logo_for_salter_by_adrienne_eberhardt_creative.php Wed, 08 Apr 2020 12:20:52 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_salter_by_adrienne_eberhardt_creative.php
Categories: News

Linked: How Low Can Your Logo?

Tue, 04/14/2020 - 14:38
Fuzzco is holding an open contest to see who can create the worst logo for the fictional Smorts, a "responsive technology solutions" company. Read the brief, check the Pinterest inspo board, and submit by April 21. How Low Can Your Logo? Visit Link Fuzzco is holding an open contest to see who can create the worst logo for the fictional Smorts, a "responsive technology solutions" company. Read the brief, check the Pinterest inspo board, and submit by April 21. http://feedproxy.google.com/~r/ucllc/brandnew/~3/yRyVei1RZ6U/how_low_can_your_logo.php https://www.underconsideration.com/brandnew/archives/how_low_can_your_logo.php Wed, 08 Apr 2020 07:50:12 -0600 https://www.underconsideration.com/brandnew/archives/how_low_can_your_logo.php
Categories: News

Noted: New Logo and Identity for Liberty by North

Tue, 04/14/2020 - 14:38
(Est. 1934) "Liberty is ordinary people standing up to power. For more than 80 years we've championed anyone whose rights come under threat, from gypsy and traveller communities to Government whistle-blowers. Liberty was founded in 1934 in response to brutal police attempts to stop peaceful “They, Ourselves, and I” New Logo and Identity for Liberty by North

(Est. 1934) "Liberty is ordinary people standing up to power. For more than 80 years we've championed anyone whose rights come under threat, from gypsy and traveller communities to Government whistle-blowers. Liberty was founded in 1934 in response to brutal police attempts to stop peaceful protests during the Hunger Marches and the 'general and alarming tendency to encroach on the liberty of the citizen'. Since then we've become the UK's largest civil liberties organisation, with more than 10,500 members and supporters. We campaign for everyone in the UK to be treated fairly, with dignity and respect. We're independent. Our principles are guided by evidence, expertise and the human impact. We're not swayed by political agenda, profit or popular opinion. From fighting against compulsory ID cards to campaigning for trans equality - Liberty stands on the side of freedom and justice. We're not afraid to speak uncomfortable truths and we challenge intolerance, discrimination and the abuse of power wherever we find it."

Design by
North (London, UK)

Related links
N/A

Relevant quote
When we reviewed Liberty’s existing brand assets and campaigns we realised that there was little coherence in tone of voice and graphic application. Liberty are ordinary people standing up to power. Our civil rights are dependent on the effort of individuals, and so challenge us to be responsible. The special L and I character expresses the dichotomy between the organisation and the individual. It provided the formula for a singular and recognisable voice. With this device Liberty can easily create consistency of messaging across campaigns and other branded materials.

Liberty are independent. Their principles are guided by evidence, expertise and human impact. They are not influenced by political agenda, profit or popular opinion. It is crucial that Liberty are perceived as nonpartisan. This eliminated politically charged colours such as red and blue.

We were looking for a strong typographic expression so that Liberty’s brand could stand out and be more visible. We used the Bureau Grot font family, which has an approachable quality, despite its bold and condensed appearance.

Liberty have an illustrious past with many landmark cases, some of which have made it onto cinema screens. Since 1934, Liberty have campaigned on a huge range of issues – from fighting fascism, mass surveillance, internment and abuse of police power, to defending free speech and demanding equal rights for all. We tried to juxtapose historic and more recent issues in order to highlight what a crucial and dynamic role Liberty have played in championing civil rights in the UK.

Images (opinion after)

New Logo and Identity for Liberty by North Logo. New Logo and Identity for Liberty by North Shorthand logo + Campaign banner. New Logo and Identity for Liberty by North Shorthand logo + Liberty's guide to the human rights act. New Logo and Identity for Liberty by North Shorthand logo + Campaign materials. New Logo and Identity for Liberty by North Brand campaign. New Logo and Identity for Liberty by North New Logo and Identity for Liberty by North New Logo and Identity for Liberty by North Brand campaign posters.

Opinion
The old logo was rather nice, in an elegant and stoic serif that looked like it could have been inscribed on a monument somewhere and the “R” dipping under the “T” was a nice detail. The new logo replaces the more passive nature of the old one with a bold, protest-placard-like wordmark that feels more like a social movement in action. I love me a good grotesque and Bureau Grot, in its condensed style, excels at being grotesque, so the logo looks right from the get-go. The stenciled “L”, on the logo alone, is a little confusing — to be honest, I didn’t figure out its purpose on my own, although I interpreted it as a piece of the letter breaking free but maybe that was too hard of a metaphor. The move pays off in the application when the “L” transforms into an “I”, putting the viewer in charge as pithy sentences explain what Liberty is fighting for. When that clicks, it’s pretty great, and it’s fairly clear as presented in the shorthand + application images but I feel like the actual applications miss to include the full logo somewhere to create that connection. Also, maybe it’s just me, but now I keep reading the logo as “I. Iberty”. The vintage photography, paired with the contemporary typesetting, creates an interesting sense that the fight has been going on for a long time but it still continues. Overall, this is a very smart and visually arresting identity and maybe it just needs to be more congruent in how the shorthand and the full logo co-exist.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/io8KCAKY44M/new_logo_and_identity_for_liberty_by_north.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_liberty_by_north.php Wed, 08 Apr 2020 07:28:02 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_liberty_by_north.php
Categories: News

Reviewed: New Logo and Packaging for Swoon Mixers done In-House in collaboration with CENTER

Tue, 04/14/2020 - 14:38
Launched in 2015, Be Mixed is (was) a zero-sugar cocktail mixer developed from natural ingredients and sweeteners derived from monk fruit and stevia extracts. Created by two friends who met at business school, Cristina Blankfein and Jennifer Ross, as a response to sugar-laden cocktails, Be “Far Side of the Swoon” New Logo and Packaging for Swoon Mixers done In-House in collaboration with CENTER

Launched in 2015, Be Mixed is (was) a zero-sugar cocktail mixer developed from natural ingredients and sweeteners derived from monk fruit and stevia extracts. Created by two friends who met at business school, Cristina Blankfein and Jennifer Ross, as a response to sugar-laden cocktails, Be Mixed has just been renamed Swoon Mixers and rolled into the Swoon brand, a sugar substitute syrup that has zero sugar and no chemicals, also created by the two friends and launched in 2019. Swoon Mixers come in flavors like Cucumber Mint, Margarita, and Ginger Lime, that can be mixed across a variety of spirits including vodka, rum, tequila, gin, whiskey, and wine. Re-launched last month, the new packaging was designed in-house at Swoon, with support from Center. The Swoon logo was originally designed by Brooklyn, NY-based Red Antler, and the Swoon Mixers logo by Center (both designed at each firm by Andrew Galloway).

New Logo and Packaging for Swoon Mixers done In-House in collaboration with CENTER Logo. New Logo and Packaging for Swoon Mixers done In-House in collaboration with CENTER Swoon-only logo, to appreciate it.

The old logo had a decent idea and execution in the "MIXED" part of the logo but the lowercase, italic "be" killed the vibe -- not sure why they didn't just keep it in the same approach, even if it was smaller and centered above but the mixing and matching of type styles was too much, even for a mixer. The new logo is great in part because the original Swoon logo is extra delicious with so many curves that it makes Lombard Street look like a straight line. The "MIXERS" addition to match the original logo is perfectly executed with the "M" being a flipped "W", the "e" being unicase like the "n" and the "R" being weird for, well, just for shits and giggles. I really love both logos for their sheer typographic joy and amount of fucks given -- zero.

New Logo and Packaging for Swoon Mixers done In-House in collaboration with CENTER Packaging, before and after.

The old bottles were pretty nice, although they had even more fonts on it than just the logo. The new bottles are pretty nice too, with some vivacious illustrations that give the product a lot of texture. The one strange thing is how much "SWOON" recedes into the background by keeping it in the lavender brand color that, one, doesn't mix so well with the other colors and, two, is far too light to compete with everything else around it. I assume the goal was to prioritize and push mixers and, to that end, it did succeed.

New Logo and Packaging for Swoon Mixers done In-House in collaboration with CENTER New Logo and Packaging for Swoon Mixers done In-House in collaboration with CENTER Bottles. Product photography by Ford Media Lab. New Logo and Packaging for Swoon Mixers done In-House in collaboration with CENTER New Logo and Packaging for Swoon Mixers done In-House in collaboration with CENTER 4-packs. New Logo and Packaging for Swoon Mixers done In-House in collaboration with CENTER Syrup packaging, before and after.

The syrup bottle also got an illustrative update and while the old one was nice and elegant, this one feels much more energetic. Both are pretty good but this new update definitely brings it more in tune with the mixers.

New Logo and Packaging for Swoon Mixers done In-House in collaboration with CENTER Family hero shot. Lifestyle photography by Heidi's Bridge New Logo and Packaging for Swoon Mixers done In-House in collaboration with CENTER Individual hero shots. New Logo and Packaging for Swoon Mixers done In-House in collaboration with CENTER Drink hero shots. New Logo and Packaging for Swoon Mixers done In-House in collaboration with CENTER New Logo and Packaging for Swoon Mixers done In-House in collaboration with CENTER Fun images.

Overall, from logo to bottles, this exudes fun and good times and you can even taste the sweetness just from looking at it.

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Categories: News

Spotted: New Logo and Identity for Jaunimo Europos Komanda by Pretty Much Agency

Tue, 04/14/2020 - 14:38
New Logo and Identity for Jaunimo Europos Komanda by Pretty Much Agency Visit Link

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

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Categories: News

Spotted: New Logo and Packaging for Fat Snax by Interact

Tue, 04/14/2020 - 14:38
New Logo and Packaging for Fat Snax by Interact Visit Link

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

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Categories: News

Linked: Kontrapunkt Type Exhibit

Tue, 04/14/2020 - 14:38
A really great online exhibit by Kontrapunkt -- based on a physical exhibit in 2019 at the Ginza Graphic Gallery in Tokyo -- to showcase their bespoke typography work for clients like Asics, Shiseido, and Carlsberg. Kontrapunkt Type Exhibit Visit Link A really great online exhibit by Kontrapunkt -- based on a physical exhibit in 2019 at the Ginza Graphic Gallery in Tokyo -- to showcase their bespoke typography work for clients like Asics, Shiseido, and Carlsberg. http://feedproxy.google.com/~r/ucllc/brandnew/~3/C5K1mFuHgtM/kontrapunkt_type_exhibit.php https://www.underconsideration.com/brandnew/archives/kontrapunkt_type_exhibit.php Tue, 07 Apr 2020 07:59:34 -0600 https://www.underconsideration.com/brandnew/archives/kontrapunkt_type_exhibit.php
Categories: News

Reviewed: New Logo and Identity for Blood Cancer UK by Pentagram

Tue, 04/07/2020 - 14:32
Established in 1960 and known as Bloodwise since 2015 (it was previously "Leukaemia and Lymphoma Research" and originally "Leukaemia Research Fund"), Blood Cancer UK is a charity dedicated to funding research for and supporting people affected by blood cancers including leukemia, lymphoma, and myeloma -- “B Still my Beating ♥” New Logo and Identity for Blood Cancer UK by Pentagram

Established in 1960 and known as Bloodwise since 2015 (it was previously "Leukaemia and Lymphoma Research" and originally "Leukaemia Research Fund"), Blood Cancer UK is a charity dedicated to funding research for and supporting people affected by blood cancers including leukemia, lymphoma, and myeloma -- combined the third biggest cancer killers in the UK, claiming more lives than breast or prostate cancer. The charity funds world-class research (over £500million invested to date), ensures everyone affected has access to the right support at the right time, and campaigns for better treatments and care. At the end of last month, Blood Cancer UK introduced its new name and identity designed by London, UK-based Pentagram partner Marina Willer.

To connect the different strands and convey both the practical and the emotional elements, Pentagram's team proposed the word 'Because' as a way of referring each activity and each individual back to the same cause. This became a central part of the tone of voice:

Because we research, we care, we support.

Because of Lisa, because of Norah, because of Richard.

The symbol is a hand-drawn letter 'B', which stands for Blood Cancer UK. It also connects links with 'Because' and resembles a love heart--a simple symbol that embodies passion, conviction and kindness. The typography is friendly and yet scientific to indicate professional rigour and the colour red (already used by the charity), also expresses its passion for this important cause.

As well as the logo, Pentagram's team created the tone of voice, graphic language, animation and photography style.Pentagram project page New Logo and Identity for Blood Cancer UK by Pentagram Logo, stacked. New Logo and Identity for Blood Cancer UK by Pentagram Logo, horizontal. Logo animation.

While the old name had the right intention, I can definitely see how it didn't work on behalf of the charity as it wasn't clear it was about cancer and while the new name may be 100% prescriptive it is also 100% effective in clarifying what and for whom this charity is. The old logo didn't help much either by looking like a pharmaceutical corporation or business magazine -- anything but a charity aiming to help people -- and even with the tagline underneath the dry wordmark, it didn't quite inspire a connection. The new logo features -- prominently! -- a lovely, hand-drawn "B"-slash-heart that has a warm and genuine effusiveness to it because of its size in relation to the wordmark. While "B"s have been turned into hearts before, this one is appropriate multiple times over as a "B" for "Blood", a "B" for "Because", and a "B" for "Beat" (as in in beat the damn thing). The execution of it is great too, with just the right amount of texture to make it look good at big sizes and the right angle/tilt/baseline-shift to make it read like a heart easily. The wordmark, in Sharp Slab, looks industrious and hard-working, serving as a great complement and contrast to the more emotion-driven "B".

New Logo and Identity for Blood Cancer UK by Pentagram Print ads. New Logo and Identity for Blood Cancer UK by Pentagram New Logo and Identity for Blood Cancer UK by Pentagram New Logo and Identity for Blood Cancer UK by Pentagram Out of home advertising.

The communication applications are amazingly simple and effective, anchored by a strong and memorable copywriting approach of starting a statement with "Because", which allows for multiple entry points to talk about what the organization does and, more importantly, why it does it by including names and portraits of people affected. In application, the "B" is used even bigger as a backdrop for the copywriting (which looks great on top of a photograph) and still anchored in the same spot on top of the wordmark that sits at the bottom-left corner. Super simple but super effective.

New Logo and Identity for Blood Cancer UK by Pentagram Tote bag. New Logo and Identity for Blood Cancer UK by Pentagram T-shirt.

Overall, a great evolution that makes the charity look and feel more human while being both clear and emotional in its messaging.

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Categories: News

Spotted: New Logo for The Movie Database

Mon, 04/06/2020 - 20:31
New Logo for The Movie Database 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 Buildbox by Ben Loiz Studio

Mon, 04/06/2020 - 20:31
New Logo for Buildbox by Ben Loiz Studio Visit Link

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

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Categories: News

Linked: Stay Home Open Brand

Mon, 04/06/2020 - 17:31
A nice and simple container by Brazilian branding consultancy GAD for other companies and organizations to place their logo and encourage staying at home. Stay Home Open Brand Visit Link A nice and simple container by Brazilian branding consultancy GAD for other companies and organizations to place their logo and encourage staying at home. http://feedproxy.google.com/~r/ucllc/brandnew/~3/eCYagKFvOGg/stay_home_open_brand.php https://www.underconsideration.com/brandnew/archives/stay_home_open_brand.php Mon, 06 Apr 2020 08:06:59 -0600 https://www.underconsideration.com/brandnew/archives/stay_home_open_brand.php
Categories: News

Noted: New Logo and Identity for ANP by Vruchtvlees

Mon, 04/06/2020 - 17:31
(Est. 1934) "ANP is the largest independent BtB news and information supplier to all Dutch media - Internet, mobile, television, radio, newspapers, magazines - as well as to organisations in public and private sectors. Next to news and information, ANP supplies integrated tools and content “Dot News is Good News” New Logo and Identity for ANP by Vruchtvlees

(Est. 1934) "ANP is the largest independent BtB news and information supplier to all Dutch media - Internet, mobile, television, radio, newspapers, magazines - as well as to organisations in public and private sectors. Next to news and information, ANP supplies integrated tools and content that help our customers with itinerary setting, analysing, monitoring and producing content. ANP meets the highest standards of quality and reliability in providing complete coverage of events. News stories are written by experienced ANP journalists, an extensive network of correspondents and journalists from international press agencies, such as Reuters, DPA and AFP. With a permanent staff of around 200, ANP is headquartered just outside The Hague in Rijswijk. In addition to a team of correspondents spread throughout the country, ANP operates bureaus in Amsterdam, Rotterdam, The Hague (government) and Brussels (EU)."

Design by
Vruchtvlees (The Hague, Netherlands)

Related links
Vruchtvlees project page
ANP news post

Relevant quote
ANP is the source for fact-checked news in the Netherlands. Whether you’re listening to a radio broadcast, reading a news item, or monitoring information with ANP360+, it all starts from the same fundamental source. In our visual identity for ANP, the source is represented by a point (or dot). All visual elements flow from this central starting point. The source underscores and points out the facts, making a point against fake news.

With its identity and strategy, ANP is claiming its position as a prominent force in the Dutch media landscape. As a leader in the production and distribution of factually accurate news, ANP urges anyone with a platform and voice to start with the facts. With a clearly defined tone-of-voice, Vruchtvlees has streamlined all of ANP’s copywriting on the website and beyond. A brand new content strategy and newly developed content formats make it easy for ANP to showcase what it stands for across all channels.

Images (opinion after)

New Logo and Identity for ANP by Vruchtvlees Logo. Logo animation, spacing, and sub-brands. New Logo and Identity for ANP by Vruchtvlees Logo on image. New Logo and Identity for ANP by Vruchtvlees Instagram stories. New Logo and Identity for ANP by Vruchtvlees New Logo and Identity for ANP by Vruchtvlees Visual language. New Logo and Identity for ANP by Vruchtvlees Website on mobile and desktop. Website. New brand presentation. In Dutch but you'll get the gist.

Opinion
The old logo was cheesy, with its globe constructed of metaphorical news items, but not terrible… okay, not too terrible. The wordmark was too unbalanced with a huge, wide “N” and more normal “A” and “P”. The new logo reduces the globe to a minimalist dot that punctuates, in reverse, a bold and confident extended wordmark. I so wish their URL was something like news.anp as that would be boss. The new logo is fine, nothing amazing or innovative but certainly has a contemporary feel that most news bureaus, as we think of them with certain nostalgia, don’t have. The identity builds on the extended-ness of the logo with the use of New Letters’ Rois, a funky and generously wide sans serif that adds an unexpected sense of novelty. The other element in play is a big dot here and there, which feels a little under-developed so far but could be interesting. The choice of “that blue” as the main color demonstrates the enduring power of this color to signal “Look at me!” and it kind of works for ANP, especially on their website where it’s used to good effect for headlines and highlighting elements. Overall, not a particularly earth-shattering identity but definitely a considerable shake-up for a news outlet.

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Categories: News

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