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Reviewed: New Logo and Identity for Aktuel by Brand Brothers

Mon, 01/14/2019 - 13:09
Established in 1990, Aktuel is a furniture, tableware, and food equipment rental company in France for events of all types. With three locations, 60 delivery vehicles, and an aggregate of 215,000 square feet of inventory -- that includes everything from silverware to waffle irons, stools “Love Aktuelly” New Logo and Identity for Aktuel by Brand Brothers

Established in 1990, Aktuel is a furniture, tableware, and food equipment rental company in France for events of all types. With three locations, 60 delivery vehicles, and an aggregate of 215,000 square feet of inventory -- that includes everything from silverware to waffle irons, stools to leather sofas, and more -- the company can create rooms, kitchens, reception areas, and any other imaginable configuration for company and sporting events or any kind of conference and fair. Late last year, at Heavent, an event about vendors and consultants for events, Aktuel introduced its new identity designed by Paris, France-based Brand Brothers.

Our design work was based on two ideas: to talk about the historical activity of a space planner while developing the new strategic vision set up during the positioning work. Three major elements make up the graphic identity: a grid, a dedicated typography and a set of forms. The new logo, a typogram designed for the brand, solid and stable, is available in a new complete headline font that forms the typographic framework of the new branding. A coloured pattern, infinitely adaptable, is added to this typographic base.

From stationery to merchandising, from the fleet of trucks to the application of the new identity on the brand's booth at Heavent 2018, where the new branding was inaugurated, we have developed a rich and flexible system that encapsulates both rigour and empathy, and sets a distinctive style in the world of events.Brand Brothers project page New Logo and Identity for Aktuel by Brand Brothers Logo.

I'm not exactly sure what was the point of the old logo... maybe the "E" represented things stacked inside a truck seen from the back? The typography was salvageable but the purple and green lines were confusing and badly shoehorned into the type. The new logo, in its tight configuration, conveys a sense of control and the ability to neatly fit things into spaces. Without the context I probably wouldn't have come to that assumption and if seen independently I would have just thought "hey, cool type". The monospace approach and angular construction of the letters have a building-block kind of aesthetic that works well with their expertise. The "K", both in the name and full font (below), stands out as the only letter with a curve -- I'm undecided if that's a good or bad thing. I like how it softens the logo but don't like that the detail doesn't reoccur -- and I don't like that it doesn't reoccur because it's a detail I like.

New Logo and Identity for Aktuel by Brand Brothers New Logo and Identity for Aktuel by Brand Brothers New Logo and Identity for Aktuel by Brand Brothers Your browser does not support the video tag. Custom font.

The font, on its own (and particularly in the poster-like specimen) might feel more at home in a gaming company or EDM festival but I definitely like that it breaks the convention (no pun intended) of what would be expected from an event-focused rental company. The font works much better in this context when paired with the graphic devices...

New Logo and Identity for Aktuel by Brand Brothers Your browser does not support the video tag. Pattern.

The patterns begin to more clearly convey the essence of the company, which is fitting different elements into tightly predefined spaces and, in animation, it captures the very real back-and-forth of finding the right placement within allotted spaces.

New Logo and Identity for Aktuel by Brand Brothers New Logo and Identity for Aktuel by Brand Brothers Logo and type with graphics.

The identity takes shape when font and graphics are combined, which could be read as a metaphor for integrating Aktuel's expertise (through the font) and Aktuel's inventory (through the graphics) to find the perfect balance of furniture and functionality. Visually, the graphics take the rave edge off of the custom font and, as seen in the posters a few images below, give it an almost corporate feel -- like a Herman Miller modular office catalog or something.

New Logo and Identity for Aktuel by Brand Brothers Business cards. New Logo and Identity for Aktuel by Brand Brothers Stationery. New Logo and Identity for Aktuel by Brand Brothers Posters. New Logo and Identity for Aktuel by Brand Brothers New Logo and Identity for Aktuel by Brand Brothers Livery.

The applications are fun to look at and the livery in particular works great. I would totally almost crash if I was driving around and saw one of their trucks go by -- would stare 10/10.

New Logo and Identity for Aktuel by Brand Brothers New Logo and Identity for Aktuel by Brand Brothers Booth.

The booth is pretty fantastic, with the graphics brought to 3D life in rather cool ways like the blue shape opening like a window or the yellow half circle serving as the backing for a small living room area. Overall, this is far more fun and exciting than it probably needed to be -- I'm sure Aktuel was doing fine with their old logo and identity but this adds a level of excitement and refinement to their services that is not always found in event-related companies.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/gd2XrAdCDbU/new_logo_and_identity_for_aktuel_by_brand_brothers.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_aktuel_by_brand_brothers.php Mon, 14 Jan 2019 04:45:25 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_aktuel_by_brand_brothers.php
Categories: News

Sponsored by

Mon, 01/14/2019 - 13:09
Brutally Honest: No-bullshit business strategies to evolve your creative business by Emily Ruth Cohen gives you the tools you need to whip your creative business into shape. It's full of advice, insights, and best practices for everything from new business development to proposals to staffing “Brutally Honest by Emily Cohen”  Strategies to evolve your creative business

Brutally Honest: No-bullshit business strategies to evolve your creative business by Emily Ruth Cohen gives you the tools you need to whip your creative business into shape. It's full of advice, insights, and best practices for everything from new business development to proposals to staffing and everything in-between.

Brutally Honest Kickstarter Video.

Brutally Honest is:

Opinionated, direct, and, at times, downright painful. Don't agree with everything? Great. Use it as a tool to stimulate deeper thinking about your business. Real-world smart. Emily didn't read about these strategies in business books; she's lived and breathed them for 20+ years as a consultant to creative businesses. Inspired by Emily's clients and colleagues and a direct result of the learnings she's gathered from the mistakes they've made, the challenges they've encountered, and the innovative business ideas and strategies they've experimented with, refined, and implemented. Written by someone that loves design and cares about our industry.  Strategies to evolve your creative business

Brutally Honest covers the who, what, when, why, & how of:

Evolving and positioning to stay competitive and remain sustainable Marketing and promotional strategies Writing effective case studies Building new relationships and pursuing new opportunities Qualifying and winning the best prospects Evaluating and refining your organizational structure Recruiting and managing staff Crafting effective, value-added pricing strategies Writing winning proposals Crafting retainer relationships Understanding must-have industry terms and conditions Improving project and client management strategies Learning about industry trends and peer-created best practices Scott Stowell of Open on Brutally Honest and the author, Emily Cohen.

For a limited time any Brand New reader that orders Brutally Honest will get an enamel pin, initially available only to Kickstarter supporters, using the code BRANDNEW19 at checkout (expires 2/20/19).

http://feedproxy.google.com/~r/ucllc/brandnew/~3/iPYV3lHrd_o/brutally_honest_strategies_to_evolve_your_creative_business.php https://www.underconsideration.com/brandnew/archives/brutally_honest_strategies_to_evolve_your_creative_business.php Mon, 14 Jan 2019 03:12:32 -0600 https://www.underconsideration.com/brandnew/archives/brutally_honest_strategies_to_evolve_your_creative_business.php
Categories: News

Spotted: New Logo for Axfood by Kurppa Hosk

Fri, 01/11/2019 - 20:54
New Logo for Axfood by Kurppa Hosk 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/w8BIkJcT2aU/new_logo_for_axfood_by_kurppa_hosk.php https://www.underconsideration.com/brandnew/archives/new_logo_for_axfood_by_kurppa_hosk.php Fri, 11 Jan 2019 12:04:11 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_axfood_by_kurppa_hosk.php
Categories: News

Linked: Who's the Boss?

Fri, 01/11/2019 - 17:54
Channel 10 Boss, part of Australia's Network 10, which had recently been renamed from "One" had to change its name to 10 Bold as Fairfax Media was first to use the name Boss for one of their magazines. Who's the Boss? Visit Link Channel 10 Boss, part of Australia's Network 10, which had recently been renamed from "One" had to change its name to 10 Bold as Fairfax Media was first to use the name Boss for one of their magazines. http://feedproxy.google.com/~r/ucllc/brandnew/~3/GgmpqPF8umk/whos_the_boss.php https://www.underconsideration.com/brandnew/archives/whos_the_boss.php Fri, 11 Jan 2019 06:06:27 -0600 https://www.underconsideration.com/brandnew/archives/whos_the_boss.php
Categories: News

Noted: New Logo and Identity for Lifewords by Sparks Studio

Fri, 01/11/2019 - 17:54
(Est. 1888) "Lifewords (formerly Scripture Gift Mission) is a Christian mission based in London, but with offices worldwide. It exists to promote the positive influence of the Bible on everyday life. This has been done traditionally through literature distribution, but more recently includes websites, film, “This Way In” New Logo and Identity for Lifewords by Sparks Studio

(Est. 1888) "Lifewords (formerly Scripture Gift Mission) is a Christian mission based in London, but with offices worldwide. It exists to promote the positive influence of the Bible on everyday life. This has been done traditionally through literature distribution, but more recently includes websites, film, educational programmes and live events. Lifewords does not carry out mission initiatives directly, but provides resources to other mission organisations, churches, or individuals. All Lifewords' work is funded by donations, and the agency currently operates in over 25 countries." (Wikipedia)

Design by
Sparks Studio (London, UK)

Related links
Sparks Studio project page

Relevant quote
At the heart of Lifewords is the belief that everyone, everywhere should be able to experience the Bible for themselves. Working with their team, we refined these into a single, agreed point of view. Lifewords. Inviting, generous and sensitive. Freely sharing the good news of the Bible.

Lifewords wanted a visual identity that would embody the innovation and creativity behind what they do. The focus is as much on the “life” as the “words.”

The preferred direction focuses on the idea of ‘inviting ways in’, creating fresh and engaging ways to explore the Bible’s life words.Together, we decided on custom word mark for the logo. The typography is bold, playful and engaging. This is paired with a bright unexpected colour palette to move them away from the traditional and into the contemporary.

Images (opinion after)

New Logo and Identity for Lifewords by Sparks Studio Logo. New Logo and Identity for Lifewords by Sparks Studio Custom font. Your browser does not support the video tag. Mailer. New Logo and Identity for Lifewords by Sparks Studio Website. New Logo and Identity for Lifewords by Sparks Studio Tote bag.

Opinion
The old logo, in some form of customized Kabel, was… not good. Very weird typographic combination of semi-bold with light weights and the fuzzy square was pretty lame. The new logo is… different! And I think I mean that in a good way. It’s very unexpected in that it’s not an “easy” logo, in the sense that it actually requires a tiny bit of effort to read it and most organizations, especially at this scale, would shy away from anything that’s a challenge. I also like the metaphor of “ways in” as translated into the custom font, where each letter has, literally, a way in. I also like how the letters have a sort of impossible trident structure. I’m not a big fan of the color palette; too heavy and the high contrast combinations seem unnecessary. I’m not a fan of the supporting font, Ubuntu, either as it feels too telecommunications-y. Applications (website and mailer) are fine in terms of look and feel and the custom font alone carries the weight of establishing a consistent identity but this could have been really great with a lighter color palette and better supporting type.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/BtShKyTWOj8/new_logo_and_identity_for_lifewords_by_sparks_studio.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_lifewords_by_sparks_studio.php Fri, 11 Jan 2019 05:39:04 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_lifewords_by_sparks_studio.php
Categories: News

Reviewed: Friday Likes 272: From Kati Forner Design, Mast, and Old Friend

Fri, 01/11/2019 - 14:53
A classy range of projects this week, with work from Los Angeles, Denver, and Portland. (I think this might be the first time in a while that all projects are from the U.S. -- not that it matters, just an observation.) “From Kati Forner Design, Mast, and Old Friend” Friday Likes 272

A classy range of projects this week, with work from Los Angeles, Denver, and Portland. (I think this might be the first time in a while that all projects are from the U.S. -- not that it matters, just an observation.)

Origin by Kati Forner Design Origin by Kati Forner

Origin is an online women's clothing boutique with a selection that aims to capture a "mixture between femininity and streetwear". The identity, designed by Los Angeles, CA-based Kati Forner Design, revolves around a lovely high-contrast sans serif that's used in the logo and a secondary treatment that displaces the letters more freely. The "ORI--" "--GIN" logo creates a great tension in its layout and looks particularly good as a pattern. The boxes, with the looser arrangement of letters, also look great with the more abstract typographic composition. The color is hard to define... copper salmon? Who knows. It's weird. But I very much dig it. The subtle use of the square grid pattern adds a fun touch in unexpected ways like tape and vellum overlays. The bonus "OG" monogram is sweet too. See full project

The Ramble by Mast The Ramble by Mast

The Ramble is a 50-room boutique hotel in Denver, CO, that takes its inspiration from Madame Rambouillet's French Salons of the 17th century. The identity, designed by local firm Mast, makes use of various references to Paris: the logo is inspired by ornate Parisian store-front signage; the icon is an abstraction of seeing the Louvre's pyramid through the Arc de Triomphe du Carrousel; and the supporting font is Signal, which is based on Paris' street signs. On paper this could all look like a French-heavy gimmick but all the elements are very nicely balanced in a contemporary approach with subtlety and a great attention to detail. The wordmark and custom font (designed by Badson) are my favorite part of the project and I love how they have used both elements sparingly. Would definitely want to stay here based on the identity alone. See full project

Rainier Roofing by Old Friend Rainier Roofing by Old Friend

Rainier Roofing, as its name implies, is a roofing specialist company based in Lynnwood, WA, near Seattle. The identity, designed by Portland, OR-based Old Friend, is the best identity you will probably ever see for a roofing company. Even if they made their roofs out of bubble wrap I would hire them, no questions asked. (Yes, I'm exaggerating... I would haggle on price obvs.) Kidding aside, this is a fun, expressive, detailed identity that establishes Rainier Roofing as a craft-focused company -- you get the sense they will care about their work and do it with focus and commitment. I love the "R / R" graphic with the ladder but all the other graphic doo-dads make for a great set of ingredients -- as does the dog. See full project

http://feedproxy.google.com/~r/ucllc/brandnew/~3/K63Au8tw1PE/friday_likes_272.php https://www.underconsideration.com/brandnew/archives/friday_likes_272.php Fri, 11 Jan 2019 05:17:26 -0600 https://www.underconsideration.com/brandnew/archives/friday_likes_272.php
Categories: News

Spotted: New Logo for Krizia by Think Work Observe

Thu, 01/10/2019 - 17:53
New Logo for Krizia by Think Work Observe 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/aCsuzCsrWPY/new_logo_for_krizia_by_think_work_observe.php https://www.underconsideration.com/brandnew/archives/new_logo_for_krizia_by_think_work_observe.php Thu, 10 Jan 2019 10:29:04 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_krizia_by_think_work_observe.php
Categories: News

Spotted: New Logo and Identity for Ergotron by Friends & Neighbors

Thu, 01/10/2019 - 17:53
New Logo and Identity for Ergotron by Friends & Neighbors 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/uaEqFmwSjaQ/new_logo_and_identity_for_ergotron_by_friends_neighbors.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_ergotron_by_friends_neighbors.php Thu, 10 Jan 2019 10:23:51 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_ergotron_by_friends_neighbors.php
Categories: News

Linked: The Two Circles Formerly Known as Mastercard

Thu, 01/10/2019 - 17:53
Mastercard is dropping the wordmark from its logo. Given the high recognizability of the two circles I doubt anyone will notice it's not there anymore -- nothing against the wordmark but the Mastercard brand is all about the two circles. The Two Circles Formerly Known as Mastercard Visit Link Mastercard is dropping the wordmark from its logo. Given the high recognizability of the two circles I doubt anyone will notice it's not there anymore -- nothing against the wordmark but the Mastercard brand is all about the two circles. http://feedproxy.google.com/~r/ucllc/brandnew/~3/b3tG3yT1OxQ/the_two_circles_formerly_known_as_mastercard.php https://www.underconsideration.com/brandnew/archives/the_two_circles_formerly_known_as_mastercard.php Thu, 10 Jan 2019 06:11:26 -0600 https://www.underconsideration.com/brandnew/archives/the_two_circles_formerly_known_as_mastercard.php
Categories: News

Noted: New Logo for Duolingo done In-house

Thu, 01/10/2019 - 17:53
(Est. 2012) "Duolingo is a freemium language-learning platform that includes a language-learning website and app, as well as a digital language proficiency assessment exam. As of October 2018, the language-learning website and app offer 81 different language courses in 37 languages. The app has about “Against Owl Odds” New Logo for Duolingo done In-house

(Est. 2012) "Duolingo is a freemium language-learning platform that includes a language-learning website and app, as well as a digital language proficiency assessment exam. As of October 2018, the language-learning website and app offer 81 different language courses in 37 languages. The app has about 300 million registered users across the world." (Wikipedia)

Design by
In-house

Related links
2013 Brand New Noted post
The Verge story

Images (opinion after)

New Logo for Duolingo done In-house Duo evolution. New Logo for Duolingo done In-house Side views. New Logo for Duolingo done In-house Your browser does not support the video tag. Expressions. New Logo for Duolingo done In-house Illustration approach. New Logo for Duolingo done In-house Animation sample. New Logo for Duolingo done In-house Animation sample. New Logo for Duolingo done In-house Animation sample. New Logo for Duolingo done In-house App icon. New Logo for Duolingo done In-house Social media avatar. New Logo for Duolingo done In-house Sample app screens.

Opinion
I really liked the old owl but I can see how its asymmetry would be hard to parlay into different applications or create a cohesive set of illustrations. The new, front-view, symmetrical owl makes things a lot easier. I’m not as big a fan but I also don’t dislike it. The proportion of the previous owl were a little better though… this one got too wide. The expressions are charming and easier to expand based on the front-view approach. I like that they kept the feet sort of detached as I thought that was the best feature about the previous owl. The rest of the illustrations are fun and cute and the game aesthetic is much more pronounced. It reminds me of Bowmasters. Overall, it’s fine and seems more in tune with today’s mobile game aesthetics — as a bonus, though, you get to learn a new language.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/n43Vd3HjEjM/new_logo_for_duolingo_done_in_house.php https://www.underconsideration.com/brandnew/archives/new_logo_for_duolingo_done_in_house.php Thu, 10 Jan 2019 05:53:00 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_duolingo_done_in_house.php
Categories: News

Spotted: New Logo for South East Melbourne Phoenix

Thu, 01/10/2019 - 17:53
New Logo for South East Melbourne Phoenix 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/EPdiAc0ccF4/new_logo_for_south_east_melbourne_phoenix.php https://www.underconsideration.com/brandnew/archives/new_logo_for_south_east_melbourne_phoenix.php Wed, 09 Jan 2019 11:52:24 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_south_east_melbourne_phoenix.php
Categories: News

Reviewed: New Logo and Identity for Boom by Manual

Thu, 01/10/2019 - 14:53
Established in 2014, Boom (as in "sonic boom" not "boom goes the dynamite") is an aerospace company designing, building, and flight-testing a supersonic passenger jet -- a Concorde for the new age. Based in a hangar in Denver, CO, Boom is currently developing the XB-1, “Full Speed Ahead” New Logo and Identity for Boom by Manual

Established in 2014, Boom (as in "sonic boom" not "boom goes the dynamite") is an aerospace company designing, building, and flight-testing a supersonic passenger jet -- a Concorde for the new age. Based in a hangar in Denver, CO, Boom is currently developing the XB-1, their first test aircraft which will pave the way for Overture, their 55-seat commercial passenger jet -- with ticket costs priced around what people currently pay for business class -- that will cut travel times by almost 60% flying at Mach 2.2, e.g., New York to London in 3.5 hours. Japan Airlines and Virgin Group have already pre-ordered 20 and 10 planes respectively. Recently, Boom introduced a new identity designed by San Francisco, CA-based Manual.

New Logo and Identity for Boom by Manual Flight times. Boom enlisted Manual to advance and elevate their brand identity, tell the story of their first test aircraft the XB-1, and refine the narrative and vision for what will ultimately be their 55-seat commercial passenger jet. We worked closely with the Boom team to name and strategically position their future commercial airliner, Overture, as a benchmark in supersonic business travel with the potential to radically change the way people experience long distance travel.Manual project page New Logo and Identity for Boom by Manual Logo. New Logo and Identity for Boom by Manual Logos for the company, Boom; the test plane, XB-1; and the eventual commercial passenger jet, Overture. Logo animation.

Although it wasn't quite right, there is something I liked about the old logo, particularly the icon that looked like a diagram of something passing fast through a portal (i.e., breaking the sound barrier). The new logo is much more refined and less heavy-handed on the "this thing is fast!" narrative. The icon is a lovely abstraction of... flight. It's kind of nothing and everything. To me it looks like a front view of a bird's flapping wings captured as a composite but it could also be seen as a propeller. Although its overall shape is symmetrical, the asymmetry within it is great. The only thing I wonder is if the individual shapes of the icon would have been better in more hard-angled caps instead of the rounded caps. The wordmarks, set in Commercial Type's Styrene, look solid.

3D animation.

I'm a fan of the flat animation but not so much of the 3D version as it singles out the individual pieces too much and creates what would be a very deep logo if you were to stack all those sticks, which kind of goes against the cool flatness of the icon.

New Logo and Identity for Boom by Manual Signage. Your browser does not support the video tag. Color palette. New Logo and Identity for Boom by Manual Stationery.

One thing to point out about the color palette, which might be my favorite detail of this project, is the use of the yellow accent bars you will see through most applications, which are a reference to the yellow accents found in Peregrine falcons, that, when going on a high-speed dive, are the fastest living creature on the planet. It's an understated detail and probably no one will see the yellow bar on the bottom of a letterhead and think, "Of course, Peregrine falcons!" but it's the kind of reasoned decision that brings joy to my logo-reviewing world.

New Logo and Identity for Boom by Manual Business card. New Logo and Identity for Boom by Manual Brochure. New Logo and Identity for Boom by Manual Handout cover. New Logo and Identity for Boom by Manual Poster. New Logo and Identity for Boom by Manual New Logo and Identity for Boom by Manual XB-1 data sheets.

The applications all have a good mix of elegance and tehnicality through great use of white space and the choice of Styrene, which has such a unique aesthetic.

New Logo and Identity for Boom by Manual Model airplane. New Logo and Identity for Boom by Manual New Logo and Identity for Boom by Manual Model airplane packaging.

The packaging for the little model airplane features the yellow bars again as well as generous white space and a cool line drawing of the plane that make the boxes look like luxurious blueprints.

New Logo and Identity for Boom by Manual New Logo and Identity for Boom by Manual New Logo and Identity for Boom by Manual Overture livery. Renders by Ntropic.

The livery looks great. I really dig the name so small at the end of the plane... and, once again, the yellow accents... love 'em.

New Logo and Identity for Boom by Manual Render of Overture being a boss.

It will be interesting to see what happens to the identity of these planes once they are being operated by Japan Airlines or Virgin -- does their identity erase Overture's? Do they live together? We'll have to wait and see. Overall, this is an identity that looks like the millions and billions of dollars being invested in the technology as well as worth the thousands of dollars passengers will plunk down to get to where they are going fast. Real fast.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/TucVr7KG9iU/new_logo_and_identity_for_boom_by_manual.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_boom_by_manual.php Thu, 10 Jan 2019 04:44:24 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_boom_by_manual.php
Categories: News

Spotted: New Logo for Out Magazine by Katarina Batina

Wed, 01/09/2019 - 20:52
New Logo for Out Magazine by Katarina Batina 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/R6fzPCzM9k0/new_logo_for_out_magazine_by_katarina_batina.php https://www.underconsideration.com/brandnew/archives/new_logo_for_out_magazine_by_katarina_batina.php Wed, 09 Jan 2019 11:58:36 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_out_magazine_by_katarina_batina.php
Categories: News

Linked: WeThePeople

Wed, 01/09/2019 - 17:52
Overnight, it seems, WeWork multiplied like Gremlins, establishing The We Company as the parent brand to WeWork, WeGrow, and WeLive. My guess is that the "WeWork" name will forever be used to refer to the four companies by everyone except those that work for them WeThePeople Visit Link Overnight, it seems, WeWork multiplied like Gremlins, establishing The We Company as the parent brand to WeWork, WeGrow, and WeLive. My guess is that the "WeWork" name will forever be used to refer to the four companies by everyone except those that work for them -- not criticism on their change just an observation of how hard it is to move beyond names that become very well known. http://feedproxy.google.com/~r/ucllc/brandnew/~3/wcVezk5tT-0/we_the_people.php https://www.underconsideration.com/brandnew/archives/we_the_people.php Wed, 09 Jan 2019 06:57:11 -0600 https://www.underconsideration.com/brandnew/archives/we_the_people.php
Categories: News

Noted: New Logo and Identity for Bank Hapoalim by Open

Wed, 01/09/2019 - 17:52
(Est. 1921) "Bank Hapoalim ('The Workers' Bank' in English) is Israel's largest bank. The bank has a significant presence in global financial markets. In Israel, it has over 600 ATMs (automated teller machines), 250 bank branches, 7 regional business centers, 22 business branches and industry “A Diamond in the Red” New Logo and Identity for Bank Hapoalim by Open

(Est. 1921) "Bank Hapoalim ('The Workers' Bank' in English) is Israel's largest bank. The bank has a significant presence in global financial markets. In Israel, it has over 600 ATMs (automated teller machines), 250 bank branches, 7 regional business centers, 22 business branches and industry desks for major corporate customers. The bank's stock is traded on the Tel Aviv Stock Exchange." (Wikipedia)

Design by
Open (Tel-Aviv, Israel)

Related links
Open project page
Open post on Medium

Relevant quote
At the core of the brand language stands the brand logo, the diamond — which is the bank’s main brand asset. We wanted to give the logo a more modern look, so we simplified it and made it symmetrical. The graphic design language is based on various compilations of the diamond, reflecting the various meetings with customers and expressing the bank’s personalized support of each and every customer, at all stages of life.

We developed a unique and friendly font for the bank which conveys simplicity, professionalism and relevancy, in addition to accessibility and proactiveness, to show the bank’s philosophy of always putting the customer first.

Images (opinion after)

New Logo and Identity for Bank Hapoalim by Open Logo, in English. New Logo and Identity for Bank Hapoalim by Open Logo, in Hebrew. New Logo and Identity for Bank Hapoalim by Open Logo, in three languages (including Arabic). New Logo and Identity for Bank Hapoalim by Open Diamond shape variations. New Logo and Identity for Bank Hapoalim by Open Custom font, designed by Fontef Type Foundry. New Logo and Identity for Bank Hapoalim by Open Business cards. New Logo and Identity for Bank Hapoalim by Open Posters. New Logo and Identity for Bank Hapoalim by Open Ad. New Logo and Identity for Bank Hapoalim by Open Billboard. New Logo and Identity for Bank Hapoalim by Open Sign. New Logo and Identity for Bank Hapoalim by Open Summary of OLD identity. New Logo and Identity for Bank Hapoalim by Open Summary of NEW identity.

Opinion
The diamond in the old logo was unattractively distorted and in combination with the italic wordmark created the wrong kind of tension with the logo feeling as if it was being pulled in multiple directions. The new rounded corner diamond is so much more pleasing and feels like a more confident expression of the icon that puts it closer on par with other minimal bank icons like HSBC or Chase — not saying it’s as good as those but it’s in the same spectrum. The wordmarks in the three languages are all good — I question the “b” in the Latin one as it’s the only character that lacks a full stem. The Hebrew version is actually super nice… within my rusty understanding of the alphabet this stands out as one of the crispest fonts I have seen. I can’t offer any opinions on the Arabic version other than the thickness and style matches with the other two (but that is fairly evident). The graphic variations of the diamond are interesting and provide a great set of elements to liven up the bank’s identity — applied in pairs as seen in the posters image, they give the layouts variety and a consistency that doesn’t hit you over the head. Overall, a solid redesign that maintains the seriousness expected from a bank but with the right amount of visual flair to make it approachable and engaging.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/lH8GhK5Lkm0/new_logo_and_identity_for_bank_hapoalim_by_open.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_bank_hapoalim_by_open.php Wed, 09 Jan 2019 06:30:50 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_bank_hapoalim_by_open.php
Categories: News

Reviewed: New Logo and Identity for The Mill by UnderConsideration

Wed, 01/09/2019 - 14:52
Established in 2018, The Mill (officially Dimension Mill Inc.) is a coworking and business incubator space in Bloomington, IN, operating as a nonprofit organization. Its mission is to "build the infrastructure that technology and innovation entrepreneurs need to be successful" and prompt them to "launch “No Milling About” New Logo and Identity for The Mill by UnderConsideration

Established in 2018, The Mill (officially Dimension Mill Inc.) is a coworking and business incubator space in Bloomington, IN, operating as a nonprofit organization. Its mission is to "build the infrastructure that technology and innovation entrepreneurs need to be successful" and prompt them to "launch and accelerate companies to create jobs and increase wages." The Mill is housed in a stunning 19,000-square-foot, 103-year-old renovated building that used to be part of the Showers Brothers Company's massive plant and now accommodates dozens of members on temporary and dedicated desks, private offices, and shared conference rooms as well as opening its doors to the public for community-building, skills-focused seminars, and educational and member-driven events every month. We started working on their identity at the start of 2018 when the building was still being gutted and were thrilled to have been part of this effort leading to The Mill's launch in October 2018.

Nota bene: Under normal circumstances, given the size of the client, this project would have been possibly posted in the Noted section if it had not been designed by us. It is posted in the Reviewed section NOT because it was designed by us nor because we think it’s the greatest thing on Earth but because we wanted to put ourselves in the same, relatively high-visibility situation that Brand New puts Reviewed projects in. This project is, in no way, offered as a “This is how it’s done” but as “This is how we do it”. This isn’t meant to be used as a self-promotion effort either of using our own platform to push our own work but to give all readers the opportunity to put our work through the same level of scrutiny we put other projects through -- it's only fair!

Your browser does not support the video tag. Logo concept.

The most distinctive feature of the building is its sawtooth roof that not only looks bad-ass from the outside but is a source of beautiful natural light on the inside. The building has eight sawtooth roof segments and, as luck would have it, so does the name "The Mill" (if you count the space).

New Logo and Identity for The Mill by UnderConsideration Logo, primary.

The logo serves to distinguish The Mill from other co-working spaces around the country by focusing on its space and work ethic: The shape of the logo is a simplified abstraction of their iconic building and the eight sawtooth partitions on its roof that equal the eight characters in their name while the typography is bold, industrious, and determined, like the many innovators, remote workers, entrepreneurs, and creators that occupy The Mill.

New Logo and Identity for The Mill by UnderConsideration Logo, secondary.

Given the wide length of the primary logo we created a secondary logo to use as social media avatars and in other instances where horizontal real estate is limited. The secondary logo zooms in on one of the roof segments -- while implying that the building continues to the right -- and rearranges the wordmark in a stacked configuration.

Your browser does not support the video tag. Primary to secondary logo animation. New Logo and Identity for The Mill by UnderConsideration Alternates.

For added flexibility we also created building-less logos to use in special circumstances -- like the signs on the exterior of the building (shown way below) where having the building shape is redundant. Additionally, these variations can be amended with "Bloomington, IN" for cases where communications are targeted to people outside the city. In another stroke of character-count luck, we were able to fit every other character of the city right in between each of the characters of the wordmark.

New Logo and Identity for The Mill by UnderConsideration Color palette.

The color palette is extracted from the furniture and fixtures found inside The Mill -- here is an example. These provide a calm but confident palette that complements pictures of the exterior and interior of the building. While The Mill's focus is on tech and entrepreneurial activity, it's still an organization in a small city in the Midwest so a more modest, less loud color palette felt right.

New Logo and Identity for The Mill by UnderConsideration Logo color variations. New Logo and Identity for The Mill by UnderConsideration "Cover" logo.

The last variation of the logo we created is one made specifically for "cover" treatments that can make the logo span edge to edge in a layout and allows an image or color to still be visible through a stroked treatment of the building shape.

Your browser does not support the video tag. "Cover" logo. Your browser does not support the video tag. Pattern.

A simple pattern allows the name to be read horizontally and vertically.

New Logo and Identity for The Mill by UnderConsideration New Logo and Identity for The Mill by UnderConsideration New Logo and Identity for The Mill by UnderConsideration New Logo and Identity for The Mill by UnderConsideration Custom font.

Based on the premise of the primary logo -- of one letter per roof segment -- we created a custom font that follows the same monospace approach and provides The Mill with a simple and easy-to-implement identity element to establish their own visual language. We modified DDC Hardware to have wider characters and rounded corners throughout while changing up some characters to better fit the design. The custom font has a limited glyph inventory but it does have some OpenType magic -- provided by Type Supply -- that allows the roof segments to flow into each other when characters are inside a word but is then able to round out the building shape in the outer characters at the start and end of each line.

New Logo and Identity for The Mill by UnderConsideration Typography.

The custom font is complemented by Cartograph Sans -- used in its light weights for headlines -- to add a bit of "tech" flavor and Poppins as the body font. Together, and in unison with the variety of logos, The Mill can mix and match elements in different ways in their communications.

New Logo and Identity for The Mill by UnderConsideration Variations of three different messages. New Logo and Identity for The Mill by UnderConsideration How their Instagram account would look if every single post was on brand. New Logo and Identity for The Mill by UnderConsideration Website home page and sample interior page, as originally designed... live version, not built out by us, is a little different. New Logo and Identity for The Mill by UnderConsideration Infinity tape.

In the first round of logo explorations that we presented to The Mill we included this render that showed the idea of making rolls of tape that would have an endless loop of the logo. To be honest, we weren't sure exactly at the time how we would produce it, but we were all pretty excited by the possibility. Their marketing director landed on the approach of producing it as washi tape and it turned out quite nice.

New Logo and Identity for The Mill by UnderConsideration New Logo and Identity for The Mill by UnderConsideration New Logo and Identity for The Mill by UnderConsideration More tape. New Logo and Identity for The Mill by UnderConsideration New Logo and Identity for The Mill by UnderConsideration Traditional stickers. New Logo and Identity for The Mill by UnderConsideration New Logo and Identity for The Mill by UnderConsideration Swag.

They also produced some fun swag on their own (above) while we played around with some laser-cutting and etching options (below).

New Logo and Identity for The Mill by UnderConsideration New Logo and Identity for The Mill by UnderConsideration New Logo and Identity for The Mill by UnderConsideration New Logo and Identity for The Mill by UnderConsideration Fun with laser-cutting and etching. New Logo and Identity for The Mill by UnderConsideration New Logo and Identity for The Mill by UnderConsideration New Logo and Identity for The Mill by UnderConsideration New Logo and Identity for The Mill by UnderConsideration Exterior signs.

The main entrance sign (directly above) was fairly close (in spirit) to what we had presented in the first round of explorations but since we don't really have much experience in signage it wasn't quite feasible as presented. Working with Indianapolis, IN-based Blackline Studio -- who were in charge of the building's renovation and design -- we arrived at a solution that moved the wordmark to the top of the beam which allowed for a bigger-size sign and more flexibility to add lighting. The hollow sign had also been pre-imagined by Blackline Studio and we just placed the logo in the allotted structure.

New Logo and Identity for The Mill by UnderConsideration Interiors. Click here for bigger view. New Logo and Identity for The Mill by UnderConsideration Interior signage.

We didn't have anything to do with the interiors -- other than sizing the office number decals -- but it's an awesome space to look at... and, hey, these photos might make you consider moving to Bloomington, IN, and work from The Mill.

New Logo and Identity for The Mill by UnderConsideration New Logo and Identity for The Mill by UnderConsideration Kick-ass reception desk, designed and built by Nick Allman.

One surprise when we attended the ribbon-cutting ceremony was this fantastic desk designed and built by Indy-based Nick Allman that makes great use of materials to shape the logo in a different way.

In the end, our hope is that we have provided The Mill with a strong set of recognizable logos and a flexible set of identity elements to start building a consistent yet varied tone of voice that will help them build a brand as sturdy, useful, and representative of their own space.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/IajO86oWonc/new_logo_and_identity_for_the_mill_by_underconsideration.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_the_mill_by_underconsideration.php Wed, 09 Jan 2019 05:14:54 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_the_mill_by_underconsideration.php
Categories: News

Spotted: New Logo and Identity for Meyer Memorial Trust by Smith & Connors

Tue, 01/08/2019 - 20:51
New Logo and Identity for Meyer Memorial Trust by Smith & Connors 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/qbY9NX3KKqM/new_logo_and_identity_for_meyer_memorial_trust_by_smith_connors.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_meyer_memorial_trust_by_smith_connors.php Tue, 08 Jan 2019 12:17:37 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_meyer_memorial_trust_by_smith_connors.php
Categories: News

Spotted: New Logo for Arena Football League by Chuck Kacsur Design

Tue, 01/08/2019 - 20:51
New Logo for Arena Football League by Chuck Kacsur Design 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/o3Hq-i18_4A/new_logo_for_arena_football_league_by_chuck_kacsur_design.php https://www.underconsideration.com/brandnew/archives/new_logo_for_arena_football_league_by_chuck_kacsur_design.php Tue, 08 Jan 2019 12:11:27 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_arena_football_league_by_chuck_kacsur_design.php
Categories: News

Linked: 99designs Reminder

Tue, 01/08/2019 - 17:51
In the past 2 or 3 years I have made a conscious effort to not say that something looks as if it was designed by 99designs out of respect for the designers who try to do their best work and the clients who may not 99designs Reminder Visit Link In the past 2 or 3 years I have made a conscious effort to not say that something looks as if it was designed by 99designs out of respect for the designers who try to do their best work and the clients who may not have the resources to spend $5,000 - $50,000 on a logo but every now and then there is a reminder of why it can be such a terrible option. SUNY Corning Community College (who I would imagine could muster $5,000 to spend on hiring a designer) recently promoted a logo competition there and the entries (and winner, shown at the link) are so saddening. It's not clear if they will actually use the winning logo. http://feedproxy.google.com/~r/ucllc/brandnew/~3/0tzF3naycs4/99designs_reminder.php https://www.underconsideration.com/brandnew/archives/99designs_reminder.php Tue, 08 Jan 2019 06:06:41 -0600 https://www.underconsideration.com/brandnew/archives/99designs_reminder.php
Categories: News

Noted: New Logo and Identity for Coffee Meets Bagel by Lobster Phone

Tue, 01/08/2019 - 17:51
(Est. 2012) "Coffee Meets Bagel (CMB) is a dating app that connects community members with people who inspire them, who spark their heart. And unlike other dating apps, our smart algorithm curates only quality matches, so singles can spend less time swiping. Community members can “The Heart of the Matter” New Logo and Identity for Coffee Meets Bagel by Lobster Phone

(Est. 2012) "Coffee Meets Bagel (CMB) is a dating app that connects community members with people who inspire them, who spark their heart. And unlike other dating apps, our smart algorithm curates only quality matches, so singles can spend less time swiping. Community members can get to know their matches with our in-depth profiles, and then use our Icebreakers to start a meaningful chat (bagel stickers, included). They can also access special features like Activity Reports and Read Receipts, which help members focus on active matches who matter most. But underneath our pioneering features, handsome app, and bagel puns, we're aiming for a greater goal: to get to the heart of meaningful connections. And because we continue to refine with that original goal in mind, Coffee Meets Bagel has made more than 50,000,000 matches and thousands of lasting relationships globally."

Design by
Lobster Phone (San Francisco, CA)

Related links
Lobster Phone project page
Coffee Meets Bagel blog post

Relevant quote
The old wordmark was much too wide for mobile, and in its entirety, is quite the mouthful. CMB is accessible, more mature, and fits better on the screen. The new logo icon uses ‘CMB’ to signify connection, but in an honest way. The ‘C’ and ‘B’ are two distinct, individual pieces, with the opportunity to join each other by the ‘M’ heart. It leaves space for the unknown, but provides comfort with its pillow-like curves and its subtle radius. The custom wordmark gives us the full name, but in a tighter, more elegant display. It’s close kerning and nearly pure geometric forms closely draw from the icon, using the ligatures of ‘ff’ and ‘ts’ to create small moments of connection. The new logo adds flexibility and legibility, without losing the cuteness and coziness of its predecessor.

Unlike the show-off-iness of other mainstream dating apps, CMB embraces subtlety. The blue we use is still bolder than the original design, but cooler than the hot reds and pinks of competitors. It feels classic, almost what you’d expect a dating company that’s survived for decades to look like today. Simple and straightforward – the way dating should feel.

Images (opinion after)

New Logo and Identity for Coffee Meets Bagel by Lobster Phone Logo. New Logo and Identity for Coffee Meets Bagel by Lobster Phone App icon, before and after. New Logo and Identity for Coffee Meets Bagel by Lobster Phone App icon. New Logo and Identity for Coffee Meets Bagel by Lobster Phone App screens. New Logo and Identity for Coffee Meets Bagel by Lobster Phone Social media posts. New Logo and Identity for Coffee Meets Bagel by Lobster Phone Sample layouts. New Logo and Identity for Coffee Meets Bagel by Lobster Phone Brand pattern. New Logo and Identity for Coffee Meets Bagel by Lobster Phone Swag.

Opinion
The old logo was bad, using a very unsightly font with terrible proportions and no consistency. The arrangement was also the least useful, creating an extremely long logo and the heart in between the “a” and the “g” looked like an accent in the wrong place. The new logo introduces a more useful monogram that can be more easily resized and repurposed. I wish the monogram had committed to either one of the two approaches apparent in its design: it should have either been drawn as a continuous looping line or as three distinctly separate elements. Right now, it’s caught between the two. The heart reading as an “M” is a stretch but I’m willing to go there. The wordmark is neither my cup of coffee nor plate of bagel as it has an odd vintage aesthetic with the high ascenders and uppercase with a low x-height that’s somewhat awkward. The pattern is kind of interesting… would be nice to see that pushed a little further or integrated better with the logo. Overall, it’s an improvement and I like how it feels soft and friendly as a nice antidote to the bravado of Tinder.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/FrdklQN1bqc/new_logo_and_identity_for_coffee_meets_bagel_by_lobster_phone.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_coffee_meets_bagel_by_lobster_phone.php Tue, 08 Jan 2019 05:43:23 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_coffee_meets_bagel_by_lobster_phone.php
Categories: News

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