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Reviewed: New Logo and Identity for Kroger by DDB

Thu, 11/07/2019 - 15:03
Established in 1883 in Cincinnati, OH, where the company is still headquartered, Kroger is not only the largest grocery store retailer in the United States but with almost 2,800 stores in 35 states and annual sales of more than $121.1 billion it makes it one “The OG of Weird Logos” New Logo and Identity for Kroger by DDB

Established in 1883 in Cincinnati, OH, where the company is still headquartered, Kroger is not only the largest grocery store retailer in the United States but with almost 2,800 stores in 35 states and annual sales of more than $121.1 billion it makes it one of the largest in the world. Employing nearly 500,000 people, it serves 11 million customers each day. Many of its stores feature fueling centers, health clinics, and pharmacies and it creates its own private label brand products across almost every category in 37 manufacturing plants across the U.S.. Kroger also does good, donating $192 million alone in 2018 to support hunger in its local communities, it diverts tons of waste from landfills, rescues produce and reduces waste, and is constantly making electricity usage improvements. Yesterday, Kroger introduced a new identity designed by DDB.

The contemporary evolution of the redesigned Kroger logo reflects the company's strong, food-rich heritage by retaining the shape and movement of the iconic "K" and "G" loved by generations of Kroger customers.

Fresh for Everyone is Kroger's brand ethos. The universal tagline is simple and designed to drive an instant understanding of the uniquely egalitarian American brand, underscored by Kroger's commitment and belief that everyone should have access to fresh, affordable and delicious food.Kroger brand page New Logo and Identity for Kroger by DDB Logo.

One of the most difficult aspects of having moved from Austin, TX, to Bloomington, IN, in 2017 was leaving behind HEB, Texas' amazing grocery store, and having to replace it with Kroger, which I (had) always thought of as outdated, dingy, and not... the best. At first, I really disliked going to Kroger -- rumor has it that our local store is THE largest Kroger in the U.S. -- but after getting used to its layout, quality private label brands, and crazy-ass discounts on crazy-ass random times, I have come to appreciate it. A lot. A huge part of my initial negative impression of Kroger was its logo, which had been around since the early 1960s and was an evolution of the same elongated "K" and "g" introduced in 1931. Every time I pull up to the store and see their big logo on the front, it makes me cringe but, as with most logos that have been around for an extremely long time, its recognizability factor is huge and those loops certainly stand out.

Although getting rid of Kroger's signature curves would have visually been the right thing to do -- because neither the "K" nor the "g" can naturally and convincingly expand and contort the way they do in the Kroger logo -- there simply was no way it would have been the right thing to do when it comes to the legacy of the brand. So, with that in mind, we move on to the execution: at first glance it's both not terrible AND terrible, which adds up to mediocre unfortunately. The rounder structure of the letters and their looser spacing do allow for better readability and a more relaxed-looking logo. Making the loops of the "K" and "g" be half circles feels very driven by someone's limited ability on Adobe Illustrator as opposed to being driven by someone's ability to customize letterforms expertly. The "g" now looks comical and the rounder "o" and "g" create a set of eyes for the smile of the "g" which is IHOP-ish in a bad way and the "K" is absolutely painful to look at. To be perfectly honest I do not know what is the best approach to solve this evolution -- my educated guess is that sticking to a more heavily condensed structure would have yielded a better result and trying to integrate the "o" with the loops could have created a unique ligature of some sort -- but this feels like the obvious, no-friction solution and, even if we accepted it as the right solution, the final drawing is not very good. I mean, again, it's fine but I feel like this deserved a really fantastic evolution done by someone with more talent and vision for what those letters could do together.

Lovable "Kroji" characters keeps Kroger fun and relatable.

Animation is Kroger's fresh creative medium to market, connect and differentiate. The Kroji (Kroger + emoji) animation features a loveable cast of characters to represent Kroger customers, associates and communities in an inclusive, relatable, optimistic and fun way.Kroger brand page New Logo and Identity for Kroger by DDB New Logo and Identity for Kroger by DDB "Krojis". TV spot.

In a completely separate universe from the logo and what feels like such an advertising-agency-thing-to-do, Kroger has introduced a new set of 3D characters as the new brand expression. I think they are kind of cute and the flexibility to create people of every gender, race, and age on demand is actually quite brilliant but it feels like a random solution for a grocery store and, somehow, like an antiquated creative approach to take. But maybe I'm wrong... I dunno. It's such an unexpected solution that I'm not completely sure how to take it.

New Logo and Identity for Kroger by DDB New Logo and Identity for Kroger by DDB Ads. New Logo and Identity for Kroger by DDB New Logo and Identity for Kroger by DDB In-store promos, exterior. New Logo and Identity for Kroger by DDB New Logo and Identity for Kroger by DDB New Logo and Identity for Kroger by DDB New Logo and Identity for Kroger by DDB In-store promos, large banners.

The in-store promos are the kind of approach I would expect from an ad agency, with too much focus on copywriting (flimsy copywriting at that in this case) and really bad layouts and graphic decisions. On the surface, and as visual noise to ignore as one shops, these might be fine but who in the world mixes a rounded sans serif with ITC Avant Garde Gothic -- which is its own weird antiquated choice for the tagline and the main brand typeface. But maybe I'm just being too judgy and preconceived about the abilities of ad agencies so I'm happy to take a self-prescribed chill pill.

New Logo and Identity for Kroger by DDB
New Logo and Identity for Kroger by DDB
New Logo and Identity for Kroger by DDB In-store promos, for shelves. New Logo and Identity for Kroger by DDB New Logo and Identity for Kroger by DDB In-store promos, produce section. New Logo and Identity for Kroger by DDB In-store promos, security exit wraps. New Logo and Identity for Kroger by DDB Tote bag. New Logo and Identity for Kroger by DDB Uniform. Blake FTW! New Logo and Identity for Kroger by DDB Receipt.

Overall, what this does well is extend the equity of the logo for another 20, 30, 40 years without messing with customers' expectations or in-store experience. Some people might notice the new logo, most will not and when you are operating at this volume it's better that most people just keep going on with business as usual. Do I personally wish this were better or more design-y or more memorable? Sure (and I do actually believe it would have been possible if working with the right branding or identity firm instead of an ad agency) but I also acknowledge this is a big, fat, cashable "fine" with little to no repercussions. At my most optimistic, I do hope this signals a wave of better presentation and in-store experience at Kroger which have a great infrastructure and they have some interesting innovations but everything is almost inevitably outshined by far too much messaging and signage in every conceivable graphic style.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/TGQ_c-0vyPM/new_logo_and_identity_for_kroger_by_ddb.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_kroger_by_ddb.php Thu, 07 Nov 2019 04:36:45 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_kroger_by_ddb.php
Categories: News

Spotted: New Logo for Go Rentals

Thu, 11/07/2019 - 15:03
New Logo for Go Rentals 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/lsysXybwrus/new_logo_for_go_rentals.php https://www.underconsideration.com/brandnew/archives/new_logo_for_go_rentals.php Wed, 06 Nov 2019 12:36:10 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_go_rentals.php
Categories: News

Spotted: New Logo for Currenxie by J.D. Reeves

Thu, 11/07/2019 - 15:03
New Logo for Currenxie by J.D. Reeves 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/uNB3mc3qPWM/new_logo_for_currenxie_by_jd_reeves.php https://www.underconsideration.com/brandnew/archives/new_logo_for_currenxie_by_jd_reeves.php Wed, 06 Nov 2019 12:28:51 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_currenxie_by_jd_reeves.php
Categories: News

Linked: Package Design of the Year

Thu, 11/07/2019 - 15:03
Burt Ward, who played Robin in the TV series Batman (1966-1968), now has a dog food brand, Gentle Giants, and its packaging is bananas. Package Design of the Year Visit Link Burt Ward, who played Robin in the TV series Batman (1966-1968), now has a dog food brand, Gentle Giants, and its packaging is bananas. http://feedproxy.google.com/~r/ucllc/brandnew/~3/clwPzVniFhs/package_design_of_the_year.php https://www.underconsideration.com/brandnew/archives/package_design_of_the_year.php Wed, 06 Nov 2019 05:48:13 -0600 https://www.underconsideration.com/brandnew/archives/package_design_of_the_year.php
Categories: News

Noted: New Logo for Microsoft Edge

Thu, 11/07/2019 - 15:03
(Est. 2015) "Microsoft Edge is a web browser developed by Microsoft. It was first released for Windows 10 and Xbox One in 2015, then for Android and iOS in 2017, and macOS in 2019. The market share for Edge remains low, with IE following in “Catch the Next Wave” New Logo for Microsoft Edge

(Est. 2015) "Microsoft Edge is a web browser developed by Microsoft. It was first released for Windows 10 and Xbox One in 2015, then for Android and iOS in 2017, and macOS in 2019. The market share for Edge remains low, with IE following in this trend. However, combining the market share of Edge and IE, Microsoft's browsers are third place in PC browser market share, Chrome being first and Firefox second. Edge has no presence in the mobile phone browser market, and while a version of IE called Internet Explorer Mobile existed, it was only released on Windows 8 and Windows Phone. On Microsoft consoles, Edge replaced IE as the dominant browser a few months after its release in 2015. Market share varies by region. On some days of the week, Edge takes second place with a 10.02% share in the US on PC, whereas for the full month it has an 8.61% share, ranking third after Firefox." (Wikipedia)

Design by
N/A

Related links
Microsoft blog post
2015 Brand New Noted post

Relevant quote
Today, we also introduced a new Microsoft Edge logo that is designed to capture the waves of innovation that we plan to bring to you.

Images (opinion after)

Your browser does not support the video tag. Before-to-after animation. New Logo for Microsoft Edge Same but on white. New Logo for Microsoft Edge Beta app icon. This is the sharpest resolution I could find -- I had to install Edge on my computer (the things I do for y'all!) and dig for the icon file in there -- but unfortunately the bottom is blocked.

Opinion
Sorry about the lower quality of the new logo images… normally I would wait a little until better images become available but too many tips received on this one to wait. Anyway… the old logo served as a bridge between Internet Explorer and Edge, keeping the recognizable orbit-“e” but in a more concise version. The idea was good but the execution was rather awkward with a very imbalanced monogram. The new logo now moves past the orbit and introduces the idea of a wave into an “e” which, in principle, is not a bad idea — a little trite but not bad — but unfortunately the execution turned out quite generic in the end and I think if they had hired a digital illustrator — imagine if Alex Trochut had been given this — this could have at least been visually exciting. Like, the evolution animation is more exciting than evolution itself and somehow the cool dimension and layering that happens there never made it to the icon. Overall, I guess this has a bland Microsoftness to it that’s to be expected.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/tXmCxNdfVKs/new_logo_for_microsoft_edge_1.php https://www.underconsideration.com/brandnew/archives/new_logo_for_microsoft_edge_1.php Wed, 06 Nov 2019 05:26:36 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_microsoft_edge_1.php
Categories: News

Reviewed: New Logo and Identity for DonorsChoose by Hyperakt

Thu, 11/07/2019 - 15:03
Established in 2000, DonorsChoose is a nonprofit organization in the United States that provides an online platform where teachers and school administrators can crowdfund specific requests for their classrooms -- which can range from buying materials like cozy classroom carpet or microscopes to funding experiences “I Choo-Choo-Choose You” New Logo and Identity for DonorsChoose by Hyperakt

Established in 2000, DonorsChoose is a nonprofit organization in the United States that provides an online platform where teachers and school administrators can crowdfund specific requests for their classrooms -- which can range from buying materials like cozy classroom carpet or microscopes to funding experiences like going to Carnegie Hall or entering a culinary competition -- and allows people to easily browse requests and donate. Since launching, more than 4 million people have contributed over $900 billion, fulfilling more than 1.5 million requests. Donations go straight to DonorsChoose who then purchase the request and ship it to the school and their transparency about how each dollar is spent has earned them a great status among charity watch publications. Yesterday, DonorsChoose introduced a new identity designed by Brooklyn, NY-based Hyperakt.

The main color is inspired by a simple classroom item -- the composition notebook page. The vertical magenta line is the guidance the teacher provides, the light blue lines is where student works get done. The intersection represents the connection between the two.Hyperakt project page New Logo and Identity for DonorsChoose by Hyperakt Primary colors source of inspiration, the composition notebook page. New Logo and Identity for DonorsChoose by Hyperakt Logo. New Logo and Identity for DonorsChoose by Hyperakt Color variations.

The old logo wasn't great -- it wasn't terrible either -- but it effectively signaled a quick association to schools and classrooms through the classic tablet classroom chair. Now that the organization is more well known it can afford a less descriptive logo and the new one capitalizes on the name recognition with a fun and extra bold wordmark where the two words that make up the name neatly stack on one another -- I'm not sure if it was intentional but I see a little kid in the "O H" combination. The logo has a great irreverence to it, mostly due to the "R", that I feel serves as a reminder that ultimately this organization benefits kids and that learning should be a joy. The "that blue" choice, in this case, is actually helpful, adding a burst of energy to not just the logo but their website in general and, to date, this project has the best rationalization for its choice.

We worked with Frere-Jones Type to develop a custom typeface that the primary logotype is set in. From there, the team developed a full-body display face that conveys a sense of playfulness yet holds its ground.Hyperakt project page New Logo and Identity for DonorsChoose by Hyperakt New Logo and Identity for DonorsChoose by Hyperakt New Logo and Identity for DonorsChoose by Hyperakt Custom typeface by Frere-Jones Type.

The logo is based on a great custom typeface by Frere-Jones Type that has such a great personality and is full of interesting quirks, like the "M", "Q", and extra exclamation-y "!". It's like Gill Sans Extra Bold but if Gill Sans Extra Bold were actually good.

No teacher or classroom should ever feel limited by geography, money, or a lack of imagination. The brand is made of infinite building blocks, not just evoking the classic educational tool, but showing that when teachers and DonorsChoose join together, students can learn, grow, create, and explore a world with boundless possibilities.Hyperakt project page Brand video. New Logo and Identity for DonorsChoose by Hyperakt New Logo and Identity for DonorsChoose by Hyperakt New Logo and Identity for DonorsChoose by Hyperakt Illustration style. New Logo and Identity for DonorsChoose by Hyperakt Icons.

The illustrations and icon perhaps take the easy way out of going with the minimal-fun, heavily geometric look but given the large amount of drawings they made and how they are used in heavy grids it does actually make sense to keep them simple and they work very well together whether in single-color stroke or full color fills... or in combination.

A large part of the DonorsChoose brand is supporting teachers in their efforts to fund classroom projects. Part of the product offering is making sure they are prepared to take the energy and excitement around their campaigns onto social media.

We created a digital toolkit where teachers can customize social assets to promote projects! Custom messaging and the ability to choose color & illustration are at the hands of the user wherever they are.Hyperakt project page New Logo and Identity for DonorsChoose by Hyperakt "Design Playground" where teachers can customize messages to share. You can try it yourself here. New Logo and Identity for DonorsChoose by Hyperakt A few samples from the Design Playground.

The applications are all neat, thanks to the grid approach of the icons, and colorful, thanks to, well, all the colors. The bus stop poster a couple images below is probably the best representation of what this identity can do, with a great, striking composition that mixes all the elements quite well but, in general, the kit of parts approach works very effectively to provide the organization different ways of using them.

New Logo and Identity for DonorsChoose by Hyperakt New Logo and Identity for DonorsChoose by Hyperakt New Logo and Identity for DonorsChoose by Hyperakt New Logo and Identity for DonorsChoose by Hyperakt New Logo and Identity for DonorsChoose by Hyperakt Various applications.

Overall, when I see this identity my main feeling is of joy and exuberance which hopefully is something that triggers more people to fund more projects and share in on that good feeling of helping kids learn and grow.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/Km0gD6lnsSE/new_logo_and_identity_for_donorschoose_by_hyperakt.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_donorschoose_by_hyperakt.php Wed, 06 Nov 2019 04:21:53 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_donorschoose_by_hyperakt.php
Categories: News

Spotted: New Logo for Ruby

Thu, 11/07/2019 - 15:03
New Logo for Ruby 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/K1nO8EtYK5g/new_logo_for_ruby.php https://www.underconsideration.com/brandnew/archives/new_logo_for_ruby.php Tue, 05 Nov 2019 12:51:09 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_ruby.php
Categories: News

Reviewed: New Logo and Identity for Project Management Institute by Superunion

Mon, 11/04/2019 - 14:59
Established in 1969, Project Management Institute (PMI) is a nonprofit professional organization for "those who consider project, program, or portfolio management their profession". Through advocacy, collaboration, education, and research PMI works to prepare more than three million professionals around the world -- with chapters in “Expectation Management” New Logo and Identity for Project Management Institute by Superunion

Established in 1969, Project Management Institute (PMI) is a nonprofit professional organization for "those who consider project, program, or portfolio management their profession". Through advocacy, collaboration, education, and research PMI works to prepare more than three million professionals around the world -- with chapters in more than 80 countries -- to work as project managers. The organization also issues professional certification, sets global standards, and conducts academic research. This year, as part of their 50th anniversary, PMI has introduced a new identity designed by Superunion.

New Logo and Identity for Project Management Institute by Superunion Samples of OLD identity. The Project Management Institute, a globally recognized professional organization for project management, recently celebrated its 50th Anniversary. As part of celebrating its past, PMI looked into its future, seeking to redefine their role--and by extension--an entire profession. Superunion helped them identify a new positioning for the future of work. Working together, we took their brand from focusing on project management to The Project Economy, a world in which people and organizations collaborate on projects to deliver value. For their visual identity, we created a language of symbols for The Project Economy to infuse it with meaning, and to represent what PMI stands for as they continue to lead the profession into the future.Superunion provided text New Logo and Identity for Project Management Institute by Superunion Logo. New Logo and Identity for Project Management Institute by Superunion Logo animation. New Logo and Identity for Project Management Institute by Superunion Logo on colors and imagery.

The old logo was rather painful to look at with its bland 1980s corporate identity traits like a globe, a condensed serif, and some funky negative space stuff in the acronym (which was sort of interesting and almost well resolved but the "P" killed it). The new logo is instantly more contemporary and the bits and pieces that make up the "PMI" bundle provide, to me at least, a sense of "management" in arranging things together neatly as if it were elements of a project. Visually, it's a slightly difficult thing to decode because the "P" is so literal in contrast to the "M" and "I" that are highly abstracted and the addition of the square which is just a bonus and isn't a letter. Certainly, with the full name next to the bundle, it's all clearly explained, with the "P" and the bolded "Project" standing out, allowing the orange bit to be decoded as an "M" and the blue bit as an "I" (not a movie ticket). The purple square remains a mystery but it also sets up its usage as a wildcard that can be replaced for different things (like the charming chapter identifiers below). It's a slightly odd logo but, in the end, I do think I like it and its ability to expand into sub-brands for the organization.

New Logo and Identity for Project Management Institute by Superunion Sub-brands. New Logo and Identity for Project Management Institute by Superunion Icons and their meanings. New Logo and Identity for Project Management Institute by Superunion Icon animations.

The additional icons do require subtitles to be understood but they are all believable interpretations and although they don't seem very consistent, they do share only a handful of elements -- circles and triangles inside a square -- to tie them all together and they are fun to look at when animated.

New Logo and Identity for Project Management Institute by Superunion Business cards. New Logo and Identity for Project Management Institute by Superunion Stationery. New Logo and Identity for Project Management Institute by Superunion Publication.

The applications make good use of the icons by deploying them one by one in large sizes as in the business cards or as gridded patterns in smaller sizes. On the latter I particularly like how they didn't fill the full grid but left squares open, which create more interesting layouts. The main typeface used, Pangram Pangram's Agrandir, is relatively unique and quirky.

New Logo and Identity for Project Management Institute by Superunion Cups. Weird flex, but ok, I'll give it a : ) for trying. New Logo and Identity for Project Management Institute by Superunion Signage, exterior. New Logo and Identity for Project Management Institute by Superunion Signage, interior. I would suggest not doing this thing with "PROJECT" like that. Uh-uh. New Logo and Identity for Project Management Institute by Superunion Furniture. But yes to this. New Logo and Identity for Project Management Institute by Superunion Hoodie. Brand video introducing "The Project Economy".

Overall, this has a welcome vibrancy and youthfulness that is a huge improvement over the old identity, which was weighing it down with its datedness, and in its puzzle-like aesthetic it visually clicks with the organizational nature of project managers.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/we11aqdyWWk/new_logo_and_identity_for_project_management_institute_by_superunion.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_project_management_institute_by_superunion.php Mon, 04 Nov 2019 04:36:10 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_project_management_institute_by_superunion.php
Categories: News

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