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Updated: 46 min 57 sec ago

Noted: New Logo for Zillow

Wed, 04/03/2019 - 15:50
(Est. 2006) "Zillow is the leading real estate and rental marketplace dedicated to empowering consumers with data, inspiration and knowledge around the place they call home, and connecting them with great real estate professionals. In addition, Zillow operates an industry-leading economics and analytics bureau led “On the Downlow” New Logo for Zillow

(Est. 2006) "Zillow is the leading real estate and rental marketplace dedicated to empowering consumers with data, inspiration and knowledge around the place they call home, and connecting them with great real estate professionals. In addition, Zillow operates an industry-leading economics and analytics bureau led by Zillow Group's Chief Economist Dr. Svenja Gudell. Dr. Gudell and her team of economists, data analysts, applied scientists and engineers produce extensive housing data and research covering more than 450 markets at Zillow Real Estate Research. Zillow also sponsors the quarterly Zillow Home Price Expectations Survey, which asks more than 100 leading economists, real estate experts and investment and market strategists to predict the path of the Zillow Home Value Index over the next five years. Launched in 2006, Zillow is owned and operated by Zillow Group, Inc. (NASDAQ:Z and ZG), and headquartered in Seattle."

Design by
N/A

Related links
Zillow press release

Relevant quote
The new Zillow logo was inspired by a signature, which is the culmination of every successful home transaction. The fluid movement in the mark connotes ease, transparency, and empowerment, which represent Zillow’s role in the lives of consumers. Our photography and illustrations draw from the new logo to convey our heritage, while leveraging simple shapes, clean lines, a secondary color palette and modern stylistics that add a sense of warmth and whimsy.

Images (opinion after)

New Logo for Zillow Logo. New Logo for Zillow Illustration style. New Logo for Zillow Online presence. TV spot. Logo animation at the end.

Opinion
For some reason I vividly remember seeing the Zillow website for the first time — which had this version of the old logo — and thinking, "Man, this does not look trustworthy". The crazy Z-house icon was just too weird and the name was (and still is) questionable. Nonetheless, 13 years later and Zillow is one of the most well-known home listing sites. The new logo is only a visual re-execution and it’s really well done. Both the icon and wordmark are highly improved. I like the straightening of the home holding shape and the new interpretation of the “z” as a signature, effectively looking like both. The wordmark isn’t revolutionary but it’s crisp, nicely spaced, and well-sized in relationship to the icon. The new logo is so much more pleasant. The illustrations are weird — they can’t decide if they are flat or textured and the mix isn’t quite working. The new website looks like a hundred other websites but it’s fine. Overall, there is a nice maturation to the brand.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/09h2F3yWEug/new_logo_for_zillow.php https://www.underconsideration.com/brandnew/archives/new_logo_for_zillow.php Wed, 03 Apr 2019 05:58:10 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_zillow.php
Categories: News

Reviewed: New Logo and Identity for Vrbo by FÖDA

Wed, 04/03/2019 - 15:50
Established in 1995 as VRBO, which stands for Vacation Rentals By Owner, is exactly what the unpacked acronym says. It is basically an internet OG and the precursor to the now more popular Airbnb. Purchased by Homeaway -- a vacation rental marketplace -- in 2006 “And Ver-boh was its Name-oh” New Logo and Identity for Vrbo by FÖDA

Established in 1995 as VRBO, which stands for Vacation Rentals By Owner, is exactly what the unpacked acronym says. It is basically an internet OG and the precursor to the now more popular Airbnb. Purchased by Homeaway -- a vacation rental marketplace -- in 2006 which in turn was acquired by Expedia in 2015, VRBO has more than two million rental listings in 190 countries. Last week, VRBO announced it would switch its name from being pronounced "V. R. B. O." spelled out to "Ver-boh" and changed its written form to Vrbo, along with a new logo and identity designed by Austin, TX-based FÖDA.

The Vrbo rebrand is both baton pass and design sprint. Brought on board by the VP of Design, our task was to learn from their internal strategy work, process the research of outside consultants, reposition the brand visually and phonetically, support the internal design team by developing a definitive aesthetic for the rebrand...and do it in 8 weeks?FÖDA project page New Logo and Identity for Vrbo by FÖDA Logo, single color. We searched for a singular iconic reference to vacation. This was challenging given the different ways we get to our vacations, the variety of destinations we visit, and the breadth of activities we engage in. We were delighted to discover a pattern in our research that has been prevalent in vacations and travel for decades. Stripes! We found stripes in the clothing we wear on vacation, from board shorts to ski clothes to the classic French breton. Stripes in the destinations we visit, from umbrellas on the beach to log cabins in the mountains. And stripes in the natural landscapes we visit, from geological striations to the crest of a breaking wave.Jeff Williams, HomeAway VP of Design New Logo and Identity for Vrbo by FÖDA Concentric line references. New Logo and Identity for Vrbo by FÖDA Logo, full color. Inspired by stripes, our new wordmark symbolizes everything we love about travel. The excitement of new adventures. The special feeling of time removed from the everyday. The pathways and lines of the wordmark symbolize different people coming together. The lines parallel then converge -- their paths often part, but eventually find their way back to one another.Jeff Williams, HomeAway VP of Design Your browser does not support the video tag. Logo animation.

The old logo was sad with the saddest, least interesting wordmark possible. But considering that at some point it looked like this it used to be worse. So, yes, there was no doubt this needed to evolve, especially in contrast to Airbnb's slick and on-point brand.

The new logo is as flamboyant as the old one was dull. It comes almost as a shock that it's the same company. Visually, I really like the new logo. More so in single color than full color and I can get on board with the concept behind it, even if it's a little bit of a stretch. The logo is a customized version of Commercial Type's Dala Prisma Fat Italic, which is a lovely font. My main concern with a logo like this is how well it reduces online and, at least at the size they have it on their website, it holds up -- any smaller and you start getting that vibrating effect of thin lines running into each other. On the website you can also see a favicon in action and I think a solid version of the full logo would look fairly nice too for small applications.

New Logo and Identity for Vrbo by FÖDA Monogram. New Logo and Identity for Vrbo by FÖDA Monogram, with tiny text. New Logo and Identity for Vrbo by FÖDA Monogram for social media avatars.

The monogram on its own is okay but can feel a little desolate... the wide open space on the bottom right when it becomes a social media avatar feels too empty but those are the consequences of living la vida italic.

Your browser does not support the video tag. Monogram animation (for Instagram Stories). The broad color palette represents the vibrant colors we associate with vacation -- the brilliant blues of the ocean and the sky, the glowing orange of a sunset, and the peaceful greens of the wilderness. We are also excited about adapting our logo to alternative color treatments, which allows us to represent and celebrate different people, countries or causes.Jeff Williams, HomeAway VP of Design New Logo and Identity for Vrbo by FÖDA Color palette. We wanted to be bold and take risks with our new brand. Vacations are filled with experiences that are exciting, adventurous and often unexpected. Now, our brand embodies the fun, lively spirit of traveling with family and friends, which has been core to our business all along.Jeff Williams, HomeAway VP of Design New Logo and Identity for Vrbo by FÖDA Color options for the logo.

The color palette is interesting... I don't think the orange and green really go with the blues but it certainly breaks with conventions.

New Logo and Identity for Vrbo by FÖDA Typography. New Logo and Identity for Vrbo by FÖDA Sample promo. New Logo and Identity for Vrbo by FÖDA Online presence.

Not much in terms of application and the few samples of typographic use are questionable if they are even applications, with such tiny untreated text, typeset in light weights of Freight Sans. The last quote mentions being bold and taking risks with the new brand which, yeah, is not apparent yet. Although the ad below begs to differ.

TV spot.

Overall, this is a pretty huge redesign in terms of how dramatic the change is, going from basically nothing to something with a lot of personality and exuberance and, at least when it comes to logos, it's the anti Airbnb.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/sp53UrmwKLs/new_logo_and_identity_for_vrbo_by_foda.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_vrbo_by_foda.php Wed, 03 Apr 2019 04:54:39 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_vrbo_by_foda.php
Categories: News

Announced: ToteCon T-shirts (for Real!)

Tue, 04/02/2019 - 21:50
I have no idea if we are going to sell one or one hundred but given the warm and joyful reception our fake conference received, we figured we could at least immortalize it with some real t-shirts. T-shirts are Cotton Bureau quality with the dark “Pre-Order by April 9” ToteCon T-shirts (for Real!)

I have no idea if we are going to sell one or one hundred but given the warm and joyful reception our fake conference received, we figured we could at least immortalize it with some real t-shirts.

T-shirts are Cotton Bureau quality with the dark green ToteCon logo available on tri-blend green, cotton green, heather gray, and white.

Pre-order now!

Pre-orders will end Tuesday, April 9, 2019 at 8:00 PM Central.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/Ys0ihSk-4wo/totecon_t_shirts.php https://www.underconsideration.com/brandnew/archives/totecon_t_shirts.php Tue, 02 Apr 2019 13:27:27 -0600 https://www.underconsideration.com/brandnew/archives/totecon_t_shirts.php
Categories: News

Spotted: New Name and Logo for Garrett - Advancing Motion

Tue, 04/02/2019 - 21:50
New Name and Logo for Garrett - Advancing Motion 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/tsdmAGC0wbk/new_name_and_logo_for_garrett_advancing_motion.php https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_garrett_advancing_motion.php Tue, 02 Apr 2019 12:35:29 -0600 https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_garrett_advancing_motion.php
Categories: News

Spotted: New Name and Logo for Wunderman Thompson

Tue, 04/02/2019 - 21:50
New Name and Logo for Wunderman Thompson 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/BICGs6Letog/new_name_and_logo_for_wunderman_thompson.php https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_wunderman_thompson.php Tue, 02 Apr 2019 12:23:10 -0600 https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_wunderman_thompson.php
Categories: News

Linked: Variable Brand Typography

Tue, 04/02/2019 - 15:50
Rio de Janeiro-based Plau wonders if brands can adopt a "Variable Brand Voice" through typography that changes and adapts to different needs but maintains consistency. Variable Brand Typography Visit Link Rio de Janeiro-based Plau wonders if brands can adopt a "Variable Brand Voice" through typography that changes and adapts to different needs but maintains consistency. http://feedproxy.google.com/~r/ucllc/brandnew/~3/ZA-sDPVjnw0/variable_brand_typography.php https://www.underconsideration.com/brandnew/archives/variable_brand_typography.php Tue, 02 Apr 2019 06:17:16 -0600 https://www.underconsideration.com/brandnew/archives/variable_brand_typography.php
Categories: News

Noted: New Logo for Western Union

Tue, 04/02/2019 - 15:50
(Est. 1851) "The Western Union Company is a global leader in cross-border, cross-currency money movement. Our omnichannel platform connects the digital and physical worlds and makes it possible for consumers and businesses to send and receive money and make payments with speed, ease, and reliability. “Slash Slash” New Logo for Western Union

(Est. 1851) "The Western Union Company is a global leader in cross-border, cross-currency money movement. Our omnichannel platform connects the digital and physical worlds and makes it possible for consumers and businesses to send and receive money and make payments with speed, ease, and reliability. As of December 31, 2018, our network included over 550,000 retail agent locations offering Western Union, Vigo or Orlandi Valuta branded services in more than 200 countries and territories, with the capability to send money to billions of accounts. Additionally, westernunion.com, our fastest growing channel in 2018, is available in more than 60 countries, plus additional territories, to move money around the world. In 2018, we moved over $300 billion in principal in nearly 130 currencies and processed 34 transactions every second across all our services. With our global reach, Western Union moves money for better, connecting family, friends and businesses to enable financial inclusion and support economic growth."

Design by
N/A

Related links
2013 Brand New Noted post

Images (opinion after)

New Logo for Western Union Logo. New Logo for Western Union Monogram, before and after. New Logo for Western Union Monogram. A couple of TV spots.

Opinion
No information on this one but it’s a big change given that it’s the first since for a while that Western Union has dropped the extra bold, loosely letter-spaced uppercase wordmark that’s so easily recognizable. In the last redesign, in 2013, they introduced a “WU” monogram that is now taking on a more important role (because avatars). The old monogram was a little clunky with how it dealt with the intersection of the letters and had it not been for the thin black line between them it could have been interesting on its own and it matched decently with the old wordmark. The new monogram deals differently with the intersection of the “W” and “U” and it’s fine. Bland but fine. The wordmark is a mystery though: why they did they have to do what they did to the “s” and tittle of the “i”? Uncalled-for customization. It’s not terrible-horrible but certainly not enjoyable. I’m still mostly surprised they dropped the huge block letters as it made them stand out, especially in the smaller towns where they operate. The illustrated TV spots are quite nice, so well done on that.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/ORV4V8oOXrI/new_logo_for_western_union.php https://www.underconsideration.com/brandnew/archives/new_logo_for_western_union.php Tue, 02 Apr 2019 05:55:42 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_western_union.php
Categories: News

Reviewed: New Logo and Identity for Staples

Tue, 04/02/2019 - 12:50
Established in 1986, Staples is an office supply retailing corporation with more than 1,500 stores in North America. Aside from its consumer retail operation, Staples works directly with companies through dedicated account teams to fulfill their office needs -- something they have been building on “A Seat at the Staple” New Logo and Identity for Staples

Established in 1986, Staples is an office supply retailing corporation with more than 1,500 stores in North America. Aside from its consumer retail operation, Staples works directly with companies through dedicated account teams to fulfill their office needs -- something they have been building on more strongly since 2017 when private equity firm Sycamore Partners bought the company. Over the weekend, at its 2019 Sales Conference, Staples introduced a new identity. No design credit given.

New Logo and Identity for Staples Logo. Your browser does not support the video tag. Logo animation, sort of.

I have always liked the idea behind the Staples logo, of turning the "L" into a bent staple; the execution is harsh and too Helvetica-y for my taste but it worked. It looks old now, though, maybe more so by its association to the struggling concept of brick-and-mortar retailers. The new logo takes the old staple, opens it up, and turns into a table, or at least that's my interpretation based on the chair graphic used in multiple other places. It's not... bad. It's not great either but it gives them an icon to work with, something they didn't have before. I find the logo more endearing if I think about it as a giant staple, which sometimes it still looks as such as long as there isn't a chair behind it. The wordmark is decent, with a wider structure than the default geometric sans and relatively eccentric spur on the "a". Combined, they make for a really wide logo but, again, it's not bad.

New Logo and Identity for Staples U.S. and Canada versions.

There is no real reason to bring up to Staples Canada except that I want to because I find this so troubling. They are separate companies in separate countries but us and Canada are pretty close to each other that we sometimes go into the other's territory and it's just so weird to see the same company name executed in similar but different ways. Before each country's Staples redesign at least they shared the same logo. I doubt customers in either country will be confused by this but it's the kind of thing that jolts me awake at night from a nightmare, drenched in sweat, screaming "STAPLES HAS TWO LOGOS". But I digress.

Capabilities video. Your browser does not support the video tag. Brand video.

Per the videos above and some of the stuff below, you can see that Staples is really making an effort to be well designed and infuse their brand with a little more slickness while trying to elevate the status of their icon. I won't lie, I do not hate the above gentleman's swag -- I'm actually thinking, "Not bad", and nodding.

New Logo and Identity for Staples "The Loop" product catalog cover. New Logo and Identity for Staples TRU RED logo.

As part of the reboot, Staples is introducing its own brand of select products, TRU RED, and, once more, they are not bad. The website presenting the products is fairly ambitious and the branding on the products looks pretty convincing. New Logo and Identity for Staples TRU RED products. New Logo and Identity for Staples 2019 Sales Conference. (Source) New Logo and Identity for Staples 2019 Sales Conference. (Source) New Logo and Identity for Staples 2019 Sales Conference. (Source) New Logo and Identity for Staples 2019 Sales Conference. (Source) New Logo and Identity for Staples 2019 Sales Conference. (Source)

The 2019 Sales Conference apparently was a blast -- check the #worklifesolutions tag on Instagram and LinkedIn -- and it gave Staples plenty of opportunity to show off they new brand and products, which, yet again, didn't look bad at all. I guess by now you can deduct that I was expecting this to all look bad -- I should have just titled this review "Not bad". I'm pleasantly surprised how well things look. It's all, like, one round shy of being really good but it's definitely not bombing -- for the most part. The video below is a reminder that large corporations have a really bizarre understanding of what "cool" is.

Logo reveal video at the 2019 Sales Conference. Corporations just can't help themselves, can they?

Nonetheless, and one instance aside, this is a fairly decent update and one that was needed -- we may all have nostalgia for the old logo but if you walk into any Staples everything looks like nostalgia. Old and out of date. This will help infuse their brand, and likely their stores, with a relatively fresh coat of paint. As with the Best Buy redesign, I question how effective it is to redesign with so many stores having a sign outside that will take years and thousands of dollars to replace. Still, with Staples placing more emphasis on its B2B operation, the redesign will have its biggest impact there.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/W2q-BQkWFG8/new_logo_and_identity_for_staples.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_staples.php Tue, 02 Apr 2019 04:46:20 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_staples.php
Categories: News

Announced: APRIL FOOLS -- ToteCon 2019: Tickets now Available

Tue, 04/02/2019 - 12:50
Update: Probably not to too many's surprise this was an April Fools. For anyone that "registered", the official reveal was after completing the registration process (without paying) at this page. Credit where credit is due: The idea for this April Fools joke is courtesy of “Early-bird ends June 28”  Tickets now Available

Update: Probably not to too many's surprise this was an April Fools. For anyone that "registered", the official reveal was after completing the registration process (without paying) at this page.

Credit where credit is due: The idea for this April Fools joke is courtesy of our friend Tom Cox. He suggested it at First Round in Atlanta where he was one of the speakers. We laughed then forgot about it. Last Monday, March 25, despite a hundred other things to do, was only when we decided to make the idea happen, coming up with the name, logo, speakers (who all agreed to participate), functioning website, and promo graphics. It has been about three years since we made a proper April Fools, so hopefully you enjoyed it.

-- -- -- -- 

We are excited to announce a new live event taking place on September 16, 2019, in New York: ToteCon, a one-day conference devoted to the ideation, design, and full-bleed rendering of tote bags for corporate and brand identity projects. 12 designers from around the world will share their best practices for designing effective and memorable tote bags.

Seating is limited to 605 at The Auditorium in The New School. Given the popularity of recent First Round events we do expect to sell out so get your tickets soon!

http://feedproxy.google.com/~r/ucllc/brandnew/~3/5Dxa8Q_E2bc/totecon_2019_tickets_now_available.php https://www.underconsideration.com/brandnew/archives/totecon_2019_tickets_now_available.php Mon, 01 Apr 2019 07:09:36 -0600 https://www.underconsideration.com/brandnew/archives/totecon_2019_tickets_now_available.php
Categories: News

Spotted: New Logo for Glendale, AZ, by Catapult Strategic Design

Mon, 04/01/2019 - 21:49
New Logo for Glendale, AZ, by Catapult Strategic 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/ueEi3UENE7w/new_logo_for_glendale_az_by_catapult_strategic_design.php https://www.underconsideration.com/brandnew/archives/new_logo_for_glendale_az_by_catapult_strategic_design.php Mon, 01 Apr 2019 11:54:28 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_glendale_az_by_catapult_strategic_design.php
Categories: News

Spotted: New Logo for Decolar by Saffron and REF+

Mon, 04/01/2019 - 21:49
New Logo for Decolar by Saffron and REF+ 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/hEQskOw_oMM/new_logo_for_decolar_by_saffron_and_ref.php https://www.underconsideration.com/brandnew/archives/new_logo_for_decolar_by_saffron_and_ref.php Mon, 01 Apr 2019 11:48:16 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_decolar_by_saffron_and_ref.php
Categories: News

Announced: ToteCon 2019: Tickets now Available

Mon, 04/01/2019 - 15:49
We are excited to announce a new live event taking place on September 16, 2019, in New York: ToteCon, a one-day conference devoted to the ideation, design, and full-bleed rendering of tote bags for corporate and brand identity projects. 12 designers from around the world “Early-bird ends June 28”  Tickets now Available

We are excited to announce a new live event taking place on September 16, 2019, in New York: ToteCon, a one-day conference devoted to the ideation, design, and full-bleed rendering of tote bags for corporate and brand identity projects. 12 designers from around the world will share their best practices for designing effective and memorable tote bags.

Seating is limited to 605 at The Auditorium in The New School. Given the popularity of recent First Round events we do expect to sell out so get your tickets soon!

http://feedproxy.google.com/~r/ucllc/brandnew/~3/5Dxa8Q_E2bc/totecon_2019_tickets_now_available.php https://www.underconsideration.com/brandnew/archives/totecon_2019_tickets_now_available.php Mon, 01 Apr 2019 07:09:36 -0600 https://www.underconsideration.com/brandnew/archives/totecon_2019_tickets_now_available.php
Categories: News

Linked: Winter is Coming to MLB

Mon, 04/01/2019 - 15:49
Forever Collectibles has a new range of licensed Game of Thrones bobbleheads customized for each MLB team. Winter is Coming to MLB Visit Link Forever Collectibles has a new range of licensed Game of Thrones bobbleheads customized for each MLB team. http://feedproxy.google.com/~r/ucllc/brandnew/~3/DvGU3CyZBME/winter_is_coming_to_mlb.php https://www.underconsideration.com/brandnew/archives/winter_is_coming_to_mlb.php Mon, 01 Apr 2019 06:12:30 -0600 https://www.underconsideration.com/brandnew/archives/winter_is_coming_to_mlb.php
Categories: News

Noted: New Country Brand for Paraguay by Alejandro Rebull

Mon, 04/01/2019 - 15:49
"Paraguay is a country of remarkable contrasts: it's rustic and sophisticated; it's extremely poor and obscenely wealthy; it boasts exotic natural reserves and massive human-made dams; it is a place where horses and carts pull up alongside Mercedes-Benz vehicles, artisans' workshops abut glitzy shopping centers, “Watered-down” New Country Brand for Paraguay by Alejandro Rebull

"Paraguay is a country of remarkable contrasts: it's rustic and sophisticated; it's extremely poor and obscenely wealthy; it boasts exotic natural reserves and massive human-made dams; it is a place where horses and carts pull up alongside Mercedes-Benz vehicles, artisans' workshops abut glitzy shopping centers, and Jesuit ruins in rural villages lie just a few kilometers from sophisticated colonial towns. The steamy subtropical Atlantic Forest of the east is a stark contrast to the dry, spiny wilderness of the Chaco, the location of the isolated Mennonite colonies." (Lonely Planet)

Note: This is a "country brand", it's not tourism, it's to represent the country as a whole.

Design by
Alejandro Rebull (Asuncion, Paraguay)

Related links
Contest home page
2017 Brand New Review

Images (opinion after)

New Country Brand for Paraguay by Alejandro Rebull Logo. New Country Brand for Paraguay by Alejandro Rebull "Paraguay is Y". New Country Brand for Paraguay by Alejandro Rebull Different etymologies of what Paraguay means, all revolving around "Y", which means water in Guarani. New Country Brand for Paraguay by Alejandro Rebull Logo development, based on the shape of Paraguay on the map. New Country Brand for Paraguay by Alejandro Rebull New Country Brand for Paraguay by Alejandro Rebull Logo variations. New Country Brand for Paraguay by Alejandro Rebull Colors. New Country Brand for Paraguay by Alejandro Rebull Pencils. New Country Brand for Paraguay by Alejandro Rebull Livery. New Country Brand for Paraguay by Alejandro Rebull How it compares to other South and Central America country brands. Logo presentation (in Spanish).

Opinion
I really disliked the old logo, not so much the icon, which was generic and fine, but the wordmark which had a horrible geometric approach. Despite my personal distaste for it, it was peculiar enough that I do think it could have lasted for a long time and I’m really surprised they are giving up on it so quickly. The new logo has an interesting concept in using a “Y” as the representation for the country: It means water in Guarani, one of the official languages of Paraguay, and since the country’s name ends in that letter, it also has a certain mnemonic effect. The problem is the execution, with a rather awkward holding shape and not a very elegant “y” counter shape. It’s simple, I’ll give it that, but it’s not entirely pleasant to look at. The wordmark, which I’m guessing is a font — that I wouldn’t buy — has that annoying effect of half round half angled parts. The applications, which is understandable they are not fully fledged yet, are not very inspiring nor givers of hope that this could eventually be a good identity. The most interesting part about this project is the comparison to other country brands in South and Central America — they are, um, colorful. Oh, and yeah, this was a contest so… indignity and all that.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/zzSCcwTAB8s/new_country_brand_for_paraguay_by_alejandro_rebull.php https://www.underconsideration.com/brandnew/archives/new_country_brand_for_paraguay_by_alejandro_rebull.php Mon, 01 Apr 2019 05:59:29 -0600 https://www.underconsideration.com/brandnew/archives/new_country_brand_for_paraguay_by_alejandro_rebull.php
Categories: News

Reviewed: New Logo and Identity for Röhsska by Aoki

Mon, 04/01/2019 - 12:49
Established in 1916, Röhsska is a museum in Gothenburg, Sweden, dedicated to historic and contemporary design and craft. Its collection of 50,000 artifacts covers glass, ceramics, textiles, ribbons, fashion, furniture, and products, primarily from Sweden but also from other parts of Europe, Japan, and China. “Öh nö they didn’t” New Logo and Identity for Röhsska by Aoki

Established in 1916, Röhsska is a museum in Gothenburg, Sweden, dedicated to historic and contemporary design and craft. Its collection of 50,000 artifacts covers glass, ceramics, textiles, ribbons, fashion, furniture, and products, primarily from Sweden but also from other parts of Europe, Japan, and China. After two years of being closed for restructuring and renovations, Röhsska reopened in February and introduced a new identity designed by local firm Aoki.

When Aoki started work on the new identity, we wanted to challenge the picture of what good design is and who is entitled to interpretation preference. Our client wanted to keep the old symbol for the museum, namely the Ö. Aoki saw a problem with having taken too much space and thereby competing out the very name Röhsska.Aoki project page New Logo and Identity for Röhsska by Aoki Icon. For decades, Ö: has been a symbol of the Röhsska Museum which many people recognize. In the new graphic concept, Ö: pushes the boundaries and takes place in their time. […] The letter is pressed together and stretched depending on how much space is available. It defies the calculated harmony and proportions of the golden ratio, while being related to a strict framework. In other words: Ö: It relates to the golden section in the same way that design relates to its complex and changing environment.Röhsska brand page (Google-translated) New Logo and Identity for Röhsska by Aoki Icon variations. Previously, Ö: et has played a central role as a logo for the museum and has taken a large place in the graphic profile. It is a strong graphic symbol that has now been clarified with a new word picture - Röhsska - which is designed on the basis of the Ö's forms and a payoff that blows away any conceivable doubts about what activities it is: Museum of Design and Craft. The point is so clear that even the one who does not know the museum before will understand what activity it is about.Röhsska brand page (Google-translated) New Logo and Identity for Röhsska by Aoki Wordmark. New Logo and Identity for Röhsska by Aoki One of many icon and wordmark compositions.

I'm not sure when the "Ö" icon was first introduced but it's quite bold for the museum to have gone any number of years with just the icon and no wordmark. And not just any icon but one that is extremely minimal. It's even bolder for the museum to do what it's doing now, which is squeezing and stretching the icon in extreme ways and given that the icon is made of three circles, some of the resulting ellipses can be downright ugly, especially in the "O" part as its thickness changes at each axis. Yet, the concept is interesting and daring and, when paired with the new straight-faced wordmark, it becomes more viable with the support of something that spells out the name of the organization. The addition of "Museum of Design and Craft" then makes it clearer that the deformation is playfully on purpose.

New Logo and Identity for Röhsska by Aoki Identity elements. When choosing colors, Aoki has been inspired by the museum's old invitation card from the 50s and 60s, where the color of the paper has changed differently over time. For many years, the invitation cards looked the same, but over time, the original colors have got different shades. In the same way, the Röhsska Museum is constantly changing when history and contemporary are linked together.Röhsska brand page (Google-translated) New Logo and Identity for Röhsska by Aoki Color palette. New Logo and Identity for Röhsska by Aoki Old museum invitations whose color has shifted over the years, serving as inspiration for the color palette.

I love the inspiration for the color palette which is a great nod to the aging nature of museum artifacts, while aptly avoiding trendy colors.

Identity introduction. New Logo and Identity for Röhsska by Aoki Business cards. New Logo and Identity for Röhsska by Aoki Letterhead. New Logo and Identity for Röhsska by Aoki Tote.

In application, the identity uses a visible grid to organize information and help clarify the borders within which the icon contorts. In digital renders as above, it looks great, but once the realities of trimming, bleeds, and shifting on press occur, it might yield some unfortunate results as the icon gets cropped on the outer edges.

New Logo and Identity for Röhsska by Aoki Icon set. New Logo and Identity for Röhsska by Aoki Wayfinding. New Logo and Identity for Röhsska by Aoki New Logo and Identity for Röhsska by Aoki Banners.

Overall, I find this to be a great graphic exercise and very appropriate for a European design/craft museum -- I don't think many other museums could pull off something like this. I'm not sure if the message of "Design is for everyone" comes across through the identity but I do feel like, in a way, it does challenge the preconceptions of what good design or art is by presenting it through a relatively uncomfortable identity that may have some people be all like : O

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