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Updated: 2 hours 14 min ago

Noted: New Logo and Identity for Cytomic by The Woork Co

Tue, 06/25/2019 - 16:52
(Est. 2019) "Cytomic is the business unit of Panda Security specialized in the largest enterprises, with the most advanced cybersecurity solutions and services: EDR, EPP, Threat Hunting, Investigation Service, Deep Learning and Behavior Certification for endpoints, processes and users. Thanks to Panda Security's 28 year “Connect the Lines” New Logo and Identity for Cytomic by The Woork Co

(Est. 2019) "Cytomic is the business unit of Panda Security specialized in the largest enterprises, with the most advanced cybersecurity solutions and services: EDR, EPP, Threat Hunting, Investigation Service, Deep Learning and Behavior Certification for endpoints, processes and users. Thanks to Panda Security's 28 year history in the market, Cytomic has the collective intelligence, certifications and geographical scope needed to respond to ambitious international projects. Cytomic seeks to respond to the market's current cybersecurity needs, and more specifically, to the most advanced needs of customers in the enterprise segment. In fact, it was created in response to the natural evolution of Panda Security's business strategy."

Design by
The Woork Co (Madrid, Spain)

Related links
The Woork Co project page

Relevant quote
When a naming transports you to a certain visual symbology, it is difficult to give a twist and jump ahead from the obvious brand visual resources but that was part of the challenge. Thanks to that deep knowledge, we are aware that Cytomic confronts cybersecurity as a systemic reality and their expertise resides in seeing the relation within events on processes, so we focused ourselves in the unions, not the events. In other words, links, not atoms.

We built a simple visual system based on those connections and we created a brand recall on the letter “o” on the logotype giving result to a bold yet simple symbol. The palette is dark on main colors and powerful and different on accents to achieve brand awareness within its category.

Images (opinion after)

New Logo and Identity for Cytomic by The Woork Co Logo. New Logo and Identity for Cytomic by The Woork Co Secondary icons and color palette. New Logo and Identity for Cytomic by The Woork Co Secondary icons animation between them. New Logo and Identity for Cytomic by The Woork Co Icon animation. New Logo and Identity for Cytomic by The Woork Co Typography. New Logo and Identity for Cytomic by The Woork Co Icon set. New Logo and Identity for Cytomic by The Woork Co Communication materials at an angle. New Logo and Identity for Cytomic by The Woork Co PowerPoint presentation slides. New Logo and Identity for Cytomic by The Woork Co Brochure covers. New Logo and Identity for Cytomic by The Woork Co Report covers. Brand and identity introduction.

Opinion
I really like the new logo and how the combination of the slightly cryptic, slightly end-of-the-world-y name with the techie/bitmap “O” gives the company a very distinct personality that fits very well within the notions of the cyber security industry. Execution-wise I love how the bitmap “O” extends beyond the baseline and cap height, how it uses the same thickness as the rest of the letters, and how well balanced its spacing is to not overpower the wordmark. The “O” then expands into a system of bitmap icons that connect neatly in animation and provide great graphic bursts in some of the applications, which are all quite nice, especially those annual report covers. Overall, I feel like this identity is way better than it needed to be — meaning that, being a sub-brand of a large brand for only one segment of its audience, it could have easily gotten a throwaway identity but instead it’s thoughtful and bold, elevating the product and making it more enticing to the enterprise customers it’s aiming to reach.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/16LkquqQdJI/new_logo_and_identity_for_cytomic_by_the_woork_co.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_cytomic_by_the_woork_co.php Tue, 25 Jun 2019 04:13:43 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_cytomic_by_the_woork_co.php
Categories: News

Reviewed: New Logo and Identity for MAIF by W&cie

Tue, 06/25/2019 - 16:52
Established in 1934, MAIF (Mutuelle d'Assurance des Instituteurs de France in French, "Mutual Insurance Institute of the Teachers of France" in English) is one of the largest insurance providers in France, offering coverage for automobile, life, and home as well as health insurance, counting with “Red Triangle is Red” New Logo and Identity for MAIF by W&cie

Established in 1934, MAIF (Mutuelle d'Assurance des Instituteurs de France in French, "Mutual Insurance Institute of the Teachers of France" in English) is one of the largest insurance providers in France, offering coverage for automobile, life, and home as well as health insurance, counting with approximately 3 million members. Recently, MAIF introduced a new identity designed by Boulogne-Billancourt, France-based W&cie.

"We had to reinvent the brand without betraying its exceptional heritage," explains Valentin Baumont, Director of Branding Creation at W. "We literally pivoted the brand, moving it into a new dimension: that of brands in motion. Its DNA: cooperative and militant within a powerful system that makes no concessions and has a strong sense of identity. The brand is now in synch with MAIF's ambitions."W&cie provided text Logo evolution. Your browser does not support the video tag. Before and after, animated. To convey MAIF's singularity as a model for a sustainable enterprise founded on immutable principles, an enterprise that is constantly reinventing itself and innovating, the W&cie has:

• Prominently featured the triangle, which reflects the commitment to MAIF's history and is an extremely distinctive symbol in the insurance sector.
• Modernized, simplified and refined the brand to reflect their confidence and the relevance of their current battles.
• Inclined the base, to express their agility and motion. The asymmetry illustrates their radicalness and difference.
• Extended the type beyond the sides of the triangle to reflect their openness to new publics and new opportunities.
• Conserved its luminous red color, which symbolizes MAIF's commitment and heritage.W&cie provided text New Logo and Identity for MAIF by W&cie Logo.

Over the decades, MAIF has had some trippy logos, especially towards the beginning, which sets up a precedent not just for the new logo but even the previous logo, with its jarring green and red color combination that, if you stare at it long enough, makes you queasy. Graphically it was okay; the flared sans was kind of interesting and the composition out of the ordinary. The new logo keeps the weirdness streak going with an angled triangle, which I dig, and a new wordmark, which I don't quite dig. It feels too corporate or possibly even like it belongs in the automotive industry and the composition feels literally like two separate things forced to coexist with each other. There is something good about the energy and tension of the triangle as it floats at an angle above the baseline but there is something unfinished about it.

Beyond its inclination, the brand and its vocabulary have been rethought in motion, for new uses and new media (digital, motion, film) in order to be a veritable media brand, a content publisher.W&cie provided text Your browser does not support the video tag. Logo animation. New Logo and Identity for MAIF by W&cie New Logo and Identity for MAIF by W&cie Icon animations.

The animation doesn't quite help the logo as it imbues motion into the triangle but the static wordmark weighs it down. I'm also not sure how a kinetic/frenetic triangle helps convey a sense of assurance from an insurance company. I like the part in the animation directly above when the triangles multiply and create a pattern but I think I only like it visually instead of liking for what it might add to the identity.

The typography was specially designed for MAIF. It was the result of a dual creative and technological approach. Creative, because inspired by the triangular form of the logo, and designed to order. Technological, because it was developed using a digital tool that makes it easier to read on all media.W&cie provided text New Logo and Identity for MAIF by W&cie New Logo and Identity for MAIF by W&cie New Logo and Identity for MAIF by W&cie New Logo and Identity for MAIF by W&cie Custom type family.

The custom typeface has its moments, especially in the lowercase but the uppercase feels, again, too corporate.

New Logo and Identity for MAIF by W&cie Guidelines. New Logo and Identity for MAIF by W&cie Woman with megaphone ¯\_(ツ)_/¯. New Logo and Identity for MAIF by W&cie New Logo and Identity for MAIF by W&cie Ads. New Logo and Identity for MAIF by W&cie Brochure. New Logo and Identity for MAIF by W&cie Helmets. New Logo and Identity for MAIF by W&cie Event sponsorship.

The applications feel half-finished at the moment, not just because they are renders but because everything seems to be missing one layer of information or one layer of meaning and communication or, more likely, one cohesive message. There is a dog, a skater, a women yelling into a microphone, and helmets. There is all uppercase type and all lowercase type. It's hard to figure out what this is all amounts to: is it supposed to be fun, young, and a little edgy? Or the opposite?

New Logo and Identity for MAIF by W&cie Sign.

The signs look good though. Here is a close-up of one installed and I think what I like about it is how the wordmark sticks out of the triangle and becomes visible, instead of disappearing into a white background.

Your browser does not support the video tag. Identity presentation.

Overall, this starts off with the correct premise of not being conforming and keeping the looseness of previous logos but it never quite commits to being one thing or another: is this for young people or old people? Families or corporations? Conservative or progressive customers? There is some potential here but the message and applications need to be fine-tuned.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/7vFCe1Cx6BM/new_logo_and_identity_for_maif_by_w_agency.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_maif_by_w_agency.php Tue, 25 Jun 2019 04:13:42 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_maif_by_w_agency.php
Categories: News

Spotted: New Logos for Choice Hotels Midscale Brands

Mon, 06/24/2019 - 19:52
New Logos for Choice Hotels Midscale Brands 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/~3/44LkWRw5PFM/new_logos_for_choice_hotels_midscale_brands.php https://www.underconsideration.com/brandnew/archives/new_logos_for_choice_hotels_midscale_brands.php Mon, 24 Jun 2019 04:13:46 -0600 https://www.underconsideration.com/brandnew/archives/new_logos_for_choice_hotels_midscale_brands.php
Categories: News

Spotted: New Logo for Fulbright Association

Mon, 06/24/2019 - 19:52
New Logo for Fulbright Association 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/tlxGg1ZkGG0/new_logo_for_fulbright_association.php https://www.underconsideration.com/brandnew/archives/new_logo_for_fulbright_association.php Mon, 24 Jun 2019 04:13:45 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_fulbright_association.php
Categories: News

Linked: Marriott Bonvoy in Motion

Mon, 06/24/2019 - 16:52
This didn't quite amount to a follow-up up post for the recent Marriott Bonvoy identity but the motion component of it by Trollbäck+Company is really good. Full case study at the link. [If you can not see a video here view this post on Brand New] Visit Link This didn't quite amount to a follow-up up post for the recent Marriott Bonvoy identity but the motion component of it by Trollbäck+Company is really good. Full case study at the link. http://feedproxy.google.com/~r/ucllc/brandnew/~3/yIVBfq4M6K8/marriott_bonvoy_in_motion.php https://www.underconsideration.com/brandnew/archives/marriott_bonvoy_in_motion.php Mon, 24 Jun 2019 04:13:44 -0600 https://www.underconsideration.com/brandnew/archives/marriott_bonvoy_in_motion.php
Categories: News

Noted: New Logo, Identity, and Livery for Chair by Branders

Mon, 06/24/2019 - 16:52
(Est. 2019, previously Germania Flug) "At Zurich Airport, Chair Airlines operates a fleet of three Airbus A319s, each with 150 Economy Class seats. The average age of the aircraft is 10 years. As a charter airline, we offer our passengers flight connections for beach holidays “Sitting in a Chair in the Sky” New Logo, Identity, and Livery for Chair by Branders

(Est. 2019, previously Germania Flug) "At Zurich Airport, Chair Airlines operates a fleet of three Airbus A319s, each with 150 Economy Class seats. The average age of the aircraft is 10 years. As a charter airline, we offer our passengers flight connections for beach holidays to hot water destinations and short city trips. We also build the bridge between Switzerland and the home of our passengers on special routes. Chair Airlines is also a reliable partner for special flights and ad-hoc charters, for example for sports clubs, special events or companies. At Chair Airlines, the focus is on people - our passengers, our more than 150 employees and our partners. Our experienced pilots and competent flight attendants on board as well as a highly qualified administration team on the ground ensure safe and smooth flight operations and do their utmost to make the flight experience as pleasant as possible for the passengers."

Design by
Branders (Zurich, Switzerland)

Related links
Branders project page

Relevant quote
The name Chair - the English term for “chair” - has been deliberately decided. The chair is emblematic of the seat in the plane, while the color separation of the red “ch” and the blue “air” in the logo alludes to the Swiss origin of the airline. With the name, we also bring the brand essence of the airline into focus: It is a young, uncomplicated and dynamic company, which maintains a happy, humorous and respectful and familiar with its partners, customers and employees and here and there once something cheeky appearance. This dynamic spirit is also felt and visible in the new appearance.

Chair’s font communicates with its round forms of closeness and modernity and is red as Switzerland and blue as the sky. The “i”, whose red dot establishes the connection to the Swiss logo "ch", becomes a super sign: a symbol of a relaxed passenger leaning back in the aircraft seat is a red dot and a blue line as the basis of a dynamic and flexible design system.

Images (opinion after)

New Logo, Identity, and Livery for Chair by Branders Logo. New Logo, Identity, and Livery for Chair by Branders Boarding passes. New Logo, Identity, and Livery for Chair by Branders New Logo, Identity, and Livery for Chair by Branders Ads. New Logo, Identity, and Livery for Chair by Branders Route sheet. New Logo, Identity, and Livery for Chair by Branders Safety card. New Logo, Identity, and Livery for Chair by Branders Flight attendant accessories. New Logo, Identity, and Livery for Chair by Branders Snack bag. New Logo, Identity, and Livery for Chair by Branders Cup. New Logo, Identity, and Livery for Chair by Branders Livery.

Opinion
There isn’t much of a point in delving too deep into the old logo as the Germania brand has disappeared but let’s assume that the opinion would not have been favorable in any way. The new airline brand kicks things off with a very unusual name, Chair. As in the English word for the things you sit on. For a Swiss brand it’s interesting that they opted for such an English name but the playfulness of the “ch” embedded in the name — CH is the country code (and top level domain for websites) of Switzerland, standing fo Confoederatio Helvetica — and highlighted in the logo is a fun payoff. I wish there was something more unique to the logo than what looks like either a boldened Lineto Brown or another lookalike. I mean, it’s fine and the “ch” properly stands out, but it somehow feels unfinished. One detail that isn’t fully evident in the application is that the “i” in the logo, used at an angle outside of it, is meant to be a person reclining on a seat — which in some of the applications it looks like it’s reclining on a La-Z-Boy and not a 3-degree-recline airplane seat. The bright blue and red combo look peppy on the generous use of white space and create a proper low-cost carrier vibe with a few nice details here and there, like the cups and livery that use an extra large cropped version of the “i” that becomes more of a set of abstract shapes. Overall… unexpected but good, in a quirky, charming way.

NB. I don’t usually explain the titles of the post but this one is a little more obscure: Louis CK on people complaining about flying.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/DghJSHWFB0w/new_logo_identity_and_livery_for_chair_by_branders.php https://www.underconsideration.com/brandnew/archives/new_logo_identity_and_livery_for_chair_by_branders.php Mon, 24 Jun 2019 04:13:43 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_identity_and_livery_for_chair_by_branders.php
Categories: News

Reviewed: New Logo and Identity for Sydney Film Festival by For the People

Mon, 06/24/2019 - 13:52
First celebrated in 1954, the Sydney Film Festival (SFF) is an annual competitive film festival that takes place over the course of 12 days in June in various venues across Sydney, Australia. Screening more than 200 films, SFF then selects 12 winning films representing "courageous, “Multiple Logo Festival” New Logo and Identity for Sydney Film Festival by For the People

First celebrated in 1954, the Sydney Film Festival (SFF) is an annual competitive film festival that takes place over the course of 12 days in June in various venues across Sydney, Australia. Screening more than 200 films, SFF then selects 12 winning films representing "courageous, audacious and cutting-edge" cinema. Recently completed, the 2019 edition of the festival featured a new identity designed by local firm For the People.

New Logo and Identity for Sydney Film Festival by For the People Primary logo. New Logo and Identity for Sydney Film Festival by For the People Primary logo animation.

The old logo was okay, with a sans serif featuring a glowing "D" that I'm guessing was meant to look like a bright screen inside a dark theater. The "D" was a strange letter to make the hero but it's the only fully fillable letter in the name. The new logo is another sans serif, Agrandir, which is slightly quirky and odd -- not so much in the specific characters that appear in the name but the rest of them, especially the lowercase are pretty interesting. In principle, there isn't much to the logo so if it leaves you wanting more, there are at least 30 other logos in this identity that might satisfy you.

New Logo and Identity for Sydney Film Festival by For the People Secondary logos, scattered. New Logo and Identity for Sydney Film Festival by For the People Secondary logos, neatly aligned. New Logo and Identity for Sydney Film Festival by For the People Secondary logos, organized by category. New Logo and Identity for Sydney Film Festival by For the People Secondary logos, some of them, in color blocks. New Logo and Identity for Sydney Film Festival by For the People Secondary logos, showcasing the color palette. New Logo and Identity for Sydney Film Festival by For the People Logo reel.

Referencing 1970s to 1990s film and TV production logos with a filter of those logos being played on Betamax and VHS tapes, the identity system uses a very wide range of totally gratuitous but totally awesome logos to promote and present the festival and all of its films. I love how they categorized the logos into buckets like "screen", "sound", "associations", and "miscellaneous", capturing all the different logos you would see in the opening credits and end titles of a movie. It's tempting to give an opinion on each logo but, honestly, y'all don't pay me enough... kidding. The point of the logos isn't their individual execution -- it helps that they are all pretty much on point -- but the overall effect they create: a weird, micro-universe where all aspects of a movie are handled by an SFF conglomerate. The animations are fantastic with their jagged and jumpy motion as if they had been done on the Scanimate.

New Logo and Identity for Sydney Film Festival by For the People Typography. New Logo and Identity for Sydney Film Festival by For the People Guidelines. New Logo and Identity for Sydney Film Festival by For the People New Logo and Identity for Sydney Film Festival by For the People Business cards. New Logo and Identity for Sydney Film Festival by For the People New Logo and Identity for Sydney Film Festival by For the People Festival guide. New Logo and Identity for Sydney Film Festival by For the People Many, many posters. New Logo and Identity for Sydney Film Festival by For the People More posters.

The applications are fairly straightforward in the sense that it's always a big logo at the top with the date, followed by type or a film frame, followed by secondary logos, followed by official sponsor logos, and done, all in a justified layout. They pack a punch though, with the bold color palette and density of elements.

New Logo and Identity for Sydney Film Festival by For the People New Logo and Identity for Sydney Film Festival by For the People Staff t-shirt. New Logo and Identity for Sydney Film Festival by For the People New Logo and Identity for Sydney Film Festival by For the People New Logo and Identity for Sydney Film Festival by For the People New Logo and Identity for Sydney Film Festival by For the People New Logo and Identity for Sydney Film Festival by For the People New Logo and Identity for Sydney Film Festival by For the People Ads.

The ads and other promotional items also display a wry sense of humor, sometimes delivered in a simple headline and sometimes in the style of "The following preview has been APPROVED by..." rating green screens. They are good but I wonder if the copywriting could have been pushed beyond some of the obvious jokes. Nonetheless, it all plays very well with the film-universe theme they have going on.

Festival promo. New Logo and Identity for Sydney Film Festival by For the People Tote.

Overall, this is a highly entertaining identity that fits a film festival quite well and has been executed with plenty of conviction and an evident sense of glee.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/fkg9HieerS4/new_logo_and_identity_for_sydney_film_festival_by_for_the_people.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_sydney_film_festival_by_for_the_people.php Mon, 24 Jun 2019 04:13:42 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_sydney_film_festival_by_for_the_people.php
Categories: News

Spotted: New Logo for Busuu by Confederation Studio and In-house

Fri, 06/21/2019 - 21:35
New Logo for Busuu by Confederation Studio and In-house 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/jFy7Dhyq7S4/new_logo_for_busuu.php https://www.underconsideration.com/brandnew/archives/new_logo_for_busuu.php Fri, 21 Jun 2019 12:00:23 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_busuu.php
Categories: News

Noted: New Logo for Marvin by VSA Partners

Fri, 06/21/2019 - 18:35
(Est. 1912) "Marvin is a fourth-generation, family-owned and operated business, headquartered in Warroad, Minn., with approximately 5,500 employees across 15 cities throughout North America. Marvin's product portfolio includes the Signature, Elevate and Essential Product Collections which offer an extensive selection of made-to-order window and door “Window Shopping” New Logo for Marvin by VSA Partners

(Est. 1912) "Marvin is a fourth-generation, family-owned and operated business, headquartered in Warroad, Minn., with approximately 5,500 employees across 15 cities throughout North America. Marvin's product portfolio includes the Signature, Elevate and Essential Product Collections which offer an extensive selection of made-to-order window and door solutions, as well as Infinity Replacement Windows, providing homeowners with a premier line of replacement windows sold and installed by local professionals. The company's portfolio also includes TruStile Doors, the leading manufacturer of made-to-order architectural interior doors and SIW Windows & Doors, a leading manufacturer of impact-resistant windows and doors for residential and commercial construction. Since the company's inception, Marvin has earned a reputation as an innovator and industry thought leader. Today, the company is driven by a purpose to imagine and create better ways of living."

Design by
VSA Partners

Related links
VSA Partners project page
Marvin press release

Relevant quote
In creating the new logo, the team began by digging deep into Marvin’s historic roots of expression, examining decades of company communications. The team needed to respect the legacy without getting lost in it. There were crucial elements that had to be honored—like the symbol of the rose and optimistic yellow brand color. While these elements are foundational to the company, there was license to evolve them for a modern new identity.

The new identity maintains a familiar strong stance but is lighter with a refined design-forwardness. The all-caps wordmark evokes confidence and pride in the family name while details such as the letterform’s undulating weight and the subtle curve in the letter R leg suggest an air of sophistication and attention to detail. The new modern rose reflects the company’s optimism and warmth. And it was crafted with the needs of today’s multi-channel environments in mind—making it more versatile in applications from print and environmental to digital, motion and dimensional environments.

Images (opinion after)

New Logo for Marvin by VSA Partners Logo. Your browser does not support the video tag. Logo evolution video. New Logo for Marvin by VSA Partners Brochure. New Logo for Marvin by VSA Partners Uniform. New Logo for Marvin by VSA Partners Pencil.

Opinion
One of the great things about Brand New, for me, is learning about all these large companies I never knew existed, like this 5,500-employee door and window manufacturer, which I had not heard of before and, coincidentally, once I knew about it I spotted one of its trucks on the road, which I would have ignored otherwise, especially with that old logo that looked like a flower shop and a mechanic shop had a logo baby. We will have to assume that the yellow rose was non-negotiable and that it’s meaning is relevant to the owners and not the product* as it remains the core identifier. The old rose was way too literal and hard to use while the new one is a nicely abstracted rendition using rough, organic shapes — I can picture this easily being a mono width, Dribbble-esque drawing to follow trends, so it’s nice to see something less crisp. The gradient seems very unnecessary. The wordmark is alright but maybe starts to look to default-ish and I think a slimmer version of the old one would have worked well. Not much in terms of applications where I think this could flourish. Pun. Overall, the change makes the company look like a 5,500-employee, 15-location company whereas before it wasn’t even close to exuding that kind of presence.

*I stand semi-corrected: “The yellow rose was first used by Marvin in 1968 and is an instantly identifiable icon for the company. It was introduced to represent products ‘built for Northern winters and Southern hospitality,’ supported by the idea that a rose can’t flourish indoors without the ideal environment that windows and doors provide. It is also said to have been the favorite flower of Margaret Marvin, whose husband Bill Marvin is credited with evolving the company’s focus from lumber to windows and doors.”

http://feedproxy.google.com/~r/ucllc/brandnew/~3/f_AhlEHgHRA/new_logo_for_marving_by_vsa_partners.php https://www.underconsideration.com/brandnew/archives/new_logo_for_marving_by_vsa_partners.php Fri, 21 Jun 2019 05:44:24 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_marving_by_vsa_partners.php
Categories: News

Linked: VW's Long Hard Road Ahead

Fri, 06/21/2019 - 15:35
After Volkswagen's diesel scandal, the brand took a big blow. Can it climb back to prominence and gain consumer's trust again? The mea-culpa ad may not be enough but the new electric VW van just might because, well, look at it. The single-color logo usage [If you can not see a video here view this post on Brand New] Visit Link After Volkswagen's diesel scandal, the brand took a big blow. Can it climb back to prominence and gain consumer's trust again? The mea-culpa ad may not be enough but the new electric VW van just might because, well, look at it. The single-color logo usage hints at an imminent identity redesign too. http://feedproxy.google.com/~r/ucllc/brandnew/~3/Ddb2Z_LYK9s/vws_long_hard_road_ahead.php https://www.underconsideration.com/brandnew/archives/vws_long_hard_road_ahead.php Fri, 21 Jun 2019 06:25:39 -0600 https://www.underconsideration.com/brandnew/archives/vws_long_hard_road_ahead.php
Categories: News

Noted: New Logo for Marving by VSA Partners

Fri, 06/21/2019 - 15:35
(Est. 1912) "Marvin is a fourth-generation, family-owned and operated business, headquartered in Warroad, Minn., with approximately 5,500 employees across 15 cities throughout North America. Marvin's product portfolio includes the Signature, Elevate and Essential Product Collections which offer an extensive selection of made-to-order window and door “Window Shopping” New Logo for Marving by VSA Partners

(Est. 1912) "Marvin is a fourth-generation, family-owned and operated business, headquartered in Warroad, Minn., with approximately 5,500 employees across 15 cities throughout North America. Marvin's product portfolio includes the Signature, Elevate and Essential Product Collections which offer an extensive selection of made-to-order window and door solutions, as well as Infinity Replacement Windows, providing homeowners with a premier line of replacement windows sold and installed by local professionals. The company's portfolio also includes TruStile Doors, the leading manufacturer of made-to-order architectural interior doors and SIW Windows & Doors, a leading manufacturer of impact-resistant windows and doors for residential and commercial construction. Since the company's inception, Marvin has earned a reputation as an innovator and industry thought leader. Today, the company is driven by a purpose to imagine and create better ways of living."

Design by
VSA Partners

Related links
VSA Partners project page
Marvin press release

Relevant quote
In creating the new logo, the team began by digging deep into Marvin’s historic roots of expression, examining decades of company communications. The team needed to respect the legacy without getting lost in it. There were crucial elements that had to be honored—like the symbol of the rose and optimistic yellow brand color. While these elements are foundational to the company, there was license to evolve them for a modern new identity.

The new identity maintains a familiar strong stance but is lighter with a refined design-forwardness. The all-caps wordmark evokes confidence and pride in the family name while details such as the letterform’s undulating weight and the subtle curve in the letter R leg suggest an air of sophistication and attention to detail. The new modern rose reflects the company’s optimism and warmth. And it was crafted with the needs of today’s multi-channel environments in mind—making it more versatile in applications from print and environmental to digital, motion and dimensional environments.

Images (opinion after)

New Logo for Marving by VSA Partners Logo. Your browser does not support the video tag. Logo evolution video. New Logo for Marving by VSA Partners Brochure. New Logo for Marving by VSA Partners Uniform. New Logo for Marving by VSA Partners Pencil.

Opinion
One of the great things about Brand New, for me, is learning about all these large companies I never knew existed, like this 5,500-employee door and window manufacturer, which I had not heard of before and, coincidentally, once I knew about it I spotted one of its trucks on the road, which I would have ignored otherwise, especially with that old logo that looked like a flower shop and a mechanic shop had a logo baby. We will have to assume that the yellow rose was non-negotiable and that it’s meaning is relevant to the owners and not the product* as it remains the core identifier. The old rose was way too literal and hard to use while the new one is a nicely abstracted rendition using rough, organic shapes — I can picture this easily being a mono width, Dribbble-esque drawing to follow trends, so it’s nice to see something less crisp. The gradient seems very unnecessary. The wordmark is alright but maybe starts to look to default-ish and I think a slimmer version of the old one would have worked well. Not much in terms of applications where I think this could flourish. Pun. Overall, the change makes the company look like a 5,500-employee, 15-location company whereas before it wasn’t even close to exuding that kind of presence.

*I stand semi-corrected: “The yellow rose was first used by Marvin in 1968 and is an instantly identifiable icon for the company. It was introduced to represent products ‘built for Northern winters and Southern hospitality,’ supported by the idea that a rose can’t flourish indoors without the ideal environment that windows and doors provide. It is also said to have been the favorite flower of Margaret Marvin, whose husband Bill Marvin is credited with evolving the company’s focus from lumber to windows and doors.”

http://feedproxy.google.com/~r/ucllc/brandnew/~3/f_AhlEHgHRA/new_logo_for_marving_by_vsa_partners.php https://www.underconsideration.com/brandnew/archives/new_logo_for_marving_by_vsa_partners.php Fri, 21 Jun 2019 05:44:24 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_marving_by_vsa_partners.php
Categories: News

Reviewed: Friday Likes 290: From Werklig, POST, and Rice Creative

Fri, 06/21/2019 - 15:35
All packaging, all luxury this week, with work from Helsinki, London, and Ho Chi Minh City. Special shoutout this Friday to The Brand Identity, which is a constant source of reference for Friday Likes and in this edition all projects were spotted there first (except “From Werklig, POST, and Rice Creative” Friday Likes 290

All packaging, all luxury this week, with work from Helsinki, London, and Ho Chi Minh City. Special shoutout this Friday to The Brand Identity, which is a constant source of reference for Friday Likes and in this edition all projects were spotted there first (except for Henua, which I ended up on after clicking through another project).

Henua Organics by Werklig Henua Organics by Werklig

Henua Organics is a premium skincare brand based in Finland that contains organic and only active ingredients, including Nordic classics like birch sap. The identity and packaging, designed by Helsinki, Finland-based Werklig, equally evoke a Nordic state of mind with an extra clean, contemporary, and just the right amount of weird approach. The latter is manifested in the wordmark where the "N", "U", and "A" look as if they have been cropped very tight on the top and bottom, transforming an otherwise basic sans serif into something much more interesting. The packaging uses 205TF's Louize with Trade Gothic for a lovely set of boxes and labels with a stark simplicity that complement the beautiful frosted bottles with wooden caps. Would definitely smear on my mug after a long day of blogging. See full project

Evermore London by POST Evermore London by POST

Evermore London is a brand of hand-crafted, sustainable, vegan, luxury candles based, as its name implies, in London. The packaging, designed by local firm POST revolves around an elegant serif -- anyone able to identify it? -- that is confidently and prominently used in the boxes and candle vessels. The former in a lovely range of colored, textured paper in black foil and the latter in a bad-ass black cylinder in gold foil, all punctuated by a Gill Sans-esque sans. The only questionable element (not shown above) is the back of the vessels that have some text in a curve as if it were the smoke of the candle which is oddly cheesy. But we are here to celebrate, so light up those sustainable vegan candles y'all! See full project

Provisious Marou by Rice Creative Provisious Marou by Rice Creative

Provisions is the not-as-luxurious range of cacao powders, nibs, and spreads from Vietnam-based luxury chocolatier Marou. Designed by Ho Chi Minh City, Vietnam-based Rice Creative, who have designed most (maybe all) of Marou's products (and identity), the packaging is as straightforward as it gets with a single typeface -- Tungsten -- and nothing more. But it's the loose spacing in the product type, the embossed gold reproduction of the product range, and the rich colors contrasting against the gold cans that make this a beautiful exercise in simplicity. To top it all off you then have the mouthwatering chocolate color once you open the cans as the most magnificent color in the palette. (Sorrynotsorry, I love chocolate.) See full project

http://feedproxy.google.com/~r/ucllc/brandnew/~3/TysjnseP9g8/friday_likes_290.php https://www.underconsideration.com/brandnew/archives/friday_likes_290.php Fri, 21 Jun 2019 05:24:35 -0600 https://www.underconsideration.com/brandnew/archives/friday_likes_290.php
Categories: News

Spotted: New Logo for Memrise by Moving Brands and In-house

Thu, 06/20/2019 - 21:35
New Logo for Memrise by Moving Brands and In-house 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/A6h8ti2lk0o/new_logo_for_memrise_by_moving_brands_and_in-house.php https://www.underconsideration.com/brandnew/archives/new_logo_for_memrise_by_moving_brands_and_in-house.php Thu, 20 Jun 2019 13:06:37 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_memrise_by_moving_brands_and_in-house.php
Categories: News

Spotted: New Logo and Identity for Elizabeth Taylor AIDS Foundation by Studio Cadre

Thu, 06/20/2019 - 21:35
New Logo and Identity for Elizabeth Taylor AIDS Foundation by Studio Cadre 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/~3/4IEjCMLrbww/new_logo_and_identity_for_elizabeth_taylor_aids_foundation_by_studio_cadre.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_elizabeth_taylor_aids_foundation_by_studio_cadre.php Thu, 20 Jun 2019 12:59:12 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_elizabeth_taylor_aids_foundation_by_studio_cadre.php
Categories: News

Linked: Logos from Above

Thu, 06/20/2019 - 15:35
Logos presented from above by Berlin-based Why do Birds. Can you guess them all? (More at the link.) Logos from Above Visit Link Logos presented from above by Berlin-based Why do Birds. Can you guess them all? (More at the link.) http://feedproxy.google.com/~r/ucllc/brandnew/~3/g-H1axSDW_Q/logos_from_above.php https://www.underconsideration.com/brandnew/archives/logos_from_above.php Thu, 20 Jun 2019 06:09:32 -0600 https://www.underconsideration.com/brandnew/archives/logos_from_above.php
Categories: News

Noted: New Logo and Identity for Unbounce done In-house

Thu, 06/20/2019 - 15:35
(Est. 2009) "Unbounce is the leading landing page platform that empowers marketers to build and test landing pages, pop-ups and sticky bars without a web developer. As one of Canada's fastest growing technology companies, Unbounce has powered over 650 million conversions to date and serves “Some Bounce?” New Logo and Identity for Unbounce done In-house

(Est. 2009) "Unbounce is the leading landing page platform that empowers marketers to build and test landing pages, pop-ups and sticky bars without a web developer. As one of Canada's fastest growing technology companies, Unbounce has powered over 650 million conversions to date and serves more than 15,000 customers worldwide including Hootsuite, The New York Times, World Vision, Zola and the Red Cross. Founded in Vancouver, B.C. by six local entrepreneurs, Unbounce is a diverse and inclusive company employing over 175 people globally."

Design by
In-house

Related links
Unbounce post about redesign
Unbounce press release

Relevant quote
The new Unbounce logo is smoother, more defined, and—even when viewed at the same sizing as the old one—it comes across bolder. It also works more effectively across different applications and formats.

Admittedly, our wordmark is something that was tricky for us. We’ve tweaked the Unbounce logo a couple of times since the original—just made it cleaner, simpler over the years.

Still, something wasn’t quite working—and this time around, we had to keep iterating. We recognized the contrast, balance, and kerning weren’t behaving the way we’d hoped. The logo couldn’t be centered properly on marketing materials and was tough to replicate. We decided to redraw the wordmark completely and give it a more harmonious feel.

Images (opinion after)

New Logo and Identity for Unbounce done In-house Logo. Your browser does not support the video tag. Logo evolution and animation. New Logo and Identity for Unbounce done In-house Color palette. New Logo and Identity for Unbounce done In-house Typography. New Logo and Identity for Unbounce done In-house New Logo and Identity for Unbounce done In-house Swag. New Logo and Identity for Unbounce done In-house Photography style. New Logo and Identity for Unbounce done In-house New Logo and Identity for Unbounce done In-house New Logo and Identity for Unbounce done In-house Photography in application.

Opinion
I assume that the line across the circle in the icon is like a “No Smoking” sign that in this case means “No Bouncing” so I think that the new icon achieves that a little better by being a consistent thickness whereas the old icon it almost looked like a feather of some kind going across the circle. The thicker shadow works better too in the new icon and the overall spacing of it and within the outer circle is nice. The wordmark is a relative improvement by fixing the kerning and having better spacing but it’s still nothing to get excited about and I really dislike what’s happening to the “n”s where there is barely any counterspace to where the stem and curve meet (which the “b” does have). Application-wise: there is a new condensed font, which works well in uppercase as I don’t personally like any of the lowercase letterforms. The two swag images are the most interesting thing about this project. I like the blocks of textures and arrangements and type and stuff on stuff — it’s all a little random, but enjoyable to look at. One thing they mention in their redesign post is NOT using illustrations like all the other tech companies so that’s worth praising and they have the beginning of an interesting approach with the person silhouettes interacting with some blocks of photography — if they can dial down the cheesiness in the people's poses and expressions and amp up the visual play in the blocks this could be cool. Overall, plenty of positive thinking going on, just needs a year or two of evolving.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/7Psu8fr74ws/new_logo_and_identity_for_unbounce_done_in_house.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_unbounce_done_in_house.php Thu, 20 Jun 2019 05:44:17 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_unbounce_done_in_house.php
Categories: News

Reviewed: New Logo and Identity for Saint Kate Arts Hotel by One Design Company

Thu, 06/20/2019 - 12:35
Opened this month (June 2019 for future readers), Saint Kate is a new arts hotel in downtown Milwaukee, WI. Named after Saint Catherine of Bologna, patron saint of artists, the 219-room hotel features not only the necessary artist-designed rooms -- like this leopard-spot-filled room by “Square Peg in an Oval Hole” New Logo and Identity for Saint Kate Arts Hotel by One Design Company

Opened this month (June 2019 for future readers), Saint Kate is a new arts hotel in downtown Milwaukee, WI. Named after Saint Catherine of Bologna, patron saint of artists, the 219-room hotel features not only the necessary artist-designed rooms -- like this leopard-spot-filled room by Lon Michels -- to be deemed an arts hotel but takes things further by having a black box theater with its own resident theater troupe as well as a 1,700-square-foot outpost of the Museum of Wisconsin Art. The identity for Saint Kate has been designed by Chicago, IL-based One Design Company.

The Saint Kate brand hinges on programming--from visual artwork to performance. It's a living, breathing, evolving space. Far from an ordinary hotel with a static white box gallery, Saint Kate celebrates the process of creative exploration and craft. Guests--from travelers to event-goers to local makers--are encouraged to participate in the thrilling, often messy, and always unexpected process of exploration and creation. Rotating shows, programming partnerships, a formal artist-in-residence program, pop-up performances, and regular classes and workshops bring this promise to life.One Design Company project page New Logo and Identity for Saint Kate Arts Hotel by One Design Company Logo with other logo-esque things. The oval of the mark--a formal nod to printer seals, crests, and vignettes of the past-- represents a frame or a lens: a window leading to a new perspective; a portal to an unexpected experience.One Design Company project page Your browser does not support the video tag. Logo with photos.

While the logo follows a certain trend -- somewhere between deadpan fashion and too-hip-to-care fashion -- with an aloof uppercase sans serif, GT America Extended in this case, the composition inside a vertical oval is a relatively surprising twist, in the sense that it's not a square composition designed to fit into social media avatars by default, that makes it different and a little more engaging. The name, Saint Kate, being so widely separated vertically, creates good tension in the logo and the designation as "The Arts Hotel" stands out quite well within that space. It seems elementary but deserves praise as it's a common occurrence to the contrary: I like how the stroke of the oval matches the thickness of the typography. The additional logo things are all okay, if a little too precious -- the "SKT" monogram is interesting, looking almost like a stained glass composition, but the other encased things are maybe a little gratuitous. Still, a flexible suite of stuff that does get put to use throughout the identity. The all-red approach is cool, perhaps a little on the aggressive side, but the airiness of the identity softens it.

The Saint Kate identity balances two functions simultaneously: it's a supportive visual framework for artistic expression, as well as a vibrant and memorable voice for the hotel itself. The typography-driven design language is the foundation for a system that can be dialed up or down as needed for appropriate and exciting solutions in any given situation.

Saint Kate's visual language is a study in flexibility and contrast, breathing life into a wide range of touchpoints from the guest rooms to the public space: environmental signage, collateral, gallery guides, a regular publication, hotel amenities, the website, and more are all united through a consistent thread of design expression.One Design Company project page New Logo and Identity for Saint Kate Arts Hotel by One Design Company Business cards. New Logo and Identity for Saint Kate Arts Hotel by One Design Company Stationery. New Logo and Identity for Saint Kate Arts Hotel by One Design Company New Logo and Identity for Saint Kate Arts Hotel by One Design Company Launch invitation and poster. New Logo and Identity for Saint Kate Arts Hotel by One Design Company Launch event t-shirts. New Logo and Identity for Saint Kate Arts Hotel by One Design Company Lapel pun. New Logo and Identity for Saint Kate Arts Hotel by One Design Company Event guide. New Logo and Identity for Saint Kate Arts Hotel by One Design Company Artwork guide. New Logo and Identity for Saint Kate Arts Hotel by One Design Company New Logo and Identity for Saint Kate Arts Hotel by One Design Company Posters.

In application, the identity throws Sharp Type's Ogg into the mix, which adds a quirky, artsy ingredient that, in its lightness, pairs very well with GT America. The subtle use of the oval as a window is very nicely handled (as seen in the posters one image up) by creating a recurring motif but without being too overbearing. The overall vibe of the compositions is a little Hipster/Brutalist but stops a few degrees short of being too much.

New Logo and Identity for Saint Kate Arts Hotel by One Design Company Keycards. New Logo and Identity for Saint Kate Arts Hotel by One Design Company Do not disturb signs. New Logo and Identity for Saint Kate Arts Hotel by One Design Company Cups. New Logo and Identity for Saint Kate Arts Hotel by One Design Company Toiletries. New Logo and Identity for Saint Kate Arts Hotel by One Design Company Tote.

The hotel accoutrements are all quite nice as well and I like how they mix photography in relatively unexpected places like the keycards and coffee cups. Speaking of the latte-r (haha, get it?) I also enjoy the secondary use of the ovals, where many can be stacked at different angles -- it creates a bold and fun alternate but still related aesthetic that's very interesting. And the tiny shampoo bottles are killing it.

New Logo and Identity for Saint Kate Arts Hotel by One Design Company New Logo and Identity for Saint Kate Arts Hotel by One Design Company Exterior sign.

As cool as the sign is, it's the one thing that somehow feels off, with the heavy division down the middle of the word, which is not something that happens in the applications. Still, as a beacon for the hotel, it's hot. Overall, the identity fits very well with the arts mission of the hotel and the language used to present it -- at times causing a bit of eye-rolling to be honest (e.g. "Saint Kate is more than a hotel. This is a venue--a platform for exploration, connection and expression."... it's a hotel, folks) -- and it certainly commits to a specific personality and delivers on it across the board.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/F4aT2o79SzM/new_logo_and_identity_for_saint_kate_arts_hotel_by_one_design_company.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_saint_kate_arts_hotel_by_one_design_company.php Thu, 20 Jun 2019 04:32:38 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_saint_kate_arts_hotel_by_one_design_company.php
Categories: News

Spotted: New Logo for Lawn Tennis Association

Wed, 06/19/2019 - 21:35
New Logo for Lawn Tennis Association 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/~3/8NGAPwVKOuY/new_logo_for_lawn_tennis_association.php https://www.underconsideration.com/brandnew/archives/new_logo_for_lawn_tennis_association.php Wed, 19 Jun 2019 12:30:50 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_lawn_tennis_association.php
Categories: News

Spotted: New Logo for Canadian Western Bank

Wed, 06/19/2019 - 21:35
New Logo for Canadian Western Bank 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/SvK3NMK-9pw/new_logo_for_canadian_western_bank.php https://www.underconsideration.com/brandnew/archives/new_logo_for_canadian_western_bank.php Wed, 19 Jun 2019 12:19:55 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_canadian_western_bank.php
Categories: News

Linked: Olympic Games - The Design

Wed, 06/19/2019 - 15:35
A new book, Olympic Games - The Design, by Markus Osterwalder who has been collecting Olympic identity materials for 30 years is the first book to catalog every Summer Games identity from Athens 1896 to Tokyo 2020. Currently available on Kickstarter. Olympic Games - The Design Visit Link A new book, Olympic Games - The Design, by Markus Osterwalder who has been collecting Olympic identity materials for 30 years is the first book to catalog every Summer Games identity from Athens 1896 to Tokyo 2020. Currently available on Kickstarter. http://feedproxy.google.com/~r/ucllc/brandnew/~3/h-NUPKdSSww/olympic_games_the_design.php https://www.underconsideration.com/brandnew/archives/olympic_games_the_design.php Wed, 19 Jun 2019 06:45:33 -0600 https://www.underconsideration.com/brandnew/archives/olympic_games_the_design.php
Categories: News

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