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Updated: 8 min 11 sec ago

Noted: New Logo and Identity for Sedigas by Morillas

Tue, 05/26/2020 - 18:16
(Est. 1970) "The Spanish Gas Association, Sedigas, was constituted in April 1970 on the initiative of all the piped gas companies in Spain. Sedigas was created with the aim of promoting the deregulation of the market and its role as a key element in the “In a Gas all its Own” New Logo and Identity for Sedigas by Morillas

(Est. 1970) "The Spanish Gas Association, Sedigas, was constituted in April 1970 on the initiative of all the piped gas companies in Spain. Sedigas was created with the aim of promoting the deregulation of the market and its role as a key element in the economic development and quality of life of future generations."

Design by
Morillas (Barcelona, Spain)

Related links
Morillas project page

Relevant quote
Like any brand representing a collective, Sedigas had to assume a shared and diverse identity that in this case, should represent a global future as well as teamwork with other companies and sectors.

A graphic premise was borne from the idea of equilibrium: to restore what is consumed, return what is generated, to regenerate energy in a constant cycle. And this is done in a compensatory way, which even gives its name to a new economy: the circular economy, represented in a typographical gesture within a much cleaner, fresh and adaptable brand.

With the gradient of colors, the dynamic transition in which the sector is located is explained: from the traditional blue flame of gas to the intense green of sustainability. From the circle and its repetition, a dynamic metaphorical graphic language fuses with a high symbolic power, through which the versatility of gas is represented as key energy in the development of a multitude of sectors, which invites us to look to the future with optimism.

Images (opinion after)

New Logo and Identity for Sedigas by Morillas Logo. New Logo and Identity for Sedigas by Morillas Circle graphic. One logo introduction video. Two logo introduction videos. Your browser does not support the video tag. Icon set. New Logo and Identity for Sedigas by Morillas Guidelines. New Logo and Identity for Sedigas by Morillas Business cards. New Logo and Identity for Sedigas by Morillas Covers. New Logo and Identity for Sedigas by Morillas New Logo and Identity for Sedigas by Morillas New Logo and Identity for Sedigas by Morillas Your browser does not support the video tag. Out of home advertising.

Opinion
The old logo was pretty unapologetic about choosing the most extreme opposite of what we think about when we think about gas: a flower. And then they turned it blue. Like, why? The “realistic”, single, decapitated flower was accompanied by my least favorite category of type, a spurless sans. Long way of saying I did not like the old logo. The new logo isn’t great but it’s a major improvement that feels much more Big Gas-like and that’s fine. When it comes to gas companies, or even gas consortiums as is the case here, I don’t mind them looking like big corporations trying to impart an ecological message through their logo. This one is all about “equilibrium” as represented by a blue-to-green gradient ring in the “g”. The concept and the execution are fine and the logo yields an endless array of gradient rings to deploy in application in different configurations. At times, things can get too circle-y but they are definitely effective and attention-grabbing. Overall, nothing entirely new or exciting but plenty to nod to in agreement.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/pVPW12e16XU/new_logo_and_identity_for_sedigas_by_morillas.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_sedigas_by_morillas.php Tue, 26 May 2020 08:08:29 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_sedigas_by_morillas.php
Categories: News

Reviewed: New Logo and Identity for ecobee

Tue, 05/26/2020 - 15:16
Established in 2007, ecobee creates smart home solutions through the company's pioneering sensor technology with the power of voice, machine learning, and artificial intelligence to help customers control their home's comfort and energy consumption. Based in Canada, ecobee created the world's first smart thermostat -- “The Bee’s Knees” New Logo and Identity for ecobee

Established in 2007, ecobee creates smart home solutions through the company's pioneering sensor technology with the power of voice, machine learning, and artificial intelligence to help customers control their home's comfort and energy consumption. Based in Canada, ecobee created the world's first smart thermostat -- Nest, the more well-known brand was launched in 2010 -- that serves as the company's flagship product and digital hub for the rest of the security-minded product line-up that includes occupancy sensors, smart light switches, smart cameras, and contact sensors. In general, ecobee comes across as one of the most polite and genuinely environmentally-conscious companies I have ever written an introduction for -- their About page makes me want to hug them. With the recent release of the most recent version of its thermostat, ecobee introduced a new identity designed, I believe, in-house.

[We] reconnected with one of our core elements, the squircle. The circle and square hybrid is the shape of our primary products and has been a source of inspiration. We like that this shape is unique, ownable, and adaptable. The connection between the SmartThermostat and the letterforms within the wordmark is clear. This helps us create a consistent visual identity that's easily recognizable. The new ecobee logo was designed to incorporate and highlight the squircle shape. It is comprised of the mark and wordmark with the logo at the core of the identity.ecobee brand microsite New Logo and Identity for ecobee Embracing the "Squircle". New Logo and Identity for ecobee The shape of the SmartThermostat informs the logo. New Logo and Identity for ecobee Logo. Your browser does not support the video tag. Logo animation. New Logo and Identity for ecobee Color variations.

The old logo was technically fine but it wasn't particularly good with a rather odd drawing of a bee and a generic-looking sans serif, all in an unappealing green color. (The name of the company was meant as an homage to honey bees' ability to regulate their hives' temperature, hence the bee icon.) The new logo sends the bee off into the distance and introduces a sleek, elegant, custom wordmark where each and every letter echoes the unique shape of their flagship thermostat. This is logo-product synergy at its best and most subtle. When I first saw the logo on its own -- without reading about its origin or even being aware of their product -- I was like "Meh, it's fine" but its visual tie-in with the product is pretty fantastic. It also has a major upgrade in that it now looks more like a tech lifestyle brand better suited to either compete or complement other brands like Nest and Apple.

New Logo and Identity for ecobee New Logo and Identity for ecobee Sub-brands. The proprietary typeface was designed with the award-winning design consultancy Pentagram. Each letterform is built from the squircle shape. It's used for the logo, sub-brands, and product names.ecobee brand microsite New Logo and Identity for ecobee Custom typeface.

The custom typeface is great and while it may be one too many squircle structures I think they pulled it off quite convincingly without looking cartoony. Its limited use in sub-brands, as opposed to every headline on the website, makes it feel more special and restrained.

Icons accompany value propositions and features as a useful tool to add clarity and inject brand personality. They are also used to represent our product lineup and are grounded in our foundational squircle shape.ecobee brand microsite New Logo and Identity for ecobee New Logo and Identity for ecobee Icons.

I usually don't comment on icon sets because for the most part there is not much to say, which is the case here except that what I'll say is that these are very enjoyable in the continuation of the squircle at small scale.

New Logo and Identity for ecobee Color palette. ecobee focuses on high-resolution images of studio productions that utilize soft lighting and premium styling. Environments are tonal in our brand colors without being too "matchy". The overall effect is images that are calm and aspirational. The squircle can be found in all of our productions, either in the products or the sets.ecobee brand microsite New Logo and Identity for ecobee New Logo and Identity for ecobee New Logo and Identity for ecobee New Logo and Identity for ecobee New Logo and Identity for ecobee Product photography. New Logo and Identity for ecobee New Logo and Identity for ecobee New Logo and Identity for ecobee New Logo and Identity for ecobee Lifestyle photography.

The product and lifestyle photography is bananas. I haven't seen art direction and photo production of this depth in a long time. Every little detail, from the weird minerals in the product shots to the selection of plants in the lifestyle shots, has been so carefully considered. The lighting, the scenes, the materials... everything is so well thought out and so... different. It's not just moody portraits of people or slick photos of products on white backgrounds. There is like a whole alternate universe throughout these images. The elongated floors and ceilings of the lifestyle photos remind me of those scenes in Stranger Things when the characters go into the always-wet black space, except this is happy.

Inspired by the elements of earth, air, fire, and water, each of the main colorways in the ecobee palette has an identity that we can use to tell our brand story. The color identities are rooted in the positive emotion and connection with nature that we want customers to associate with ecobee.ecobee brand microsite New Logo and Identity for ecobee New Logo and Identity for ecobee New Logo and Identity for ecobee New Logo and Identity for ecobee New Logo and Identity for ecobee How the color palette plays out across product and lifestyle photography. Your browser does not support the video tag. Your browser does not support the video tag. Your browser does not support the video tag. Your browser does not support the video tag. Video animations.

As if the photography wasn't enough, they have also created some 3D environments that extend the visual language of colors and textures but with a surreal twist. Through these videos you can also get a sense of their sonic branding, which is quite delightful.

New Logo and Identity for ecobee Cool video still. The grid allows us to build modular layouts in a flexible way that can be applied to almost anything. The consistency, order, and lack of ornamentation put a focus on the strength of the color palette, typography, and imagery, while providing a balanced, calm feel.ecobee brand microsite New Logo and Identity for ecobee New Logo and Identity for ecobee Sample layouts.

Not a whole lot going on in the layouts or applications. As slick and crisp as these are, I feel like I'm missing some of the lusciousness of the rest of the brand. Still, pretty good.

New Logo and Identity for ecobee New Logo and Identity for ecobee New Logo and Identity for ecobee Packaging.

The packaging, while also undeniably nice, feels a little detached from all the stuff that preceded it and it also looks like a lot of the home-tech packaging out there, whereas the rest of the brand has a very differentiated approach. Still, this is a highly competent series of packaging, no doubt.

Brand video. Don't let the cliché dictionary description opening dissuade you, this is great.

The video above captures the essence of the new branding quite nicely: it's a little quirky, it's polite and soft-spoken, and it has great deal of attention to detail. Overall, this is a superb redesign and repositioning that makes ecobee stand out in an unexpected way.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/0AtUzJdkND8/new_logo_and_identity_for_ecobee.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_ecobee.php Tue, 26 May 2020 04:58:35 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_ecobee.php
Categories: News

Announced: State of the Un(derConsiderat)ion

Tue, 05/26/2020 - 12:16
I have rewritten this opening paragraph about six times trying to be witty or deep or allegorical and all those versions felt like I was trying too hard, so I'll just write what I really want to write: the last three months have been frustrating, “A Heart-to-heart on how Brand New and UCllc are Doing” State of the Un(derConsiderat)ion

I have rewritten this opening paragraph about six times trying to be witty or deep or allegorical and all those versions felt like I was trying too hard, so I'll just write what I really want to write: the last three months have been frustrating, annoying, depressing, and defeating with the next three months gearing up to be equally frustrating, annoying, depressing, and defeating. But even that is sugar-coating it, so I'll say what I really want to say: this fucking sucks.

As most of you know, Brand New is part of UnderConsideration which is run 100% by two human beings, me and my business partner and wife, Bryony. We have been working from home and independently since 2007 so the Working From Home part has not been a shock. We were as prepared as possible to deal with this in isolation because isolation has been our modus operandi all along.

One of the reasons we originally started working from home was so that we could be with our kids as much as possible -- we have two daughters, ages 10 and 13 -- but, man, we never expected to be with them 100% of the time. For my wife in particular, it's a big return to the early days of motherhood where she was 85% mom, 15% principal of UnderConsideration and it took her a good 5 to 7 years to become a full-ish-time working designer again, hitting her stride in the past 3 to 5 years, only to come back to it full circle. Don't get me wrong, she LOVES our kids -- as do I (for the most part... kidding... sort of... okay, I'll stop) -- but she also LOVES working and had finally found the right balance, which has been a tough thing to let go of. Thirteen years ago when we had our first kid and two months ago when it was clear things were going to get weird we made the joint decision that I would/will focus on the business and she would/will focus on the kids. It worked for us once, so we are hoping it will work again.

Having the kids at home full time has been hugely distracting though. It's very hard to do any deep work with them around, which makes this moment in life harder, given that our whole 2020 business plan went up in flames in a matter of weeks and trying to figure out what to do and how to do it is infinitely more difficult without the solitude and quiet me and Bryony had grown used to for 8 hours a day while the kids were at school.

It may seem like we are fine because Brand New, the blog, on the surface, has not been affected: I have posted pretty much every day since the outbreak began and, other than a few references to the situation in some posts, I have not addressed it head-on, in part because COVID-19 doesn't have a direct effect on this blog -- at least not yet... I have the feeling that anywhere between 3 and 6 months from now I will have a shortage of content because I'm not sure how much identity work has been produced this year and when any little of it will launch -- so I haven't had to send out an email to everybody outlining how I'm sanitizing my keyboard every hour because, well, I'm not, and if I cough into my keyboard all day long it doesn't affect you in any way.

So, while, yes, Brand New is fine, UnderConsideration is not exactly fine given that our business plan for 2020 was events -- you know, those things where we all gathered knee-to-knee, elbow-to-elbow in dark, closed-off spaces with recirculated air for spans of 10 to 12 hours? Yeah, those. Lots and lots of in-person events. Nine to be specific: eight First Rounds and the one Brand New Conference. After the growing success of First Round in 2018 and 2019, we went all in with it for 2020, planning to do three of them in the U.S. and five in Europe. It took us a good six months to set up the European events -- from establishing financial entities in each country, to contracting venues long-distance, to selecting, inviting, and coordinating 60 speakers -- and we were so ready to go. That was mid February. By the end of March we had postponed the Europe events to 2021, the May event in New York to September 2020 (which will probably be moved to 2021 as well), and, the biggest blow, postponing the Brand New Conference to 2021. All of a sudden, all the income projections we had, disappeared. That sucked but what sucked the most was the feeling of having to surrender: that there was literally nothing we could do to produce those events and, sure, the income is nice, but -- corny warning -- bringing those events to life for our audience is why we do it.

Now, we are not fishing for sympathy but because part of our persona as UnderConsideration has always been that we have our act together I feel it's as important to project strength, bravado, and confidence as it is to reveal vulnerability, fear, and uncertainty so that anyone else who feels any of the latter knows that you are not alone especially when, as a society, there is a constant pressure for all of us to show that we are succeeding. And right now we are not. And it fucking sucks. We are competitive, we like to win, and, technically speaking, these last two months knocked us down to the mat. We lost this round; no question about it.

To bring back some positivity: this situation reminds us of the 2008 - 09 recession and how our lack of clients and prospects at the time (which sucked almost as much as this does now) forced us to think of potential solutions. One of them was the self-publishing of Flaunt in 2009 and the other was launching the Brand New Conference in 2010. Without that recession, those two things may never have existed. Once again we are being forced to think creatively, under stress, about how to generate income. While it's not necessarily fun, a challenge is always welcome. We have a couple of ideas already but it will take months before those pay off -- IF they pay off. For ten years we have turned client work away not because we are snobs but because we didn't have time to take on those projects properly so now that's something we are starting to pursue again, which won't be easy as we have to, like, generate business and network and sell, none of which is our strength. We have the good fortune of being able to sustain a period of no income for a number of months which buys us some time to figure out a new business model and that's where we are at the moment: concerned and a little afraid but optimistic and... a little afraid.

For now, we will continue publishing Brand New, which has always been an infinitely joyful way of staying connected with the industry (and with all of y'all), especially now from the confines of the small city we live in in the Midwest. Maintaining First Round and the Brand New Conference alive will be our number one priority and we hope we can resume those at 100% in 2021 but will adjust as needed. We we will be trying a number of new things in the coming months, some with you as our audience in mind, some with clients in mind. And, finally, as citizens of the world, we will continue washing our hands, wearing masks in public, staying home as much as possible, supporting small businesses, and making the best of this situation as Summer rolls in, which is going to be long and hot and... long.

I hope you are all safe and that something in this lengthy, non-logo-related post will serve as consolation, inspiration, or at the very least, confirmation that we are all trying to make the best of this situation -- if not downright survive it. Overall, as always, thank you for reading.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/BleTlaIHstA/how_we_doin.php https://www.underconsideration.com/brandnew/archives/how_we_doin.php Tue, 26 May 2020 03:12:27 -0600 https://www.underconsideration.com/brandnew/archives/how_we_doin.php
Categories: News

Linked: Worst Logos Redesigned

Fri, 05/22/2020 - 15:14
Emanuele Abrate has redesigned what are regularly considered the worst logos on the internet with very decent and usable logos, even throwing in some application mock-ups. Mr. Abrate, you, sir, are a hero. Worst Logos Redesigned Visit Link Emanuele Abrate has redesigned what are regularly considered the worst logos on the internet with very decent and usable logos, even throwing in some application mock-ups. Mr. Abrate, you, sir, are a hero. http://feedproxy.google.com/~r/ucllc/brandnew/~3/eAcnrevUadI/worst_logos_redesigned.php https://www.underconsideration.com/brandnew/archives/worst_logos_redesigned.php Fri, 22 May 2020 07:52:18 -0600 https://www.underconsideration.com/brandnew/archives/worst_logos_redesigned.php
Categories: News

Noted: New Logo and Identity for Kanga by Chris Ganz Designs

Fri, 05/22/2020 - 15:14
(Est. 2017) "Kanga, Kooler Than A Cooler, keeps drinks cold up to 7 hours without the ice! We created the Kase Mate to be the perfect solution to keeping beverages cold without the inconveniences of a bulky cooler. The design of our Kase Mate perfectly “Cool It” New Logo and Identity for Kanga by Chris Ganz Designs

(Est. 2017) "Kanga, Kooler Than A Cooler, keeps drinks cold up to 7 hours without the ice! We created the Kase Mate to be the perfect solution to keeping beverages cold without the inconveniences of a bulky cooler. The design of our Kase Mate perfectly contours to custom fit 12, 24, and 30 packs of your favorite beverage, and after countless hours of research and experimentation, we discovered the best way to keep the cold in and the heat out. We like to think of it as an insulated sleeve for a beverage case. Our multi-patent pending Kase Mate is lightweight, transportable and easy to store. The Kase Mate is the perfect complement for tailgating, parties, outdoor ventures, and really any other situation that requires cold beverages nearby. Pick the size you want, choose from a variety of colors and designs, and relax with full confidence that your beverages will remain refreshingly cold." Kanga was featured (and funded) on Season 10, Episode 18 of ABC's Shark Tank.

Design by
Chris Ganz Designs (Dallas, TX)

Related links
Chris Ganz Designs project page

Relevant quote
They wanted their logo to match their personality, high quality but still friendly, approachable, and timeless. The resulting mark and brand feels both friendly, but durable. The negative space on the bottom of the K aims to represent a wave and the extreme sports/athletes they sponsor, while the drop in the A’s reflect that the novel nature of the No-Ice-Required Kase Mate, their flagship product. We redesigned everything from the logo to Kangaroo Mascot and even collaborated for new product designs.

Images (opinion after)

New Logo and Identity for Kanga by Chris Ganz Designs Logo. New Logo and Identity for Kanga by Chris Ganz Designs Mascot, before and after. New Logo and Identity for Kanga by Chris Ganz Designs Mascot. New Logo and Identity for Kanga by Chris Ganz Designs Various assets. New Logo and Identity for Kanga by Chris Ganz Designs Pattern. New Logo and Identity for Kanga by Chris Ganz Designs Cooler, before and after. New Logo and Identity for Kanga by Chris Ganz Designs Cooler. New Logo and Identity for Kanga by Chris Ganz Designs Brand photography, before and after. New Logo and Identity for Kanga by Chris Ganz Designs Hang tag. New Logo and Identity for Kanga by Chris Ganz Designs Brand photography. New Logo and Identity for Kanga by Chris Ganz Designs T-shirts.

Opinion
The overall previous identity had somewhat of a frat-boy-ish vibe — in part because the product idea came from four guys at a tailgate in Clemson University — particularly the old kangaroo… and in general it looked like a knock-off brand of some kind but the product must be good, to have come this far and evolve into a more mature phase for both brand and product. The old logo was fine but generic, while the new one has much more of beach-y, surfer crowd vibe that’s a perfect fit for the product (and its contents). While it’s the right feel, the new logo could use some refinement… The leg of the “K” ends directly on the baseline, which makes it feel as if it’s lifting from the ground; it should dip a tad under the baseline and it could probably have been more exaggerated as a wave. The water drops in the counterspaces of the “A”s is a little corny and I would have either avoided them or made them more abstract. The “G” also seems to be floating a little. The new kangaroo is an improvement for sure but it might be too slick and a little-douchey with the college-like sweater. The identity improves with the additional logo/badge assets that start to look more outdoorsy as well as with the brand photography that, while still on the bro-ish side, is more on point with all its sunsets and fun scenery. The t-shirts are probably the best part of the identity and I kinda wanna see that surfing beer can and its curved typography be the actual brand. Still, an overall improvement that clearly establishes the audience of the product.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/M3ib20r6iYU/new_logo_and_identity_for_kanga_by_chris_ganz_designs.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_kanga_by_chris_ganz_designs.php Fri, 22 May 2020 05:42:09 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_kanga_by_chris_ganz_designs.php
Categories: News

Reviewed: Friday Likes 329: From Where’s Gut Studio, Welcome Stranger, and Re

Fri, 05/22/2020 - 12:14
A whole day's worth of sustenance this week -- soy milk for breakfast, poke for lunch, and tequila for dinner -- with work from Kuala Lumpur, Honolulu, and Sydney. “From Where’s Gut Studio, Welcome Stranger, and Re” Friday Likes 329

A whole day's worth of sustenance this week -- soy milk for breakfast, poke for lunch, and tequila for dinner -- with work from Kuala Lumpur, Honolulu, and Sydney.

Tono by Where's Gut Studio Tono by Where's Gut Studio

Tono is a range of soy milk products sold at a brick and mortar store-slash-dessert-joint in Petaling Jaya, Malaysia. The identity, designed by Kuala Lumpur, Malaysia-based Where's Gut Studio, brings to life the made-up mythology of Tono, a sloth-like-maybe-human-I-don't-want-to-make-wrong-assumptions-being depicted in a strange but alluring illustration. The thin line-art and how the legs and arms blend into each other is kind of groovy and the red/orange face, while also on the slightly creepy side, adds a bold spark of color. The fragility of the character is nicely offset by the bold and simple wordmark. I don't imagine this being a super popular project in the voting but I thought it was unique enough to point out. See full project

Redfish by Welcome Stranger Redfish by Welcome Stranger

Redfish is a poke restaurant in Honolulu, HI -- owned by Foodland, a supermarket chain with 32 stores in Hawaii -- serving fresh, customizable poke bowls and hearty shared plates with beer, wine, and sake. Their identity, designed by local firm Welcome Stranger, is "inspired by vintage Foodland photos and historical supermarket ephemera", including the diamond pattern found in the facade of Foodland's first store that opened in 1948. From there, the identity builds a number of badges, type treatments, and illustrations all with a vintage Americana flair but with some contemporary touches that move it beyond pastiche. The applications are not necessarily jaw-dropping but the full visual language (best seen at the project link) is fairly satisfying and the restaurant's brand promise of "Warm Rice, Cold Beer, and Raw Fish" sounds like something I could get on board with right now. See full project

Sesión by Re Sesión by Re

Sesión is a brand of premium tequila produced in Jalisco, Mexico, and sold in Australia, where vodka and gin lead the spirit category. The identity and packaging, designed by Sydney, Australia-based Re, positions tequila as the slow-sipping, mature spirit that it is (as opposed to its let's-do-shots-and-get-drunk reputation where you can't really savor it) with a clear high-end aesthetic from logo to bottle. The wordmark is a simple sans serif with the "Ó" in it dipping as if it were a sunset, which is not an entirely original move but the presence of the accent over the "O" gives it a little extra flair. The one thing I don't quite like is the agave icon, which doesn't feel as refined as the logo, the rest of the typography, or the slick bottle silhouette. The boxes with the big type broken in pairs... I'm not sure is quite right for the brand but it definitely looks cool. And I'm hugely, deeply, droolingly intrigued by the Mocha variety. See full project

http://feedproxy.google.com/~r/ucllc/brandnew/~3/sYWdgAmmp-A/friday_likes_329.php https://www.underconsideration.com/brandnew/archives/friday_likes_329.php Fri, 22 May 2020 04:56:53 -0600 https://www.underconsideration.com/brandnew/archives/friday_likes_329.php
Categories: News

Spotted: New Name and Logo for Savvas

Fri, 05/22/2020 - 12:14
New Name and Logo for Savvas 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/qr9h604vMUI/new_name_and_logo_for_savvas.php https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_savvas.php Thu, 21 May 2020 07:40:27 -0600 https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_savvas.php
Categories: News

Spotted: New Logo for theSkimm

Fri, 05/22/2020 - 12:14
New Logo for theSkimm 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/~3/5uLFUz1MsIw/new_logo_for_theskimm.php https://www.underconsideration.com/brandnew/archives/new_logo_for_theskimm.php Thu, 21 May 2020 07:35:37 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_theskimm.php
Categories: News

Linked: Inclusivity Sign Proposal

Thu, 05/21/2020 - 15:10
Graham, NC-based Leos Creative proposes (and makes available for download and use) a universal inclusivity sign: "Based on mathematical symbols, the inclusion sign [+] was designed as a symbol for people to know that everyone is welcomed. Businesses can easily post this in their window Inclusivity Sign Proposal Visit Link Graham, NC-based Leos Creative proposes (and makes available for download and use) a universal inclusivity sign: "Based on mathematical symbols, the inclusion sign [+] was designed as a symbol for people to know that everyone is welcomed. Businesses can easily post this in their window and people of every walk of life will easily see that this is a space for them." Unfortunately, I feel this suffers from over-designing -- the [+] gesture is more impactful in its most basic form. http://feedproxy.google.com/~r/ucllc/brandnew/~3/sZY8JBRRUMU/inclusivity_sign_proposal.php https://www.underconsideration.com/brandnew/archives/inclusivity_sign_proposal.php Thu, 21 May 2020 07:19:49 -0600 https://www.underconsideration.com/brandnew/archives/inclusivity_sign_proposal.php
Categories: News

Noted: New Logo and Packaging for Meridian by Bulletproof

Thu, 05/21/2020 - 15:10
(Est. 2005) "The natural choice for those looking to keep healthy, Meridian is the UK's leading producer of nut butters. Made in their own factory in North Wales, Meridian's nut butters are naturally delicious and provide an excellent source of protein and energy. All of “Under the Rainbow” New Logo and Packaging for Meridian by Bulletproof

(Est. 2005) "The natural choice for those looking to keep healthy, Meridian is the UK's leading producer of nut butters. Made in their own factory in North Wales, Meridian's nut butters are naturally delicious and provide an excellent source of protein and energy. All of the products in the Meridian Foods range are free from palm oil, supporting the environment and primates."

Design by
Bulletproof (London, UK)

Related links
N/A

Relevant quote
Inspired by the notion that ‘good tastes better’ and with our Sensory Brand World idea of ‘Nature Liberated’, we set about redesigning each distinctive brand asset and defining their relationship with one another; from core logo lock-up and packaging to tone of voice, leaning in to an inherent appreciation of, and desire to work with nature in its purest form. We did this with a view that the design approach would later extend far beyond their range of nut butters and into bars and sauces.

The old design was lacking a recognisable brand icon, so we created a vibrant ‘Rainbow’; a symbol that inherently stands for positivity and radiates energy. We wanted to clearly call out our core product values and proudly run these within the arches. We used multiple touchpoints as an opportunity to build a bold and uplifting application of our joyful brand icon - ‘Spreading good.’

In line with our Sensory Brand World idea, our deep autumnal brown provides richness and a connection to nature, whilst our brand icon is an uplifting injection of color; aiding shelf navigation and delivering taste appeal.

The current logotype was very serious and lacking weight and recognisability. We chose an ultra-bold san serif typeface which has a friendly and approachable character. We grounded the logotype so it doesn't curve around the horizon, adding the bold authority that the brand was previously lacking.

Images (opinion after)

New Logo and Packaging for Meridian by Bulletproof Logo. New Logo and Packaging for Meridian by Bulletproof OLD packaging. New Logo and Packaging for Meridian by Bulletproof New packaging. New Logo and Packaging for Meridian by Bulletproof New Logo and Packaging for Meridian by Bulletproof New Logo and Packaging for Meridian by Bulletproof New Logo and Packaging for Meridian by Bulletproof Individual varieties.

Opinion
The old logo… yikes. I’m trying to find something redeeming about it but nope, nothing there. The new logo doesn’t need to be contrasted with the old one, given how bad it was, but even then, the new one is a breath of fresh air for the brand. The main attraction of the new logo is the rainbow that even though it only has three stripes and the colors are as un-rainbow-y as it gets, it still has a joyful presence. The paint brush effect adds to the coziness of the rainbow as does the bold, rounded serif for the wordmark. It’s unfair to keep comparing all of these to Chobani but, yeah, Chobani vibes. I like how they kept the lowercase “m” from the old logo, which gives the wordmark some extra personality — I would have left the tittles of the “i”s alone, instead of turning them into leaves. The only real questionable decision is why the right end of the rainbow doesn’t end with the silhouette of the “di” as it does on the left side with the “Me”. The old packaging… double yikes. That was truly bad, from the additional gradient on the logo to the hand-drawn font to the photos of the ingredients. The new packaging looks great, with the nice, friendly logo; warm colors that change for each flavor; and charming supporting typography. I like how they use the rainbow in the packaging to highlight the two main benefits of the product and the main ingredient being placed on top of the first “i”, which falls neatly in the center, is pretty nifty. Overall, a huge improvement all around.

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Categories: News

Reviewed: New Logo and Identity for Schuh by Snask

Thu, 05/21/2020 - 12:10
Established in 1981, Schuh (which is German for shoe) is a footwear retailer based in Livingston, Scotland, with more than 130 stores across the UK, Ireland, and Germany. Schuh primarily sells other popular brands like Converse, Adidas, Vans, Nike, and UGG but also offers its “Unschuhre About this One” New Logo and Identity for Schuh by Snask

Established in 1981, Schuh (which is German for shoe) is a footwear retailer based in Livingston, Scotland, with more than 130 stores across the UK, Ireland, and Germany. Schuh primarily sells other popular brands like Converse, Adidas, Vans, Nike, and UGG but also offers its own label of footwear, designed in-house. Recently, Schuh introduced a new identity designed by Stockholm, Sweden-based Snask.

Based on research, interviews, and workshops we rewrote the brand strategy for schuh. We found out that their unique selling proposition had shifted from stocking cool products into the excellent service their people gave customers. We changed the brand communication from talking about products to talking about the company's values and the people behind the brand as well as the people in the shoes, the customers. We refreshed the old logotype, intensified their green to become more modern and added a much more versatile colour palette as well as an entirely new typeface that had a much more flexible range and attractive design. We added a green stripe to serve as a brand symbol across all channels. The new store fits already started to roll out at the new brand launch and "people first" has always been in schuh's veins it's just that now it finally showed and included both staffs as well as customers and you!​​​​​​​Snask project page New Logo and Identity for Schuh by Snask Character updates. New Logo and Identity for Schuh by Snask Logo structure. New Logo and Identity for Schuh by Snask Logo.

The biggest improvement in the new logo is getting rid of the thick-stroked oval around the wordmark, which felt heavy and burdensome. Typographically, all of the tweaks are beneficial with the "s" getting the biggest improvement with the angled joint at its center that makes it much more fluid. In general it's not the greatest logo ever but at least now it displays a little more finesse and purpose than before.

New Logo and Identity for Schuh by Snask Identity elements. New Logo and Identity for Schuh by Snask New Logo and Identity for Schuh by Snask Guidelines. New Logo and Identity for Schuh by Snask Green stripe treatment. New Logo and Identity for Schuh by Snask Green stripe treatment with bonus text.

The identity introduces A LOT of elements: a single green stripe, multiple colorful stripes, stickers, patterns, and about five or six different type styles. In principle and when seen altogether in the handy cheat sheet, this is a promising foundation, especially in the hands of Snask, but in application, things never quite gel or I'm simply not the target audience.

New Logo and Identity for Schuh by Snask Business cards. New Logo and Identity for Schuh by Snask Stationery. New Logo and Identity for Schuh by Snask New Logo and Identity for Schuh by Snask Animated wild postings. The future is here. New Logo and Identity for Schuh by Snask Billboard. Side note: Folks, please use apostrophes correctly when contracting years: it's ’19, not ‘19. (This is also seen in the guidelines images for ‘18.) New Logo and Identity for Schuh by Snask Your browser does not support the video tag. Bus shelter ads.

The primary element in the application is the green stripe and it almost works... it's hard to miss and it makes enough recurring appearances that it can be understood as the key brand element but it never does anything significant or interesting... it's just... there. Sometimes horizontal, sometimes vertical; sometimes centered, sometimes off the side or top or bottom and has no spatial or visual relationship or interaction with the rest of the elements. The typography is off in three or four different directions, from 1980s Esprit-like treatments to thin-stroke, repeating-for-the-sake-of-repeating Brutalist treatments. In general all the typographic treatments feel heavy, dated, and unfinished. Then sometimes there are stickers thrown in, just in case. I'm usually very supportive of Snask's loose and vibrant approach to branding but I feel like this never quite came together for them.

New Logo and Identity for Schuh by Snask Bags. New Logo and Identity for Schuh by Snask Tissue paper and tag. New Logo and Identity for Schuh by Snask Something Snasky. New Logo and Identity for Schuh by Snask Samples of existing stores. New Logo and Identity for Schuh by Snask Store exterior. New Logo and Identity for Schuh by Snask New Logo and Identity for Schuh by Snask Store interiors.

The exterior store sign is probably the most positive implementation, mostly because it's the one application with the least amount of elements and the green stripe has a bright and bold presence that literally highlights the entrance to the store. Overall, this feels very geared towards a young, urban audience and, I guess, in a way, it succeeds in having a chaotic, devil-may-care, anything-goes attitude that's appropriate but even within that realm, this could be a little less haphazard.

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Categories: News

Spotted: New Logo and Identity for Splitit by The Ricciardi Group

Wed, 05/20/2020 - 21:10
New Logo and Identity for Splitit by The Ricciardi Group 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/~3/1rUR3EAw2uU/new_logo_and_identity_for_splitit_by_the_ricciardi_group.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_splitit_by_the_ricciardi_group.php Wed, 20 May 2020 12:06:24 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_splitit_by_the_ricciardi_group.php
Categories: News

Spotted: New Logo for BNI

Wed, 05/20/2020 - 21:10
New Logo for BNI 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/V_0prnSpzB4/new_logo_for_bni.php https://www.underconsideration.com/brandnew/archives/new_logo_for_bni.php Wed, 20 May 2020 11:04:10 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_bni.php
Categories: News

Linked: Dieline Awards 2020 Winners

Wed, 05/20/2020 - 18:10
A really nice way to pass the time today by looking at the Dieline Awards 2020 winners. Dieline Awards 2020 Winners Visit Link A really nice way to pass the time today by looking at the Dieline Awards 2020 winners. http://feedproxy.google.com/~r/ucllc/brandnew/~3/26RQeIJk4RI/dieline_awards_2020_winners.php https://www.underconsideration.com/brandnew/archives/dieline_awards_2020_winners.php Wed, 20 May 2020 08:03:38 -0600 https://www.underconsideration.com/brandnew/archives/dieline_awards_2020_winners.php
Categories: News

Noted: New Logo and Packaging for Bobber by Sulliwan

Wed, 05/20/2020 - 18:10
(Est. 2019) "Bobber is a Russian brand of premium isothermal cookware. Tumblers and thermoses conserve heat up to two days and are made of materials that do not neither absorb nor emit any odors. Originally, a bobber was a unique, custom motorcycle that had all “Insulate This” New Logo and Packaging for Bobber by Sulliwan

(Est. 2019) "Bobber is a Russian brand of premium isothermal cookware. Tumblers and thermoses conserve heat up to two days and are made of materials that do not neither absorb nor emit any odors. Originally, a bobber was a unique, custom motorcycle that had all of its unnecessary parts stripped away so it could be styled to the owner's personal taste. The only rule was that there were no rules. We wanted to capture that spirit with our product: an intelligently bold design, top-notch materials, and beastly insulation. Over the years, our sole focus has been perfecting every single detail of our product. Just like the motorcycles, there is nothing superfluous or decorative here. Their purpose is simple - to fuel you up. It's Bobber."

Design by
Sulliwan (Moscow, Russia)

Related links
Sulliwan project page

Images (opinion after)

New Logo and Packaging for Bobber by Sulliwan Logo. New Logo and Packaging for Bobber by Sulliwan New Logo and Packaging for Bobber by Sulliwan Bottles and packaging. New Logo and Packaging for Bobber by Sulliwan Handle detail. New Logo and Packaging for Bobber by Sulliwan New Logo and Packaging for Bobber by Sulliwan Labels. New Logo and Packaging for Bobber by Sulliwan Packaging detail. Manufacturing porn.

Opinion
Just like some dogs look like their owners (or vice versa), this logo looks like its product: bold, sturdy, well constructed, and not to be messed with. I love how this feels as if it was created with a big router machine and has sort of a clunky, mechanical aesthetic, which could be a turn-off in some cases but here it works perfectly. The squared counterspaces work great with the rounder silhouettes of the letters and they generate a nice rhythm to the wordmark — even with the “r”, which doesn’t have a countersapce, the brain fills it in for you. The packaging is also great, in a matte black cylinder with a line artwork depiction of the products — the renderings above show it as an emboss but the final product (as seen in the video) has it in white printing which is still pretty cool — and bare minimum information typeset in Styrene. The bottles themselves are pretty bad-ass and the logo and packaging do a perfect job of supporting such a standout-looking product.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/evTLtvh6Sds/new_logo_and_packaging_for_bobber_by_sulliwan.php https://www.underconsideration.com/brandnew/archives/new_logo_and_packaging_for_bobber_by_sulliwan.php Wed, 20 May 2020 07:46:22 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_packaging_for_bobber_by_sulliwan.php
Categories: News

Reviewed: New Logo and Identity for MUNCH by North

Wed, 05/20/2020 - 18:10
Established in 1963, MUNCH is an art museum in Oslo, Norway, dedicated to the life and works of Norwegian artist Edvard Munch. Four years prior to his death in 1994, Munch bequeathed all his own works in his possession -- more than 28,000 artworks, as “I Scream, You Scream, We All Scream for The Scream” New Logo and Identity for MUNCH by North

Established in 1963, MUNCH is an art museum in Oslo, Norway, dedicated to the life and works of Norwegian artist Edvard Munch. Four years prior to his death in 1994, Munch bequeathed all his own works in his possession -- more than 28,000 artworks, as well as texts, letters, photographs, equipment and other personal artifacts -- to the City of Oslo, which established the museum in Tøyen, a residential neighborhood in the city. From the outset, the popularity of Munch outgrew the capacity of the physical space and in 2008 the city decided to create a new building with a competition won by Madrid, Spain-based Estudio Herreros. Set to open later this year on Oslo's waterfront, MUNCH will be one of the world's largest museums dedicated to one artist with 11 exhibition halls spread over 7 floors, displaying over 220 works by Munch at all times along with temporary exhibitions of his other works as well as that of other artists. The identity for the new museum has been designed by London, UK-based North.

The creative solution aims to be a contemporary interpretation of Munch's ethos and to positively signal the exciting new vision for the organisation. This is expressed in a clearer and more distinct visual profile to help reflect the bold ambitions for the museum and increase relevance for a younger audience.North provided text New Logo and Identity for MUNCH by North The building. Image credits (clockwise): Adrià Goula, Adrià Goula, T. Lauluten, and Ivar Kvaal. The visual identity is anchored by a custom font influenced by Munch's character and informed by the architecture. Respectfully bowing towards the city of Oslo, estudio Herreros' design was in part inspired by a photograph of Munch at Warnemünde, Germany. Almost naked, he is painting another almost-naked man on the beach and leaning forward inquisitively, just like the building. This angle was translated into a custom font designed by Radim Peško which is 'backslanted' at 20° to mirror this architectural gesture. The severe angle and uncommon blackslant type style combine to create a typographic expression and 'voice' intended to evoke Munch's unconventional spirit.North provided text New Logo and Identity for MUNCH by North The photo that inspired the building that inspired the logo. New Logo and Identity for MUNCH by North Your browser does not support the video tag. Custom typeface. Designed by Radim Peško New Logo and Identity for MUNCH by North Logo. New Logo and Identity for MUNCH by North Color variations.

The old logo was a logo with words in it split by a line, which is a description as dry as the logo, so not a big loss. The new logo takes a direct cue from the building's silhouette where the top 25% of the floors shoot out at a vertiginous angle and lean into the city. According to the provided text, the building itself takes a cue from a photograph of Munch leaning as he paints as well as a more metaphorical gesture that the building is bowing to the city and its fjord. In any case, the building is slanted and the logo is slanted. I mention all this because I am no art interpreter but neither the building nor the logo seem very Munch-ish to me, which may be my own problem in that I may be limiting my intellectual capability to move past beyond the surface understanding of Munch's art as expressionism. Maybe I expected something more... wavy... and blurry. Dunno. Anyway... I will hold on to the line that reads "a contemporary interpretation of Munch's ethos" and build from there because, in the end, the logo and the identity are bitchin', which is probably nothing an art interpreter would ever say.

The reverse italic approach is undeniably bold and pairing that with a red/black primary color combo makes it all the more impactful. Seeing the logo on the website does help paint a picture -- sorry, lame pun -- that this is no conventional museum and/or artist, going, literally, against the current and defying expectations. So, yeah, maybe I can interpret me some art. The color palette is absolutely stunning, with a very rich and deep set of hues and the red popping out vividly. The custom typeface that comes in italic, reverse italic, and non-italic (aka regular) is pretty great in its condensed structure and single, bold weight.

An energetic colour palette has been developed to work in harmony with Munch's art. Graphic expression is introduced across communications and merchandising through bold use of the 20º angle and an abstracted silhouette of the building. All aspects of the identity are developed as animated assets to make best use of the 20+ digital screens which run throughout the building. North provided text New Logo and Identity for MUNCH by North New Logo and Identity for MUNCH by North Membership card, traditional and digital. New Logo and Identity for MUNCH by North New Logo and Identity for MUNCH by North New Logo and Identity for MUNCH by North Posters. Your browser does not support the video tag. Digital poster. New Logo and Identity for MUNCH by North Publishing mark. New Logo and Identity for MUNCH by North Bags. New Logo and Identity for MUNCH by North Tags. New Logo and Identity for MUNCH by North Water bottles.

I still feel like I'm looking at some kind of upscale Formula 1 racing event, with all the italic type zooming to and from in the layouts but I still think it's super slick. Those bags look so great and so do the spines of the exhibit catalog with the single backslant "M" at the bottom and the titles going in all directions.

New Logo and Identity for MUNCH by North New Logo and Identity for MUNCH by North Wayfinding. New Logo and Identity for MUNCH by North Lapel pin. Identity introduction video.

Overall, this is technically amazing as everything looks great and maybe I'm just on my own when it comes to the slight dissonance between my understanding of Munch's work with how that translates into this identity, so I'm definitely looking forward to hearing what you think. Maybe another problem is that I'm trying to see this as an identity for the artist, not as an identity for the museum of the artist. Maybe another problem is that now I'm just rambling. So, the end.

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Categories: News

Spotted: New Logo for Flaticon done In-house

Wed, 05/20/2020 - 18:10
New Logo for Flaticon done 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/~3/1lf3ihp5pIE/new_logo_for_flaticon_done_in-house.php https://www.underconsideration.com/brandnew/archives/new_logo_for_flaticon_done_in-house.php Tue, 19 May 2020 10:51:44 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_flaticon_done_in-house.php
Categories: News

Spotted: New Logo for ClimateWorks Foundation

Wed, 05/20/2020 - 18:10
New Logo for ClimateWorks Foundation 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/NDN52jFqe5k/new_logo_for_climateworks_foundation.php https://www.underconsideration.com/brandnew/archives/new_logo_for_climateworks_foundation.php Tue, 19 May 2020 10:40:39 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_climateworks_foundation.php
Categories: News

Linked: Let Your Space Force Flag Fly

Wed, 05/20/2020 - 18:10
The United States Space Force logo, introduced earlier this year, gets its flag. I hate to admit it but, even with all the stolen elements from other logos, it doesn't look half-bad on that black flag. Let Your Space Force Flag Fly Visit Link The United States Space Force logo, introduced earlier this year, gets its flag. I hate to admit it but, even with all the stolen elements from other logos, it doesn't look half-bad on that black flag. http://feedproxy.google.com/~r/ucllc/brandnew/~3/lOPRr_1NBAg/let_your_space_force_flag_fly.php https://www.underconsideration.com/brandnew/archives/let_your_space_force_flag_fly.php Tue, 19 May 2020 08:00:04 -0600 https://www.underconsideration.com/brandnew/archives/let_your_space_force_flag_fly.php
Categories: News

Noted: New Name and Logo for Mojang Studios by Bold (NoA) and In-house

Wed, 05/20/2020 - 18:10
(Est. 2009) "Mojang is a Microsoft-owned game developer studio based in Stockholm, Sweden. We are best known as the creators of Minecraft, and are currently working on several new games, a movie, a board game, and lots more - all within the Minecraft franchise. At “Mo’ Bang for the Buck” New Name and Logo for Mojang Studios by Bold (NoA) and In-house

(Est. 2009) "Mojang is a Microsoft-owned game developer studio based in Stockholm, Sweden. We are best known as the creators of Minecraft, and are currently working on several new games, a movie, a board game, and lots more - all within the Minecraft franchise. At Mojang we create games, products and services to inspire creativity. As part of that pursuit, we are prepared to take risks. It's how we grow! We develop games with a strong community focus and put players first in everything we do. Our games are built for everyone, because we believe in demonstrating equality and not just talking about it."

Design by
Bold (NoA) (Stockholm, Sweden) and Mojang Studios Creative Team

Related links
Mojang Studios blog post

Relevant quote
We will say this: play is at the heart of Mojang Studios. It’s the blocky backbone of our games, the core of our development philosophy, and even entangled in our name (which roughly translates to “gadget” in lovely, old-timey Swedish). And now, finally, it’s squarely planted in our new, modular logo.

But we have yet to reveal our biggest little secrets. They are hiding in plain sight – in this very blog post – as part of the new logo. Introducing: the Mojangs! These mysterious little gizmos are powered by play. They test and tinker, endlessly explore, and help us discover new corners of the Minecraft universe.

Images (opinion after)

New Name and Logo for Mojang Studios by Bold (NoA) and In-house Logo. New Name and Logo for Mojang Studios by Bold (NoA) and In-house Logo animation. New Name and Logo for Mojang Studios by Bold (NoA) and In-house Stacked version. New name and logo introduction video.

Opinion
In Mojang’s blog post, I love how they refer to their old logo as a “dragon/apple/candle/sewing machine” because I couldn’t have come up with a better way to explain it. I did always think it was some kind of dragon but I also always didn’t like it, nor its wordmark, which is not that bad but that “J” rubbed me the wrong way. The new logo doubles down on Mojang’s overall quirkiness with a very awkward wordmark that carries some of the same awkwardness of the Minecraft universe. For almost any other entertainment or video game company this would be a no-no but I think Mojang can get away with it. I wish they had found a way to include a notch in the “O” because it stands out too much for being a perfect circle, whereas the rest of the letters are clearly contorting to non-conforming standards. I’m genuinely surprised the “O” is not a square as it would be perfectly readable and more in synch. The funky shapes “behind” the letters are groovy and I feel like once this logo extends into an identity, those are going to be all kinds of fun as evidenced by the excellent intro video, which has a great sense of humor and uses actual physical props and no gratuitous motion graphic tricks to make up for lack of concept. I found myself pausing it a bunch of times to look at the details, like the 0:55 mark where a “seriousness gauge” drops to zero. Regarding the name, I think it’s a formality. My impression is they will be referred to internally and externally simply as “Mojang” — they might as well just have renamed as “Mojang Bananas”. That’s not bad, actually. Overall, this is perfectly on point for the company.

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Categories: News

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