(Est. 1665 ‹ not a typo) "Saint-Gobain S.A. is a French multinational corporation, founded in 1665 in Paris and headquartered on the outskirts of Paris, at La Défense and in Courbevoie. Originally a mirror manufacturer, it now also produces a variety of construction and high-performance materials." (Wikipedia)
Terre de Sienne (Boulogne-Billancourt, France)
Saint-Gobain has always known how to renew itself while remaining true to its values. Now the Group has revealed a new identity, linking its historical logo (the arches of the Pont-à-Mousson bridge are still identifiable) with its strategy based on the construction markets. The new logo is full of motion: a skyline unfolds in an explosion of color, reflecting a Saint-Gobain that, after more than three centuries of existence, is more dynamic than ever.
Images (opinion after)Logo. Logo presentation. Kinda cheesy. Various, tiny applications.
Sometimes my ignorance gets the best of me: I had not heard of Saint-Gobain before and when the tip came across my inbox I thought Saint-Gobain was a town in France and this was a new tourism logo. Turns out Saint-Gobain is, like, a thousand years old and has as many more employees around the world. So, the old logo was fine, design-wise, but it really made it look like a destination brand where the only landmark is a bridge, more than a global corporation. The new logo sort of corrects that but not really… sticking with a skyline that, again, makes it feel like this is a city with bridges, giant houses, and tiny skyscrapers. Obviously, if you are aware of the company or do business with it, then my confusion issues are only my own. So assuming that I knew what Saint-Gobain is, yes, this logo is a proper evolution that better highlights the reach of the company while maintaining the equity of the old logo both by keeping the bridge but maintaining the overall shape and similar lock-up with the wordmark (in an overly friendly sans serif). The line drawing is fine, far from inspiring, but fine. The gradient helps liven it up a bit but it's a cheap trick to make a weak logo look more interesting. The applications could have maybe strived for something more interesting but ultimately they are fine too. Overall, if it were a city as I originally though, its tagline could be "Come live here, it's fine."
Established in 2011, Alcanzia is a residential and commercial electricity provider of energy in Spain and one of the fastest growing providers in the last five years as more private companies offer energy services after the market was freed from government control in 1997. Setting up for larger growth in the future, Alcanzia recently introduced a new identity designed by Alicante, Spain-based Small.Beyond the underlying infrastructures, an electric utility helps us connect and interact with what matters most to us through a simple action: pressing a button or swiping a virtual switch. When you come across an element like this--so simple and commonplace that it can be found in every home and on all devices--you have a clear source of visual inspiration and the work simply flows.
A symbol was created that conveyed the brand's message in a synthetic manner and with a proportionately large size compared to the logo. To maintain a connection with the previous identity, the blue colour range was kept and the typeface was updated to reinforce the message of approachability.Small project page Logo. Wordmark grid. App icon. So meta.
The old logo -- aside from the low resolution it was only available in -- was remarkably bad, with a leaf trying to form an "A" and a wordmark more likely to give you nightmares than a clown in a closet. The new logo features a now ubiquitous digital switch that I find totally charming and very appropriate for a newly established energy company. I'm actually surprised we haven't seen more logos using this kind of graphic device and I wonder if in 10 - 15 years it might become a cliché. In the meantime, major props to Alcanzia for using it first (if not first-first at least first I have seen). The wordmark valiantly tries to keep the "equity" of the old one and while it succeeds in making it a clear and cleaner update, it's still a wonky structure to build upon... the "a"s look as if they are trying to keep the bottoms of their pants from getting wet in the rain. The missing tittle is needlessly missing and that poor "n" looks, well, poor. Nonetheless, its friendliness matches the icon fairly well.Guidelines. Stationery. Business cards. Livery. Hard hats.
The applications are very standard, saved by the playfulness of the icon that works best when it's more isolated as in the blue backgrounds of the business cards because in the stacked lock-up with the wordmark it feels way oversized. I love the hard hats but maybe for the wrong reason, the two dudes look like Playmobil figurines.Icon set.
The icon set is unfortunately a big fail. The white dot for the switch is small when the icons are shown big and at their intended size it looks more like a dead pixel on a screen than something you would want to toggle. Even without the white dot, the icons are poorly executed.Illustrations. Promo video. Ad. The stencil font is one creative element too many.
The super friendly illustration approach for services and utilities might have already reached its limit and this, while nicely done and cute, feels somewhat gratuitous and maybe even out of place. With an energy company I want results and power, not after-school or Saturday morning entertainment. I do think the illustration style works well with the icon but even within the flat style, the people and things depicted, could be more grown up. Overall, though, it's a playful update that hinges on the idea of bringing energy that powers our modern-day world.http://feedproxy.google.com/~r/ucllc/brandnew/~3/gM7saFNWaYg/new_logo_and_identity_for_alcanzia_by_small.php http://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_alcanzia_by_small.php Wed, 15 Feb 2017 05:57:41 -0600 http://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_alcanzia_by_small.php
(Est. 2017) "The Laval Rocket (French: Rocket de Laval) is an upcoming professional ice hockey team in the American Hockey League (AHL) announced to begin play for the 2017-18 season as the top minor league affiliate of the National Hockey League (NHL)'s Montreal Canadiens. Based in Laval, Quebec, the Rocket will play their home games at Place Bell." (Wikipedia)
lg2 project page
This new brand identity, tailored to a new generation of fans, creates a bridge between the past and future, making the Rocket de Laval a contemporary brand that is instantly timeless. A solid “R” with an interior stroke and sharp serifs – alluding to The Rocket’s explosive speed – now forms the primary logo and is proudly featured on the front of the team’s jerseys.
Images (opinion after)Logo. Logo on a flag. Wordmark. Supporting typography. Uniforms. Logo introduction. Video done in-house, not by lg2.
Not much point going long into the old logo as this isn't an evolution or modification but a straight-up whole-other-thing. Still, let's count our blessings they didn't just call the new team the Laval Ice Caps and kept that old amusement ride logo. The new name comes from Maurice "Rocket" Richard, an iconic player of the Montreal Canadiens, and his jersey number (9) makes a recurring appearance in the identity. The main "R" logo is an intriguing interpretation of the spiky, multi-stroke, inline aesthetic of sports logos that could actually be considered an original take. I'm not crazy about it but there is something very appealing about it. The stacked type looks pretty good and the inline adds a cool texture to the character. The secondary wordmark also takes on the visual tropes of sports typography but manages to make it classier and more sophisticated. The numerals on the jerseys are pretty great. In application, the use of the condensed italic font is unexpected and pairs well with the logo and the blue/red duotone images. Overall, an upscale interpretation of minor league sports graphics that looks pretty convincing.
Launched in 1996, Science is a cable television channel owned by Discovery Communications that focuses, as its name implies, on science including but not limited to ufology, manufacturing, construction, technology, space, prehistory, and animal science. In its own words, though, it is "home for the thought provocateur, the individual who is unafraid to ask the killer questions of 'how' and 'why not'" adding that it is "a playground for those with audacious intellects and features programming willing to go beyond imagination to explore the unknown." In other words, come for Mythbusters, stay for whatever else they might show. Science has gone through a number of drastic reinventions over its 20-year history and the latest, introduced late last year, was designed by New York, NY-based Sibling Rivarly Studio.Logo evolution. The refreshed Science Channel logo is bold, graphic, and creates an optical illusion that hints at science as unexpected and mind blowing. It's not only used as the primary expression of the brand, but also as a navigational element throughout the package.Sibling Rivarly Studio project page Logo. Variations.
You know you are growing old when you've written about three major redesigns for any given entity: Here is the review from the 2007 change and here is the one from 2011. I kind of liked the "morph" blob version as a static logo but I really liked the crazy stuff Imaginary Forces did for it in animation. I don't watch the Science channel so no idea how long that stuff lasted or if it had been sustainable for the past 5 years but what was clear was that it was science, maybe with a heavier hint of sci-fi than the programming supported, which is something the new logo addresses.
Removing the sci-fi vibe helps differentiate it from competing channel SyFy (which does have the programming to support the name and said sci-fi vibe) and setting it up as more of a knowledge channel. Unfortunately, in the process, they have also stripped the logo off of any personality, leaving behind a cube silhouette with horsy typography. It's not a bad logo in the sense that it has tremendous screen presence with a bold and clear imprint but it's not a good logo in the sense that, well, it looks... bad. That "S" is somehow unpleasant and the wide opening of the "C" creates an odd counterspace. It's a serviceable logo but kind of a bland bastion for science.We've introduced four buckets into our Promo Package system. Each bucket is genre specific and includes two unique color palettes.Sibling Rivarly Studio project page Color palette. We've designed a set of science-inspired graphic elements and patterns based on the shape of the new logo. The patterns are used subtly over footage or solid backgrounds as an added layer of texture. They're used as compositional details creating a rich graphic world where every shape relates back to the form of the logo.Sibling Rivarly Studio project page Graphic elements. Graphic elements in use. Type system.
The visual language gets a slight boost from corner-y graphic elements but is not necessarily inspiring. The main typography -- Avenir, I think -- doesn't help in making things any more interesting, looking out of place amidst all the science-y imagery. It almost looks like a college textbook cover.New on-air look.
In motion things get a tiny bit better (mostly because you can add motion to watching paint dry and it will be better), especially with the frosted effect when the logo takes on the imagery below it but distorts it ever so slightly. All the growing and repositioning cube effects feel obvious and expected. Like the logo, they are not bad but they are also not great. The one cool effect might be at the very end of the video, with the logo rotating into visibility, but that's about it. Overall, with "science" as the backdrop for an identity -- an identity that benefits from motion -- this falls way short of the potential coolness it could achieve; if this were C-SPAN, it would be perfect but for a science channel it hardly blows my mind.http://feedproxy.google.com/~r/ucllc/brandnew/~3/KzGvGb99Gj0/new_logo_identity_and_on_air_look_for_science_by_sibling_rivalry_studio.php http://www.underconsideration.com/brandnew/archives/new_logo_identity_and_on_air_look_for_science_by_sibling_rivalry_studio.php Tue, 14 Feb 2017 05:56:10 -0600 http://www.underconsideration.com/brandnew/archives/new_logo_identity_and_on_air_look_for_science_by_sibling_rivalry_studio.php