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News

Linked: Sans Forgetica

Brand new - Fri, 10/05/2018 - 16:10
Want people to remember your client's wordmark? Set it in the Sans Forgetica, a font specifically designed with a degree of "desirable difficulty" that forces your brain to engage deeper with what you are reading. Designed by Stephen Banham and RMIT's Behavioural Business Lab. Sans Forgetica Visit Link Want people to remember your client's wordmark? Set it in the Sans Forgetica, a font specifically designed with a degree of "desirable difficulty" that forces your brain to engage deeper with what you are reading. Designed by Stephen Banham and RMIT's Behavioural Business Lab. http://feedproxy.google.com/~r/ucllc/brandnew/~3/4_xx00D5WN0/sans_forgetica.php https://www.underconsideration.com/brandnew/archives/sans_forgetica.php Fri, 05 Oct 2018 05:55:43 -0600 https://www.underconsideration.com/brandnew/archives/sans_forgetica.php
Categories: News

Noted: New Logo and Identity for Gunner by Stephen Kelleher

Brand new - Fri, 10/05/2018 - 16:10
(Est. 2015) "Gunner is a Detroit based animation and illustration studio. We are a team of artists who obsess over creating imagery that hypnotizes and stirs that lil' feeling in our guts. Each project is an opportunity to outdo our last, try something different and “Great Pen-cil-manship” New Logo and Identity for Gunner by Stephen Kelleher

(Est. 2015) "Gunner is a Detroit based animation and illustration studio. We are a team of artists who obsess over creating imagery that hypnotizes and stirs that lil' feeling in our guts. Each project is an opportunity to outdo our last, try something different and make new friends."

Design by
Stephen Kelleher (New York, NY)

Related links
Stephen Kelleher project page

Relevant quote
I was invited to rebrand their entire identity and began by designing a wordmark which became the basis for a dynamic logo, their website, business cards, signage and various promotional materials. It was important that the new branding reflect their ethos and approach to work; world-class output created with humility in a fun and friendly atmosphere.

Images (opinion after)

New Logo and Identity for Gunner by Stephen Kelleher Logo. New Logo and Identity for Gunner by Stephen Kelleher Wordmark to icon animation. New Logo and Identity for Gunner by Stephen Kelleher Icon animation. New Logo and Identity for Gunner by Stephen Kelleher Icon animation. New Logo and Identity for Gunner by Stephen Kelleher Business cards. New Logo and Identity for Gunner by Stephen Kelleher Pin. New Logo and Identity for Gunner by Stephen Kelleher Neon sign.

Opinion
I know an identity for a small creative firm breaks my typical rules of what kind of projects to post but a) I’ve been a huge fan of Gunner’s work and b) this is the single best hand-as-“G” icon you will ever see. The old logo matched Gunner’s illustrative style with a wobbly italic sans serif, which was pretty good. The new logo is definitely a growing-up kind of evolution, going a little more sophisticated with a straight-up font, Transcript. But the true hero here is the icon; it’s a great, playful drawing that cleverly works a hand and a pencil into a “G”. It’s not anatomically correct, no, but this isn’t a biology class so who cares? I love the raised pinky finger too. The icon also serves as a nice metaphor for their work which is digitally slick but always with a human touch that not all animation firms can nail as well as Gunner.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/DUhH-deYPOw/new_logo_and_identity_for_gunner_by_stephen_kelleher.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_gunner_by_stephen_kelleher.php Fri, 05 Oct 2018 05:36:06 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_gunner_by_stephen_kelleher.php
Categories: News

Reviewed: Friday Likes 262: From Dutchscot, Latente, and Commission

Brand new - Fri, 10/05/2018 - 12:55
A varied mix of styles this week, with work from London, Mexico City, and London again. “From Dutchscot, Latente, and Commission” Friday Likes 262

A varied mix of styles this week, with work from London, Mexico City, and London again.

Issho by Dutchscot Issho by Dutchscot

Issho is a Japanese restaurant based in Leeds, Yorkshire, England -- its name translating to "Togetherness" in Japanese. The identity, designed by London-based Dutchscot, builds on the name by pairing it with Kintsugi, an ancient Japanese art form where repairing an item with gold joins makes the object more desirable than before. Applied as copper foil, the menus and some of the other materials appear to be broken and mended with the technique. Dishes, paintings, and other physical elements of the restaurant also elegantly implement Kintsugi. A set of rich, floral patterns, designed by Eley Kishimoto, complements the identity in an unexpected way with sudden heavy bursts of ornamentation. As a bonus, the thin-line logo is quite nice too. See full project

Dominga by Latente Dominga by Latente

Dominga is a small batch Kombucha producer and retailer in Mexico City. The identity and packaging, designed by local firm Latente, doesn't seem to have an evident concept other than looking groovy (which is not a bad thing). The logo is a funky chiseled sans serif with enough personality to ferment its own bacteria. That's a complement. What attracted me the most to this project, though, is the lovely illustration on the packaging -- which you can see better in their Instagram account (and, yes, it's a woman riding a flamingo) -- that has a light, breezy, and playful attitude that looks great against all the different colors of the available kombucha flavors. See full project

Volcano At Home by Commission Volcano At Home by Commission

Volcano At Home is a new offering of Nespresso-compatible pods from London-based, micro roaster Volcano Coffee Works. The identity and packaging for the product range, designed by local firm Commission, has a great deadpan playfulness to it with a series of line illustrations of hands interacting with pods, each subtly alluding to the characteristics or name of each coffee (e.g., the "Balanced" product features a hand balancing a pod). The illustrations are complemented by barebones sans serif typography and layouts that, in this case, work great as presented in the colorful card sleeve wraps. See full project

http://feedproxy.google.com/~r/ucllc/brandnew/~3/3xCiCJxdLBc/friday_likes_262.php https://www.underconsideration.com/brandnew/archives/friday_likes_262.php Fri, 05 Oct 2018 05:15:03 -0600 https://www.underconsideration.com/brandnew/archives/friday_likes_262.php
Categories: News

Spotted: New Logo for Box

Brand new - Thu, 10/04/2018 - 20:40
New Logo for Box 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/PqKkEm3dup4/new_logo_for_box.php https://www.underconsideration.com/brandnew/archives/new_logo_for_box.php Thu, 04 Oct 2018 12:46:26 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_box.php
Categories: News

Spotted: New Logo and Identity for Fotolog by Soluble Studio

Brand new - Thu, 10/04/2018 - 20:40
New Logo and Identity for Fotolog by Soluble Studio 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/EWtvoyFeoww/new_logo_and_identity_for_fotolog_by_soluble_studio.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_fotolog_by_soluble_studio.php Thu, 04 Oct 2018 12:41:16 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_fotolog_by_soluble_studio.php
Categories: News

Linked: More on Sports Celebrity Logos

Brand new - Thu, 10/04/2018 - 16:20
ESPN takes a look at how other sports celebrity logos stack up against the most iconic of them all, Michael Jordan's Jumpman. Video at the link. More on Sports Celebrity Logos Visit Link ESPN takes a look at how other sports celebrity logos stack up against the most iconic of them all, Michael Jordan's Jumpman. Video at the link. http://feedproxy.google.com/~r/ucllc/brandnew/~3/yqbJE1JQ2Qk/more_on_sports_celebrity_logos.php https://www.underconsideration.com/brandnew/archives/more_on_sports_celebrity_logos.php Thu, 04 Oct 2018 08:12:05 -0600 https://www.underconsideration.com/brandnew/archives/more_on_sports_celebrity_logos.php
Categories: News

Noted: New Logo and Identity for Vroom by Pentagram

Brand new - Thu, 10/04/2018 - 15:15
(Est. 2013) Vroom is an e-commerce company that sells cars only online and delivers cars to customers' houses, providing a 7-day or 250-mile return period. It counts with 120 acres worth of space for vehicle reconditioning, 600+ employees, and more than 3,000 cars in inventory. New Logo and Identity for Vroom by Pentagram

(Est. 2013) Vroom is an e-commerce company that sells cars only online and delivers cars to customers' houses, providing a 7-day or 250-mile return period. It counts with 120 acres worth of space for vehicle reconditioning, 600+ employees, and more than 3,000 cars in inventory.

Design by
Pentagram (New York, NY; Michael Bierut, partner)

Related links
Pentagram project page

Relevant quote
The identity is built around a custom typeface, Vroom Sans, with italicized letterforms that evoke a feeling of forward motion and driving a car. The typeface is based on the geometric Regular Extrabold Italic, designed by A2-TYPE and specially customized by A2 for Vroom with trailing slab serifs like racing fins and descenders with swooping curves. The logo reinforces the ideas of speed and freedom, key to Vroom’s appeal. […] The wordmark is accompanied by a simple monogram with Vroom’s lowercase “v” in a circle. […] The branding utilizes a bright, sporty red that captures the energy of the name and sets Vroom apart from the blue typically used by tech companies.

Images (opinion after)

New Logo and Identity for Vroom by Pentagram Logo. Your browser does not support the video tag. Your browser does not support the video tag. Logo animations. New Logo and Identity for Vroom by Pentagram New Logo and Identity for Vroom by Pentagram New Logo and Identity for Vroom by Pentagram Custom font by A2-TYPE based on their Regular Extrabold Italic. New Logo and Identity for Vroom by Pentagram New Logo and Identity for Vroom by Pentagram Logo/car relationships. New Logo and Identity for Vroom by Pentagram New Logo and Identity for Vroom by Pentagram New Logo and Identity for Vroom by Pentagram Ads. New Logo and Identity for Vroom by Pentagram Keychain. Your browser does not support the video tag. Commercial, directed by the comedy duo Tim and Eric.

Opinion
We bought a new car somewhat recently and the model we specifically wanted — a decadent Honda Fit WITH stick shift — could be found on Vroom. The price was good and the whole delivery-to-the-door deal seemed good. Ultimately I decided to not pursue Vroom because its old logo (and overall presentation) did not instill trust. Its speed lines looked amateurish and it had a This-Could-be-a-Scam vibe. If the new logo had been in place then I would have probably taken the plunge. In principle, the logo idea is the same: make the word “vroom” look like it’s going fast. But the new execution feels more exciting, more car-culture-y, and more purposeful. The slabs on the letters don’t feel natural to the characters but I think it’s that exaggeration that makes it stand out for me and I very much enjoy how it has been extended into the full visual language through the custom font. I also like the interaction and size relationships between logo (and messaging) and the car images that present each vehicle as plainly as possible and nicely integrated with the visuals through the silhouetting. Overall, I would be more likely to vroom now than I would have before.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/n-1xE0qpASY/new_logo_and_identity_for_vroom_by_pentagram.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_vroom_by_pentagram.php Thu, 04 Oct 2018 06:02:55 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_vroom_by_pentagram.php
Categories: News

Reviewed: New Logo and Identity for DuPont by Lippincott

Brand new - Thu, 10/04/2018 - 13:05
Established in 1802 (originally as a gunpowder mill and its full name being E. I. du Pont de Nemours and Company), DuPont grew to be one of the world's largest chemical companies and developed many of today's technologies and materials like Teflon, Nylon, Neoprene, Tyvek, “Oval my ol’ Pal” New Logo and Identity for DuPont by Lippincott

Established in 1802 (originally as a gunpowder mill and its full name being E. I. du Pont de Nemours and Company), DuPont grew to be one of the world's largest chemical companies and developed many of today's technologies and materials like Teflon, Nylon, Neoprene, Tyvek, and Lycra -- all brand names that we've come to use as general descriptors for product categories (like calling all facial tissues Kleenex). In 2017, DuPont merged with Dow Chemical Company to create DowDuPont with the outward intention of, 18 months down the line, separating into three independent, publicly traded companies: Corteva Agriscience, focusing on agriculture; Dow, focusing on materials science; and DuPont, focusing on specialty products. Why they had to merge and spin-off to remain the same two companies is above my pay grade but what's important to know is that DuPont became DowDuPont Specialty Products Division became DuPont and will keep keeping on doing DuPont things. Yesterday, DuPont or DowDuPont or whoever, introduced a new identity designed by Lippincott.

New Logo and Identity for DuPont by Lippincott Detailed logo and campaign history. Open image in new tab to see bigger. "Our new branding is one of many steps we are taking in DuPont's transformation and amplifies what we do; help our customers solve complex problems, and turn their best ideas into real-world products and solutions," said Barbara Pandos, chief communications officer, Specialty Products Division of DowDuPont. "It preserves the legacy shape of the iconic DuPont Oval, which for more than a century has provided a seal of quality, performance and trust, but it will no longer be constrained by an elliptical border - signaling a collaborative and open flow of ideas and innovation." DuPont press release New Logo and Identity for DuPont by Lippincott Logo. Your browser does not support the video tag. Logo animation.

Given how quickly logos change today it's easy to forget that some companies have had the same logo for an insane amount of time and it's baffling to think that DuPont has had the same logo for 100 years, which makes the case for updating it extremely difficult. Given the corporate changes for DuPont and its need to signal a new era it's not entirely surprising that they would want to do that through a logo change (along with all the corporate and messaging restructuring). There is no "win" here because all we can do is judge it against a logo that has been around for ONE HUNDRED YEARS and even though it's a logo we don't interact with on a regular basis -- like that of, say, Coca-Cola which has been around even longer -- the DuPont oval is highly recognizable and anything, no matter how good it is, that replaces it simply can not withstand that comparison.

Having said that, Lippincott's update is a valiant effort and has resulted is what is possibly one of the most correct and appropriate evolutions. It keeps the distinct oval shape and funky typography stretching horizontally to fill the shape. There are positive and negative things going on but, in general, this is a strong evolution. Removing the stroke yields a much more elongated oval which is a little odd when it comes logos, especially today when most logos somehow try to be square to fit in social media avatars. Seeing a football (of the American kind) or a baguette in the shape of the logo is not out of the question but it's a difficult task to not have people see unintended things in logos. One thing that could have possibly helped assuage the wideness (and that I don't understand why it wasn't done) would be to tighten the spacing in the little shapes at the edges so that that would match the spacing in the rest of the letters but I'm guessing this was attempted and, one way or another, it was shut down. The new boldness of the wordmark is great and more in line with contemporary logos. The curvature of the letters has been very well done and I think the overall presence and functionality of the logo has improved.

New Logo and Identity for DuPont by Lippincott Logo with pattern. New Logo and Identity for DuPont by Lippincott Ads.

The two little pieces at the start and end of the logo take on a bigger role in the applications. One approach is by transforming them into giant 3D shapes that look a little avant garde and abstract in a way that makes such a corporate behemoth look cooler than you might expect. The other approach is to use the tips as a subtle framing device as seen in the ads. This has the potential to become a highly recognizable maneuver. I can imagine seeing series of ads like this at airports and being the kind of approach that is instantly recognizable. But only time will tell.

The identity uses NOT a custom sans but a font off the shelf! It's almost unheard of these days, especially for a company of a significant size to license a font family. I am the smallest fan of the "spurless" sans category but Diodrum, as has been applied for DuPont, is spot on and the first time I actually enjoy its use.

New Logo and Identity for DuPont by Lippincott Website. New Logo and Identity for DuPont by Lippincott Editorial spread. New Logo and Identity for DuPont by Lippincott T-shirt. New Logo and Identity for DuPont by Lippincott Bottles. New Logo and Identity for DuPont by Lippincott Employee materials. New Logo and Identity for DuPont by Lippincott Exterior sign.

Lots of other bland renders abound. Not ideal to judge applications based on this and they are not the most flattering for the logo but here they are.

Your browser does not support the video tag. Manifesto.

Overall, I do think this is a strong, positive change and since this is not a consumer product -- even though it's a very well known corporate brand -- there is not sufficient sane reasons for people to rebel against or complain about. The people that interact with DuPont will keep interacting with it because it's business, it's not a consumer decision affected by shelf presence and visual allegiances built over time with a product. As designers we might mourn the death of a classic logo but as proponents of change we also need to embrace it.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/ttLhyB85HWw/new_logo_and_identity_for_dupont_by_lippincott.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_dupont_by_lippincott.php Thu, 04 Oct 2018 04:50:31 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_dupont_by_lippincott.php
Categories: News

Spotted: New Logo and Identity for GILK by Azai Studios

Brand new - Wed, 10/03/2018 - 19:50
New Logo and Identity for GILK by Azai Studios 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/WmzGTIYuT9A/new_logo_and_identity_for_gilk_by_azai_studios.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_gilk_by_azai_studios.php Wed, 03 Oct 2018 11:58:41 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_gilk_by_azai_studios.php
Categories: News

Spotted: New Logo for Marketo

Brand new - Wed, 10/03/2018 - 19:50
New Logo for Marketo 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/g9Q0vWt3cx0/new_logo_for_marketo.php https://www.underconsideration.com/brandnew/archives/new_logo_for_marketo.php Wed, 03 Oct 2018 11:52:56 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_marketo.php
Categories: News

Announced: First Round 2018 - Atlanta: Registration Closes Friday + 2 Volunteers Needed

Brand new - Wed, 10/03/2018 - 16:40
This Friday, October 5, is the last day to register for First Round in Atlanta on October 12. You will have all day and all night to register. We are also in need of 2 volunteers. The main task is to help with morning set-up “Friday, October 5 is Last Day to Register”  Registration Closes Friday + 2 Volunteers Needed

This Friday, October 5, is the last day to register for First Round in Atlanta on October 12. You will have all day and all night to register.

We are also in need of 2 volunteers. The main task is to help with morning set-up and registration. Arrival at venue at 7am. Most likely you would miss the first session and then we will rotate the 4 volunteers into the second and third sessions. Then you will be able to watch the rest. There might be some small tasks throughout the day but nothing strenuous! Email me if interested.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/DcEfgY5x8Fs/first_round_2018_-_atlanta_registration_closes_friday_2_volunteers_needed.php https://www.underconsideration.com/brandnew/archives/first_round_2018_-_atlanta_registration_closes_friday_2_volunteers_needed.php Wed, 03 Oct 2018 08:30:49 -0600 https://www.underconsideration.com/brandnew/archives/first_round_2018_-_atlanta_registration_closes_friday_2_volunteers_needed.php
Categories: News

Linked: J. R. Supreme-less

Brand new - Wed, 10/03/2018 - 15:35
Following up on the important news that the Supremee calf tattoo that J. R. Smith, of the NBA's Cleveland Cavaliers, got is officially not welcome in the NBA and must be covered during games or he will be fined. J. R. Supreme-less Visit Link Following up on the important news that the Supremee calf tattoo that J. R. Smith, of the NBA's Cleveland Cavaliers, got is officially not welcome in the NBA and must be covered during games or he will be fined. http://feedproxy.google.com/~r/ucllc/brandnew/~3/Cl5LtPWnCC8/j_r_supreme-less.php https://www.underconsideration.com/brandnew/archives/j_r_supreme-less.php Wed, 03 Oct 2018 05:59:50 -0600 https://www.underconsideration.com/brandnew/archives/j_r_supreme-less.php
Categories: News

Noted: New Logo and On-air Look for CTV done In-house

Brand new - Wed, 10/03/2018 - 15:35
(Est. 1961) "CTV is Canada's #1 private broadcaster. Featuring a wide range of quality news, sports, information, and entertainment programming, CTV has been Canada's most-watched television network for the past 17 years in a row. CTV is a division of Bell Media, Canada's premier multimedia “C the TV, B the TV” New Logo and On-air Look for CTV done In-house

(Est. 1961) "CTV is Canada's #1 private broadcaster. Featuring a wide range of quality news, sports, information, and entertainment programming, CTV has been Canada's most-watched television network for the past 17 years in a row. CTV is a division of Bell Media, Canada's premier multimedia company with leading assets in television, radio, digital, and Out-of-Home. Bell Media is owned by BCE Inc. (TSX, NYSE: BCE), Canada's largest communications company."

Design by
In-house: Bell Media Agency

Related links
Bell Media press release

Relevant quote
At the centre of CTV’s first major logo and branding refresh since 2011, is the new campaign the theme “GET INTO IT”, inviting viewers to engage with and personally invest in the stories found only on CTV.

The execution brightens and modernizes the brand, embracing a conversational tone to connect with audiences on a more personal level. The revised logo elements have evolved to reflect a more digital language and include more colour, while keeping the focus on CTV’s signature red, blue, and green. The often playful and always bold association of CTV’s signature colours and shapes aims to heighten the attribution of CTV – Canada’s most-watched and most-streamed network – to its vast and exciting array of content.

Images (opinion after)

New Logo and On-air Look for CTV done In-house Logo. New Logo and On-air Look for CTV done In-house Tagline. New Logo and On-air Look for CTV done In-house Banner. New Logo and On-air Look for CTV done In-house Campaign. Fall campaign promos, showing new look and animations.

Opinion
It was hard to tell which was the official before logo as there were about a dozen different things online and even in their Facebook profile pictures they used flat, non-flat, less-flat versions fairly interchangeably so the biggest job this revised logo has is to establish clear consistency and use. (I’m also not a CTV watcher so the before logo might be obvious to our Canadian readers.) Anyway, the big change in the new logo is a fully flat look, brighter RGB colors, angled stroke endings for the “C”, and a “V” that sits lower in the triangle. They are all decent changes to a somewhat weird (but high-equity) logo. The campaign is okay… the blue stroke that ties everything together is a decent design element although probably easy to miss. The on-air look is pretty nice, with some slick subtle animation details and an overall playful attitude. I like how they are using the circle/square/triangle shapes on their own as accents. Being such a type-driven identity, the one thing I’m not convinced about is the type, which seems to be a custom sans serif. It’s mostly fine but when used in all uppercase it looks clunky. Overall, not being a member of its audience, I don’t know how CTV looked before on-air but I’ll go out on a limb and assume this is better.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/1dZBgdkgBWo/new_logo_and_on_air_look_for_ctv_done_in_house.php https://www.underconsideration.com/brandnew/archives/new_logo_and_on_air_look_for_ctv_done_in_house.php Wed, 03 Oct 2018 05:31:31 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_on_air_look_for_ctv_done_in_house.php
Categories: News

Reviewed: New Logo and Identity for Guardian by The Working Assembly

Brand new - Wed, 10/03/2018 - 13:25
Established in 1860 (not a typo), the Guardian Life Insurance Company of America (Guardian for short) is one of the largest mutual life insurance companies in the U.S.. A Fortune 250 company, with more than 9,000 employees, it provides life insurance, disability, and other benefits “Life Insurers of the Galaxy” New Logo and Identity for Guardian by The Working Assembly

Established in 1860 (not a typo), the Guardian Life Insurance Company of America (Guardian for short) is one of the largest mutual life insurance companies in the U.S.. A Fortune 250 company, with more than 9,000 employees, it provides life insurance, disability, and other benefits for more than 26 million customers. This week, Guardian introduced a new identity designed by New York, NY-based The Working Assembly.

The two interlocking rings that form the basis of the new identity have been carefully crafted and thoughtfully designed to communicate three core characteristics of the Guardian brand: strength, warmth and longevity.

It's impossible to conjure images of protection without the word "guardian." Symbolizing strength and security, chain links represent the stability and peace-of-mind that Guardian provides to their clients, colleagues and partners.

The lowercase mark and open, sans-serif type feels friendly and human. The combination of a modern blue and green represents growth and health, strengthening and solidifying the mark without losing its approachable and pleasant character.The Working Assembly provided text New Logo and Identity for Guardian by The Working Assembly Logo. New Logo and Identity for Guardian by The Working Assembly Monogram explanation. Your browser does not support the video tag. Logo animation.

I'm one of the 26 million customers of Guardian's life insurance and there are few uglier envelopes I get in the mail than Guardian's, with that ugly pill-shaped logo in an awful color and a terrible swoosh/ribbon thing inside it. It's a surprise the wordmark was relatively good. I assumed Guardian would never change its logo because it made it seem like they didn't care about it, so it's very unexpected to see a major change. The new logo features a friendly, double-storey "g" monogram that, with its interlocking circles, instantly conveys collaboration, connection, and other maudlin feelings that you want to think about when considering life insurance. Some of the rationalizations about it are eye-rolling but probably necessary to get this change through.

I like the monogram; it has a well-designed presence and the two similarly-hued colors work well together. The one thing that drives me a little crazy is the literal disconnect of the bottom circle: the ear of the "g" and the top overlap of the rings are handled with a subtle shadow, which looks great, but the bottom overlap is not a shadow and it's instead a stark cut, which sort of defeats the purpose. When the logo is used on a dark background it's not so evident, but when used on light backgrounds it stands out brightly. Point being, I think it should have been a shadow as well but my guess is that the tone-on-tone didn't provide enough contrast for some folks, which is too bad because I think that would have made the monogram much better. In fact, hard shadows that bleed into the background color would have been pretty kick-ass (but most likely too harsh for the company).

The wordmark is fine. It's a proper complement to the monogram in its geometric-ness and thickness. Maybe it could have been just a bit thinner so that it didn't feel so heavily bold. Although the "G" looks somehow different from the rest of the characters I like how they integrated it by cutting its downward stroke to end at the x-height.

New Logo and Identity for Guardian by The Working Assembly Sample of the OLD identity. New Logo and Identity for Guardian by The Working Assembly New Logo and Identity for Guardian by The Working Assembly Guidelines. New Logo and Identity for Guardian by The Working Assembly Stationery. New Logo and Identity for Guardian by The Working Assembly New Logo and Identity for Guardian by The Working Assembly Various materials.

As you can see from the samples of the old identity image I was not exaggerating about the envelope I get in the mail; their materials were Bad. The new applications are pleasant. There is nothing groundbreaking or overly memorable about them and that's a good thing. In this case, it's about being clear, being reassuring, and being accessible. The main color palette of the blue and green of the logo plus the dark blue works quite well. As much as I hated it, perhaps I would have liked to see a gold accent somewhere to take the edge of of this looking like a hospital or healthcare company.

New Logo and Identity for Guardian by The Working Assembly Social media. New Logo and Identity for Guardian by The Working Assembly Posters. New Logo and Identity for Guardian by The Working Assembly New Logo and Identity for Guardian by The Working Assembly Signage.

Overall, this is a very decent update that brings Guardian from out of the pits -- graphically speaking since business-wise it's doing quite well and this identity will help them communicate that in a better way.

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Categories: News

Spotted: New Logo and Identity for Hydro by Snøhetta

Brand new - Tue, 10/02/2018 - 21:10
New Logo and Identity for Hydro by Snøhetta 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.

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Categories: News

Spotted: New Logo for Kijiji

Brand new - Tue, 10/02/2018 - 21:10
New Logo for Kijiji 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.

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Categories: News

Linked: Papa John's Maybe New Logo

Brand new - Tue, 10/02/2018 - 15:45
Papa John's has filed a new logo with the U.S. Patent and Trademark Office. No official indication yet that it will be used. Papa John's Maybe New Logo Visit Link Papa John's has filed a new logo with the U.S. Patent and Trademark Office. No official indication yet that it will be used. http://feedproxy.google.com/~r/ucllc/brandnew/~3/ZN_IC3tJOGE/papa_johns_maybe_new_logo.php https://www.underconsideration.com/brandnew/archives/papa_johns_maybe_new_logo.php Tue, 02 Oct 2018 06:03:49 -0600 https://www.underconsideration.com/brandnew/archives/papa_johns_maybe_new_logo.php
Categories: News

Noted: New Logo for Travel Channel

Brand new - Tue, 10/02/2018 - 15:45
(Est. 1987) "Travel Channel is an American basic cable and satellite television channel that is owned by Discovery, Inc., which had previously owned the channel from 1997 to 2007. The channel is headquartered in Chevy Chase, Maryland, United States. It features documentaries, reality, and how-to “Safe Travels Vowels” New Logo for Travel Channel

(Est. 1987) "Travel Channel is an American basic cable and satellite television channel that is owned by Discovery, Inc., which had previously owned the channel from 1997 to 2007. The channel is headquartered in Chevy Chase, Maryland, United States. It features documentaries, reality, and how-to shows related to travel and leisure around the United States and throughout the world. Programming has included shows on African animal safaris, tours of grand hotels and resorts, visits to significant cities and towns across the world, programming about various foods across the world, and programming about ghosts and the paranormal in notable buildings. As of February 2015, Travel Channel is available to approximately 91.5 million households (78.6% of households with television) in the United States." (Wikipedia)

Design by
N/A

Related links
Travel Channel news page
2011 Brand New post

Relevant quote
Coinciding with all of this is an update and re-design of the network logo, as you see above. The network name remains the same, but there’s a visually abbreviated handle (“Trvl”), an updated type treatment and a more subdued color palette. Accompanying that, you may also notice some new graphics and a generally more streamlined look when visiting travelchannel.com – designed to create a visual experience that’s more readable and simpler to navigate.

Images (opinion after)

New Logo for Travel Channel Logo. New look video. (You can change the video quality to HD, for some reason it's embedding at the lowest res possible.)

Opinion
In 2013 the Travel Channel added an obnoxious giant arrow behind what was otherwise a decent wordmark — the one we last saw here in 2011 — making it look like a cheap travel agency. While it would normally be good news that such a logo is being changed, the new logo only bears bad news. For some unexplainable reason, the new logo features no vowels. It is beyond me what concept this serves, especially when the name of the channel remains vowel-full. But let’s assume, it’s a fantastic concept and that it makes perfect sense… the execution is quite bad as well. It’s not terrible, but it’s not good in any way. They only had four letters to integrate and each of them look like they belong in different fonts, while the arrow shares none of the traits of the letters. “CHANNEL” underneath has its own agenda going, rocking some major ink traps. Based on the promo video, it looks like Travel Channel is now about haunted places and paranormal stuff but the scariest thing you will find in their programming is this new logo.

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Categories: News

Reviewed: New Crest and Identity for FC Barcelona by Summa

Brand new - Tue, 10/02/2018 - 12:30
Established in 1899, FC Barcelona is one of the most well known and successful football teams in the world with far too many titles and accomplishments to list in one paragraph. The Catalan team has attracted some of the best players in the world over “Barça gets Versed in Digital Reproduction” New Crest and Identity for FC Barcelona by Summa

Established in 1899, FC Barcelona is one of the most well known and successful football teams in the world with far too many titles and accomplishments to list in one paragraph. The Catalan team has attracted some of the best players in the world over the decades, including Johan Cruyff, Ronaldo, and Lionel Messi, among many others. Last week, the club introduced a revised crest and new identity designed by Spanish firm Summa.

FC Barcelona has updated its crest to suit modern times. Since its last update in 2001, the context, society and technology have changed enormously, and so must the Club's identifying features.

This evolution is faithful to the historic elements in the crest and also makes it easier to reproduce, especially in the increasingly important digital media. Its features include greater balance and power in the blue and maroon colours, a more prominent football, as the iconic representation of the Barça style of play, simpler, more homogenised shapes and colours and the elimination of the FCB acronym, not explanatory and in disuse.Summa provided text Your browser does not support the video tag. Logo evolution. The main features of the new crest are greater balance and power in the blue and maroon colours, greater presence of the ball, an iconic element that represents the Barça style of play, and simplicity and homogenisation of the shapes and colours. A more harmonious crest that still maintains its shape and essence.Summa project page New Crest and Identity for FC Barcelona by Summa Crest updates. New Crest and Identity for FC Barcelona by Summa Logo.

It goes without saying that the very best decision was to not mess with the crest in any significant way. I'm all for changing crests to modern logos -- à la Juventus -- but I think a team like FC Barcelona will simply never be able to change. Over the years, the team hasn't been too shy about making updates, so this new update isn't as controversial or unexpected. All the changes are an improvement, making the logo simpler, easier to read, and more efficient to reproduce. Getting rid of all the thin black strokes on the inside alone should be a national celebration. The color combo is still a little whack, lacking some contrast but not much you can do there. The one thing that does bother me is that the top two quadrants, the sides that touch the crest do not follow the curves of the crest, especially the white/red cross that I think could have easily hugged the curve. Nonetheless, it's an update that should incite little ire from fans and, in this realm, that's the biggest win possible.

I'm not super excited about the new wordmark (or font in general) but it's not bad by any means. It just feels at odds with the crest.

As a result of this process and the new strategy, we have opted for two official brand expressions: FC Barcelona for everything relating to the institution and football, and Barça, a very popular expression which had not previously been given official status.

The second name now identifies everything related to all other sports and the knowledge, social change and entertainment areas. Areas that speak for themselves, because Barça is more than a club.Summa project page Your browser does not support the video tag. Your browser does not support the video tag. Sub-brands.

The sub-brand system is pretty straightforward and it may seem "bland" but when you look at the logo-itis they had before, where everything had its own different logo, it's a most welcome approach.

To broaden the communicative register of the brand, we have designed a visual system inspired by its values and attributes, giving the club a distinctive, flexible voice, capable of adapting to the different contexts and audiences with which it interacts.

A system of colours, stripes and textures that can be adapted to the Club's different areas and fields of activity. And its own exclusive FC Barcelona typeface, based on the traits of the crest and the personality of the brand, which is versatile and capable of evolving.Summa project page Your browser does not support the video tag. New Crest and Identity for FC Barcelona by Summa New Crest and Identity for FC Barcelona by Summa Custom font.

The custom type family has some interesting qualities -- the way any angled strokes (like the "A" or "R") are squared off or the curve of the "A" -- but maybe it has one too many of them. The little slabs on the "C" and "S", for example, or the angles on the top bars of the "T" and "E". Pick one or two distinguishing characteristics and stick with those.

New Crest and Identity for FC Barcelona by Summa New Crest and Identity for FC Barcelona by Summa Patterns. New Crest and Identity for FC Barcelona by Summa Patterns with photos. New Crest and Identity for FC Barcelona by Summa Business cards. New Crest and Identity for FC Barcelona by Summa Letterhead.

The patterns are sort of okay. The idea of making one from the crest is good but the color combination of red and blue is taxing on the eyes and when paired with type as in the business cards, it borders on looking more cheap than elegant. Feels like there is some room for improvement on the institutional materials.

New Crest and Identity for FC Barcelona by Summa New Crest and Identity for FC Barcelona by Summa Kit. New Crest and Identity for FC Barcelona by Summa Flag.

The system will probably be less seen by the everyday fan and, in the end, it comes down to the crest and its value for fans. This is an evolution that will look great on merchandise and all communications for another 10 - 15 years until the next evolution... or until someone is crazy enough to completely change it.

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Categories: News

Spotted: New Logo for Canadian Blood Services

Brand new - Mon, 10/01/2018 - 20:20
New Logo for Canadian Blood Services 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.

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Categories: News

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