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News

Linked: Opening at Principle

Brand new - Wed, 02/06/2019 - 00:48
Position: Brand Lead / Art Director at Principle in Houston, TX. Opening at Principle Visit Link Position: Brand Lead / Art Director at Principle in Houston, TX. http://feedproxy.google.com/~r/ucllc/brandnew/~3/2uPTmXcagtI/opening_at_principle.php https://www.underconsideration.com/brandnew/archives/opening_at_principle.php Tue, 05 Feb 2019 15:39:00 -0600 https://www.underconsideration.com/brandnew/archives/opening_at_principle.php
Categories: News

Spotted: New Logo for Traverse City Pit Spitters by Brandiose

Brand new - Tue, 02/05/2019 - 21:48
New Logo for Traverse City Pit Spitters by Brandiose 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/ji-Xx9uCdQk/new_logo_for_traverse_city_pit_spitters_by_brandiose.php https://www.underconsideration.com/brandnew/archives/new_logo_for_traverse_city_pit_spitters_by_brandiose.php Tue, 05 Feb 2019 12:34:15 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_traverse_city_pit_spitters_by_brandiose.php
Categories: News

Spotted: New Logo for Smartbear

Brand new - Tue, 02/05/2019 - 21:48
New Logo for Smartbear 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/jjxrwmdkCrI/new_logo_for_smartbear.php https://www.underconsideration.com/brandnew/archives/new_logo_for_smartbear.php Tue, 05 Feb 2019 12:22:21 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_smartbear.php
Categories: News

Linked: Balmain Update

Brand new - Tue, 02/05/2019 - 15:48
Balmain has updated its new monogram in the last month or so to lose the gap. It went from weirder to weird, so an improvement. (Link goes to Noted post on Brand New). Balmain Update Visit Link Balmain has updated its new monogram in the last month or so to lose the gap. It went from weirder to weird, so an improvement. (Link goes to Noted post on Brand New). http://feedproxy.google.com/~r/ucllc/brandnew/~3/1H429vGSTEs/balmain_update.php https://www.underconsideration.com/brandnew/archives/balmain_update.php Tue, 05 Feb 2019 07:07:21 -0600 https://www.underconsideration.com/brandnew/archives/balmain_update.php
Categories: News

Noted: New Logo and Identity for Anchorage by Stitzlein Studio

Brand new - Tue, 02/05/2019 - 15:48
(Est. 2019) "Anchorage is the first crypto-native digital asset custodian for institutional investors. We use modern security engineering to help institutions safeguard their investments while getting more out of their assets. At Anchorage, we believe in a safe and accessible economy, strengthened by institutional investment. “Touch Sensitive” New Logo and Identity for Anchorage by Stitzlein Studio

(Est. 2019) "Anchorage is the first crypto-native digital asset custodian for institutional investors. We use modern security engineering to help institutions safeguard their investments while getting more out of their assets. At Anchorage, we believe in a safe and accessible economy, strengthened by institutional investment. Our team brings together the brightest minds from security, finance, and distributed systems to build the infrastructure of a new financial system."

Design by
Stitzlein Studio (San Francisco, CA)

Related links
Stitzlein Studio project page
Anchorage intro post on Medium

Relevant quote
We developed a brand identity, design system, website and go-to-market materials that balances the financial acumen of East Coast finance, with the innovation and technical savvy of the Valley.

The code-based identity is designed to work with the customer at every key moment; from analyzing your unique voice pattern, identifying your secure location and confirming that your transaction has been approved.

Images (opinion after)

New Logo and Identity for Anchorage by Stitzlein Studio Logo. Your browser does not support the video tag. Icon animations. New Logo and Identity for Anchorage by Stitzlein Studio New Logo and Identity for Anchorage by Stitzlein Studio Patterns. New Logo and Identity for Anchorage by Stitzlein Studio Guidelines. New Logo and Identity for Anchorage by Stitzlein Studio Business cards. New Logo and Identity for Anchorage by Stitzlein Studio Stationery. New Logo and Identity for Anchorage by Stitzlein Studio Collateral. New Logo and Identity for Anchorage by Stitzlein Studio Portrait styles. New Logo and Identity for Anchorage by Stitzlein Studio Website. New Logo and Identity for Anchorage by Stitzlein Studio A sampler of the new identity.

Opinion
This isn’t quite the kind of company — new, unknown, small… — I would cover on Brand New but I thought there were some interesting things at play. I was very attracted to the icon, particularly in a single color (as seen in the business cards and stationery) but also in color it’s alright. I like how it looks like a thumbprint, which can signal security (as that’s one normal way of unlocking phones nowadays) and I like the combination of the shapes, going from a circle to a triangle (that could read as an “A” for “Anchorage”). I would have liked to see the rings have a little more breathing space but that’s personal preference. I don’t like the wordmark… I mean, it’s fine on its own, perhaps, for something else but as a companion to the icon, it doesn’t make much sense. I also liked the patterns that look like paper currency security features and how they can be applied on top of type. The portraits are a good mix of True Detective opening titles and Silicon Valley grandeur — non-sarcastically, they are good, futuristic-y images. Overall, this seems right for the company and service with some interesting flourishes here and there.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/ujhhWWObTZ4/new_logo_and_identity_for_anchorage_by_stitzlein_studio.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_anchorage_by_stitzlein_studio.php Tue, 05 Feb 2019 06:06:02 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_anchorage_by_stitzlein_studio.php
Categories: News

Reviewed: New Logo and Identity for Montréal Alouettes by GRDN Studio

Brand new - Tue, 02/05/2019 - 15:48
Established in 1946, the Montréal Alouettes are a professional football team based in Montréal, Québec, that compete in the East Division of the Canadian Football League (CFL). One of the original teams of the CFL, the Alouettes have folded twice, once in 1981 and rebuilt “It’s a Bird… It’s a Plane…” New Logo and Identity for Montréal Alouettes by GRDN Studio

Established in 1946, the Montréal Alouettes are a professional football team based in Montréal, Québec, that compete in the East Division of the Canadian Football League (CFL). One of the original teams of the CFL, the Alouettes have folded twice, once in 1981 and rebuilt as the Montreal Concordes (for four years, then returning to the original name), and another time in 1987 not coming back until 1996. Through the ups and downs, the team has won six CFL championships, the last one in 2010. This week, the Alouettes introduced a new identity designed by Québec City, Québec-based GRDN Studio.

"Taking this step goes well beyond a rebranding exercise; we have defined the identity of the entire organization," said Alouettes President and CEO Patrick Boivin. "This new identity can be summarized in one word: MontreALS. We came to the conclusion that our DNA must reflect Montreal's DNA even more. We intend on better connecting with Montrealers in different areas that define our city such as music, gastronomy, fashion and culture, among other things."Alouettes press release New Logo and Identity for Montréal Alouettes by GRDN Studio Concept. New Logo and Identity for Montréal Alouettes by GRDN Studio Logo. New Logo and Identity for Montréal Alouettes by GRDN Studio Icon detail.

The old logo was pretty bad and looked like a high school team -- I do admit that I find it kind of charming (in a funny way) how the legs of the "A" are the legs of the bird as it rushes forward. So, nothing lost in moving away from it. The new logo revolves around an icon that amazingly manages to be an "M", a plane, a bird, and a nod to the fleur-de-lys all while shoving sport logo conventions to the gutter. If this icon had been designed in the 1950s it would be in the Design Canada movie, which is a way of saying it's pretty damn great. The wing shapes are perhaps a little exaggerated but it's a minor quibble as I really like its simplicity, starkness, and how well it works as a stroke-only mark. The type in a circle is okay... it's a hard, long set of words to kern nicely on a curve -- the "ALO" combination is a prime example. The icon also needs to be nudged down a tad so that it's centered visually not mathematically.

New Logo and Identity for Montréal Alouettes by GRDN Studio MontréALS wordmark. A nickname for the Allouetes is the "Als", hence MontréALS.

The identity adds a "MontréALS" wordmark, typeset in GT America Extended (as is the rest of everything), that introduces a stroked-type treatment that is used throughout the identity. I like the concept of building the nickname of the team into the city as it's probably the only team in the CFL that can do that.

While MontreALS represents who the Alouettes are, the Toujours Game slogan, which came out during the 2018 season, represents the organization's state of mind. Just like Montreal, the Alouettes are a proud, passionate and resilient team that has guts. This motto was created by VICE, which Sébastien Boulanger called upon to illustrate with the proper words the concept which defines the Alouettes identity.

"When we were doing research to grasp the Alouettes identity, we identified a parallels between the organization and Montrealers," said Paul Labonté, Creation Manager at VICE. "Whether it's the players, the employees the fans, Montrealers from past and present generations or new residents, it takes resilience, passion and openness to live in Montreal. Toujours Game is that lifestyle, that attitude which consists of being ready to embark and face adversity, in the summer or the winter. It's in the Alouettes DNA and it only exists here."Alouettes press release New look teaser. (Sound off by default and it's hoppin' so turn that ish up.) Your browser does not support the video tag. Some of the identity elements. New Logo and Identity for Montréal Alouettes by GRDN Studio Posters. New Logo and Identity for Montréal Alouettes by GRDN Studio What looks like maybe a brand book? New Logo and Identity for Montréal Alouettes by GRDN Studio Maybe pages from the above?

The posters and the book and spreads above are the closest we get to some applications. If you are a fan of identities that repeat words and sentences, you are in for a treat. I personally don't find it too interesting -- I like the visual effect, sure, but I think it's a way of compensating for a lack of substance as well as being too hard of a trend. But, yeah, I'll admit I like looking at it and that it creates an interesting blend of old school and new school for the team, especially with the pairing of the vintage photos and what are arguably newfangled graphic treatments. Things get a little weirder from here...

Your browser does not support the video tag. Your browser does not support the video tag. Your browser does not support the video tag. Things that repeat that maybe are something. New Logo and Identity for Montréal Alouettes by GRDN Studio New Logo and Identity for Montréal Alouettes by GRDN Studio New Logo and Identity for Montréal Alouettes by GRDN Studio New Logo and Identity for Montréal Alouettes by GRDN Studio New Logo and Identity for Montréal Alouettes by GRDN Studio New Logo and Identity for Montréal Alouettes by GRDN Studio Look book-slash-something.

If you ever wondered what a football team would look like if a design firm and VICE had a graphic baby, wonder no more, this is literally it. And, to be perfectly honest, I am completely torn on whether I love this or hate this. My eyes are all like "Yeah! Hell yeah! More!" but my brain is all like "But, why?" and my fingers are all like "So, what you want us to write?".

I really like the intersection of fashion and football... I think this somehow manages to combine the deadpan affectation of streetwear with the raw energy of the sport in a successful way. But I wonder how universal the appeal of this is -- I'm not sure the average Molson Canadian-drinker would be rocking a floor-to-ceiling-length scarf-slash-rug. This is somewhat clearly an effort to make the Alouettes the urban-style team of the league and there is some coolness in that but is it appropriate for the general Montréal-football-loving population? I'm not sure.

New Logo and Identity for Montréal Alouettes by GRDN Studio New Logo and Identity for Montréal Alouettes by GRDN Studio Uniforms.

Oh, and look, there is uniforms too. They are okay. I do like the detail on the helmet of using the team's old icons as a nod to its history.

Redesign explanation. Long but worth the watch.

Overall, as expressed, I'm torn on this one. There are aspects I love (like the icon) and aspects I hate (like the sad look of all the models as a way to sell football). I do appreciate the effort to do something so outside of the norm but maybe it took the team one realm too far.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/cS02l-t2dFw/new_logo_and_identity_for_montreal_alouettes_by_grdn_studio.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_montreal_alouettes_by_grdn_studio.php Tue, 05 Feb 2019 04:56:38 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_montreal_alouettes_by_grdn_studio.php
Categories: News

Spotted: New Logo for Life is Good

Brand new - Mon, 02/04/2019 - 21:47
New Logo for Life is Good 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/i-BeAheJtz8/new_logo_for_life_is_good_1.php https://www.underconsideration.com/brandnew/archives/new_logo_for_life_is_good_1.php Mon, 04 Feb 2019 12:22:41 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_life_is_good_1.php
Categories: News

Spotted: New Logo for 2dehands by Happiness Brussels

Brand new - Mon, 02/04/2019 - 21:47
New Logo for 2dehands by Happiness Brussels 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/z4P1a2A4-Us/new_logo_for_2dehands_by_happiness_brussels.php https://www.underconsideration.com/brandnew/archives/new_logo_for_2dehands_by_happiness_brussels.php Mon, 04 Feb 2019 12:14:39 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_2dehands_by_happiness_brussels.php
Categories: News

Linked: For the Font People

Brand new - Mon, 02/04/2019 - 15:47
Yves Peters breaks down the typography in Kamala Harris' Presidential candidate logo and campaign. For the Font People Visit Link Yves Peters breaks down the typography in Kamala Harris' Presidential candidate logo and campaign. http://feedproxy.google.com/~r/ucllc/brandnew/~3/3j-jPkb-SAI/for_the_font_people.php https://www.underconsideration.com/brandnew/archives/for_the_font_people.php Mon, 04 Feb 2019 08:18:21 -0600 https://www.underconsideration.com/brandnew/archives/for_the_font_people.php
Categories: News

Noted: New Logo and Identity for Rocket Mortgage by Lippincott

Brand new - Mon, 02/04/2019 - 15:47
(Est. 2016) "Rocket Mortgage is an online mortgage experience developed by Quicken Loans, America's largest mortgage lender. Rocket Mortgage isn't a calculator; it's a way to get a mortgage. Just tell us about yourself, your home and your finances, and we'll give you real interest “Houston, we don’t have a Rocket” New Logo and Identity for Rocket Mortgage by Lippincott

(Est. 2016) "Rocket Mortgage is an online mortgage experience developed by Quicken Loans, America's largest mortgage lender. Rocket Mortgage isn't a calculator; it's a way to get a mortgage. Just tell us about yourself, your home and your finances, and we'll give you real interest rates and numbers - not just our best guess. Then, you can use Rocket Mortgage to get approved, ask questions about your mortgage, manage your payments and more." In January 2018, the company became the largest overall retail lender in the U.S. (it is also the largest online retail mortgage lender).

Design by
Lippincott

Related links
N/A

Relevant quote
Since the focus isn’t solely on speed, the image of the rocket is no longer used in the new logos. Instead, the main element in the new logo for each company in this new partnership is a custom typeface with a “magic O.”

When looking at the negative space in the O, many have said they see an outline of a person — an intentional nod to keeping clients at the center of everything we do. Others have said they see the gauge of a speedometer to show speed or progress or the keyhole of a door—one that we believe can be used to open up a host of new financial opportunities and freedom. The beauty of this design element is that there are as many interpretations as there are reasons for a consumer to use Rocket Mortgage, Rocket Homes, Rocket Loans or Rocket HQ.

This magic O also gives more diversity in the ways the logo can be used. One example is the golf ball incorporated – or at least implied – in the new Rocket Mortgage Classic logo.

Images (opinion after)

New Logo and Identity for Rocket Mortgage by Lippincott Logo. New Logo and Identity for Rocket Mortgage by Lippincott Family of brands. New Logo and Identity for Rocket Mortgage by Lippincott Business cards. New Logo and Identity for Rocket Mortgage by Lippincott Stationery. New Logo and Identity for Rocket Mortgage by Lippincott New Logo and Identity for Rocket Mortgage by Lippincott Online presence..

Opinion
I have always been confused by both “Quicken Loans” and “Rocket Mortgage by Quicken Loans” because I have never thought of Quicken as a place where I can a mortgage. My main interaction with Quicken is as a piece of software to track money and expenses. But that’s my burden. The old logo was… rocket-y. Other than the flames, I kind of liked that old rocket. The typography was clumsy but passable. The new logo is not rocket-y and given that both the main logo and the logos for the other separate-but-together companies focus on the word “Rocket” it’s fairly disappointing that there is not even a hint of what makes rockets rocket. I am all for avoiding the obvious but of all the approaches possible this is the antithesis of the name. The “O” being made from the turned “C” is not a bad idea but it’s very awkward in this particular case as there is no pay-off from the name. The concept that it’s a person? Eh. The concept that it’s a keyhole? Eh. The concept that it’s a door? Eh. I mean, nothing wrong with any of them… the logo just feels flat and lacking any personality or even energy, which the old logo had. The few applications shown don’t help the logo unfortunately, as everything feels heavy in all that red and the overly financial-looking sans serif. Overall, this needed more rocket, less mortgage.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/hI1PS480jCQ/new_logo_and_identity_for_rocket_mortgage_by_lippincott.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_rocket_mortgage_by_lippincott.php Mon, 04 Feb 2019 06:03:14 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_rocket_mortgage_by_lippincott.php
Categories: News

Reviewed: New Logo and Identity for MMAC by Sociedad Anónima

Brand new - Mon, 02/04/2019 - 12:47
Opened in the Summer of 2018, the Museo Morelense de Arte Contemporáneo Juan Soriano (MMAC for short) is a new contemporary arts museum in the city of Cuernavaca -- a popular weekend vacation town near Mexico City -- in the state of Morelos, named after “Positive Negative Space” New Logo and Identity for MMAC by Sociedad Anónima

Opened in the Summer of 2018, the Museo Morelense de Arte Contemporáneo Juan Soriano (MMAC for short) is a new contemporary arts museum in the city of Cuernavaca -- a popular weekend vacation town near Mexico City -- in the state of Morelos, named after Juan Soriano, a Mexican artist who began exhibiting his paintings at the age of 16 in the mid 1930s and continued for many decades doing paintings, sculptures, and theater work. The museum's permanent collection features over 1,200 pieces of his work and will feature local and international artists in its temporary exhibits along with a robust range of public programs. The building was designed by Mexico City-based JSa Arquitectura. The identity was designed by Mexico City-based Sociedad Anónima.

New Logo and Identity for MMAC by Sociedad Anónima The museum. For the Morelense Museum of Contemporary Art Juan Soriano (MMAC), we designed a sans-serif typographic font with a display character, inspired by features of the museum's architecture. The concrete reference is the windows and openings drawn on large-scale plans, gestures that were replicated in the typography by means of cuts and holes, alluding to the positive-negative space, interior-exterior, window, landscape.

The graphic system of the MMAC is based on typography and is also complemented with the design of iconography of signaling, color codes and dynamic and expressive information grids.Sociedad Anónima project page (Google-translated) New Logo and Identity for MMAC by Sociedad Anónima Logo. New Logo and Identity for MMAC by Sociedad Anónima With full name.

At first glance, without any explanation, the logo quickly gives off a contemporary arts museum vibe with a relatively uncomfortable logo. When seen in the context of the building, it's easy to understand where the odd letter shapes come from, as the museum features large concrete walls and spaces with square and rectangular cuts that the letters emulate. The tiny window in the large facade being the most evident example. On its own, it's a strange logo -- which doesn't make it bad, just an acquired taste -- but when it's supported by the matching visual identity, it's a pretty convincing signature that captures the intended tension of the system and the space itself.

New Logo and Identity for MMAC by Sociedad Anónima New Logo and Identity for MMAC by Sociedad Anónima New Logo and Identity for MMAC by Sociedad Anónima Custom type family. New Logo and Identity for MMAC by Sociedad Anónima Type specimen.

At the core of the identity is the custom sans serif family in two styles, normal and cuckoo... or, more technically, Text and Display. It's interesting how the display version shouldn't work but actually works great: The squared-off interiors are weird, the notches in letters like "E" and "F" are kind of dumb, and some letters just look odd (like the "1") but all together and in use, it's surprisingly effective, quite awesome, and very different from the current safe standards in identity design.

New Logo and Identity for MMAC by Sociedad Anónima Business cards. New Logo and Identity for MMAC by Sociedad Anónima Folder. New Logo and Identity for MMAC by Sociedad Anónima Brochures. New Logo and Identity for MMAC by Sociedad Anónima Website. New Logo and Identity for MMAC by Sociedad Anónima Mugs. New Logo and Identity for MMAC by Sociedad Anónima Not sure.

The print applications look solid, with the large use of the logo paired with the text version of the type family and a little bit of flair from the display version. The yellow accent in the applications is great and helps tie the pieces together.

New Logo and Identity for MMAC by Sociedad Anónima Various applications. New Logo and Identity for MMAC by Sociedad Anónima Exterior signage.

In signage, the display version takes over and it looks really bad-ass throughout the building. At times it almost looks like a disconcerting pixel font and creates a great texture (while remaining perfectly readable if, yes, not 100% straightforward).

New Logo and Identity for MMAC by Sociedad Anónima Icon set. New Logo and Identity for MMAC by Sociedad Anónima New Logo and Identity for MMAC by Sociedad Anónima New Logo and Identity for MMAC by Sociedad Anónima New Logo and Identity for MMAC by Sociedad Anónima New Logo and Identity for MMAC by Sociedad Anónima New Logo and Identity for MMAC by Sociedad Anónima Interior signage.

Overall, this is a great system that feels very appropriate to the museum in both its mission and its physical space while skirting expectations and trends with a unique visual voice.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/vsXolSEh7sA/new_logo_and_identity_for_mmac_by_sociedad_anonima.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_mmac_by_sociedad_anonima.php Mon, 04 Feb 2019 04:59:08 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_mmac_by_sociedad_anonima.php
Categories: News

Spotted: New Name and Logo for Tacoma Defiance

Brand new - Fri, 02/01/2019 - 19:45
New Name and Logo for Tacoma Defiance 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/YM9uFdHC0TQ/new_name_and_logo_for_tacoma_defiance.php https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_tacoma_defiance.php Fri, 01 Feb 2019 11:11:42 -0600 https://www.underconsideration.com/brandnew/archives/new_name_and_logo_for_tacoma_defiance.php
Categories: News

Linked: Have a Heart to Heart

Brand new - Fri, 02/01/2019 - 16:44
CVS Health, which acquired insurance company Aetna last year, has firmly marked its territory by adding its heart icon to Aetna's logo. Have a Heart to Heart Visit Link CVS Health, which acquired insurance company Aetna last year, has firmly marked its territory by adding its heart icon to Aetna's logo. http://feedproxy.google.com/~r/ucllc/brandnew/~3/W_4TeM9m8SQ/have_a_heart_to_heart.php https://www.underconsideration.com/brandnew/archives/have_a_heart_to_heart.php Fri, 01 Feb 2019 06:17:25 -0600 https://www.underconsideration.com/brandnew/archives/have_a_heart_to_heart.php
Categories: News

Noted: New Logo for Leatherman

Brand new - Fri, 02/01/2019 - 16:44
"Founded in 1983 by Tim Leatherman, Oregon-based Leatherman Tool Group is the world's largest manufacturer of high quality multipurpose products with distribution in more than 86 countries. Built upon three principles, unwavering perseverance, ingenious design, and the ability to save the day, Leatherman has empowered “What a Tool” New Logo for Leatherman

"Founded in 1983 by Tim Leatherman, Oregon-based Leatherman Tool Group is the world's largest manufacturer of high quality multipurpose products with distribution in more than 86 countries. Built upon three principles, unwavering perseverance, ingenious design, and the ability to save the day, Leatherman has empowered people around the world to solve problems, big and small. Proudly based and manufactured in Portland, Oregon, the brand's factory is located in the same building as the company headquarters."

Design by
N/A

Related links
Leatherman press release

Relevant quote
The refreshed logo represents the brand’s objective to expand its draw to wider audiences and showcases the evolution of the brand. The former logo depicted a silhouette of a pliers-based Leatherman tool. The sleeker logo hints at the shape of the iconic tool yet stands alone as the “L” in Leatherman. This new approach enables the brand to develop and improve upon the ways in which it offers solutions to life’s everyday challenges, which means empowering more people to save the day.

“The new logo represents the brand’s stalwart commitment to multipurpose,” said Anthony Perez, global creative director of Leatherman. “Thoughtfully designed, our intention was to create something that celebrates Leatherman’s iconic history while also expanding what we can mean to people outside of a pliers-based tool.”

Images (opinion after)

New Logo for Leatherman Icon, before and after. New Logo for Leatherman Logo. (Wordmark remains the same.)

Opinion
The old icon may have been quite recognizable and unmistakable in what it sold but, on close analysis, it was a little awkward. Can you imagine that old logo getting away with such a swoosh if it were introduced today? Or the flack it would get for using the tool its selling as the logo to sell its tools? Despite all those pressing questions, it was definitely better than the new icon it’s being replaced with, which is an… “L”. A very awkward “L” that is meant to hint at the hinge that makes most Leatherman tools Leathermanize and I get it. I know exactly what it’s meant to be but what I don’t understand is why it had to be so clunky, lackluster, and unexciting. If the “L” on its own wasn’t bad enough, the stroke tightly around it makes it worse. Leatherman is such a cool brand that it’s really a shame this is what they are going with now. Maybe new packaging will be amazing… but that’s a hard maybe.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/rNi-1ByhmCo/new_logo_for_leatherman.php https://www.underconsideration.com/brandnew/archives/new_logo_for_leatherman.php Fri, 01 Feb 2019 05:58:44 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_leatherman.php
Categories: News

Reviewed: Friday Likes 275: From Rice Creative, CFC, and BANGBANG

Brand new - Fri, 02/01/2019 - 13:43
A relatively wacky project splits two more buttoned-up projects this week, with work from Ho Chi Minh City, Seoul, and Montréal. “From Rice Creative, CFC, and BANGBANG” Friday Likes 275

A relatively wacky project splits two more buttoned-up projects this week, with work from Ho Chi Minh City, Seoul, and Montréal.

Publik Office by Rice Creative Publik Office by Rice CreativePublik Office by Rice CreativePublik Office by Rice Creative

Publik Office is a co-working and event space in Ho Chi Minh City, Vietnam, with a very slick space by SDA Architects. The identity, designed by local firm Rice Creative, brings to life Publik Office's mission to "Boldly Occupy Space" by transforming the logo's underline into spacious rectangles that, well, boldly occupy spaces. It's a very straightforward identity but the very few elements in play are very well balanced and presented to create a distinct look. I'm not a fan of Helvetica and much less its condensed counterpart but I can acknowledge the limitations of my own blanket dismissal of anything Helvetica because this logo, in Helvetica Neue Condensed, looks quite good. See full project

Easy Peasy by CFC Easy Peasy by CFC

Easy Peasy is a new cosmetic brand recently launched by Amore Pacific, a well-known Korean skincare product company. (I couldn't find a direct link to the product line but it looks legit.) The identity, designed by Seoul, Korea-based CFC, has a fun 1980s vibe with the thick squiggly line running across packaging and the color palette of Patrick Nagel paintings but, at the same time, it is not so heavily 80s as to be its only merit. The condensed typography is playful and bouncy while the heart-face icon thing in the corner adds another spark. This looks geared towards a younger audience and, in that regard, it works perfectly. See full project

Hexarem by BANGBANG Hexarem by BANGBANG

Hexarem in Montréal, Québec, provides executive compensation advisory services to companies. Meaning, I think, that they figure out how much of a lot of money to pay to officers and executives. Ergo, it's fancy. The identity, designed by local firm BANGBANG, features an icon made from combining various "H"s into a hexagon shape that yields a very elegant and intriguing graphic element. Paired with the somewhat off-kilter serif, it creates a corporate but not too corporate vibe while the color palette of pink, gray, and green creates a sophisticated vibe with a bit of opulence through the use of copper ink. I'm not a big fan of the "H" pattern but I don't mind it too much. What I want to know, though, is where does one procure giant copper paper clips? See full project

http://feedproxy.google.com/~r/ucllc/brandnew/~3/ZXkHQ8Dqs_A/friday_likes_275.php https://www.underconsideration.com/brandnew/archives/friday_likes_275.php Fri, 01 Feb 2019 05:32:13 -0600 https://www.underconsideration.com/brandnew/archives/friday_likes_275.php
Categories: News

Spotted: New Logo and Identity for Wahaca by Without

Brand new - Thu, 01/31/2019 - 19:40
New Logo and Identity for Wahaca by Without 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/lCP6J6cR9bg/new_logo_and_identity_for_wahaca_by_without.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_wahaca_by_without.php Thu, 31 Jan 2019 12:09:31 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_wahaca_by_without.php
Categories: News

Spotted: New Logo for HireRight

Brand new - Thu, 01/31/2019 - 19:40
New Logo for HireRight 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/e8fR1VXsg-g/new_logo_for_hireright.php https://www.underconsideration.com/brandnew/archives/new_logo_for_hireright.php Thu, 31 Jan 2019 12:03:11 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_hireright.php
Categories: News

Linked: 2020 Candidate Colors

Brand new - Thu, 01/31/2019 - 16:40
Deroy Peraza writes about the non-traditional use of color by women Presidential candidates avoiding the red-white-and-blue approach. As a bonus, some good analysis of color usage by candidates past. 2020 Candidate Colors Visit Link Deroy Peraza writes about the non-traditional use of color by women Presidential candidates avoiding the red-white-and-blue approach. As a bonus, some good analysis of color usage by candidates past. http://feedproxy.google.com/~r/ucllc/brandnew/~3/r_3loks_hi4/2020_candidate_colors.php https://www.underconsideration.com/brandnew/archives/2020_candidate_colors.php Thu, 31 Jan 2019 06:48:21 -0600 https://www.underconsideration.com/brandnew/archives/2020_candidate_colors.php
Categories: News

Noted: New Logo for DISH

Brand new - Thu, 01/31/2019 - 16:40
(Launched 1996) "DISH Network Corporation is a connectivity company. Since 1980, DISH has served as the disruptive force in the pay-TV industry, driving innovation and value on behalf of consumers. Through its subsidiaries, the company provides television entertainment and award-winning technology to millions of customers “Strong Signal” New Logo for DISH

(Launched 1996) "DISH Network Corporation is a connectivity company. Since 1980, DISH has served as the disruptive force in the pay-TV industry, driving innovation and value on behalf of consumers. Through its subsidiaries, the company provides television entertainment and award-winning technology to millions of customers with its satellite DISH TV and streaming Sling TV services. DISH operates a national in-home installation workforce, as well as an advertising sales group delivering targeted advertising solutions on DISH TV and Sling TV. In addition to its TV services, DISH has commenced buildout of a nationwide narrowband "Internet of Things" network that will apply capacity from its strategic spectrum portfolio. DISH Network Corporation (NASDAQ: DISH) is a Fortune 200 company."

Design by
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Images (opinion after)

New Logo for DISH Logo.

Opinion
No info or additional images on this one and I debated whether to wait or not even post it at all but DISH is so big and well-known that it merits some coverage and I doubt there will be some big case study that shows up about it. On the assumption that the idea behind the original logo and its subsequent iterations is still the best possible solution for DISH, this newest version is… fine. To DISH’s credit, they have gotten rid of a ton of visual garbage over the years and this may be the most relatively “refined” version yet. The biggest change, aside of going from serif to sans serif (which surprises no one), is the removal of one of the signal wave things coming off the tittle. The original logo had six so by that logic and math, maybe around 2035 there will be no signals left. As lame as the old logo was, I think its bland serifs and tight spacing are what made it recognizable whereas now it’s more likely to blend into the visual landscape of relative sameness.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/YcAGjail91k/new_logo_for_dish.php https://www.underconsideration.com/brandnew/archives/new_logo_for_dish.php Thu, 31 Jan 2019 06:30:56 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_dish.php
Categories: News

Reviewed: New Logo and Identity for Northeastern University by Upstatement

Brand new - Thu, 01/31/2019 - 13:39
Established in 1898, Northeastern University is a private research university in Boston, MA, offering undergraduate and graduate programs across more than 50 departments to approximately 18,000 undergraduate students and 8,000 graduate students. It offers a robust experiential learning program, or "co-op", through more than 3,100 “To the Power of N” New Logo and Identity for Northeastern University by Upstatement

Established in 1898, Northeastern University is a private research university in Boston, MA, offering undergraduate and graduate programs across more than 50 departments to approximately 18,000 undergraduate students and 8,000 graduate students. It offers a robust experiential learning program, or "co-op", through more than 3,100 businesses and organizations across the world that offer its students the opportunity to work and learn in real-world scenarios. Recently, Northeastern University introduced a new identity designed by Boston-based Upstatement.

Rather than create something entirely from scratch, we started by hitting the books -- scouring the library and Northeastern archives for the graphic roots of the school. We discovered some unique and compelling elements to build on in the history seals, typography and athletics. We started with the seal and its hand-drawn typography from the 1930s, working outwards to define a typographic and expressive system. We worked with Jesse Ragan to craft a new nameplate to anchor a new, flexible brand architecture system. And then expanded that work to develop a custom typeface, Speare, that the school can own for years to come.

We redrew Northeastern's iconic seal for legibility and balance, and elevated key elements to expand their brand across platforms, departments, and contexts.Upstatement project page New Logo and Identity for Northeastern University by Upstatement Seal, before and after. New Logo and Identity for Northeastern University by Upstatement Primary logo. New Logo and Identity for Northeastern University by Upstatement Wordmark details.

The old logo was fine -- it could have stayed that way for another 50 years and no one would have complained but it's always nice to see a thoughtful evolution for these kind of seal+serif university logos. The new seal is a major improvement, keeping most of the elements but making them all more readable, discernible, and enjoyable. The new wordmark, refined in collaboration with Jesse Ragan, is excellent. A simple, traditional, bold serif that doesn't try to be trendy or cool or clever. The "U" might be a little wide but that would be the only complaint.

New Logo and Identity for Northeastern University by Upstatement Additional identity elements. New Logo and Identity for Northeastern University by Upstatement "N" lock-up with motto.

Apart from the primary logo that contains the seal and wordmark -- both of which can be used on their own -- there are three additional identity elements -- the motto (which means "Light, Truth, Courage"), an "N", and a type ring -- that can also be used on their own or in combination. All of them are crisp and elegant and I like how each is very different: the motto is a stacked sans serif sitting on curves, the "N" is a high contrast serif, and the ring is full-on type-on-a-circle. The "N" with the motto (or with the wordmark in some cases too) is a pretty nice combination.

New Logo and Identity for Northeastern University by Upstatement Custom font, Speare, by Jesse Ragan.

The custom font looks great. The uppercase letters are too wide for my taste but that, in no way, means they are wrong or bad -- just personal preference.

New Logo and Identity for Northeastern University by Upstatement Sub-brands.

I love a good university sub-brand system and this one has a strong and useful mix of serif and sans serif, nicely accented by the seal or "N".

New Logo and Identity for Northeastern University by Upstatement Guidelines. New Logo and Identity for Northeastern University by Upstatement Business cards. New Logo and Identity for Northeastern University by Upstatement Banners. New Logo and Identity for Northeastern University by Upstatement Posters.

The applications have a great variety to them, with the different elements taking center stage at different times. The big "N" works so well no matter what you throw at it.

New Logo and Identity for Northeastern University by Upstatement Wall cover. New Logo and Identity for Northeastern University by Upstatement Billboard. New Logo and Identity for Northeastern University by Upstatement Flags.

Overall, a very solid redesign that maintains the legacy of the seal and the old logo -- which means alumni and student emotions are kept in check and no change.org petitions are issued -- while introducing a novel set of elements that add variety and a modest sense of novelty.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/weSTovkzZM8/new_logo_and_identity_for_northeastern_university_by_upstatement.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_northeastern_university_by_upstatement.php Thu, 31 Jan 2019 05:49:51 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_northeastern_university_by_upstatement.php
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