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Reviewed: New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house

Brand new - Tue, 10/01/2019 - 15:28
Established in 2016, New York, NY-based Pet Plate is an online, direct-to-consumer, healthy dog food subscription service. The food is made, tested, and delivered in the United States. Like a handful of modern history entrepreneurial success stories, Pet Plate founder Renaldo Webb appeared on Shark “Served on a Bluer Platter” New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house

Established in 2016, New York, NY-based Pet Plate is an online, direct-to-consumer, healthy dog food subscription service. The food is made, tested, and delivered in the United States. Like a handful of modern history entrepreneurial success stories, Pet Plate founder Renaldo Webb appeared on Shark Tank in 2017 but received no deals. According to this update he went on to raise $4 million in seed money soon after followed by another undisclosed round -- how you like ’em apples with chicken liver now, Sharks? As its growth continues, Pet Plate introduced a new brand identity and packaging last year, designed by New York-based Sagmeister & Walsh (prior to the creation of &Walsh).

Side note: At this year's Brand New Conference we will hear from Ritesh Gupta who led the redesign as the Senior Director of Brand & UX at Pet Plate.

Contrary to the approach of many of our competitors, we wanted to create an identity that humanizes and celebrates dogs in a playful and approachable way and appeals to both humans and dogs.

We were inspired by how dog sees the world, blue and white porcelain plates, and by Winston (founder Renaldo's goofy dog).

Humanizing and appealing to dogs manifested in using plates (not bowls), blue (one of the few colors dogs can see), and various applications below.

Nearly every asset shared below was created and utilized in the real world.Ritesh Gupta provided text New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house Spectrum of colors dog can see (vs. hoomans). New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house Logo, stacked. A customized Separat was utilized for the basis of the logo. Adjustments were made to ensure the stems of the Ps and the Ts aligned vertically.Ritesh Gupta provided text New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house Logo, horizontal. Your browser does not support the video tag. Logo animation.

The old logo was pretty good with a charming and decently executed icon of a dog wearing a chef hat and holding a fork. A little too cute, but sure, it worked, and it had good typography to keep it company. If anything, perhaps it lacked excitement and maybe looked too conservative -- the latter being only evident in contrast to the direction they went in. The new logo avoids using a dog visual, which is probably smart given that there are so many different dogs that you don't want to have to pick just one to represent all dogs. Using Separat as a base, which is a super whack typeface, the new logo gets an instant contemporary vibe and edge from the relatively unconventional proportions of the letters and features great "P"s that look like tongues sticking out, which was my gut reaction before even seeing the animation above. Luckily, the name of the company doesn't have any "B"s or "R"s because there is nothing worse in the typographic universe than Separat's "B" and "R" -- which were smartly updated in the final customized version of the full typeface. The choice of "that blue" can perhaps be accepted by the rationalization that blue is one of the colors dogs can see but as the chart at the top shows, they certainly can't see "that blue" and they are probably better off for it. In combination with the typography and the funky illustrations, the blue can be overpowering at times but it certainly doesn't lack impact and a point of distinction for Pet Plate among other dog food services.

New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house Seal logo. New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house Secondary logos. One of Pet Plate's main objectives was showing that they serve human-quality dog food. With this in mind, we took inspiration from the traditional blue and white style decorative plates that have roots in cultures all over the world. We balanced the fine line illustrations with bold, funky typefaces and humorous copywriting to establish a playful tone of voice.&Walsh project page New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house Patterns.

If the logo and electric blue weren't enough to set Pet Plate apart, things get wilder with the range of illustrations that are a kind of stream of dog consciousness from the minds of the (Sagmeister) & Walsh team, with dogs wearing hats, drinking wine, lounging on beach chairs, and flanked by things like seashells, statues of liberty, poop, and all kinds of vegetables. All in that blue. I don't like-them-like-them but they are highly enjoyable in an unhinged kind of way. When photos replace the illustrated dog faces it gets even more ludicrous and it's pretty amazing that Pet Plate went with something so out there.

New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house "Crest" illustrations. Your browser does not support the video tag. Crest illustrations, animated. New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house Crest illustrations with dog photo. New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house Other illustrations. We also created a custom dog emoji set for Pet Plate because

1. Dogs absolutely deserve an entire custom emoji set.

2. They are actually quite useful for our client on social media and in newsletters for communicating in a warm, friendly way.&Walsh project page New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house Emojis. New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house Business cards. New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house Stationery. New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house Wild postings. New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house Billboard.

In application, the explosion of illustrations and blue continues and by this point you are either loving or hating it -- I am somewhere in the middle but deeply amused. When color photography is introduced, as in the billboard above, the blue becomes more interesting as an accent color that ties imagery together and I wonder if some of the other applications would have benefitted from secondary colors to soften the blue-ness.

New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house Your browser does not support the video tag. Packaging.

The packaging looks great and very much out of the ordinary. With this service being primarily in New York, the impact of these boxes waiting outside someone's apartment is a great, consistent advertisement. There is also something refreshingly unpretentious about the white tubs with the blue labels... like, it's not trying to turn the food into something you would find at Whole Foods with a super healthy vibe but is instead very matter-of-fact and makes it feel less "precious".

New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house Tote and collar. In collaboration with various parties, we created a range of photography of dogs doing human things, packaging, and swag.Ritesh Gupta provided text New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house New Logo and Identity for Pet Plate by Sagmeister & Walsh and In-house Lifestyle photography. I know, right?!

Overall, this is indeed very (Sagmeister) & Walsh-y, which can be a divisive thing to be and it's perfectly fine to love it or hate it but what's nearly undebatable is its ability to create a 100% distinct brand in the market of direct-to-consumer, healthy dog food subscription services. My only grievance would be the overabundance of that blue but I also can't imagine it working as well (or as bad, lol) if it were in another color or combination of colors. Overall, I think this is pretty entertaining and appropriate in a way that's unexpected.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/tHhGjAD9YmY/new_logo_and_identity_for_pet_plate_by_sagmeister_walsh_and_in_house.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_pet_plate_by_sagmeister_walsh_and_in_house.php Tue, 01 Oct 2019 04:51:53 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_pet_plate_by_sagmeister_walsh_and_in_house.php
Categories: News

Spotted: New Logo for Wolf Films by Chermayeff & Geismar & Haviv

Brand new - Mon, 09/30/2019 - 21:27
New Logo for Wolf Films by Chermayeff & Geismar & Haviv 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 and Identity for Tatari by A LINE

Brand new - Mon, 09/30/2019 - 21:27
New Logo and Identity for Tatari by A LINE 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/uPD4pWSVYKE/new_logo_and_identity_for_tatari_by_a_line.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_tatari_by_a_line.php Mon, 30 Sep 2019 12:22:23 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_tatari_by_a_line.php
Categories: News

Linked: Brand New Appreciation

Brand new - Mon, 09/30/2019 - 18:27
Tre Lyerly writes about encountering Brand New as a 12-year-old kid and I have all the feels (which is not a sentence I write frequently, if at all). I am not posting this as a self-pat on the back nor am I fishing for compliments Brand New Appreciation Visit Link Tre Lyerly writes about encountering Brand New as a 12-year-old kid and I have all the feels (which is not a sentence I write frequently, if at all). I am not posting this as a self-pat on the back nor am I fishing for compliments but it's rewarding (and kind of freaky) to see the extent in which some dude (me) writing about logos at 5:00 am every day -- along with the collective opinions in the comments (the good, the bad, and the ugly) -- can have a positive impact on the least expected people (and by that I mean, I am never writing with a 12-year-old in mind as the audience). http://feedproxy.google.com/~r/ucllc/brandnew/~3/xgdnCZpkCcY/brand_new_appreciation.php https://www.underconsideration.com/brandnew/archives/brand_new_appreciation.php Mon, 30 Sep 2019 08:23:34 -0600 https://www.underconsideration.com/brandnew/archives/brand_new_appreciation.php
Categories: News

Noted: New Logo for Sam's Club

Brand new - Mon, 09/30/2019 - 15:27
(Est. 1983) "Sam's Club (NYSE: WMT) is a warehouse club with 597 locations across the U.S. and Puerto Rico. A Sam's Club membership more than pays for itself with exclusive savings on the things you need, the things you love, and all sorts of unexpected “Sam I Ain’t” New Logo for Sam's Club

(Est. 1983) "Sam's Club (NYSE: WMT) is a warehouse club with 597 locations across the U.S. and Puerto Rico. A Sam's Club membership more than pays for itself with exclusive savings on the things you need, the things you love, and all sorts of unexpected things. In addition to the leading national brands, Sam's Club also carries Member's Mark, an exclusive, premium-quality private brand. Member's Mark products are exclusive designs that use top-of-the-line materials and the highest quality ingredients to make sure you get the best quality and value at members-only prices. Every year, we promote approximately 20,000 associates to jobs with more responsibility and higher pay. We also offer associate benefits like paid parental leave for full-time associates, additional support for adoptive families, 401(k) savings, health/dental/vision plans, associate stock purchase plans, associate discounts and more."

Design by
N/A

Related links
N/A

Images (opinion after)

New Logo for Sam's Club Logo. New Logo for Sam's Club Stacked version. New Logo for Sam's Club Screengrab from the 2019 Walmart Shareholders Meeting. If you are into it, you can watch the full 3 hours of it here. The Sam's Club segment starts around the 1:18:00 mark, although they don't really talk about the logo but it's kind of amazing to see how much Sam's Club employees genuinely like Sam's Club.

Opinion
If you enjoy diamonds, the old logo had four of them for you in different colors and sizes. It wasn’t a great logo and it wasn’t a terrible logo but there also no high design expectations from Walmart so that middle-of-the-road-ness of the old logo was perfectly fine. The new logo now tries to be cool and design-y and fails very hard at it. The two overlapping diamonds have been transformed into two chevron-parenthesis kind of things that form an awkward diamond together. The shapes are generic and not very pleasing, which can be sort of forgiven in the horizontal lock-up version when the icon is smaller but is fairly obnoxious in the stacked lock-up where the icon is unnecessarily large. The lowercase approach is obviously a way of trying to make this more accessible and friendlier and while that often works in most cases, here it feels very forced. Even visually it’s a disservice because an uppercase for “Sam” would have balanced out the ascenders of “Club” and what feels like a VERY large apostrophe. The “l” and “b” have some gratuitous angles that if they at least matched the angles of the icon could have been warranted and the curve at the bottom of the “l” is an added obstacle to cleaner kerning. Overall, this feels like an unnecessary update — perhaps even a wasted update as the capital investment required to update all the signage is not really worth it for this logo.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/W1qne5kBfKM/new_logo_for_sams_club.php https://www.underconsideration.com/brandnew/archives/new_logo_for_sams_club.php Mon, 30 Sep 2019 08:02:03 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_sams_club.php
Categories: News

Reviewed: New Logo and Identity for Skyscanner by Koto

Brand new - Mon, 09/30/2019 - 15:27
Established in 2003, Skyscanner is an online travel platform that started as a flight search engine only and has grown into a full travel booking service for flights, hotels, and car rentals. Owned by Chinese company, Ctrip, the largest online travel agency, Skyscanner has been “I See Sun-tanning People” New Logo and Identity for Skyscanner by Koto

Established in 2003, Skyscanner is an online travel platform that started as a flight search engine only and has grown into a full travel booking service for flights, hotels, and car rentals. Owned by Chinese company, Ctrip, the largest online travel agency, Skyscanner has been growing steadily with their website available in over 30 languages and with offices in the UK, Singapore, Spain, China, United States, Hungary, and Bulgaria. Last week, Skyscanner introduced a new identity designed by Koto.

Travel brands have got lost. Wacky advertising, same-same destination photos, product experiences that are hard to differentiate. As one of the originals, Skyscanner prided itself on product excellence, but was lagging on emotional resonance. We worked with them to build a brand leading the global transformation to modern and sustainable travel.Koto project page New Logo and Identity for Skyscanner by Koto Logo. The new symbol is a key step in Skyscanner's brand evolution. It embodies the optimism of a sunrise, and positions Skyscanner as the catalyst for a new era of sustainable travel. We worked hard to create something with global appeal, which would be well-suited to a brand that gives travelers everywhere new ways to ethically and effortlessly explore the world.Koto project page Your browser does not support the video tag. New Logo and Identity for Skyscanner by Koto The different meanings behind the logo. Your browser does not support the video tag. Icon construction. Brand video.

The old logo wasn't great but it did a good job in interpreting the name visually by showing a cloud ("sky") with frequency waves ("scanner"). Not super deep but functional and it did look like a kind of digital utility tool. As the site has evolved into more of a lifestyle travel platform it certainly felt cold. The new logo immediately feels more optimistic and vacation-y with the sun rays, which is the element that stands out the most in the new icon. From there, things get a little confusing about what the icon is... my instant interpretation was that it's an eye but it's a rather creepy eye that is sort of looking at you dubiously and if that's an eye then wouldn't the rays be the eyebrows but then if those are eyebrows why do they look like eyelashes? Maybe I'm over-analyzing it -- welcome to my life -- because, in principle, it's a good icon in the sense that it's distinct and ambiguously evocative about searching for vacation options. Interestingly none of the meanings behind the logo are an eye, so maybe I'm just seeing things and this whole paragraph is misguided but, in my defense, I would have not derived "ideas" or "sustainability" from looking at the logo -- "destinations" maybe because I did think of the icon as pointing down at something. The accompanying wordmark is nice... nothing too special but, thankfully, nothing completely generic either -- golf clap for extending the "k" to fill the counterspace with the "y".

New Logo and Identity for Skyscanner by Koto Logo on shadow. Your browser does not support the video tag. Logo in different locations. 10/10 motion masking job.

One thing that I like a lot about the icon is how it's treated on motion and photos, masked with specific elements. The relative complexity of the icon and all the spaces between its various elements lends itself very well to this treatment. Hard to explain, sorry... I just like the effect.

Your browser does not support the video tag. Color palette. New Logo and Identity for Skyscanner by Koto Typography. New Logo and Identity for Skyscanner by Koto Guidelines. We've developed an identity which can stretch easily from calm and simple to energetic and loud. Where every element is used sparingly and communicated clearly, but always with personality and impact. It's a system that works for all Skyscanner's diverse global audiences and across every touchpoint - from brand-building to price-led communications.Koto project page New Logo and Identity for Skyscanner by Koto Tag devices. New Logo and Identity for Skyscanner by Koto Destinations. Your browser does not support the video tag. Digital billboard. New Logo and Identity for Skyscanner by Koto Posters. New Logo and Identity for Skyscanner by Koto Ads.

The identity goes in a few different directions, all good on their own and as a whole. For example, in the image directly above, there is a nice use of the arrow in the icon to create a holding shape for the logo that also helps point towards the content. There is also the grid with the colors and the destinations that has playful, subtle shadows that are representative of each location. And then there are cool travel photos with the icon acting as an accent over specific elements in each picture.

New Logo and Identity for Skyscanner by Koto App screens. New Logo and Identity for Skyscanner by Koto Instagram Stories. New Logo and Identity for Skyscanner by Koto Newspaper ad. New Logo and Identity for Skyscanner by Koto Ping pong, naturally. New Logo and Identity for Skyscanner by Koto Swag. I think the sleeping mask explains my obsession with the icon looking like an eye.

Overall, this is a great evolution that moves Skyscanner away from something like, say, Priceline and more into Airbnb territory with a brand that aims to be more human and evocative in a way that helps it be distinctive from competitors like Travelocity and Kayak.

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Categories: News

Spotted: New Logo for Dali

Brand new - Fri, 09/27/2019 - 21:26
New Logo for Dali 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/Bb5hyvFoOsw/new_logo_for_dali.php https://www.underconsideration.com/brandnew/archives/new_logo_for_dali.php Fri, 27 Sep 2019 11:55:01 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_dali.php
Categories: News

Linked: Paramount Animation Logo

Brand new - Fri, 09/27/2019 - 15:26
Paramount Animation has released a charming opening logo animation that nicely complements the well-known Paramount Pictures mountain logo. A good interview about it at the link. (Sorry for the low-res; not much else available to embed.) Your browser does not support the video tag. [If you can not see a video here view this post on Brand New] Visit Link Paramount Animation has released a charming opening logo animation that nicely complements the well-known Paramount Pictures mountain logo. A good interview about it at the link. (Sorry for the low-res; not much else available to embed.) http://feedproxy.google.com/~r/ucllc/brandnew/~3/HGAW33rw9mw/paramount_animation_logo.php https://www.underconsideration.com/brandnew/archives/paramount_animation_logo.php Fri, 27 Sep 2019 05:24:28 -0600 https://www.underconsideration.com/brandnew/archives/paramount_animation_logo.php
Categories: News

Noted: New Logo for Sandwich by Cosma Schema

Brand new - Fri, 09/27/2019 - 15:26
(Est. 2010, previously Sandwich Video) Sandwich is a creative agency in Los Angeles, CA, that creates videos of all kinds, from direct-response explainers that focus on the product to national TV campaigns that elevate the brand, working with indie startups, big publicly traded companies, and “Any Way you Slice it” New Logo for Sandwich by Cosma Schema

(Est. 2010, previously Sandwich Video) Sandwich is a creative agency in Los Angeles, CA, that creates videos of all kinds, from direct-response explainers that focus on the product to national TV campaigns that elevate the brand, working with indie startups, big publicly traded companies, and everything in between.

Design by
Cosma Schema (Los Angeles, CA)

Related links
Sandwich post on Medium

Relevant quote
That is our brilliant new logo. When this one popped up in a concept review session somewhere in the middle of the second round under the name “Flavor Town”, our jaws dropped to the floor and we all fell instantly in love because it is just so Sandwich.

Images (opinion after)

New Logo for Sandwich by Cosma Schema Logo.

Opinion
There isn’t much to see here and Sandwich, the company, isn’t something most of us would be aware of but it’s Friday and this logo made me smile from ear to ear. A recent comment on the Sydney Dance Company post said “Someone wake me when people start actually designing stuff, rather than just setting some [sans] serif type.” Wake up my man because I think this logo is a perfect example of someone “designing stuff”. There are dozens of visual options to represent “sandwich” and I would say this is one of the least expected, with a single slice of bread holding some extra funky, extra fun lettering that follows the silhouette of the bread. The lettering even sandwiches itself with three layers of characters neatly stacked. I don’t even know why I am over-rationalizing this… it made me smile, it made me happy, and it makes me want a sandwich. All good things.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/4DxvnhdMOyM/new_logo_for_sandwich_by_cosma_schema.php https://www.underconsideration.com/brandnew/archives/new_logo_for_sandwich_by_cosma_schema.php Fri, 27 Sep 2019 05:05:47 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_sandwich_by_cosma_schema.php
Categories: News

Reviewed: Friday Likes 302: From Menta, Caserne, and Bartosz Szymkiewicz

Brand new - Fri, 09/27/2019 - 12:26
All packaging this week, spanning the spectrum from high- to low-end, with work from Guadalajara, Montréal, and Warsaw. “From Menta, Caserne, and Bartosz Szymkiewicz” Friday Likes 302

All packaging this week, spanning the spectrum from high- to low-end, with work from Guadalajara, Montréal, and Warsaw.

Noble Cacao by Menta Noble Cacao by Menta

Noble Cacao is a premium Mexican Chocolate brand created from the cacao plantations in the southeastern part of the country where 70% of Mexico's cacao is grown. The packaging, designed by Guadalajara, Mexico-based Menta, exudes premium-ness with thin boxes made from cotton paper flooded in deep, rich colors and accentuated by a gold foil frame and logo. Finished by a small label that wraps around, the boxes all have simple and lovely typography -- even the calorie and nutrition badges on the front are nice. The "NC" monogram, designed by fellow local Henriquez Lara Estudio, adorns the bars themselves and, whether on purpose or coincidence, I like how its thickness matches that of the division of the bars. Lastly, one of the flavors is Chocolate with sea salt and crickets. That is all. See full project

Club Kombucha by Caserne Club Kombucha by Caserne

Club Kombucha, as its name implies, is a brand of Kombucha, this one in Canada and sold in a can -- a Can can kombucha if you will. (Sorry.) The packaging, designed by Montréal, Québec-based Caserne, features a delicious wordmark in a bubbly serif that, based on their web font use, looks to be a customized version of Livorno, where they have added some funky indentations to the "l" and "b". Rendered in gold on top of some wave graphics that change colors, there is no evident conceptual linkage to Kombucha, but with cans that look this good I ain't going to complain much. Maybe just the one thing that clashes is the category typography at the bottom of the cans, where the deadpan sans serif looks like it belongs on the can of a microbrewery's IPA. That "Club" type, tho. See full project

Bartosz Ferments by Bartosz Szymkiewicz Bartosz Ferments by Bartosz Szymkiewicz

Bartosz Ferments is a brand of fermented vegetables and condiments available to friends and acquaintances of Warsaw, Poland-based Bartosz Szymkiewicz who, after getting into home brewing, got into home fermenting, and like a good designer would, he created a label system for his own products. Without budget for gold foil -- LOL -- Bartosz uses funky label shapes to match the different jars and pairs each one with a smaller round sticker with his logo. The typography on the labels also looks as if it has been fermented -- more LOL -- with a weird headliner font and some odd companions that don't belong together at all anywhere else in the universe but come together (im)perfectly in these labels, along with some crude drawings of the veggies in each jar. It almost sounds like I'm putting this down but I really love (and perhaps envy) the looseness of it and how it feels so much like a home-made product. See full project

http://feedproxy.google.com/~r/ucllc/brandnew/~3/yhxbzpKffAM/friday_likes_302.php https://www.underconsideration.com/brandnew/archives/friday_likes_302.php Fri, 27 Sep 2019 05:00:46 -0600 https://www.underconsideration.com/brandnew/archives/friday_likes_302.php
Categories: News

Spotted: New Logo for Ruoff Mortgage

Brand new - Thu, 09/26/2019 - 21:26
New Logo for Ruoff Mortgage 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/RPsfhg37ZQg/new_logo_for_ruoff_mortgage.php https://www.underconsideration.com/brandnew/archives/new_logo_for_ruoff_mortgage.php Thu, 26 Sep 2019 11:40:29 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_ruoff_mortgage.php
Categories: News

Spotted: New Logo for KVNO by Oxide Design

Brand new - Thu, 09/26/2019 - 21:26
New Logo for KVNO by Oxide Design 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/~3/1TrFGmyeEQI/new_logo_for_kvno_by_oxide_design.php https://www.underconsideration.com/brandnew/archives/new_logo_for_kvno_by_oxide_design.php Thu, 26 Sep 2019 10:49:38 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_kvno_by_oxide_design.php
Categories: News

Reviewed: New Logo and Identity for Twitch by COLLINS and In-house

Brand new - Thu, 09/26/2019 - 18:26
Established in 2011, Twitch is a live streaming video platform for gamers that fulfilled a need the world didn't know it had: on one end, the ability to stream your video-game-playing and, on the other end, the ability to watch other people play video games “It’s all Fun and Games until it’s all Fun and Games” New Logo and Identity for Twitch by COLLINS and In-house

Established in 2011, Twitch is a live streaming video platform for gamers that fulfilled a need the world didn't know it had: on one end, the ability to stream your video-game-playing and, on the other end, the ability to watch other people play video games in real time (or after the fact). I think a lot of other things happen on Twitch but I would have no idea since I don't use it but, OMG, 15-year-old-me would have loved whatever it is that is happening there now. Owned by Amazon since 2014, Twitch has, as of March 2019, according to one source, 2.2 million broadcasters monthly, 140 million monthly unique viewers, 15 million daily active users, and 241 billion minutes of gaming content that has been live streamed. Today, Twitch is introducing a new identity designed by COLLINS in collaboration with their in-house design department.

We started with color. Twitch is well known for its beloved purple palette. We aimed to build on this recognition by layering a flexible system of vibrant hues to showcase the expanding diversity of talent and audiences that are joining the platform.

We started with color. Twitch is well known for its beloved purple palette. We aimed to build on this recognition by layering a flexible system of vibrant hues to showcase the expanding diversity of talent and audiences that are joining the platform.COLLINS project page New Logo and Identity for Twitch by COLLINS and In-house Logo.

Keeping the logo basically the same in this update is mostly a no-brainer: the logo is already unique, a little weird, and has a timelessness anchored in the clunky, low-resolution days of video gaming that make it, well, timeless and serves as a sort of common denominator no matter the genre of game. The blocky typography, paired with the hard shadow gives it that click-able sensation of pushing a digital button down that is passé in today's UI trends but there is something very digitally primeval about it. All this to say, yes, the logo could have changed but it makes sense it didn't. Also, can you imagine the uproar of 15 million daily active users reacting in unison to a new logo? No, thank you.

The new logo comes with various, beneficial updates that make the logo so much better. The main change being the tighter counterspaces of the letters that now so pleasantly also match the thickness of the stroke around the letters. The characters are a bit wider and bolder creating a stronger impression of the name. The angled notches on the bottom of the "w", "t", and "c" are all now in the same direction, giving the logo better rhythm. And, finally, the shadow is a little deeper, which I'm fine with our without the update. Overall, it's simply a better executed iteration built for the next 500 billion minutes of live streaming.

New Logo and Identity for Twitch by COLLINS and In-house Logo with different gradients. Basic logo animation.

The shadow can extend to include vibrant gradients that come in combinations that we've all seen plenty of times but when paired with the blocky logo, they take on a fun 1980s VHS tape vibe in static form while the animated version is like a little, 1-second gradient orgasm. #SorryNotSorry

Lots of more elaborate logo animations.

It's funny that even though the majority of games played on Twitch are these graphic-intensive, super-smooth pieces of gaming engineering nothing quite says "video game fun" like some innocent beeps and bloops along with some purposely crude animations.

Glitch animation. New Logo and Identity for Twitch by COLLINS and In-house Customized version of Roobert.

The typeface choice is fine. Fairly straightforward with a few quirks here and there. For the flat-curve look I would favor Commercial Type's Styrene but Roobert is a funnier name and probably slightly lesser used.

New Logo and Identity for Twitch by COLLINS and In-house Avatars/emotes and usernames. Username party. Tone of voice with emotes. New Logo and Identity for Twitch by COLLINS and In-house Popular creator trading-card-like things.

Here is where I start getting lost, not out of the fault of the identity but because nothing here has a lot of meaning to me. I mean, I understand these are user's names and their avatars which I believe I understand they play a big role in the experience but, yeah, I start to show my age and not know what's going. Still, fun.

No idea what this is but yeah! New Logo and Identity for Twitch by COLLINS and In-house Social media posts. New Logo and Identity for Twitch by COLLINS and In-house New Logo and Identity for Twitch by COLLINS and In-house Posters.

There is really not that much in terms of actual applications... for now, it's a lot of visual language and tone of voice. I would love to see how this applies to something menial like a business card or cover page of a PowerPoint deck but it doesn't take too much imagination to picture it: lots of gradients, lots of purple, big logo, boom. Which is what we have so far, with the posters and social media posts being the closest to applications, and it's all good. Overall, I think the best compliment I can give this is that this looks the way the word "twitch" sounds: a little weird, a little techie, and a whole lot of either you get it or you don't and while I do think I do get it I can't help but also think "You kids get off my lawn!", LOL. (I'm using LOL correct, right?)

http://feedproxy.google.com/~r/ucllc/brandnew/~3/DFYEUy2RkUg/new_logo_and_identity_for_twitch_by_collins_and_in_house.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_twitch_by_collins_and_in_house.php Thu, 26 Sep 2019 09:17:10 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_twitch_by_collins_and_in_house.php
Categories: News

Linked: I'm Change

Brand new - Thu, 09/26/2019 - 15:26
Melbourne, Australia-based Push Collective joined last week's climate change strikes with a clever mini campaign-slash-manifesto-slash-rallying cry: "I'm Change". I'm Change Visit Link Melbourne, Australia-based Push Collective joined last week's climate change strikes with a clever mini campaign-slash-manifesto-slash-rallying cry: "I'm Change". http://feedproxy.google.com/~r/ucllc/brandnew/~3/AC77J_6tACM/im_change.php https://www.underconsideration.com/brandnew/archives/im_change.php Thu, 26 Sep 2019 05:14:35 -0600 https://www.underconsideration.com/brandnew/archives/im_change.php
Categories: News

Noted: New Logo and Identity for Essence by Ueno

Brand new - Thu, 09/26/2019 - 15:26
(Est. 2005) "Essence, part of GroupM, is a global data and measurement-driven media agency whose mission is to make advertising more valuable to the world. Clients include Google, Flipkart, NBCUniversal, L'Oreal, and the Financial Times. The agency is more than 1,800 people strong, manages $4B “Font Weight is of the Essence” New Logo and Identity for Essence by Ueno

(Est. 2005) "Essence, part of GroupM, is a global data and measurement-driven media agency whose mission is to make advertising more valuable to the world. Clients include Google, Flipkart, NBCUniversal, L'Oreal, and the Financial Times. The agency is more than 1,800 people strong, manages $4B in annualized media spend and deploys campaigns in 106 markets via 20 offices in APAC, EMEA, and North America."

Design by
Ueno (San Francisco, CA, office)

Related links
Essence blog post

Relevant quote
The word mark is a simple and elegant representation, utilizing descending weights to convey the meaning in their name; specifically their ability to help clients get to the simplest, most efficient and most effective articulation of an idea.

Today, branding is more about the verbal identity than a logo. Anyone can make a logo. So the audience they were speaking to played a big part of crafting our tone of voice. Based on the data centric nature of their business we felt the industry already had enough data speak going on, so we leaned towards a more editorial approach, one grounded in a more conversational tone. To that end, our font choice and pairing, was as important, if not more than the logo. Verbal identity is the new brand identity, so in this case, we chose a lovely robust serif called Cambon by General Type Studio combined with the rational and perfectly executed Sharp Sans by Sharp Type Foundry. Both work well independently, but they’re even better together.

The design system ultimately came to fruition in the website, with its confident yet refined editorial aesthetic. The website celebrates their mission and shares the unique combination of creativity, technology, and people that differentiates essence from their competitors.All the elements including, brand, typography, color palette, photography, data visualization, and the editorial web structure map well to support the new brand strategy and messaging platform. We’re so excited to have formed such a strong partnership with them and can’t wait to see the Essence grow and evolve from here.

Images (opinion after)

New Logo and Identity for Essence by Ueno Logo. New Logo and Identity for Essence by Ueno Logo construction. New Logo and Identity for Essence by Ueno Color variations. Your browser does not support the video tag. Logo animation. New Logo and Identity for Essence by Ueno Illustrations. New Logo and Identity for Essence by Ueno Tone of voice. New Logo and Identity for Essence by Ueno Business card. New Logo and Identity for Essence by Ueno New Logo and Identity for Essence by Ueno Type and photo treatments.

Opinion
The old logo was really bad, not just in terms of execution but in representing the company… I’m not sure that, if I had them at my disposal, I would fork over millions of dollars to have them place a large ad buy for me. The new logo now looks like the large, business-minded organization it is with a more buttoned-up approach. I think we have all toyed with this black to thin (or vice versa) font weight approach at some point so it’s not entirely surprising or inspiring. The rationalization for it makes sense — conveying Essence’s “ability to help clients get to the simplest, most efficient and most effective articulation of an idea” — but nothing revelatory. Execution-wise, it’s okay. The effect is clear and properly done and the fact that all the characters are “round” helps deliver the approach efficiently. In application there isn’t much to see here and the best representation of it is their website which is pretty nice, making good use of plenty of white space and General Type Studio’s slick and slightly funky Cambon as the primary typography. Overall, I still feel like their logo doesn’t quite reflect the offering but the rest of the identity does with a robust and contemporary aesthetic.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/22NxklL8r5c/new_logo_and_identity_for_essence_by_ueno.php https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_essence_by_ueno.php Thu, 26 Sep 2019 04:47:19 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_essence_by_ueno.php
Categories: News

Reviewed: Enjoy Noted and Linked in the Meantime

Brand new - Thu, 09/26/2019 - 15:26
“Today’s Post Coming Late” Enjoy Noted and Linked in the Meantime http://feedproxy.google.com/~r/ucllc/brandnew/~3/VFr6wn7hpsQ/enjoy_noted_and_linked_in_the_meantime.php https://www.underconsideration.com/brandnew/archives/enjoy_noted_and_linked_in_the_meantime.php Thu, 26 Sep 2019 04:25:21 -0600 https://www.underconsideration.com/brandnew/archives/enjoy_noted_and_linked_in_the_meantime.php
Categories: News

Spotted: New Logo for Missoni

Brand new - Wed, 09/25/2019 - 21:25
New Logo for Missoni 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/ASz0eH6MQrI/new_logo_for_missoni.php https://www.underconsideration.com/brandnew/archives/new_logo_for_missoni.php Wed, 25 Sep 2019 12:12:19 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_missoni.php
Categories: News

Spotted: New Logo for Proton

Brand new - Wed, 09/25/2019 - 21:25
New Logo for Proton 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/HqQK1vNF6aQ/new_logo_for_proton.php https://www.underconsideration.com/brandnew/archives/new_logo_for_proton.php Wed, 25 Sep 2019 12:07:49 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_for_proton.php
Categories: News

Linked: Scientists Make AI Logos

Brand new - Wed, 09/25/2019 - 15:25
Scientists at Maastricht University in the Netherlands try some nerdy stuff to generate logos using artificial intelligence. The full paper can be read here. (Takeaway: your job as a human designing logos is safe. For now.) Scientists Make AI Logos Visit Link Scientists at Maastricht University in the Netherlands try some nerdy stuff to generate logos using artificial intelligence. The full paper can be read here. (Takeaway: your job as a human designing logos is safe. For now.) http://feedproxy.google.com/~r/ucllc/brandnew/~3/tFzRQMDR7WY/scientists_make_ai_logos.php https://www.underconsideration.com/brandnew/archives/scientists_make_ai_logos.php Wed, 25 Sep 2019 06:09:02 -0600 https://www.underconsideration.com/brandnew/archives/scientists_make_ai_logos.php
Categories: News

Noted: New Logo and Packaging for Equinox Organic Kombucha by Better

Brand new - Wed, 09/25/2019 - 15:25
(Est. 2012) "Equinox Organic Kombucha is a fermented tea, craft-brewed from Chun-Mee Green Tea, Raw Cane Sugar, Pure Spring Water and Kombucha Culture.Equinox Kombucha ignites your senses: Choose from our delicate floral Raspberry & Elderflower flavour or for something light and refreshing try our Pink “Night and Day” New Logo and Packaging for Equinox Organic Kombucha by Better

(Est. 2012) "Equinox Organic Kombucha is a fermented tea, craft-brewed from Chun-Mee Green Tea, Raw Cane Sugar, Pure Spring Water and Kombucha Culture.Equinox Kombucha ignites your senses: Choose from our delicate floral Raspberry & Elderflower flavour or for something light and refreshing try our Pink Grapefruit & Guava Kombucha. Enjoy a tangy hit of heat and fire with our Ginger Kombucha or a sweet hit of sherbet with our Wild Berry Kombucha. Our delicious new Peach & Turmeric flavour is a daring blend of sweet peach and spicy, earthy turmeric. Savour the smooth coffee aroma of our new Coffee Espresso, with a refreshing kombucha fizz that packs a powerful kick.Equinox Kombucha revitalises your gut: All of our drinks are packed organic acids, vitamins, antioxidants, live bacteria and enzymes. 100% Organic, Raw, Vegan and Gluten-Free. All sparkling, all good, all waiting to be discovered.Craft brewed by a dedicated team of brewers in the Calder Valley, West Yorkshire, UK."

Design by
Better (London, UK)

Related links
Better project page
Better behind-the-scenes post

Relevant quote
The existing brand was viewed as “a bit GCSE” during consumer research but more importantly, it was becoming an unnecessary barrier to listings. Alongside this, the generic alcopop bottle shape was sending the wrong signal to consumers unfamiliar with kombucha. We deconstructed existing iconography, retaining only what was useful, then rebuilt a mature, sophisticated, calm and, most importantly, balanced brand … complete with its own iconic bottle shape.

Simplifying the existing iconography allowed us to quickly communicate a sense of balance, alignment and light positive energy on the cans. But the bottle gave us the opportunity to take this focal point one step further. Between sugars and sweeteners, there are tons of hidden nasties in so called ‘healthy’ drinks. So, when one comes along that genuinely has nothing to hide, we thought it would be fitting to have a label that is equally transparent.

Images (opinion after)

New Logo and Packaging for Equinox Organic Kombucha by Better Logo. Your browser does not support the video tag. Logo construction. New Logo and Packaging for Equinox Organic Kombucha by Better Old packaging. New Logo and Packaging for Equinox Organic Kombucha by Better Bottle, before and after. New Logo and Packaging for Equinox Organic Kombucha by Better Bottles. New Logo and Packaging for Equinox Organic Kombucha by Better Bottle detail. New Logo and Packaging for Equinox Organic Kombucha by Better Bottle in the wild. New Logo and Packaging for Equinox Organic Kombucha by Better Cans. New Logo and Packaging for Equinox Organic Kombucha by Better Can detail. New Logo and Packaging for Equinox Organic Kombucha by Better Cans and bottles. New Logo and Packaging for Equinox Organic Kombucha by Better New Logo and Packaging for Equinox Organic Kombucha by Better Ads. New Logo and Packaging for Equinox Organic Kombucha by Better Wild postings.

Opinion
The old logo was lit y’all. I don’t have any words in my arsenal to describe what I feel when I look at it but I am able to verbalize that I don’t mind that it doesn’t exist anymore. I’ll admit that it did signal hippie-organic-ness 100% which I imagine was the goal originally but isn’t anymore as the brand tries to expand its reach and sales. The new logo is quite nice, with a flared serif on a curve that has some unexpected details like the tail of the “Q” being a sharp point straight down and some wispy ink traps. When you think this could be yet another sans serif, it’s nice to see it’s not. Even the “ORAGNIC KOMBUCHA” underneath is a welcome respite. The old packaging was lit y’all. AND it used Hobo. In a strange way I think I am now beginning to miss this. Nah, not really. The new packaging is slick, attractive, and energetic with its radial texture going around the unconventional label with a hole in the middle. The simple layout with the logo on the top half on a white background and the flavor on the bottom half on a color background looks great and the colors contrast so well with the drinks. The cans are just as nice and the same effect of the label is echoed with the can texture being exposed in the center. Overall, this is a huge improvement to increase mainstream appeal and make the brand much more attractive.

http://feedproxy.google.com/~r/ucllc/brandnew/~3/548vh1Na4mo/new_logo_and_packaging_for_equinox_organic_kombucha_by_better.php https://www.underconsideration.com/brandnew/archives/new_logo_and_packaging_for_equinox_organic_kombucha_by_better.php Wed, 25 Sep 2019 05:42:05 -0600 https://www.underconsideration.com/brandnew/archives/new_logo_and_packaging_for_equinox_organic_kombucha_by_better.php
Categories: News

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