Tag Archive | "Rebranding"

New Adobe CS5 Logos

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New Adobe CS5 Logos

Update 12/4/10: New official Adobe CS5 logos have been released as seen below.

Adobe CS5 Logos

Adobe CS5 is being released on April 12th and to go along with the new version, comes a new logo?

Please note I have no confirmation that this logo is official, it has come from the ‘unofficial’ CS5 blog.

I’ve featured the Photoshop icon as an example of the letterpress effect used for the rest of the current Creative Suite (CS4).

What do you think?

Update 29/3/10: Logo above not official


It looks like there is going to be a second colour added to each icon of the Adobe CS5 identity system as shown above.

Thanks for the tip Rudolf. Via Inspire.

Be sure to check out the awesome new CS5 features if you haven’t already.

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Taste The Rainbow: A New Logo For Skittles

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Taste The Rainbow: A New Logo For Skittles

Skittles New Logo

London designer and designers’ favorite Miles Newlyn worked with Dragon Rouge to create a new logo for the Skittles brand name of candies. His multi-colored tongue concept is a literal though stylized translation of the brand’s slogan, “Taste the rainbow.”

The official Skittles website is worth checking out too.

What are your thoughts?

Via LogoLounge.

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Melbourne’s $240,000 Logo Makeover


Melbourne’s $240,000 Logo Makeover

City of Melbourne Logo

The city of Melbourne, Australia revealed their new brand identity yesterday. The logo was developed by Landor’s Aussie branch. Preliminary research for the logo came in at about $74,000 and the design itself cost $120,000. Those who have rebranded destinations know they should have paid twice that given the politics of the work. ~ Source

Melbourne New Logo

Melbourne’s website quotes CEO Dr Kathy Alexander in saying the City will benefit from the logo in the following ways:

* Consolidation of multiple logos into a single, strong, cutting-edge design
* Better identification of services City of Melbourne is delivering
* Greater brand impact and flexibility
* More cost and time-effective in-house design and brand management

Melbourne Logo In Use

Above you can see the identity system in use.

Below you can experience the new identity via video.

Your thoughts?

Image Sources: The Age + City Council

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Pepsi Redesign: Your Brand Is More Than A Logo

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Pepsi Redesign: Your Brand Is More Than A Logo

Pepsi - Image courtesy of Form Fifty Five

The recent noise about Pepsi’s new logo has been been going strong for months. The general feeling within the design community is that the new redesigned logo(s) are a step back, not forward.

If you are going to spend a reported 1.2 billion dollars on a redesign you would expect something astounding. By itself the new logo looks like a knockoff of the old Pepsi logo, with a little bit of the Obaba logo thrown in. Having different shapes for different brands only adds to the confusion. After all, a logo’s first job is to be recognized by consumers not to make them think about the its gravitational pull in relation to the rest of the universe.

Pepsi Logo Evolution - Image courtesy of Chris Glass

Despite all that, I really really like the change of direction. A good brand is so much more than its logo. I drink Pepsi, it’s my first choice. For years I’ve had to put up with some of the most garish and disorganized cans cluttering up my desk. Take a look at the some of the old packaging below and tell me that it’s better than the new ones.

Pepsi Packaging - Photo courtesy of Pepsi

In the consumer package goods world packaging is everything. Your product lives and dies on the shelf based on the packaging. Where Coke’s brand is built on nostalgia, Pepsi is the “choice of a new generation”. The packaging is forward looking and at times futuristic. The problem with designing the future is that it gets old quick.

Right now (thanks in large part to Apple) modern design is clean and simple. Walking into a store and seeing a wall of blue or white with just the Pepsi logo is very clean and in a cluttered store is striking, especially in the beverage isle. I think we are going to see a lot more Pepsi type redesigns in the future (Not counting Tropicana) and that’s a good thing. However, it is true that others find it hard to swallow.

Here is a video of the new logo design in action… what do you think after seeing this and what are your thoughts on the new Pepsi redesign in general?

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5 Recent Rebrands That Caused The Most Upset

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5 Recent Rebrands That Caused The Most Upset

Rebranding exercises and logo redesigns are conducted all the time, however when the big brands are involved there’s always a mob of eager critics waiting to unleash their thoughts. Even the best rebrands take some flack, but the more unfortunate examples really take a beating! Here’s a roundup of 5 recent rebrands that caused the most upset.

London 2012

London 2012

Although not a rebrand entirely, the nature of the logo does follow on from previous Olympics and continues the history of Olympic logos. The London 2012 organisation themselves say; “Our emblem is simple, distinct, bold and buzzing with energy. It’s form is inclusive yet consistent and has incredible flexibility to encourage access and participation. It can communicate with anyone from commercial organisations to kids playing sport.”

Public responses:

Do the decent thing and give us a logo we can be proud of and not this national embarrassment. [source]

OMG! The ‘London 2012′ logo makes me want to pluck out my eyes. And it’s going to be everywhere I work. I may die. Or kill. Or both. [source]

This looks terrible, looks like a kid’s competition entry to me. [source]

This logo is f***ing s***. Feel free to quote me. It doesn’t look like 2012 (which is apparently what it’s based on) and it doesn’t look professional: It does, however, look like a f***ing disaster area, so it probably suits the Olympics rather well. [source]

When I first saw that logo, I had to quickly check the date – thought it might be April 1st. [source]


Pepsi Logo

In 2008 Pepsi Co revealed their $1.2Billion branding exercise that is set to change the appearance of the Pepsi logo and packaging in aim to reconnect with consumers. The new logo uses a series of white stripes, known as smiles, which vary in width between Pepsi, Diet Pepsi and Pepsi Max.

Public Responses:

Is this a joke? The series of smiles/grins/laughs kind of reminds me of the icons Burger King uses for the varying levels of caffeine in their coffee (turbo, regular, decaf); which are an eye getting progressively less alert. Not sure how well the smiles will translate to consumers. The provided logo, though it may be preliminary, didn’t look like a grin to me, perhaps a grimace. Guess we’ll have to wait and see. [source]

What a waste of money and effort. You got to be a lot more creative if you are to compete with Coca Cola. Look at Red Bull for example. It’s proof it can be done. [source]

I really, really dislike the variation on the ball. Why they did that makes no sense to me. [source]

I’m not a fan. I think it’s awfully dormant and average. I personally feel that the logo doesn’t have a nostalgic quality at all. I think it’s painfully boring. [source]

I don’t like the redesign. Pepsi is one of the worlds most recognized brands, and this iteration appears like a redesign done by a student in a community college and posted it on DeviantArt. [source]

Capital One


Rebranding is usually undertaken to freshen up an image or push it into the future, Capital One on the other hand, decided to head back in time ten years and add a swoosh to their logo.

Public Responses:

I just wish I could hear the reasoning behind that swoosh. When I see a gratuitous swoosh in a logo like this I try to imagine the conversation that lead up to it being thrown in the design. Do people think they symbolize something specific? Forward thinking? Is a swoosh supposed to evoke some emotion? In the case of a credit card company my deepest creative imagination can’t even conjure up what may have been logical to the decision maker here. [source]

It looks like a boomerang. Why on earth in the current market would any credit card company want a boomerang in their logo? [source]

It’s not like the swoosh, as inadvisable as the addition is, was even crafted into the new design. Nope, just dumped behind the original font. With a gradient thrown in for good measure. And what’s that? A bevel too? Worst makeover of 2008. [source]

That ‘thing’ is such a waste. It wasn’t needed, and brings nothing to the table. [source]

Animal Planet

Animal Planet Logo Design

The Discovery Channel’s Animal Planet was due a revamp, this fresh logo aims to drive out the raw, visceral emotion in the animal kingdom. Unfortunately it led to bring out confusion and bewilderment from the public.

Public Responses:

This is really quite bad. At first glance I said “what?” and upon further inspection the stretched and skewed type made me cringe. [source]

Dreadful. There’s NO life in this logo whatsoever, as evident by the keeled over M. I’m assuming they tried to play with the relationship between the 2 words (quite literally, Animals “taking over” the planet), but it fails. [source]

The signature seems conceptually sound. Wild unorganized, chiseled, sharp, and unpredictable. Kinda like what would happen if you put ten monkeys in your apartment and then left for the day. Formally it leaves a lot to be desired. [source]

Oh my God! Where is the reflection towards animals or wildlife. Just green text. Horrible. The old one was old, but this is ridiculous. [source]

When I first saw it my immediate thoughts were: 1.) Where’s the animal? 2.) Where’s the planet? Really a sad solution to their identity re-design project. [source]


Wacom Logo Design

Wacom are commonly known for their graphics tablet products. Back in late 2007 they revealed their redesigned logo and brand, designed by Wolff Olins, who had previously been featured as the agency behind the the London 2012 logo.

Public Responses:

Ironic that a logo for a product that can help produce works of art (with technical flair) is so poorly executed. [source]

I hate to trash yet another corp logo, but are any of these companies following their own creative briefs anymore? Was this designed in Powerpoint by the sales department screaming, “it must be web 2.0-ee”? [source]

In my opinion it’s outdated, a mess and doesn’t project anything specific. Awful colors. Whoever accepted that logo, made a big mistake. [source]

My guess is Wolff Olin’s outsourced the job to a “$99 A-logo-Inc” and cashed in big time. It’s darn scary to see this kind low quality work coming from big shops. Who do we have to look up to? [source]

What are your opinons on these 5 logo designs?

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