Tuesday, January 8, 2019

Kurppa Hosk gives Axfood a modern identity

Axfood is a major Swedish grocery company, owner of national chains Hemköp and Willys. The company was formed through a merger in the year 2000 and has been using the same logo since that merger until today, when a new one was revealed, developed by Stockholm-based Kurppa Hosk.

The new look is intended to convey how Axfood is a modern and progressive corporation with a "strong, timeless and relevant" wordmark. Axfood functions as a corporate brand and is therefore scaled down and simple, as opposed to consumer-facing retail chains that are more expressive.

Thursday, December 27, 2018

Year in review 2018

Here's my summary of identities introduced during 2018. It includes about 100 noteworthy and/or interesting projects compiled from a list of more than 600 entries collected over the past year.

Friday, December 21, 2018

Logo round-up: November 2018

The November logo round-up comes a little bit rushed with many of the "before" images missing, hopefully that's not too much of an issue to you. It delivers some relatively big news, like the refreshed Bank of America logo and various others.

The year-end round-up is being prepared at the moment, to be published shortly after Christmas Day.

Friday, November 30, 2018

From 1998: The moody GeoCities 'g' by Landor

Those who remember GeoCities remember it as one of the primary places for hosting a personal website and a vibrant online community in the late '90s. After its founding in December 1994 it grew quickly and became one of the pioneers in online advertising in 1996. In August 1998, they had a successful IPO on the NASDAQ. In October 1998, it boasted almost three million users. At its peak, GeoCities was one the most trafficked sites in the US, second only to Yahoo and AOL.

Such a significant company needed a clear brand strategy, for which they enlisted the full talents of the Young & Rubicam network. This included Landor Associates, who were tasked with coming up with a new visual identity for the platform. The designer in charge at Landor was Robert Matza.

Landor came up with a lowercase "g", which was unveiled on November 30, 1998. The "g" had a pupil inside it, allowing it to act as an animated character in ads and other environments. The main version was looking forward curiously, but there were also a number of "riffs" where the character displayed different "moods" by looking in different directions and having its ears move around. (Fun fact: the little nudge on top of a double-storey lowercase g is actually called an ear.)

The brand campaign launched the following day, on December 1, mainly consisting of print ads in traditional news media, suggesting they were mostly courting new advertisers.

Thursday, November 22, 2018

Logo round-up: October 2018

It has been a while since we had a logo round-up featuring 60 entries, but last October certainly delivered when it came to logo news. Lippincott's refreshed mark for chemical company DuPont probably carries the most historic importance. There were also numerous rebranded television channels, most notably Animal Planet going back to its roots and Australia's Channel 10 relaunching itself. And dozens of interesting rebrands from around the world.

Tuesday, November 20, 2018

Sterling Brands creates identity for home cocktail product Drinkworks

Drinkworks by Keurig is a new home cocktail machine, developed by a joint venture between Anheuser-Busch InBev (ABI) and Keurig. It launched last week, with a brand identity from Sterling Brands.

Sterling built the new brand around having great nights at home. The logo - ten circles in a circle - is inspired by the multitude of circular objects in the Drinkworks product.

Monday, November 19, 2018

Budget hotel brand Zip to launch with Wolff Olins identity

Whitbread PLC is a UK hotel group, primarily known for their Premier Inn chain. A month ago (on October 22), Whitbread announced a new "no-frills" hotel chain called Zip by Premier Inn. The brand identity is credited to Wolff Olins.

The new concept brings "compact living" to hotels, cramming lots of necessary stuff in a small space. Zip is primarily geared towards "short-stay value-conscious guests who are looking to zip in and zip out". The first Zip hotel opens in Cardiff in March 2019.