As part of an identity and packaging overhaul of three of US home improvement store Lowe’s product lines, an extensive process that included naming, brand language and architecture, in-store media, packaging extensions to 250+ items, production, brand guidelines and photography, design studio United were tasked with developing the Blue Hawk brand into a proposition with more contractor credibility.
The Sour Patch Kids is a US brand of confectionary created by Paul Mihalick in the early days of soft sugar-coated candy and now owned by Cadbury Schweppes. The brand’s new packaging and visual identity replaces the dated illustrated characters of the original and draws on the products iconic and nostalgic silhouette to create a solution that hints at a new world inhabited by sweets.
Towards the end of 2011, as part of a thank you to clients, friends and collaborators, multi-disciplinary design studio RoAndCo created RoAndCordials, a ginger syrup gift packed and branded under a classic medicinal theme.
Architecture PLB is a design-led practice working across both the public and private sectors with offices in Winchester and London. Their new visual identity, designed by communications agency Sea, unites the three dimensional aspect of the architectural world and a sense of sculptural creativity with a gradated ’A’ logo-mark and the utility and corporate neutrality of a well-spaced, light grey san serif logo-type.
I’m away today and tomorrow so thought I would take the opportunity to write a brief explanation of the BP&O logo-mark. The idea developed around the fusion of a BP and O with the intention of forming a new and unique letter that would visually analogise the three themes resolved into a single blog and also express my aspirations to deliver original perspectives and content. The mark was developed as a contemporary take on a traditional monogram which I felt suited the personal opinions that underpinned each article. The roundel is a fairly straightforward representation of the global nature of the designers and agencies that feature on the site, while the simple colour palette delivers a stamp-like aesthetic, which, I hope will come to represent good reviews and interesting projects.
Olio de Castilla is an extra virgin olive oil branded and packaged by designer Verónica Jarquín from El Salvador. The copper foil treatment to the glass bottle gives it a rustic sensibility and emphasises the warm climate. The illustrations and typography have an organic and hand drawn aesthetic delivering a regional and almost traditional character that compliments the tones of the foil.
Ghuznee Street, formally Rupal, is a Wellington (NZ) based shoe and bag repair shop that looked to design agency The International Office to refresh their identity and business card.
“The old business cards had run out and with a name change he thought it was a good time to update them, as well as modify the logotype. We decided the identity needed to be pretty straight up and represent exactly what he does. No mucking around – he repairs shoes. We took photos of the environment and tools Evan uses and placed one of his hammers above an upside down shoe, a universal icon of shoe repair. We get our shoes repaired with Evan, he does a damn good job and is a real craftsman, we wanted to capture this in the design and used some mighty 352gsm Mohawk Navajo finished with a crisp copper foil.”
From The International Office website
This identity really benefits from its simple, straightforward illustrative style, classic crest lock-up and confident execution across the business cards. Each graphic component and print treatment contributes to the effective communication of the contemporary, accessible and high quality nature of the business and avoids superfluous details or gimmicks.
Hidden is a recently refurbished nightclub located in south London. Their new identity, developed by creative design studio Bunch is a simple logo-type ‘hidden’ and revealed by an expanding and contracting visual device.
It has been reported on the Creative Review blog that British Gas is to roll out a new identity by early next year designed by advertising agency CHI & Partners and wanted to add my opinion to the mix.
To me this is a very disappointing direction, I am familiar with the general consensus that people react badly to change but I feel that after spending a lot of time researching a writing about logos and branding I have picked up a fairly good understanding and less inclined to post quick and ill considered responses. Unfortunately both my intial reaction and current feelings remain the same. Essentially this re-brand fails to take into consideration the heritage, timelessness and simplicity of the original identity. It is full of tired trends (gradients, ribbons and excessively customised type) that speak of nothing but superficiality. It seems like a quick and superfluous exercise with no understanding of brand equity, positioning it more along the lines of a trendy media business than a trustworthy utilities supplier. A very disappointing result and a great example of why identities should be left to the brand strategists and not with the ad men.
Read and see more over at Creative Review