Thursday, April 17, 2014

Brand refresh for car rental company Localiza by Interbrand

Localiza is a Brazilian car rental company with branches around Latin America. It recently introduced a refreshed brand identity, created by Interbrand São Paulo who worked on everything from strategy and repositioning to brand architecture.

The brand concept is described as "caring for the path of every costumer" and should reinforce existing brand attributes such as simplicity, efficiency and clarity. This is done by uniting the company under one brand, with three sub-brands for different business units.

Functionally, the new logos are horizontal - which means they will be easier to use - and overall more contemporary and integrated. The lines from the redesigned icon can also be used as creative graphic devices.

Monday, April 14, 2014

Logo round-up: March 2014

Finally, here's the logo round-up for March 2014. A busy month with lots of new logos unveiled, three dozen of which are featured here.

New identity for Welsh TV channel S4C

S4C is a national channel for Wales with programmes in the Welsh language. Its name is an abbreviation of Sianel Pedwar Cymru, which is Welsh for "Channel Four Wales". It launched in 1982 and is financed by a combination of advertising and license fee money. Last week, on April 10, it launched a new visual identity, created by Cardiff-based Sugar Creative Studio. Some of the implementation was done in-house at S4C.

Functionally, the new logo needed to robust and work with sub-brands and other elements on screen. As an on-screen bug, it was designed to occasionally "wake up" and deliver programme information. Central to Sugar's idea was to establish S4C as a 'context' to which the viewer associates the channel's 'content'. In the new channel idents feature people from Wales in different activities, using the people of Wales as an expression of the 'context' idea.

Friday, April 11, 2014

To be 2BE is to be all attitude

2BE ident 2014

Back in January, we mentioned a new logo for Belgian entertainment channel 2BE. The new identity was launched in March, and I have since been told that the entire package, including logo, was developed by Paris-based broadcast design agency Gédéon.

The brief was allegedly to do a rebrand that wasn't "stupid idents" or "graphic design". Instead, 2BE wanted to be all about attitude. This is reflected in the a new graphics package, built to feature a constantly changing range of messages and images.

The logo was designed with the number 2 placed inside the B to make it compact, simple and strong. It is often used an effective "window" for different images.

Thursday, April 10, 2014

Fresh identity for Cravendale milk

Cravendale is a British brand for fresh milk, owned by Danish dairy company Arla Foods. In late March, Cravendale introduced a new visual identity. Brand design agency Pearlfisher created everything from strategy to identity and packaging.

The new identity is intended to better communicate the emotion, freshness and quality of the product with an identity. Pearlfisher also developed the slogan "Filtered to be Marvellous", which can be seen on all packaging.

Tuesday, April 8, 2014

Globo gets a cleaner globe

Rede Globo is the leading television network in Brazil, on the air since 1965. For about three decades its logo has been a shiny sphere within a sphere gradually updated to stay with the times. Last weekend, on April 6, Globo unveiled a significantly refreshed logo.

The original version of this logo was introduced in 1975 and created by Austrian designer Hans Donner. The new version finally looses the metallic effects and adopts a cleaner white look. The rationale behind the change is that the world is changing and that Globo is changing with it. A similar version was leaked almost a year ago. Apparently there was a plan to launch it back then, but it was aborted or postponed.

Monday, April 7, 2014

New symbol for the Cyanogen operating system

CyanogenMod is an open source operating system for mobile phones, derived from the Android OS. Last week, the company behind it, Cyanogen Inc, unveiled a new corporate identity.

It introduces a new symbol built on hexagons with a nice interplay between figure and whitespace. A smaller solid hexagon in the middle represents the user, it is enclosed by a C for the community and a froward-pointing arrow. The little robot icon for the previous logo will survive as a sort of mascot, named Cid.