As folks who do a lot of responsive design and logo work – usually separately – we love this project by London-based designer Joe Harrison.
Harrison imagines six major corporate logos within a responsive design framework – so, as the user’s browser window shifts, so does the logo itself. Usually responsive design just means shoving text down to fit the window size, or re-stacking design elements on a webpage, but projects like these demonstrate the innate flexibility (and fun) within the concept.
As a small group, we take pride in our ability to do great work with big clients. It’s no accident. Amazon CEO Jeff Bezos called it the “two pizza rule”: if a team can’t be fed by two pizzas, it’s too big. In “The Science Behind Why Small Teams Work More Productively” over at Entrepreneur Magazine, check out some of the reasons why groups of 4-9 people work most effectively. (Full disclosure: we’re at 8.)
Google recently announced it’s getting into the domain business. Is this a good idea, or just one step closer to an internet monopoly? Latest information puts the price point at about $12, including free private registration and the ability to forward email to your Gmail account. If this price point holds true, Google will be in direct competition with companies like GoDaddy — its former partners.
If you’re a big Google supporter than this will be great news! For the rest of the web services industry…
Less is more. Faced with the daunting challenge of merging these two major brand marks, it would have been easy to overthink this — or overdesign it.Going with a simple wordmark allowed them to retain certain aspects of brand equity — name, colors — without muddling the matter. Just think — it could have ended up like this:Or this. Or this.
2. Color. A huge piece of what allows the simple wordmark above to work so well is a bold choice in color: choosing to go all-in on Penguin orange and black. It’s unquestionably the strongest brand asset, as far as colors go, between Penguin and Random House (and all their sub-brands).
3. Font. Nicefont choice. Subtle, sophisticated, literary, just a little bit quirky.
High level rebranding work is some of our bread and butter. We’re immersed in that process daily, with a number of clients — so we like to keep track of what else is going on in the industry. From visual to messaging, market analysis to creative — who’s doing what? And where’s the really great work?
At first glance, the move from “Have It” to “Be” seems fairly innocuous: it allows Burger King to go in a new direction, while still holding onto the brand equity from its old slogan. But it’s actually a substantial shift: away from the world of literal cheeseburgers (hold the pickles!) and into the more hazy realms of modern identity.
Affirm your unique individuality! Through our burger!
As far as taglines go, there’s a deserved premium on clever. The best taglines express the ethos of their company sideways — sparking that flicker of recognition that comes in the gap between perception and understanding.
But what about when a tagline goes too clever?
We think this campaign by Maker’s Mark may be guilty of the latter.
To see if any tagline is effective, we need to examine: what’s the messaging it’s embodying?
Let’s assume Maker’s Mark was going for something like: Maker’s Mark is a no-frills whiskey that sets itself apart from its peers. It doesn’t need to try. It’s just its own unique thing.
Is this what these ads deliver? Or does it end up feeling more like: Maker’s Mark is a whiskey that has bland pretensions to uniqueness, and is actually just another big market whiskey trying to sell to you.
While these ads must have been fun for their agency — getting to toss around a bunch of rebrands of the famous Maker’s Mark red wax drip, without actually committing to any — the tagline ends up feeling too much in service to the gimmick & glib from which Maker’s is supposedly trying to distinguish themselves. And in another campaign — where the tone is more serious and earnest — the tagline ends up just feeling pretentious.
But hey, we like Maker’s. Maybe they’re just getting the intonation wrong. (It’s your fault, Jimmy Fallon!)