A brand identity for company (graduate of Alphabet’s moonshot project incubator X) that seeks to democratize industrial robotics. A simple wordmark was developed along a series of animated icons that attempt to simplify and organize primary capabilities and site content. Renowned Pentagram (London office) developed the new identity program with Hudson-Powell responsible for building the brand’s platfrom and web-native app.
Category: Design
Rebranding for North American metal recycling company
Strategy, name change, brand identity, brand positioning and messaging platforom for metal recycling company (founded in 1906 in Portland, Oregon). Operates facilities located in 25 states, Puerto Rico, and Western Canada. The company also includes 50 stores which sell serviceable used auto parts from salvaged vehicles and receive over 4.1 million annual retail visits. Steel operations produce finished steel products, including rebar, wire rod and other specialty products. A new positioning strategy led to the creation of a new name (Radius Recycling). The name puts the emphasis on the company’s core value proposition as recycling leader. In addition, the “us” in “Radius” brings focus to the company’s committed workforce. We love the vibrant orange arrow which also forms the letter R, evoking transformation, recycling, and renewal in a modern, accessible way. The steel blue and safety orange accents work to help clarify business and the company’s role in the new economy.
Data visualization system on gender equality for the Bill & Melinda Gates Foundation
Data visualization system for the Bill & Melinda Gates Foundation created to help tell and support data-driven stories about gender equality. All design layouts and templates are designed from either plus or equal signs, reinforcing the gender equality and progress. Noto, a comprehensive open-source font family with support for over 1,000 languages, is utilized for all online applications. The broad far-reaching project reinforces how data can effectively tell compelling human stories and help target audiences see beyond normally intimidating data presentation. An amazing effort by renowned design consultancy Pentagram (partner, Giorgia Lupi and team). Bill and Melinda should be thrilled.
Google Workspace invests in its design language
The search giant introduces a redesigned icon set and design language for its more integrated Workspace while retaining the identity and accessibility of existing products. Design and supporting animations show users transparent layers that overlap and extend from one app to the next, better representing an integrated experience and collaboration. All creative by brand consultancy, Wolff Ollins. Simply, beautifully designed and executed.
NYC Votes reenergized
New York’s nonpartisan voting board, NYC Votes has just introduced both a new identity and a distinctive, bold new branding campaign led by Pentagram partner, Eddie Opara. From its new logo to its vibrant color scheme, NYC Votes greets city voters with a modern, bold voice befitting a city post-pandemic. Let’s vote for the city we want!
Office party, 90s Gucci style
The celebrity advertising campaign lives on with Apple and the evolving Mac
Another installment of the under appreciated “Behind the Mac” advertising campaign debuted during Apple‘s “One More Thing” special event last week. The new advertising spot again featured celebrities, musicians, journallists or notable people who use the machine to create music, television, movies and more. Set to Raury’s “Take Back the Power,” the ad transitions between photographs and video clips of Kendrick Lamar, Gloria Steinem, Billie Eilish, RuPaul, Tarana Burke, Spike Lee, Stephen Colbert, Takashi Murakami, Iris Apfel, Saul Perlmutter and Lisa Simpson. They are all featured using a Mac (surprise, surprise) and according to Apple, have all participated in the commercial “honor” SMASH.org, an organization that seeks to build a diverse tech workforce by providing equal access to STEM for students of color. The commercial is another typically beautifully produced spot from the tech giant. We especially like the music and voiceover, “There’s a certain kind of person who doesn’t take no for an answer. They don’t walk in quietly. They parade in, trailblazing, eyebrow-raising, status quo-breaking, grazing greatness, braving hatred and taking up space. Never got a set at the table so we can’t sit and behave. We’d rather defy the rules and amaze. There’s a certain kind of person who doesn’t wait for greatness. They make it.” Yes, and btw, we love our new Macbook Pros…
Color Spotted: Bummer Green
Profile on the reemergence of this darn we say odd color, by Emily Yoshida for SSENSE. Yoshida writes, “In a mystery zone that isn’t quite seafoam, nor neon, nor the cheerfully unnatural glow of terminal green. “Mint green” feels like a euphemism; if it is a mint it’s artificial spearmint, with all the throat-clinging bitterness that entails. It’s technically verde, but it’s the most un-verdant green on the color wheel.” We embrace most colors, but we side with Yoshida on this one. Gucci and Billie Eilish can pull it off for this moment in time, but for the rest of us mortals, it really is either an inexplicable throwback to vintage kitchen bowls, Betty Ford (loved the color!) or one of the bad St. Patrick’s Day hues that just should not show up at all. To each his own, but come on. : (
Who doesn’t enjoy a good sneaker story?
The Story of Air Max: 90 to 2090. You’ll need some time for this one, but this film is a must for sneakerheads, fashionistas, branding aficionados, pop culture babies, Nike fans and the rest of us. Another amazingly-produced Nike story of its primary shoe brands and how it has become part of cultures around the world. Well-produced film and downright fascinating to watch. Take a break from the crazy world, kick back and enjoy…
Simple, always welcome
La Pera, 1963. Designed by Enzo Mari for Danese, Italy.
