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08 19 20
The suspense is finally over. Kamala Harris is Joe Biden’s pick as his running mate. The Democratic ticket officially has a vice president candidate. And of course, a new campaign logo. An in-house team designed the new logo which is an evolution of the Biden logo deployed for the primaries. The new Biden-Harris logo uses the typeface Decimal (Biden’s original logo used the typeface Brother 1816), developed for the campaign by type foundry Hoefler & Co. Decimal, inspired by the typography of vintage watches and clocks, feels simultaneously timeless and forward-looking. It does a good job projecting strength, honesty, dependability and accessibility. Our thoughts are somewhat mixed. On one side, the mark does present a strong sense of partnership—a unified front against the current administration. It does lack any really strong brand message which most would consider a missed opportunity. Perhaps the country wants or needs a straight-forward approach. Let’s see what is in store for the Democratic ticket with critical messaging, advertising and social media. Admittedly, most of our NYC fingers are crossed.
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08 11 20
New brand identity for southwest Michigan-based farmstead brewery, River Saint Joe. Design system provides flexibility for a wide range of applications. From packaging to signage, we just love this robust and appealing work. Design by Studio MPLS. Cheers. 🍺🍺🍺
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08 11 20
New identity for Regent’s Place, a mixed use business, retail and residential quarter (from 2010) on the north side of Euston Road in the London Borough of Camden. The new symbol represents the three districts — the Knowledge Quarter, Camden and the West End. The new identity, designed by London-base DixonBaxi, looks to capture the area’s future of housing with green space, a deeply rooted sense of community and forward-thinking, sustainable architecture. This contrasts greatly with Regent’s Place’s previous cold corporate identity. The new word mark deploys Bw Gradual for a more elegant and organic feel. The new system brings a new contemporary point-of-view reflecting the brands creative and green ethos. Animation along with reclaimed wood signage, bamboo business cards and soy-based community printing are featured to support the new approach. The entire effort is a huge step forward advancing a more progressive image for this important London neighborhood. We’re sure that it will be embraced by many businesses and residents with open arms. We salute the smart, creative and large scale effort…
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07 31 20
Toyota joins other major car brands by moving to flat logo design. More significantly, it is also removing its word mark from its primary brand identity. The brand refresh by agency The&Partnership for Toyota Europe exclusively, seeks to address digital use where simplified or flat design provides better readability and clarity. A new custom typeface called Toyota Type was also introduced along with a new monochrome color palette featuring a range of grays and an accent red. The new logo design and brand identity system will appear first in Europe with all vehicles still featuring the current logo. Whether the identity will be rolled out globally has not been announced. Certainly, a respectable refresh. We’re curious to see whether the global brand embraces the new European approach.
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07 13 20
It’s Okay to Change Your Mind, is an effective campaign spot from another anti-Trump Republican group, Republican Voters Against Trump. Real Republicans from all walks of life give their take on why Trump was a mistake for them and why they plan to vote for Biden. The goal is obviously to chisel away at the president’s base. Will it resonate with its target audience or merely brushed aside as fake news? Time will certainly tell, but the impact as advertising is real and believable.
