Computer Arts

INSIGHT spring 2017

computerarts.creativebloq.com

Gaute tenold aase

Creative director anti

http://www.anti.as

armin Vit

F ounder Brand new

http://www.underconsideration.

com/brandnew

“Brand New is one of those blogs every graphic

designer visits. I have to admit though I’ve

never considered the design of the site itself.

The new makeover feels refreshing. The

layout of the front page is a bit cluttered but

the article layout is a huge improvement and

the new sections and features are great. I like

the colour palette but it’s been given a bit too

much space on the front page. I have to say

I prefer the old logo. This new one has a bit

of a retro vibe to it. The monogram is quite

nice though. All in all a decent rebrand.”

“After 10 years of having the same logo we
felt it was time to change – in part to mark
that this most recent site redesign was the
biggest shift yet. We completely changed
the visual vocabulary from anything we
had previously done so the logo followed
suit. My appreciation of 1970s typography is
no secret and I had no problem in adopting
something that references that era quite
directly. The 1968 Summer Olympics identity
is one of my favourites too so the new logo
makes some references to that. Mostly this
satisfies a visual direction I craved and means
nothing more or less than the old logo which
I also chose because I liked the font at the
time. Brand New may feel like a big online
publication – and to a degree it is – but it’s still
run by a punk kid from Mexico who every now
and then does weird things because he can.”

mike Herrera

art director anagrama

http://www.anagrama.com

“As Brand New is about logo reviews the

new redesign might be too loud for its own

sake I believe a more neutral or transparent

approach would seem more fitting. The new

colour palette is nice and it is understandable

for the sections to be colour-coded but a

more low-key execution would have been

more appropriate so as not to distract from

the content itself. The logotype is a bit hard

to read at times and might come across as

too drastic of a change. As Armin himself

has mentioned it’s hard to design a logo

about logo reviews but we can certainly

acknowledge the hard work and thought

process that went into this project.”

UnderConsideration’s branding critique platform has a new look. We turn

the tables with three perspectives on the branding expert’s own identity...

Focus on: Brand new rebrand

REBRAND FOCUS

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