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    <title>Brand New: The B-Side</title>
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    <id>tag:www.underconsideration.com,2011-01-06:/brandnew/9</id>
    <updated>2013-06-28T15:52:02Z</updated>
    
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<entry>
    <title>Recycling Domino&apos;s</title>
    <link rel="alternate" type="text/html" href="http://www.underconsideration.com/brandnew/archives/recycling_dominos.php" />
    <id>tag:www.underconsideration.com,2013:/brandnew//9.2553</id>

    <published>2013-06-28T13:23:17Z</published>
    <updated>2013-06-28T15:52:02Z</updated>

    <summary type="html">CP+B and a cadre of small artists help Domino&apos;s Pizza recycle all their materials branded with the outgoing logo.</summary>
    <author>
        <name>Armin</name>
        <uri>http://www.underconsideration.com</uri>
    </author>
    
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        CP+B and a cadre of small artists help Domino&apos;s Pizza recycle all their materials branded with the outgoing logo.
        
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    </content>
</entry>

<entry>
    <title>The Corporate States of America</title>
    <link rel="alternate" type="text/html" href="http://www.underconsideration.com/brandnew/archives/the_corporate_states_of_america.php" />
    <id>tag:www.underconsideration.com,2013:/brandnew//9.2552</id>

    <published>2013-06-28T13:19:47Z</published>
    <updated>2013-06-28T14:48:38Z</updated>

    <summary type="html">Steve Lovelace chooses the logo of a company representative of each state.</summary>
    <author>
        <name>Armin</name>
        <uri>http://www.underconsideration.com</uri>
    </author>
    
        <category term="Interesting" scheme="http://www.sixapart.com/ns/types#category" />
    
        <category term="Linked" scheme="http://www.sixapart.com/ns/types#category" />
    
    
    <content type="html" xml:lang="en" xml:base="http://www.underconsideration.com/brandnew/">
        Steve Lovelace chooses the logo of a company representative of each state.
        
        <![CDATA[<img src="http://www.underconsideration.com/brandnew/images/rss_vote.gif" alt="Vote" /><br /><strong><a href="http://www.underconsideration.com/brandnew/archives/the_corporate_states_of_america.php">Don't forget to cast your vote about this post online</a></strong><br /><br />]]>
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<a href="http://underconsideration.com/oa_x/www/delivery/ck.php?oaparams=2__bannerid=19__zoneid=0__cb=34d6d77ea8__oadest=http%3A%2F%2Fbranding.sva.edu%2F"><img src="http://underconsideration.com/oa_x/www/delivery/avw.php?campaignid=4&amp;what=19&amp;cb=INSERT_RANDOM_NUMBER_HERE&amp;n=a08973cc" border="0" /></a>

<a href="http://underconsideration.com/oa_x/www/delivery/ck.php?oaparams=2__bannerid=273__zoneid=0__cb=818c228fe8__oadest=http%3A%2F%2Frequestinfo.fullsail.edu%2Fina%2FArt_Design_3a%3Fmncid%3D2662%26mnckeyword%3DYour%2520Future%26utm_source%3DUnderConsideration%26utm_medium%3Dbanner%26utm_term%3DYour%2520Future%26utm_content%3DArt_Design_3a%26utm_campaign%3DArt%26step%3Dinput"><img src="http://underconsideration.com/oa_x/www/delivery/avw.php?campaignid=21&amp;what=273&amp;cb=INSERT_RANDOM_NUMBER_HERE&amp;n=aa9436c3" border="0" /></a>

<a href="http://underconsideration.com/oa_x/www/delivery/ck.php?oaparams=2__bannerid=180__zoneid=0__cb=fe352b3a85__oadest=http%3A%2F%2Fwww.na.sappi.com%2FideasthatmatterNA%2F"><img src="http://underconsideration.com/oa_x/www/delivery/avw.php?campaignid=16&amp;what=180&amp;cb=INSERT_RANDOM_NUMBER_HERE&amp;n=a443719d" border="0" /></a>

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    </content>
</entry>

<entry>
    <title>Branding Principles</title>
    <link rel="alternate" type="text/html" href="http://www.underconsideration.com/brandnew/archives/branding_principles.php" />
    <id>tag:www.underconsideration.com,2013:/brandnew//9.2551</id>

    <published>2013-06-28T13:11:20Z</published>
    <updated>2013-06-28T14:49:50Z</updated>

    <summary type="html">Modern Farmer explains the history and current state of cattle branding.</summary>
    <author>
        <name>Armin</name>
        <uri>http://www.underconsideration.com</uri>
    </author>
    
        <category term="Linked" scheme="http://www.sixapart.com/ns/types#category" />
    
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    <content type="html" xml:lang="en" xml:base="http://www.underconsideration.com/brandnew/">
        Modern Farmer explains the history and current state of cattle branding.
        
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<a href="http://underconsideration.com/oa_x/www/delivery/ck.php?oaparams=2__bannerid=17__zoneid=0__cb=b5cf3b2ed3__oadest=http%3A%2F%2Fwww.neenahpaper.com%2Fclassic%3Futm_campaign%3DUnderConsideration_CLASSIC_OctNov2011%26utm_source%3DBanner"><img src="http://underconsideration.com/oa_x/www/delivery/avw.php?campaignid=3&amp;what=17&amp;cb=INSERT_RANDOM_NUMBER_HERE&amp;n=a8e15125" border="0" /></a>

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    </content>
</entry>

<entry>
    <title>New Logo for Endicia by Tomorrow Partners</title>
    <link rel="alternate" type="text/html" href="http://www.underconsideration.com/brandnew/archives/endicia.php" />
    <id>tag:www.underconsideration.com,2013:/brandnew//9.2550</id>

    <published>2013-06-28T12:38:31Z</published>
    <updated>2013-07-01T11:53:19Z</updated>

    <summary type="html">(Est. 1982) &quot;Endicia, a leading provider of e-commerce shipping technologies and services, offers solutions that help businesses, small and large, run their operations more smoothly and function more successfully. Endicia also provides seamless access to U.S. Postal Service� shipping services through integration with more than 200 partner applications. A trusted partner of the U.S. Postal Service since 1987, Endicia has printed more than $10B in postage. Headquartered in Palo Alto, Calif., Endicia is part of Newell Rubbermaid&apos;s global portfolio of leading brands.&quot;</summary>
    <author>
        <name>Armin</name>
        <uri>http://www.underconsideration.com</uri>
    </author>
    
        <category term="Before-After" scheme="http://www.sixapart.com/ns/types#category" />
    
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        <![CDATA[<p>(Est. 1982) "<a href="http://www.endicia.com/" target="_blank">Endicia</a>, a leading provider of e-commerce shipping technologies and services, offers solutions that help businesses, small and large, run their operations more smoothly and function more successfully. Endicia also provides seamless access to U.S. Postal Service� shipping services through integration with more than 200 partner applications. A trusted partner of the U.S. Postal Service since 1987, Endicia has printed more than $10B in postage. Headquartered in Palo Alto, Calif., Endicia is part of Newell Rubbermaid's global portfolio of leading brands."</p>]]>
        <![CDATA[<figure class="full">
<img src="<$MTBlogURL$>archives/endicia_big_logo_detail.png" alt="<$MTEntryTitle remove_html="1"$>" />
<figcaption>Logo detail</figcaption>
</figure>

<figure class="full">
<img src="<$MTBlogURL$>archives/endicia_big_logo_colors.png" alt="<$MTEntryTitle remove_html="1"$>" />
<figcaption>Color variations.</figcaption>
</figure>]]>
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<a href="http://underconsideration.com/oa_x/www/delivery/ck.php?oaparams=2__bannerid=273__zoneid=0__cb=818c228fe8__oadest=http%3A%2F%2Frequestinfo.fullsail.edu%2Fina%2FArt_Design_3a%3Fmncid%3D2662%26mnckeyword%3DYour%2520Future%26utm_source%3DUnderConsideration%26utm_medium%3Dbanner%26utm_term%3DYour%2520Future%26utm_content%3DArt_Design_3a%26utm_campaign%3DArt%26step%3Dinput"><img src="http://underconsideration.com/oa_x/www/delivery/avw.php?campaignid=21&amp;what=273&amp;cb=INSERT_RANDOM_NUMBER_HERE&amp;n=aa9436c3" border="0" /></a>

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<entry>
    <title>From Art Lebedev, Bravo Charlie Mike Hotel, and Mucho</title>
    <link rel="alternate" type="text/html" href="http://www.underconsideration.com/brandnew/archives/friday_likes_50.php" />
    <id>tag:www.underconsideration.com,2013:/brandnew//9.2549</id>

    <published>2013-06-28T10:35:52Z</published>
    <updated>2013-07-01T12:20:40Z</updated>

    <summary type="html">A broad range of work this week, after our two-week hiatus, with projects from Ukraine, UK, and Spain. On the sentimental side, this is the last post (other than today&apos;s B-Side) published using this layout. I appreciate that this Friday Likes is a nice, big, round number like 50. Gives this some closure.</summary>
    <author>
        <name>Armin</name>
        <uri>http://www.underconsideration.com</uri>
    </author>
    
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    <category term="tv" label="tv" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="ukraine" label="ukraine" scheme="http://www.sixapart.com/ns/types#tag" />
    
    <content type="html" xml:lang="en" xml:base="http://www.underconsideration.com/brandnew/">
        <![CDATA[<p>A broad range of work this week, after our two-week hiatus, with projects from Ukraine, UK, and Spain. On the sentimental side, this is the last post (other than today's B-Side) published using this layout. I appreciate that this Friday Likes is a nice, big, round number like 50. Gives this some closure.</p>]]>
        <![CDATA[<h1 class="red_100 rb_mar_large">Lale</h1>

<img src="http://www.underconsideration.com/brandnew/archives/friday_likes_lale_big.jpg" alt="Lale"/>

<p>There isn't much information on this one nor a live link but it does seem to be for real. Lale is a children's TV channel airing in Ukraine and is the first of its kind to be broadcast in the Crimean Tatar language. Lale means tulip. Designed by Moscow-based <a href="http://www.artlebedev.ru/" target="_blank">Art Lebedev</a>, the bubbly wordmark spells out the name and the last two characters, "LE", form a tulip. That, my friends, is how you do a logo. (Check out what appears to be the <a href="http://www.frocus.net/images/logotv/original/Lale.jpg" target="_blank">old logo</a> too, for contrast). And because it comes from the crazy minds of Art Lebedev, the applications are an explosion of awesomeness and color and kids jumping and abstract characters made out of the same basic shapes as the logo. Somebody put this on Sky, DirecTV, et al. [<a href="http://www.artlebedev.ru/everything/lale/" target="_blank"><strong>More</strong></a> / <a href="http://www.artlebedev.ru/everything/lale/process/" target="_blank"><strong>Process/Sketches</strong></a>].</p>

<hr />

<h1 class="red_100 rb_mar_large">D&amp;AD Awards Ceremony 2013</h1>

<img src="http://www.underconsideration.com/brandnew/archives/friday_likes_dead_big.jpg" alt="D&amp;AD Awards Ceremony 2013" />

<p>Designing for designers can be hard. Designing for designers amped up on Yellow Pencil-mania is impossible. For this year's <a href="http://www.dandad.org/dandad/events/2013-06-12/awards-ceremony" target="_blank">D&amp;AD Awards Ceremony</a> &mdash; where the coveted, and notoriously frustrating and difficult to win, Yellow Pencils are announced and awarded from all the nominations &mdash; London-based <a href="http://www.bcmh.co.uk/" target="_blank">Bravo Charlie Mike Hotel</a> used the organization's ampersand to create an amphibious character that works both as an "&amp;" and an "E", turning D&amp;D into DEAD and using it in sentences like Dead Good, Dead Excited, etc. It's a simple idea executed with just the right amount of visual edge that not only sets the tone for the evening and amuses attendees but it might very well win a Yellow Pencil itself next year. Which would be dead ironic. [<a href="http://www.bcmh.co.uk/" target="_blank"><strong>More</strong></a>]</p>

<hr />

<h1 class="red_100 rb_mar_large">Fisix</h1>

<img src="http://www.underconsideration.com/brandnew/archives/friday_likes_fisix_big.jpg" alt="Fisix" />

<p>Athletic men, this is for you. To use. All the rest of y'all lazy bastards (or athletic women), this is for you. To look at. Designed by <a href="http://www.wearemucho.com/" target="_blank">Mucho</a> for <a href="http://www.fisixsport.com/" target="_blank">Fisix</a> the identity and packaging for this range of cosmetic products that include massage creams and shampoos and skin balms strikes a really nice balance of something that looks like cosmetics with something science-y and manly without it being annoying in the way douchebag <a href="http://www.theaxeeffect.com/" target="_blank">Axe</a> is. The "fi" ligature in the black serif logo is quite hot, the color palette against the tan bottles is sophisticated, and the physics diagrams bring it all home. Time to break a sweat, boys. [<a href="http://www.wearemucho.com/en/project/fisix" target="_blank"><strong>More</strong></a>]</p>]]>
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<a href="http://underconsideration.com/oa_x/www/delivery/ck.php?oaparams=2__bannerid=273__zoneid=0__cb=818c228fe8__oadest=http%3A%2F%2Frequestinfo.fullsail.edu%2Fina%2FArt_Design_3a%3Fmncid%3D2662%26mnckeyword%3DYour%2520Future%26utm_source%3DUnderConsideration%26utm_medium%3Dbanner%26utm_term%3DYour%2520Future%26utm_content%3DArt_Design_3a%26utm_campaign%3DArt%26step%3Dinput"><img src="http://underconsideration.com/oa_x/www/delivery/avw.php?campaignid=21&amp;what=273&amp;cb=INSERT_RANDOM_NUMBER_HERE&amp;n=aa9436c3" border="0" /></a>

<a href="http://underconsideration.com/oa_x/www/delivery/ck.php?oaparams=2__bannerid=180__zoneid=0__cb=fe352b3a85__oadest=http%3A%2F%2Fwww.na.sappi.com%2FideasthatmatterNA%2F"><img src="http://underconsideration.com/oa_x/www/delivery/avw.php?campaignid=16&amp;what=180&amp;cb=INSERT_RANDOM_NUMBER_HERE&amp;n=a443719d" border="0" /></a>

<a href="http://underconsideration.com/oa_x/www/delivery/ck.php?oaparams=2__bannerid=402__zoneid=0__cb=54d71bedb5__oadest=http%3A%2F%2Fwww.omnigroup.com%2F"><img src="http://underconsideration.com/oa_x/www/delivery/avw.php?campaignid=30&amp;what=402&amp;cb=INSERT_RANDOM_NUMBER_HERE&amp;n=a2846875" border="0" /></a>]]>
    </content>
</entry>

<entry>
    <title>Transition Warning + Brand New on Facebook</title>
    <link rel="alternate" type="text/html" href="http://www.underconsideration.com/brandnew/archives/transition_warning_brand_new_on_facebook.php" />
    <id>tag:www.underconsideration.com,2013:/brandnew//9.2548</id>

    <published>2013-06-27T16:55:47Z</published>
    <updated>2013-06-27T17:05:48Z</updated>

    <summary type="html">People! Two things: 1) Between now and Monday I am going to start transitioning the existing design and layout into the new design. It will mostly affect the archiving, so the B-Sides might look funny and clicking through archive directories might yield empty pages. Other funky, unexpected stuff might happen so don&apos;t panic. 2) We have had many requests to have a Facebook page and now we do, so go &quot;Like&quot; if you like it.</summary>
    <author>
        <name>Armin</name>
        <uri>http://www.underconsideration.com</uri>
    </author>
    
        <category term="Announcement" scheme="http://www.sixapart.com/ns/types#category" />
    
    <category term="announcement" label="announcement" scheme="http://www.sixapart.com/ns/types#tag" />
    
    <content type="html" xml:lang="en" xml:base="http://www.underconsideration.com/brandnew/">
        <![CDATA[<p>People! Two things: <strong>1)</strong> Between now and Monday I am going to start transitioning the existing design and layout into the new design. It will mostly affect the archiving, so the B-Sides might look funny and clicking through archive directories might yield empty pages. Other funky, unexpected stuff might happen so don't panic. <strong>2)</strong> We have had many requests to have a Facebook page and now we do, <a href="https://www.facebook.com/BrandNewByUCllc" target="_blank">so go "Like" if you like it.</a></p>]]>
        
        <![CDATA[<img src="http://www.underconsideration.com/brandnew/images/rss_vote.gif" alt="Vote" /><br /><strong><a href="http://www.underconsideration.com/brandnew/archives/transition_warning_brand_new_on_facebook.php">Don't forget to cast your vote about this post online</a></strong><br /><br />]]>
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<a href="http://underconsideration.com/oa_x/www/delivery/ck.php?oaparams=2__bannerid=402__zoneid=0__cb=54d71bedb5__oadest=http%3A%2F%2Fwww.omnigroup.com%2F"><img src="http://underconsideration.com/oa_x/www/delivery/avw.php?campaignid=30&amp;what=402&amp;cb=INSERT_RANDOM_NUMBER_HERE&amp;n=a2846875" border="0" /></a>]]>
    </content>
</entry>

<entry>
    <title>Beobank</title>
    <link rel="alternate" type="text/html" href="http://www.underconsideration.com/brandnew/archives/beobank.php" />
    <id>tag:www.underconsideration.com,2013:/brandnew//9.2547</id>

    <published>2013-06-27T11:36:52Z</published>
    <updated>2013-06-28T19:13:01Z</updated>

    <summary type="html"><![CDATA[ About: (Est. 2013) Formerly Citibank Belgium, Beobank is the new name of this range of banks in Belgium, now owned by Cr&eacute;dit Mutuel Nord Europe. Design by: Minale Design Strategy. Ed.'s Notes: It's kind of interesting, although disappointed that the weight of the stroke of the "O" is thicker than the other letters; it makes it stand out even more that it already does. Bigger view of the logo and a couple of applications below (or after the jump). Relevant links: Press release (PDF and in French). Minale Design Strategy case study. Select quote (translated): "The Beobank logo reflects]]></summary>
    <author>
        <name>Armin</name>
        <uri>http://www.underconsideration.com</uri>
    </author>
    
        <category term="Finance" scheme="http://www.sixapart.com/ns/types#category" />
    
        <category term="New" scheme="http://www.sixapart.com/ns/types#category" />
    
        <category term="Noted" scheme="http://www.sixapart.com/ns/types#category" />
    
    <category term="belgium" label="belgium" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="lowercase" label="lowercase" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="stencil" label="stencil" scheme="http://www.sixapart.com/ns/types#tag" />
    
    <content type="html" xml:lang="en" xml:base="http://www.underconsideration.com/brandnew/">
        <![CDATA[<p><img src="http://www.underconsideration.com/brandnew/archives/beobank_logo.gif" alt="Beobank Logo, New" /></p>

<p><strong>About: </strong> (Est. 2013) Formerly Citibank Belgium, Beobank is the new name of this range of banks in Belgium, now owned by Cr&eacute;dit Mutuel Nord Europe.</p>

<p><strong>Design by:</strong> <a href="http://www.minaledesignstrategy.com/" target="_blank">Minale Design Strategy</a>.</p>

<p><strong>Ed.'s Notes: </strong>It's kind of interesting, although disappointed that the weight of the stroke of the "O" is thicker than the other letters; it makes it stand out even more that it already does. Bigger view of the logo and a couple of applications below (or after the jump).</p>

<p><strong>Relevant links:</strong> <a href="https://www.beobank.be/pdf/beobank_press_fr.pdf?v=293" target="_blank">Press release (PDF and in French)</a>. <a href="http://www.minaledesignstrategy.com/fr/projects/beobank" target="_blank">Minale Design Strategy case study</a>.</p>

<p><strong>Select quote (translated):</strong> "The Beobank logo reflects the simplicity of the bank: a bank that finds proximity important and stands entirely at the service of its clients. The letters "Be" point to the Belgian anchoring of the bank. The lively, bright red draws the attention to the letter "O", that stands as a symbol for the openness to its cleints and the optimism with which the bank looks to the future. The purple colour finally has something surprising en confirms the dynamism of Beobank."</p>]]>
        <![CDATA[<p><img src="http://www.underconsideration.com/brandnew/archives/beobank_logo_detail.gif" alt="Beobank" /></p>
<p><img src="http://www.underconsideration.com/brandnew/archives/beobank_stuff.jpg" alt="Beobank" /></p>

<p class="bottom">Spotted on <a href="http://brandingsource.blogspot.com/2013/06/new-logo-beobank.html" target="_blank">The Branding Source</a>.</p>
]]>
        <![CDATA[<img src="http://www.underconsideration.com/brandnew/images/rss_vote.gif" alt="Vote" /><br /><strong><a href="http://www.underconsideration.com/brandnew/archives/beobank.php">Don't forget to cast your vote about this post online</a></strong><br /><br />]]>
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<br />
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<a href="http://underconsideration.com/oa_x/www/delivery/ck.php?oaparams=2__bannerid=402__zoneid=0__cb=54d71bedb5__oadest=http%3A%2F%2Fwww.omnigroup.com%2F"><img src="http://underconsideration.com/oa_x/www/delivery/avw.php?campaignid=30&amp;what=402&amp;cb=INSERT_RANDOM_NUMBER_HERE&amp;n=a2846875" border="0" /></a>]]>
    </content>
</entry>

<entry>
    <title>Motorola: Hands Off You Damn Dirty Apes</title>
    <link rel="alternate" type="text/html" href="http://www.underconsideration.com/brandnew/archives/motorola_hands_off_you_damn_dirty_apes.php" />
    <id>tag:www.underconsideration.com,2013:/brandnew//9.2546</id>

    <published>2013-06-27T10:49:31Z</published>
    <updated>2013-06-27T20:58:45Z</updated>

    <summary type="html"> Established in 1928, Motorola was a telecommunications company that designed and produced a number of consumer and professional products, from two-way radios to cable TV set-top boxes to cellular and smartphones, including the once groundbreaking RAZR. After a rough patch towards the end of the first decade of the 2000s, Motorola was split into two independent companies: Motorola Solutions, which &quot;provides mission-critical communications products and services to enterprises and governments&quot; and Motorola Mobility, which &quot;delivers personalized information to meet the needs of consumers both in the home and on the go.&quot; The latter keeping the smartphone side of the</summary>
    <author>
        <name>Armin</name>
        <uri>http://www.underconsideration.com</uri>
    </author>
    
        <category term="Before-After" scheme="http://www.sixapart.com/ns/types#category" />
    
        <category term="Corporate" scheme="http://www.sixapart.com/ns/types#category" />
    
        <category term="Reviewed" scheme="http://www.sixapart.com/ns/types#category" />
    
    <category term="colorful" label="colorful" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="google" label="google" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="lowercase" label="lowercase" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="monogram" label="monogram" scheme="http://www.sixapart.com/ns/types#tag" />
    
    <content type="html" xml:lang="en" xml:base="http://www.underconsideration.com/brandnew/">
        <![CDATA[<p><img src="http://www.underconsideration.com/brandnew/archives/motorola_google_logo.gif" alt="Motorola Logo, Before and After" /></p>

<p>Established in 1928, <a href="http://www.motorola.com/" target="_blank">Motorola</a> was a telecommunications company that designed and produced a number of consumer and professional products, from two-way radios to cable TV set-top boxes to cellular and smartphones, including the once groundbreaking RAZR. After a rough patch towards the end of the first decade of the 2000s, Motorola was split into two independent companies: <a href="http://www.motorolasolutions.com/US-EN" target="_blank">Motorola Solutions</a>, which "provides mission-critical communications products and services to enterprises and governments" and <a href="http://www.motorola.com/Consumers/US-EN/Home" target="_blank">Motorola Mobility</a>, which "delivers personalized information to meet the needs of consumers both in the home and on the go." The latter keeping the smartphone side of the business. In 2012 Google <a href="http://www.google.com/press/motorola/" target="_blank">acquired</a> Motorola Mobility setting up a beneficial synergy between Google's Android OS and Motorola's hardware. This week, a new tiny logo for Motorola was spotted on the footer of <a href="http://techweek.com/chicago/events/techweek-100/" target="_blank">Techweek100</a>'s site, a conference presented by Motorola. Later, not sure how, another version of the logo, confirmed by Motorola, appeared. No announcement, official reveal, or design credit.</p>]]>
        <![CDATA[<p><img src="http://www.underconsideration.com/brandnew/archives/motorola_google_logo_detail_01.gif" alt="Motorola Logo" /></p>

<p class="caption">Monogram in solid circle.</p>

<p><img src="http://www.underconsideration.com/brandnew/archives/motorola_google_logo_detail_02.gif" alt="Motorola Logo" /></p>

<p class="caption">Monogram in a dashed-border circle.</p>

<p>The intention of the change is obvious: Google is marking its territory in a way just a touch more subtle than a cat peeing on its backyard. The change most people will notice is barely design related, it's in the nomenclature of it, "Motorola: A Google Company". I can't think of many (or any) consumer products or services being so heavily-handed "branded" (in the original sense of the word) as Google is doing here. Perhaps it's a maneuver that will last only a few years until people know that Motorola is Google's bitch because, sorry, but that's what this sounds like.</p>

<p>Graphically, the famous Motorola "M" remains the same and seems like it will still be used in a solid circle as usual. The biggest surprise is the multi-colored ring version that has popped all over the internet. It's an interesting extension that definitely signals something is different but not completely different. It works in providing a fresh take on the monogram and seeing it, literally, through a new frame. Although Google didn't have any problem putting its name on the logo, it held back in making the colored ring be Google's official colors because I guess that would be too much. The typography went from a bold, italic uppercase to a light, normal lowercase setting. It seems like it's been two or three years since we last saw this kind of friendly-fication of a logo. It does kind of work, especially in unison with the "a" and "company" being lowercase too. It does have a nice rhythm to it with all those "o"s and the customized "a" at the end is (although annoying) enough to give the wordmark some customization without going overboard. Overall, this is clearly a logo to signal change and to establish who's boss in this, so a definite success.</p>

<p class="bottom">Thanks to Boudewijn Vermolen for first tip.</p>
]]>
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<a href="http://underconsideration.com/oa_x/www/delivery/ck.php?oaparams=2__bannerid=17__zoneid=0__cb=b5cf3b2ed3__oadest=http%3A%2F%2Fwww.neenahpaper.com%2Fclassic%3Futm_campaign%3DUnderConsideration_CLASSIC_OctNov2011%26utm_source%3DBanner"><img src="http://underconsideration.com/oa_x/www/delivery/avw.php?campaignid=3&amp;what=17&amp;cb=INSERT_RANDOM_NUMBER_HERE&amp;n=a8e15125" border="0" /></a>

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<a href="http://underconsideration.com/oa_x/www/delivery/ck.php?oaparams=2__bannerid=402__zoneid=0__cb=54d71bedb5__oadest=http%3A%2F%2Fwww.omnigroup.com%2F"><img src="http://underconsideration.com/oa_x/www/delivery/avw.php?campaignid=30&amp;what=402&amp;cb=INSERT_RANDOM_NUMBER_HERE&amp;n=a2846875" border="0" /></a>]]>
    </content>
</entry>

<entry>
    <title>Introducing the first of UC.Prints</title>
    <link rel="alternate" type="text/html" href="http://www.underconsideration.com/brandnew/archives/introducing_the_first_of_ucprints.php" />
    <id>tag:www.underconsideration.com,2013:/brandnew//9.2544</id>

    <published>2013-06-26T19:42:50Z</published>
    <updated>2013-06-26T19:48:43Z</updated>

    <summary type="html"><![CDATA[ Described as "Occasional ideas printed on an irregular schedule" &mdash; mainly so that we are not committing to more of these at specified intervals &mdash; we are starting a new distraction: UC.Prints. The first one out of the oven is time-sensitive, designed specifically for July 4, 2013 using a rebus Paul Rand would maybe probably be proud of. Can you figure what the poster says? (Explanation at the link). Order this week to make sure it's displayed behind your grill next Thursday.]]></summary>
    <author>
        <name>Armin</name>
        <uri>http://www.underconsideration.com</uri>
    </author>
    
        <category term="Announcement" scheme="http://www.sixapart.com/ns/types#category" />
    
    <category term="announcement" label="announcement" scheme="http://www.sixapart.com/ns/types#tag" />
    
    <content type="html" xml:lang="en" xml:base="http://www.underconsideration.com/brandnew/">
        <![CDATA[<p><a href="http://www.underconsideration.com/prints/" target="_blank"><img src="http://www.underconsideration.com/brandnew/archives/announcement_july4th_print.jpg" alt="Brand New Conference" border="0" /></a></p>

<p>Described as "Occasional ideas printed on an irregular schedule" &mdash; mainly so that we are not committing to more of these at specified intervals &mdash; we are starting a new distraction: <a href="http://underconsideration.com/prints/" target="_blank">UC.Prints</a>. The first one out of the oven is time-sensitive, designed specifically for July 4, 2013 using a rebus Paul Rand would maybe probably be proud of. Can you figure what the poster says? (Explanation at the link). Order this week to make sure it's displayed behind your grill next Thursday.</p>]]>
        
        <![CDATA[<img src="http://www.underconsideration.com/brandnew/images/rss_vote.gif" alt="Vote" /><br /><strong><a href="http://www.underconsideration.com/brandnew/archives/introducing_the_first_of_ucprints.php">Don't forget to cast your vote about this post online</a></strong><br /><br />]]>
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<entry>
    <title>Bolton Wanderers FC</title>
    <link rel="alternate" type="text/html" href="http://www.underconsideration.com/brandnew/archives/bolton_wanderers_fc.php" />
    <id>tag:www.underconsideration.com,2013:/brandnew//9.2543</id>

    <published>2013-06-26T12:55:03Z</published>
    <updated>2013-06-27T21:10:35Z</updated>

    <summary type="html"> About: (Est. 1874) &quot;Bolton Wanderers Football Club is an English professional football club based in Horwich in the Metropolitan Borough of Bolton, who play in the Football League Championship. The club currently competes in the 2012-13 Championship, having been relegated from the Premier League at the end of the 2011-12 season, after finishing 18th.&quot; (Source: Wikipedia) Design by: N/A. Ed.&apos;s Notes: I guess it&apos;s an improvement but, holy cow, that is some weird-ass typography. Relevant links: Press release. Logo history. Select quote: &quot;The more modern, cleaner and dynamic design has been created following feedback from supporters, who expressed an</summary>
    <author>
        <name>Armin</name>
        <uri>http://www.underconsideration.com</uri>
    </author>
    
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    <category term="monogram" label="monogram" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="soccer" label="soccer" scheme="http://www.sixapart.com/ns/types#tag" />
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        <![CDATA[<p><img src="http://www.underconsideration.com/brandnew/archives/bolton_wanderes_logo.gif" alt="Bolton Wanderers FC Logo, Before and After" /></p>

<p><strong>About: </strong> (Est. 1874) "<a href="http://www.bwfc.co.uk/" target="_blank">Bolton Wanderers Football Club</a> is an English professional football club based in Horwich in the Metropolitan Borough of Bolton, who play in the Football League Championship. The club currently competes in the 2012-13 Championship, having been relegated from the Premier League at the end of the 2011-12 season, after finishing 18th." (Source: <a href="http://en.wikipedia.org/wiki/Bolton_Wanderers_F.C." target="_blank">Wikipedia</a>)</p>

<p><strong>Design by:</strong> N/A.</p>

<p><strong>Ed.'s Notes: </strong>I guess it's an improvement but, holy cow, that is some weird-ass typography.</p>

<p><strong>Relevant links:</strong> <a href="http://www.bwfc.co.uk/news/article/club-unveil-new-crest-5.6.13-855955.aspx" target="_blank">Press release</a>. <a href="http://www.logoguru.co.uk/blog/history-epl-club-logos/#e" target="_blank">Logo history</a>.</p>

<p><strong>Select quote:</strong> "The more modern, cleaner and dynamic design has been created following feedback from supporters, who expressed an overwhelming desire to see the long history of the club reflected in the crest. The new design sees the reintroduction of the Lancashire rose alongside the founding year of the club, 1877, in a reworking of the club's popular crest from the late 1970s. The new crest's compact design means it will be reproduced both more effectively and more prominently on a variety of Bolton Wanderers elements.</p>

<p class="bottom">Thanks to Aaron Cotton for the tip.</p>]]>
        
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<entry>
    <title>Moleskine Better Have Some Thick Skin</title>
    <link rel="alternate" type="text/html" href="http://www.underconsideration.com/brandnew/archives/moleskine_better_have_some_thick_skin.php" />
    <id>tag:www.underconsideration.com,2013:/brandnew//9.2542</id>

    <published>2013-06-26T10:50:35Z</published>
    <updated>2013-06-27T20:53:44Z</updated>

    <summary type="html"><![CDATA[ First produced in 1997 by Modo &amp; Modo SpA in Milan, Moleskine &mdash; produced by the eponymous Italian parent company since 2007 &mdash; is an extensive line of pocket-sized, trusted travel companion notebooks with over 14 million units sold in around 23,000 points-of-sale, including nine branded stores, in 90 countries across the globe. Between the classic notebooks and all its variants &mdash; small, large, ruled, squared, plain, colored covers &mdash; and dozens of special editions Moleskine's collection includes over 750 products. Earlier this month Moleskine introduced a new monogram and a revised wordmark desiged by Milan-based Achilli Ghizzardi Associati.]]></summary>
    <author>
        <name>Armin</name>
        <uri>http://www.underconsideration.com</uri>
    </author>
    
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        <![CDATA[<p><img src="http://www.underconsideration.com/brandnew/archives/moleskine_logo.gif" alt="Moleskine Logo, Before and After" /></p>

<p>First produced in 1997 by Modo &amp; Modo SpA in Milan, Moleskine &mdash; produced by the eponymous Italian parent company since 2007 &mdash; is an extensive line of pocket-sized, trusted travel companion notebooks with over 14 million units sold in around 23,000 points-of-sale, including nine branded stores, in 90 countries across the globe. Between the classic notebooks and all its variants &mdash; small, large, ruled, squared, plain, colored covers &mdash; and dozens of special editions Moleskine's collection includes over 750 products. Earlier this month Moleskine <a href="http://www.moleskine.com/en/news/monogram" target="_blank">introduced</a> a new monogram and a revised wordmark desiged by Milan-based <a href="http://www.agdesign.it/" target="_blank">Achilli Ghizzardi Associati</a>.</p>]]>
        <![CDATA[<blockquote>A set of nine modules consisting of the M of Moleskine and eight rounded squares come together to form a grid, evoking the essential design elements of the Moleskine notebook with its rounded corners as well as those of the digital realm. Each module is a flexible space that can house a wealth of content: the letters of the company name, the colors and configurations of the collections, community creations and multimedia content will all fill the new Moleskine monogram.<br />&mdash; <a href="http://www.moleskine.com/documents/10192/381902/Moleskine_monogram_press_release.pdf" target="_blank">Press Release (PDF)</a></blockquote>

<p><img src="http://www.underconsideration.com/brandnew/archives/moleskine_animation.gif" alt="Moleskine Logo" width="574" /></p>

<p class="caption">Animated GIF presenting the new logo.</p>

<p><img src="http://www.underconsideration.com/brandnew/archives/moleskine_sketch_logo_fake.jpg" alt="Moleskine Logo" /></p>

<p class="caption">"Sketches" of the new logo. In quotes because this image couldn't be any more Photoshopped unless it had Kim Kardashian on it.</p>

<blockquote>The new monogram presents the brand as designer of open platforms for creativity, communication and sharing. [&hellip;] Tthe intention was to create a fluid visual icon that communicates  its multi-faceted and open nature while unifying its many objects, types of users and brand values.<br />&mdash; <a href="http://www.moleskine.com/documents/10192/381902/Moleskine_monogram_press_release.pdf" target="_blank">Press Release (PDF)</a></blockquote>

<p><img src="http://www.underconsideration.com/brandnew/archives/moleskine_monogram_00.gif" alt="Moleskine Logo" /></p>

<p class="caption">Monogram detail, above. With stuff, below.</p>

<p><img src="http://www.underconsideration.com/brandnew/archives/moleskine_monogram_01.jpg" alt="Moleskine Logo" /></p>
<p><img src="http://www.underconsideration.com/brandnew/archives/moleskine_monogram_02.jpg" alt="Moleskine Logo" /></p>
<p><img src="http://www.underconsideration.com/brandnew/archives/moleskine_monogram_03.jpg" alt="Moleskine Logo" /></p>
<p><img src="http://www.underconsideration.com/brandnew/archives/moleskine_monogram_04.jpg" alt="Moleskine Logo" /></p>

<p class="caption">Re: the above image. Shoot me now.</p>

<p><img src="http://www.underconsideration.com/brandnew/archives/moleskine_monogram_green_background.jpg" alt="Moleskine Logo" /></p>

<blockquote>The logotype remains unchanged apart from a more emphasized roundness to the curves of the letters, creating a proprietary font for the first time in the company's history. Particular attention has been given to the letter M, which becomes the pivot for the whole visual identity.<br />&mdash; <a href="http://www.moleskine.com/documents/10192/381902/Moleskine_monogram_press_release.pdf" target="_blank">Press Release (PDF)</a></blockquote>

<p><img src="http://www.underconsideration.com/brandnew/archives/moleskine_wordmark_detail.jpg" alt="Moleskine Logo" /></p>

<p class="caption">Detail of the wordmark. Apologies for fuzziness, it's the best I could find.</p>

<p>If it were designed today, I would vehemently complain about the old wordmark being set in the overused and underwhelming Copperplate Gothic but, now, compared to the atrocious update to it, I find the simplicity and established ubiquity of the old one a major loss. The new wordmark takes out all the edge and crispness of the old and sands down every corner down to a stubby soft corner, while getting rid of inward serifs that provided necessary balance. A major downgrade. Then there is the new monogram, that takes the new "M" and places eight rounded squares (that mimic the rounded corners of the notebooks, see?) around to create a 3-by-3 grid. It's not totally a bad idea, but why squares? As far as I can tell, there isn't a single square Moleskine out there and it's not like every logo should replicate its product or history but the disconnect here is quite obvious and flawed. The monogram then uses the logo-as-window in the most obvious and boring ways, kind of ruining that maneuver for the rest of us. Finally, the monogram is used in tandem with the new wordmark, where it becomes so small to be unreadable. Overall, a very disappointing evolution, specially considering the product's popularity and embrace in creative industries. It deserved better.</p>

<p class="bottom">Thanks to Yotam Hadar for first tip.</p>]]>
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<entry>
    <title>First Advantage</title>
    <link rel="alternate" type="text/html" href="http://www.underconsideration.com/brandnew/archives/first_advantage.php" />
    <id>tag:www.underconsideration.com,2013:/brandnew//9.2541</id>

    <published>2013-06-25T13:14:15Z</published>
    <updated>2013-06-27T21:10:45Z</updated>

    <summary type="html"> About: &quot;First Advantage provides comprehensive screening, identity and information solutions that give employers and housing providers access to actionable information that results in faster, more accurate people decisions. With an advanced global technology platform and superior customer service delivered by experts who understand local markets, First Advantage helps customers around the world build fully scalable, configurable screening programs that meet their unique needs. Headquartered in Alpharetta, Ga., First Advantage has offices throughout North America, Europe and Asia.&quot; Design by: N/A. Ed.&apos;s Notes: As much as I don&apos;t like globes, or globes with pluses, or transparent globes, or cheesy gradient</summary>
    <author>
        <name>Armin</name>
        <uri>http://www.underconsideration.com</uri>
    </author>
    
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    <category term="blue" label="blue" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="globe" label="globe" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="plus" label="plus" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="sansserif" label="sans serif" scheme="http://www.sixapart.com/ns/types#tag" />
    
    <content type="html" xml:lang="en" xml:base="http://www.underconsideration.com/brandnew/">
        <![CDATA[<p><img src="http://www.underconsideration.com/brandnew/archives/first_advantage_logo.gif" alt="First Advantage Logo, Before and After" /></p>

<p><strong>About: </strong> "<a href="http://www.fadv.com/" target="_blank">First Advantage</a> provides comprehensive screening, identity and information solutions that give employers and housing providers access to actionable information that results in faster, more accurate people decisions. With an advanced global technology platform and superior customer service delivered by experts who understand local markets, First Advantage helps customers around the world build fully scalable, configurable screening programs that meet their unique needs. Headquartered in Alpharetta, Ga., First Advantage has offices throughout North America, Europe and Asia."</p>

<p><strong>Design by:</strong> N/A.</p>

<p><strong>Ed.'s Notes: </strong>As much as I don't like globes, or globes with pluses, or transparent globes, or cheesy gradient effects, there is something attractive about this, like a mosquito lamp. Also, that old logo? Pure, big-brother evil. Bigger view of the logo below (or after the jump).</p>

<p><strong>Relevant links:</strong> <a href="http://www.fadv.com/our-company/press/press-release/articletype/articleview/articleid/80/first-advantage-unveils-new-brand-identity-at-the-shrm-2013-annual-conference.aspx" target="_blank">Press release</a>.</p>

<p><strong>Select quote:</strong> "The new brand communicates First Advantage's substantial market leading position, which has grown significantly through the recent acquisition of LexisNexis' screening solutions. The logo -- a stylized globe spinning on its axis -- has a crisp, contemporary look that underscores First Advantage's goal to drive innovation in the screening market."</p>]]>
        <![CDATA[<p><img src="http://www.underconsideration.com/brandnew/archives/first_advantage_logo_animated_original.gif" alt="First Advantage Logo, Before and After" /></p>

<p class="caption">Original animated GIF, so it's a little crisper than header image.</p>

<p><img src="http://www.underconsideration.com/brandnew/archives/first_advantage_logo_detail.png" alt="First Advantage Logo, Before and After" /></p>

<p class="bottom">Thanks to<a href="http://www.emblemetric.com" target="_blank">James I. Bowie</a> for the tip.</p>]]>
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<a href="http://underconsideration.com/oa_x/www/delivery/ck.php?oaparams=2__bannerid=180__zoneid=0__cb=fe352b3a85__oadest=http%3A%2F%2Fwww.na.sappi.com%2FideasthatmatterNA%2F"><img src="http://underconsideration.com/oa_x/www/delivery/avw.php?campaignid=16&amp;what=180&amp;cb=INSERT_RANDOM_NUMBER_HERE&amp;n=a443719d" border="0" /></a>

<a href="http://underconsideration.com/oa_x/www/delivery/ck.php?oaparams=2__bannerid=402__zoneid=0__cb=54d71bedb5__oadest=http%3A%2F%2Fwww.omnigroup.com%2F"><img src="http://underconsideration.com/oa_x/www/delivery/avw.php?campaignid=30&amp;what=402&amp;cb=INSERT_RANDOM_NUMBER_HERE&amp;n=a2846875" border="0" /></a>]]>
    </content>
</entry>

<entry>
    <title>Like Every Other Logo</title>
    <link rel="alternate" type="text/html" href="http://www.underconsideration.com/brandnew/archives/like_every_other_logo.php" />
    <id>tag:www.underconsideration.com,2013:/brandnew//9.2540</id>

    <published>2013-06-25T10:51:08Z</published>
    <updated>2013-06-27T20:53:58Z</updated>

    <summary type="html"><![CDATA[ Established in 1994, Mobilink is the leading telecommunication service provider in Pakistan offering voice (mobile) and data (internet) services to more than 36 million subscribers. This month Mobilink introduced a new logo, designed by Wolff Olins &mdash; led by its Dubai office &mdash; and a new tagline in Urdu, "Har Dil, Har Din" that translates to "Every Heart, Every Day".]]></summary>
    <author>
        <name>Armin</name>
        <uri>http://www.underconsideration.com</uri>
    </author>
    
        <category term="Before-After" scheme="http://www.sixapart.com/ns/types#category" />
    
        <category term="Reviewed" scheme="http://www.sixapart.com/ns/types#category" />
    
        <category term="Telecom" scheme="http://www.sixapart.com/ns/types#category" />
    
    <category term="globe" label="globe" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="pakistan" label="pakistan" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="red" label="red" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="telecom" label="telecom" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="wolffolins" label="wolff olins" scheme="http://www.sixapart.com/ns/types#tag" />
    
    <content type="html" xml:lang="en" xml:base="http://www.underconsideration.com/brandnew/">
        <![CDATA[<p><img src="http://www.underconsideration.com/brandnew/archives/mobilink_logo.jpg" alt="Mobilink Logo, Before and After" /></p>

<p>Established in 1994, <a href="http://www.mobilinkgsm.com/" target="_blank">Mobilink</a> is the leading telecommunication service provider in Pakistan offering voice (mobile) and data (internet) services to more than 36 million subscribers. This month Mobilink introduced a new logo, designed by <a href="http://www.wolffolins.com/" target="_blank">Wolff Olins</a> &mdash; led by its Dubai office &mdash; and a new tagline in Urdu, "Har Dil, Har Din" that translates to "Every Heart, Every Day".</p>]]>
        <![CDATA[<p><img src="http://www.underconsideration.com/brandnew/archives/mobilink_old_logos.png" alt="Mobilink Logo" /></p>

<p class="caption">Old family of logos.</p>

<blockquote>Whilst retaining a sense of Mobilinks heritage through the letter M in the orb, the main inspiration of this newly launched visual identity reflects leadership, innovation, togetherness and positivity. The core idea of the transformation is "Being One," reinforced by being your link to "a bigger, brighter, better everyday."<br />&mdash; <a href="http://blog.wolffolins.com/post/53427780783/mobilink-har-dil-har-din" target="_blank">Wolff Olins blog post</a></blockquote>

<p><img src="http://www.underconsideration.com/brandnew/archives/mobilink_logo_detail.jpg" alt="Mobilink Logo" /></p>

<p class="caption">New logo detail.</p>

<p>It's almost unfair to show this telecom brand after <a href="http://www.underconsideration.com/brandnew/archives/optus_will_have_you_saying_yes_in_no_time.php">yesterday's telecom brand</a> yet, in part, I am showing this one today on purpose because it shows how two contemporary firms can arrive at drastically different (i.e., good/bad) solutions in the same category. The old Mobilink logo wasn't too hard to improve upon as pretty much everything about it was wrong, from the Playmobil toupee-like "M" on the sphere to the extended italic. The new logo isn't <em>as</em> wrong but it is amazingly derivative of dozens of globe/marble logos out there, from Wolff Olins' own Ericsson to AT&amp;T. This one, according to their blog post, is meant to evoke an "M"&hellip; which would make it one of the least readable "M"s since <a href="http://en.wikipedia.org/wiki/Movistar" target="_blank">Movistar</a>. Beyond lack of originality, the logo and identity have a big lack of, well, Wolff Olins-ness. There is just no surprise, no narrative, nothing to make it stand out. Perhaps it does stand out in Pakistan, but I don't know if that's either the case or the right reasoning for this kind of work. The new typography is sort of interesting but the overly tight tracking makes any details hard to appreciate.</p>

<p><img src="http://www.underconsideration.com/brandnew/archives/mobilink_ad_01.jpg" alt="Mobilink Logo" /></p>
<p><img src="http://www.underconsideration.com/brandnew/archives/mobilink_ad_02.jpg" alt="Mobilink Logo" /></p>
<p><img src="http://www.underconsideration.com/brandnew/archives/mobilink_ad_03.jpg" alt="Mobilink Logo" /></p>

<p class="caption">Ad style number one.</p>

<p><img src="http://www.underconsideration.com/brandnew/archives/mobilink_ad_04.png" alt="Mobilink Logo" /></p>
<p><img src="http://www.underconsideration.com/brandnew/archives/mobilink_ad_05.png" alt="Mobilink Logo" /></p>

<p class="caption">Ad style number two.</p>

<p><iframe src="https://www.facebook.com/video/embed?video_id=10151691670720170" width="574" height="459" frameborder="0"></iframe></p>

<p class="caption">TV spot using the "har <em>this</em>, har <em>that</em>" narrative. Logo animation in the last 10 seconds.</p>

<p>In application is where the logo and identity suffer most. It's just so generic and annoyingly badly executed. The swirls around the people, with the cheap overlay are just not pleasant or fun to look at and the coiling red streams on the other set of ads makes me think of old landline phone cords more than anything. Either Wolff Olins dropped the ball on this one or someone dropped the baton when this got passed from concept and prototypes to rollout.</p>

<p class="bottom">Thanks to <a href="http://www.thedesidesign.com/mobilinks-tomato-peel/" target="_blank">Najwat Rehman</a> for the tip (and language assistance). He also has a more local take on the redesign at his link.</p>]]>
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<a href="http://underconsideration.com/oa_x/www/delivery/ck.php?oaparams=2__bannerid=180__zoneid=0__cb=fe352b3a85__oadest=http%3A%2F%2Fwww.na.sappi.com%2FideasthatmatterNA%2F"><img src="http://underconsideration.com/oa_x/www/delivery/avw.php?campaignid=16&amp;what=180&amp;cb=INSERT_RANDOM_NUMBER_HERE&amp;n=a443719d" border="0" /></a>

<a href="http://underconsideration.com/oa_x/www/delivery/ck.php?oaparams=2__bannerid=402__zoneid=0__cb=54d71bedb5__oadest=http%3A%2F%2Fwww.omnigroup.com%2F"><img src="http://underconsideration.com/oa_x/www/delivery/avw.php?campaignid=30&amp;what=402&amp;cb=INSERT_RANDOM_NUMBER_HERE&amp;n=a2846875" border="0" /></a>]]>
    </content>
</entry>

<entry>
    <title>Air Lituanica</title>
    <link rel="alternate" type="text/html" href="http://www.underconsideration.com/brandnew/archives/air_lituanica.php" />
    <id>tag:www.underconsideration.com,2013:/brandnew//9.2539</id>

    <published>2013-06-24T13:21:57Z</published>
    <updated>2013-06-27T21:10:54Z</updated>

    <summary type="html"> About: (Est. 2013) &quot;The vision of Air Lituanica is to become a regional base airline providing air transportation services for travellers flying to and from major European destinations. The mission of the company is to facilitate Lithuania&apos;s accessibility by air, therefore Air Lituanica will not only carry passengers on highly demanded direct routes, but also ensure that passengers are capable of using a wider range and more convenient connecting flight network.&quot; Design by: Lukrecija BBDO. Ed.&apos;s Notes: It&apos;s alright. Bigger view of the logo and livery shot below (or after the jump). Relevant links: Lukrecija BBDO case study. World</summary>
    <author>
        <name>Armin</name>
        <uri>http://www.underconsideration.com</uri>
    </author>
    
        <category term="Aviation" scheme="http://www.sixapart.com/ns/types#category" />
    
        <category term="New" scheme="http://www.sixapart.com/ns/types#category" />
    
        <category term="Noted" scheme="http://www.sixapart.com/ns/types#category" />
    
    <category term="airline" label="airline" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="italic" label="italic" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="lithuania" label="lithuania" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="livery" label="livery" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="shield" label="shield" scheme="http://www.sixapart.com/ns/types#tag" />
    
    <content type="html" xml:lang="en" xml:base="http://www.underconsideration.com/brandnew/">
        <![CDATA[<p><img src="http://www.underconsideration.com/brandnew/archives/air_lituanica_logo.gif" alt="Air Lituanica Logo, New" /></p>

<p><strong>About: </strong> (Est. 2013) "The vision of <a href="http://www.airlituanica.com/" target="_blank">Air Lituanica</a> is to become a regional base airline providing air transportation services for travellers flying to and from major European destinations. The mission of the company is to facilitate Lithuania's accessibility by air, therefore Air Lituanica will not only carry passengers on highly demanded direct routes, but also ensure that passengers are capable of using a wider range and more convenient connecting flight network."</p>

<p><strong>Design by:</strong> <a href="http://www.lukrecija.lt/" target="_blank">Lukrecija BBDO</a>.</p>

<p><strong>Ed.'s Notes: </strong>It's alright. Bigger view of the logo and livery shot below (or after the jump).</p>

<p><strong>Relevant links:</strong> <a href="http://www.lukrecija.lt/n/na/naujas_prekes_zenklas_air_lituanica_2013_m_" target="_blank">Lukrecija BBDO case study</a>. <a href="http://worldairlinenews.com/2013/06/07/air-lituanica-to-launch-operations-to-brussels-on-june-30/" target="_blank">World Airline News</a>.</p>

<p><strong>Select quote:</strong> "The company's logo features an old-style Lithuanian cross with two transepts, a symbol which was often used in Lithuanian aviation in the inter-war period. In the Air Lituanica logo this cross is modernised and it becomes stylised aircraft propeller blades. Air Lituanica company symbols also make use of the ducal seal of Vytautas Magnus, Grand Duke of Lithuania, to symbolise the Lithuanian origin of the airline. The company symbol is presented on a rich red background. Historically, red was the most important colour for symbols of nationhood of the Grand Duchy of Lithuania, representing energy and vitality."</p>]]>
        <![CDATA[<p><img src="http://www.underconsideration.com/brandnew/archives/air_lituanica_logo_detail.gif" alt="Air Lituanica Logo, New" /></p>

<p><img src="http://www.underconsideration.com/brandnew/archives/air_lituanica_livery.jpg" alt="Air Lituanica Logo, New" /></p>

<p class="bottom"><a href="http://www.lgda.lt" target="_blank">Robertas Jucaitis</a></p>]]>
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<a href="http://underconsideration.com/oa_x/www/delivery/ck.php?oaparams=2__bannerid=402__zoneid=0__cb=54d71bedb5__oadest=http%3A%2F%2Fwww.omnigroup.com%2F"><img src="http://underconsideration.com/oa_x/www/delivery/avw.php?campaignid=30&amp;what=402&amp;cb=INSERT_RANDOM_NUMBER_HERE&amp;n=a2846875" border="0" /></a>]]>
    </content>
</entry>

<entry>
    <title>Optus will have you Saying Yes in No Time</title>
    <link rel="alternate" type="text/html" href="http://www.underconsideration.com/brandnew/archives/optus_will_have_you_saying_yes_in_no_time.php" />
    <id>tag:www.underconsideration.com,2013:/brandnew//9.2538</id>

    <published>2013-06-24T11:37:58Z</published>
    <updated>2013-06-27T21:18:42Z</updated>

    <summary type="html"><![CDATA[ Established in 1992, Optus is the second largest telecommunications provider in Australia &mdash; Telstra being number one (see Brand New review here) &mdash; offering internet, mobile and landline services, and pay television. Over the weekend, Optus introduced a new identity designed by Sydney-based RE, advertising by M&amp;C Saatchi, custom type by Mathieu R&eacute;guer, and character development by Marco Palmieri. Get ready to scroll, there is a lot to see. Update June 24, 10:13pm: A handful of application images have been removed at the request of Optus. Update June 25, 7:20am: Unfortunately, Optus has asked for all images that have]]></summary>
    <author>
        <name>Armin</name>
        <uri>http://www.underconsideration.com</uri>
    </author>
    
        <category term="Before-After" scheme="http://www.sixapart.com/ns/types#category" />
    
        <category term="Reviewed" scheme="http://www.sixapart.com/ns/types#category" />
    
        <category term="Telecom" scheme="http://www.sixapart.com/ns/types#category" />
    
    <category term="australia" label="australia" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="character" label="character" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="custom" label="custom" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="handdrawn" label="hand-drawn" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="mascot" label="mascot" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="re" label="re" scheme="http://www.sixapart.com/ns/types#tag" />
    <category term="yellow" label="yellow" scheme="http://www.sixapart.com/ns/types#tag" />
    
    <content type="html" xml:lang="en" xml:base="http://www.underconsideration.com/brandnew/">
        <![CDATA[<p><img src="http://www.underconsideration.com/brandnew/archives/optus_logo.gif" alt="Optus Logo, Before and After" /></p>

<p>Established in 1992, <a href="http://www.optus.com.au/" target="_blank">Optus</a> is the second largest telecommunications provider in Australia &mdash; Telstra being number one (see Brand New review <a href="http://www.underconsideration.com/brandnew/archives/color_me_colorful.php" target="_blank">here</a>) &mdash; offering internet, mobile and landline services, and pay television. Over the weekend, Optus introduced a new identity designed by Sydney-based <a href="http://re-sydney.co/" target="_blank">RE</a>, advertising by <a href="http://www.mcsaatchi.com/" target="_blank">M&amp;C Saatchi</a>, custom type by <a href="https://twitter.com/mathieureguer" target="_blank">Mathieu R&eacute;guer</a>, and character development by <a href="http://www.marcopalmieri.com/" target="_blank">Marco Palmieri</a>. Get ready to scroll, there is a lot to see.</p>

<p><strong><span class="red">Update June 24, 10:13pm:</span> A handful of application images have been removed at the request of Optus.</strong></p>

<p><strong><span class="red">Update June 25, 7:20am:</span> Unfortunately, Optus has asked for all images that have not been released by them to be removed, so this post has been heavily edited and, for those reading it for the first time, will not be representative of my and the commenters' opinions.</strong></p>]]>
        <![CDATA[<p><img src="http://www.underconsideration.com/brandnew/archives/optus_logo_detail.gif" alt="Optus Logo, Identity, and Advertising" /></p>

<p class="caption">Logo detail.</p>

<p><iframe src="https://www.facebook.com/video/embed?video_id=10151626370032906" width="574" height="323" frameborder="0"></iframe></p>

<p class="caption">30-second spot.</p>

<p><img src="http://www.underconsideration.com/brandnew/archives/optus_declaration_redux.png" alt="Optus Logo, Identity, and Advertising" width="574" /></p>

<p class="caption"><a href="https://www.optus.com.au/optus-yes" target="_blank">Declaration of yes</a>.</p>

<p><img src="http://www.underconsideration.com/brandnew/archives/optus_flag.png" alt="Optus Logo, Identity, and Advertising" /></p>

<p><img src="http://www.underconsideration.com/brandnew/archives/optus_type_samples.png" alt="Optus Logo, Identity, and Advertising" /></p>

<p class="caption">Samples of custom type.</p>]]>
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