AOL announced that it will be launching a new brand identity on December 10. They will be abandoning the abstract triangular icon – which also looks like arrows pointing in every direction – for a simple typographic logo that will be contained in changing backgrounds. This isn't the first web company to utilize the concept of flexible identity, where the logo "adapts" to show that the company is not confined to the limitations of a traditional corporate identity. Google has been using this idea for years and frequently updates its logo for things like important pop culture events and holidays.
AOL released the following statement along with a preview of the new identity:
The new AOL brand identity is a simple, confident logotype, revealed by ever-changing images. It's one consistent logo with countless ways to reveal. The new brand identity will be fully unveiled on December 10, when AOL common stock begins trading on the New York Stock Exchange.
"Our new identity is uniquely dynamic. Our business is focused on creating world-class experiences for consumers and AOL is centered on creative and talented people - employees, partners, and advertisers. We have a clear strategy that we are passionate about and we plan on standing behind the AOL brand as we take the company into the next decade," said Tim Armstrong, Chairman and Chief Executive Officer of AOL.
We are excited to be published in the new book by Japanese publisher ICO titled NoAH: Directory of International Packaging Design. This internationally distributed, hard bound full-color publication showcases the work of prominent firms and packaging designers from all over the globe. The four page section featured an overview of The Kitchen and a variety of recent packaging projects.
The book will be widely available this winter at book stores such as Barnes and Noble and online at Amazon.com.
Since its birthday in the 1950's, Helvetica has been the most loved, and the most hated, font in a designers' repertoire. Depending on how you look at it, the generic look and feel can be adaptable to almost any brand when given a visual twist – or can make a brand identity just plain generic. There is a great documentary by Gary Hustwit devoted to this topic (titled simply Helvetica) that explores the history of the typeface and interviews prominent designers with various points of view on this ubiquitous font.
I got to thinking about this film again as I was walking through the mall the other day and saw the above window display. When I saw the word "America" typeset in Helvetica Bold, I immediately thought I was looking at an American Apparel store. But when I looked up, I realized it was actually a Gap. It got me thinking about corporate identity and if it's even possible for such a generic font to be ownable – but there was something about seeing the word "America" typeset next to a mannequin display that triggered a connection even though there are countless brand marks in all categories that use the typeface. American Airlines, which came about much sooner than American Apparel, uses the same Helvetica Bold in the brand mark – and both brand names even start with the word "American." The Helvetica documentary explores this idea even further and gives many examples of companies that have had a "modern" brand facelift that utilize the same typeface.
Maybe if Gap had used Helvetica in their display but had given it a twist, I probably wouldn't have even thought of American Apparel. We often utilize Helvetica in many of the brands we build when we are looking for a font without much personality, and I happen to like it when used appropriately for that exact reason. Or maybe it was just the word "America" in the identical typeface that triggered my reaction. But the combination of Gap's window typeface, color, scale, and spacing made for a visual formula very similar to American Apparel – a company with a brand that is almost an anti-brand.
So I'm not sure which company is winning the Helvetica ownability contest in this category, but at least Gap is using it as a temporary window display where American Apparel is using this generic font as the symbol for their brand. Love it or hate it, Helvetica is here to stay... at least for awhile!
A couple months ago, we blogged about the vampire trend that had emerged in the beauty industry. Now, it seems that automotive companies are coming along for the ride. Twilight New Moon is coming to theaters on November 20, and the uber-successful franchise is practically unavoidable in pop culture right now. To capitalize on the buzz, companies are taking the opportunity to align themselves with this incredibly lucrative audience – whether directly or on a grassroots level.
In addition to several product placements, Volvo is promoting their XC60 with the What Drives Edward website, named for the Twilight main character Edward Cullen. Fans can view trailers and enter to win tickets for the New Moon premiere and a Volvo XC60.
Auto brands Jeep and Buell have benefited on a grassroots level, with fan-made commercials such as the above example circulating on social media sites and YouTube.
Read more about Volvo and Jeep/Buell promotions on Brandchannel.com.
It seems that we've finally gotten to a place where almost everyone is thinking of environmental responsibility in one form or another. In Los Angeles, we recycle more that what we throw out. At the Kitchen, our clients are asking more and more about what they can do to be more responsible in their production chain. And although we are certainly not experts, we try to be as informed as possible and as current as possible on the latest in sustainable papers, inks, and accessories.
For someone that is just getting into learning about this subject, The Story of Stuff is a great place to start. It details the production process from extraction to consumption in a compelling format. On the production end, here are some basics that may be useful when considering materials for the next packaging or printing job:
Paper
Using paper or paperboard can help to minimize the use of heavy carbon emitters such as steel and plastics.
Virgin paper has a direct impact on the forest and requires the most energy to manufacture, although it can be the most chemical-free paper. Getting paper from a sustainable source can ensure the process is managed responsibly.
Solid Bleached Sulfate (SBS) board is the most widely used paperboard. Although this paper does not use chemicals in the process, it is recyclable and can be a better alternative to plastic.
FSC Certified Paper comes from responsibly managed forests, ensuring processes and procedures were eco-friendly. When printers receive FSC Certification, a logo is issued that tracks certified wood from the forest, through each stage of production and distribution.
Recycled Paper can be a blend of recycled paper fiber and may also contain virgin paper fiber.
Pre-Consumer Waste (or Post-Industrial Waste) paper contains fibers that were recycled from waste at a mill, fabricator, and/or printer. It has never been used by a consumer.
Post-Consumer Waste (PCW) paper contains fiber that has been circulated to and recycled by consumers. This paper is considered the most environmentally efficient because it has already completed at least one useful life before starting a new cycle.
Inks
With inks, it is important to know how much volatile organic compound (VOC) is emitted, whether it comes from a renewable resource, and whether it contains heavy metals.
Vegetable Oil-Based Inks, also known as Agri-oil based inks, are made from renewable resources and emit less VOCs.
Petroleum Based Inks are not considered sustainable due to the high percentage of VOCs emitted. Also, they do not come from a renewable resource.
UV Inks dry quickly, so they emit little or no VOCs. UV inks can also be repulped, de-inked, and recycled.
Eco-Friendly Finishings
Finishing techniques such as embossing, die-cutting, and foil stamping can enhance a package or printed piece and can be eco-friendly at the same time.
Embossing does not use any ink in the die making process. Also, dies can be reused from project to project.
Die-Cutting also does not use any ink and can be reused. Additionally, die-cutting allows packaging to be created in unique shapes and can make for an interesting layered experience for the end user.
Foil Stamping is attention grabbing on the package or printed collateral, and not all foils use chemicals. When paperboard is foil stamped, it can still be recycled.
Paper, Inks, and Finishings information adapted from BertCo's Sustainable Tips in the Folding Carton World.
We wanted to take a moment to celebrate the dying brand marks of the 1980's, with most modern companies having undergone a rebrand since. In this video, French band Justice appropriates 80's era television graphics and animation in this clever visual twist on a music video. We find it particularly interesting as the logos are literally the "stars" of the video, and because it is an example of the increase in the trendiness of 1980's over the past few years.
This video is a couple of years old now, but it's a must-see for brand enthusiasts or anyone looking for a little 80's nostalgia.
Thank you for visiting our blog! We love to talk shop about the importance of branding and design – and ok, we like to talk about us as well. We will be using this forum to update you on our insights on current trends, agency updates, client news, or anything else that inspires us. Please post your comments or shoot us an email – we'd love to hear from you.
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