March 2, 2013 diamaritorres

Branding 101: Love it or Hate it?

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If you’re a branding-junkie, like me, then you’ll appreciate the awesomeness of Brand New, a website showcasing corporate brand identities – and sometimes ripping them apart. On this site you may find some start-up logos, but most are updated brand identities – which is where the real fun begins. I took a few screenshots of one case study on the website – that I really liked – for the company Cystic Fibrosis Trust:

CysticFibrosis Case1

First, the author showcases the original logo and then the new logo, side-by-side, for your consideration. Below this showcase, the author of the blog writes some details about the company along with his opinion on the changes.

CysticFibrosis Case7

Above you can see some of the brands old look. It doesn’t truly capture your attention. I would say it falls into the category of “the-typical-boring-organization-look” and we all know nobody likes typical. The company’s cause is amazing and deserves peoples attention, but it was lacking pizazz. I needed a refresh; a new start. And that exactly what it got…

New Logo, Up Close & Personal

Here is the new logo. It says the organization’s name, “Cystic Fibrosis,” but also incorporates the tagline of “Cystic Fibrosis is…” all in one. It’s clever and vibrant, which are two very important ingredients in great brand design.

CysticFibrosis Case3

With these simple post-it style images, the designer portrayed important information in a way that catches the audiences attention. The style is consistent with the new logo and it keeps this “heavy” information “lightweight” and fun.

CysticFibrosis Case4

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The application of the new logo and branding is just divine. It’s clean cut and minimal, but still overflows with information for the viewer. For example, the three poster designs display an emotional connection to the cause – with the dancer, the roses, and the runner. Then the posters simply invite the audience to join at the locations specified as the bottom.

The runner is my favorite poster; as she runs towards the information, directing the audience to go to the Virgin London Marathon and join the Cystic Fibrosis Trust team, the white-space and yellow arrows give the feeling of fast movement and urgency. Lastly, the stand up billboards – with the children – add a further emotional connection, reminding the audience that kids are affected too. The brand design is consistent and memorable, which is vital to a long lasting identity.

I hope you enjoyed this review – and if you want to see more awesome before and after brand identity reviews, head on over to Brand New. Below each review is a voting poll and an active comments section, where users share their own personal opinions. It’s a great way to open your mind to what people look for in a great identity!

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