Rebranding and rebranding of three brands

This year has passed and we are starting to get our teeth into the next quarters and projects. But before we put the pedal to the metal, I would like to have a quick look at the year that has rushed past so quickly. For Mission, it has been an eventful year where we launched several big and small projects for EVRY and in particular a new identity and new store concept for the Norwegian retailer NARVESEN . Additionally, a number of other rebranding projects were launched in 2017. We will take a look at some of the biggest and best solutions.

New identity for three well-known brands

Formula 1

Since it started in 1950, Formula 1 has has established itself as one of the world’s most popular sports. The logo has been the same since 1987 when it was designed by Carter Wong and is one of the best-known logos to use the space between shapes to present a new shape (negative space). At the Abu Dhabi Grand Prix, the last stage of the season, Formula 1 introduced a new logo designed by the London office of Wieden + Kennedy .

“The new mark aims to embody the core forces of Formula 1 racing: speed, attack, and control; while its sleek, sharp interlocking components celebrate the technical prowess of Formula 1 engineering teams.”

—Richard Turley, executive creative director of content and design

Moving to a completely new logo means that it does not immediately communicate Formula 1 to most people. It needs to be incorporated and learned by people gradually and it will take a couple of seasons to do its job.

Personally, I think the logo is a great improvement on the previous one and gives the sport a direct coolness factor. There is a clear retro aspect to both the logo and the three fonts designed for the brand. At the same time, I feel that the logo is seen as a strong modernisation of the old one.

The fonts designed for the project all seem to be different "display fonts", i.e. fonts that are best suited as large headings, preferably with more focus on distinctiveness and less on readability. These have a strong retro feel and are hardly suitable to be used in combination with each other. When you look at the few elements that are shown on the web pages , such as elements for use on screen (broadcast elements), I think they may have taken the retro track a little too far. It can be reminiscent of old computer game graphics from Nintendo's heyday. Neither the use of colour, typography or detailing sit particularly well here. But this is only the first glimpse of the profile, so here I think more exciting things will emerge during 2018. Roll of the dice four.

SkandiaBanken

The Scandinavian bank SkandiaBanken is changing its name to Sbanken and has changed to a new identity in connection with this in partnership with Bleed .

My first encounter with the identity was through a poster campaign at Oslo’s many bus stops. There was not much on the poster, just the logo, a large circle and the sentence, “The bank with the most satisfied customers has changed its name”. It immediately grabbed my attention due to its simplicity and contrasting design language. It is always liberating when brands dare to stand out using simple and honest expressions in today’s swarm of colours, photographs and shapes.

But a short time later, I felt a little miffed. What is this big black circle actually meant to symbolise? My first association was a big black hole, not a good thing for a company meant to manage my money. Afterwards, I checked out Bleed’s website and saw that they put a lot of work into the circle as a shape and had carried out many elegant, playful and cool experiments with this. They are bound to win design prizes for the job because they have an eye for making things cool. But I have no clear idea of what the circle is meant to signify in a banking context and when I read the explanation it doesn’t help me very much:

“The circle is representing the fact that Sbanken is there for you, regardless of where you are today, or where you are headed tomorrow. It´s a bank that gives you the freedom to choose, with the knowledge that the bank will work for you, towards finding the best solutions.”

-Bleeds project pages

This is the problem with a form as generic as a circle; it can symbolise anything and thereby nothing. When it is also used as abstract décor, there is little substance in the identity’s main element. If we visit Sbanken’s website, we also see that the circles have been used in a rather inconsistent manner in many places. It appears they haven’t defined what the circle is or what it should do. As long as it’s a circle and looks cool, it’s okay.

It acts as “the little bit extra” in the logo. In an otherwise generic and featureless logo, it nods to the previous identity and adds a touch of distinctiveness.

It works best in the launch animation, where circles, or dots, give meaning to the text. Too bad this is a plagiarism of Apple's 2013 animation .

Overall, we could say they have achieved a “cool” identity with a lot of potential in graphic and animated elements, but,unfortunately, it lacks distinctiveness, relevance and consistent implementation. Three out of six.

DOGA

DogA was initially a merger of three different organizations and was given a name (DogA = Design and Architecture) and an identity that could be perceived as a temporary compromise. But when Creuna helped them redesign their identity, the result was something completely different.

“The highlight of DOGA’s profile is a new logo, featuring four letters displayed without a dominant focal point. The letters act as visual cornerstones, naturally creating shape and substance, depending on the point of view. The logo hints at DOGA’s ambition to be an arena for possibilities.”

- Creuna

Initially, the logo and identity could be perceived as passive and neutral. Apart from the logo, there isn’t much to brag about, until you discover that the logo itself has magical properties! It’s four letters are positioned in their individual corners in a three-dimensional square that can be seen from different angles. On digital surfaces in particular, this quality comes to life when it is rotated and tilted into continuously new configurations. A logo generator has even been created in order be able to continuously create new configurations.

The whole thing is a playful, creative and living identity with an exciting and relevant concept that does not steal the focus from the sectors it is designed to promote. In addition, I would say that it is one of the most successful implementations of a “dynamic” logo I have ever seen. Six out of six!

Maximise your potential!

There are a number of reasons why companies rebrand themselves, be it completely or more gradually and discreetly. Some companies change their name, and they do so for many different reasons. Others change strategic direction and aim at new target groups. Still others need a boost to be perceived as relevant again. Whatever the reason, it is important to make a thorough assessment of the situation and the goal of the reprofiling, so that you do not risk wasting the potential that lies in a strong brand.