Lately street banners with a logo of the Golden Gate Bridge have been popping up all over San Francisco to mark the 75th birthday of the city’s most beloved icon. Designed by Studio Hinrichs, the anniversary logo features the Bridge’s familiar vermillion red (aka International Orange) color, its soaring 746-foot-high tower and the Art Deco-styled sunburst border of the rivets that bolt the Bridge together. Applied to everything from signage to souvenir merchandise, the 75th anniversary logo was created to work in one-, two- and four- colors and remain crisp whether etched onto glass, cast in metal, or stitched on fabric. Along with the logo medallion, Kit designed a special Bridge typeface, called Golden Gate Girder, for a commemorative poster, single alphabet letter keychains and other uses.
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Morrisons, one of the largest supermarket chains in the UK, recently unveiled its rebranded entry-level “value” line, now bearing the name “M Savers.” The work was done by brand design agency Coley Porter Bell as part of a strategic assessment aimed at transforming Morrisons’ own label into a more coherent brand. With some 17,000 products and their variants in Morrisons’ own brand, positioning different tiers and categories of products was a daunting task.
Morrisons’ entry-level value line presented its own unique challenges. Stephen Bell, creative director at Coley Porter Bell, said that the term “value” had a negative meaning to some consumers. “Value ranges tend to be somewhat utilitarian, using template designs and basic corporate colors. Research shows that consumers are often ashamed to be seen with them. But with the economy stalled for the foreseeable future, value ranges will be competing on more than just price. We wondered why shouldn’t entry-level products have some charm and engagement?”
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Current TV, the media company started by former U.S. Vice President Al Gore and businessman Joel Hyatt, has launched a new logo designed by Wolff Olins and animation house GHAVA. Replacing the static pixelated identity created by Meta Design and Peter Saville in 2005 (contemporary for its time), the waving Current logo is meant to be viewed in motion, or at least to imply that it is in motion. Unlike traditional logos, the Current identity takes advantage of the technological capabilities of the broadcast medium. Dropped out of whatever background is behind it, the name undulates like a flag, leaving the borders and proportions loosely defined. The logo itself uses a familiar compressed modern gothic font and foregoes any use of proprietary colors. As flat graphics, it’s pretty simple. What makes it special is that movement isn’t used as an afterthought, but as the essence of its uniqueness.
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