Luminis logo
We explored a broad range of logo design concepts
The original concept of an unfolding map turned into an infinity symbol kyte
A staircase serves as a metaphor to convey upward growth and forward thinking
A light source beaming through passageway, emanating from a globe
An open door brings light and clarity showing us the way
A signpost represents direction, finding the way. Guidance at a crossroad
An intense light source shines through shades. The negative space reveals a hidden star
MicroRate, the first microfinance rating agency dedicated to evaluating performance and risk in microfinance institutions and funds, was launching Luminis, a web-based information service to enable investors to make sound investments in microfinance. The name Luminis communicated well the qualities that the client wanted to convey: Objetivity, Transparency, Quality and Integrity. JRDG was selected to create the Luminis brand identity, brand voice, website design and marketing materials.
JRDG conducted competitive research and a series of management interviews to define Luminis brand positioning, personality, attributes, communication strategy, target audiences and business goals. Based on the findings and after a broad design concept exploration a number of logo designs and taglines were selected for presentation.
Occupy Wall Street logo by Javier Romero
Occupy Wall Street logo by Seymour Schwast
Occupy Wall Street logo by Chermayeff & Geismar
"What's a movement without a logo?" claims The New York Times in a recent article pointing to the fact that the growing Occupy Wall Street demonstrations against inequality and corporate greed lack lack a visual symbol, a unifying identity for the cause to rally around. The article features logo designs by well-known designers such as Seymour Chwast with a "corrupt robber baron" illustrative symbol and Chermayeff & Geismar with a red circle confining the financial center typographic concept.
What an interesting design challenge I thought, and took on the design exercise as well. My concept integrates the snake representing greed, the dollar sign and the Wall Street "S" communicating financial power, and the word "Occupy" on a protester's banner slashing through the snake as it claims Wall Street for the movement.
Let me know your thoughts or even better. Share your logo concepts. Email them to info@jrdg.com
"What's a movement without a logo?" claims The New York Times in a recent article pointing to the fact that the growing Occupy Wall Street demonstr
March 11, 2011. Peru launches its own country brand to represent not only its tourism but all the goods it produces for export. The logo design does a good job at balancing a contemporary look with an organic humanistic feel. It is simple and unpretentious so it also comes across as authentic and honest. The "P" is inspired by the concentric circle terraces found in famous Peruvian archeological sites, and it does it without falling into the ethnic trap. The instant recognition that the "P" concentric circles lends to the design makes the Peru brand a memorable one. Read the full story in @issue, The Online Journal of Business & Design.
March 11, 2011. Peru launches its own country brand to represent not only its tourism but all the goods it produces for export.
Almost 10 years ago, a Wired Magazine report pointed to blue and red as the most dominant colors in corporate america. Now a report on the colors of the top 100 web brands by colourlovers.com shows that blue and red still outshine the rest. But why?
Colors have different associations in different cultures. In China, the red color means prosperity and happiness. In the west means passion and power and of course is a powerful design accent color. Blue is used extensively to represent calmness and responsibility and dark blues are excellent for corporate branding were strength and reliability are important.
Many new brands choose colors that are category appropriate. Blue and red dominate many categories, so new companies tend to stay within the safety of those color ranges. Is it a good idea from the branding point of view? I don't think so. If branding is about differentiation I guess color experimentation (within reason) is a must.
Read more on the meaning of color.
Almost 10 years ago, a Wired Magazine report pointed to blue and red as the most dominant colors in corporate america.
At last a major consumer brand redesign that works nicely. After so many recent rebranding fiascos (remember Tropicana and Gap?) a major brand gets a design refresh that's not stale. Beyond achieving the strategic goals of updating the brand core elements (lemons, limes, bubbles and refreshment) the new design comes across as contemporary and relevant in a clean and uncomplicated way. I like how the "Up" is integrated into the red dot and love the design's geometric simplicity. Read the complete story via Creative Review. Kudos to 7Up and TracyLocke, NY.
There have been a number of high profile rebranding disasters in the last couple of years where consumers revolted and demanded their old brands back (rightfully so, they are the actual brand owners anyway). When the companies reacted they did it bringing their old logos back rather quickly, such as in the Tropicana and most recently Gap rebranding fiascos. But going back to an old logo 10 years later is quite an unusual branding move and JAL (Japan Airlines) has just done that.
The old JAL logo was designed in 1959 and 40 years later JAL felt it was time for an update. Unfortunately they went from a logo that conveyed a powerful meaning (in Japanese culture, the crane is viewed as a symbol of long life, prosperity and good health, and red is the color of happiness) to a nondescript logo design. It could have been a coincidence but soon after the new logo was implemented JAL started a steep decline that culminated with a bankruptcy filing in 2010.
JAL's president Masaru Onishi just announced that the old crane logo is coming back (untouched, just in case) and so returning to their core values. The japanese consumers didn't revolt when they took their logo away but ultimately they managed to get their logo back.
Read the full story in @issue
There have been a number of high profile rebranding disasters in the last couple of years where consumers revolted and demanded their old brands back (rightfully so, they are the actual brand owner
For 40 years Starbucks has been a model on how to use branding as a powerful strategic business tool. They have build a strong, distinctive brand and consistently implemented it while keeping it flexible and in constant evolution (not an easy thing to do). From the logo to the store design and everything in between (packaging, signage, displays...) the Starbucks brand is beautifully designed to provide a unique experience that has so well connected with consumers.
While this outstanding branding has helped Starbucks to be positioned as the "world's leading purveyor of the highest quality coffee", it's puzzling to hear its CEO, Howard Schultz stating that the purpose of the Starbucks updated logo design is "more suitable for the future" and allows to "think beyond coffee".
From the design point of view I applaud the simplicity and focus of the updated design, however I wonder how the brand name will look and where will go. It does now seem more of a global brand but lost the appeal of a local coffee brand which in my opinion it's a key asset. Eliminating the black in the logo it also eliminated a touch of boldness and elegance associated with the brand.
In 2010 as brands tried to adapt and stay relevant to consumers' taste, and increasing number of companies have been updating their identities. Some like PWC with new logos that behave well in the multimedia world, others like SECCA although elegant still feel anchored in the print sensibilities of the past and others like Gap have completely missed the mark with a meaningless design with a complete lack of strategic direction. Overall in my opinion this year we didn’t have any significant creative breakthroughs. Read the full Fast Company 2010 rebranding review. Looking forward to the new rebranding year.
In 2010 as brands tried to adapt and stay relevant to consumers' taste, and increasing number of companies have been updating their identities.
The file transfer market is heating up with new players challenging established brands such as the popular yousendit.com with 14 million users. One of the new kids on the block, wetransfer.com is growing at a fast pace. I believe their understanding of branding, user interface and user experience has a lot to do with it. No question their branding is helping them to stand out and differentiate themselves in a commoditized niche.
The file transfer market is heating up with new players challenging established brands such as the popular yousendit.com with 14 million users.
