Studio Brief 1 – Logotype - Rebrands

Rebrand Analysis

Co – op rebrand analysis

The Co – op has recently rebranded themselves using their 1968 cloverleaf logo as a way of refining their principles and brand mission.

The square grid formation of the letters creates balance within the design whilst creating an abstract form of a clover although this may not be recognisable to the public. This square formation within the logotype makes the design more compact and transferable across a range of products and signage. It is bold and clear on packaging at a smaller scale and more effective on signage outside the store. The previous logotype was very long so had to be reduced to fit on signs, whereas this design is in a square format making it more appropriate for this type of signage, whilst making it more recognisable on the highstreet. The close kerning and tight arrangement of letters resembles a group togetherness which reflects the companies cooperative approach. The rounded type and thick stroke width give the logotype a friendly and welcoming feel. The white logotype works effectively in contrasting against any coloured background making it consistent and easily applicable to a range of products, packaging and signage. The previous design was quite formal and included the full name whereas the new design is abbreviated and more colloquial. This I think reflects how the public know and refer to the brand.

Premier League rebrand analysis

The Premier League has recently rebranded themselves for the 2016/17 season amidst their decision to drop title sponsorship.

Using upper and lowercase letters within the logotype creates quite a formal but relaxed feel to the typeface­­­­. The capitals are also used as a way of bringing the two words together as an abbreviated initial which is effective for smaller applications however I am not sure this is really needed as the lion logo on its own is used in a similar way. The use of the curved sans serif font gives the logotype quite a friendly atmosphere which is suitable for a variety of audiences and ages. It evokes quite a fun and bubbly mood which reflects a family friendly atmosphere. The weight of the typeface is bold enough to stand alongside the lion logo without being overpowered by it. The kerning is quite close but fairly regulated creating a structured approach suggesting professionalism. The logotype as a whole uses grids and structure to create balance. Premier League is stacked so that they form a rectangular block which creates impact. When the words are on opposite sides of the lions head they are equal in length which creates symmetry and balance within the logo as a whole. The use of the dark purple as the main logotype colour is bold and clear however is also warm and engaging making it functional in a variety of applications.