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.
If "a brand is a promise" as Walter Landor famously stated, eBay and Microsoft have fallen rather short on the new visual representation of their brands: their logos.
eBay has been evolving quietly but significantly and now it's much more than auction-style listings, it has transitioned from an auction site to a storefront. eBay president Devin Wenig said: "the new logo is part of its effort to reinvent the 17-year-old brand and create a new eBay". Unfortunately the new reinvented eBay logo falls short on communicating such a grand promise lacking the visual uniqueness and personality of the old logo which as quirky as it was at least it was memorable and distinctive, key attributes every logo must have. eBay's color palette (also used by Google and many others) by itself is not enough to set it apart and the generic typography dulls the new logo rather than make it shine. The logo is clean but uneventful, it went from all personality to none and so eBay's brand design "re-invention" efforts fail on its core promise: inventiveness.
“It’s been 25 years since we’ve updated the Microsoft logo and now is the perfect time for a change. This is an incredibly exciting year for Microsoft as we prepare to release new versions of nearly all of our products… …so our logo should evolve to visually accentuate this new beginning.” –Microsoft
"Incredible excitement, new products and a new beginning", big words, however the "new" Microsoft logo design does not support the promise they convey. Although the logo does well maintaining consistency of color scheme and the windows concept, it fails however in fulfilling the promise of excitement and a new beginnings, it's nice and clean but falls short on inspiration and in communicating innovation. Unfortunately Microsoft missed the opportunity to use its 25 year re-branding milestone to make the ambitious "new beginning" statement believable from the brand image point of view. I'm afraid most Microsoft users will barely notice the brand's "update" making the re-branding irrelevant and the "new beginning" promise dubious.
If "a brand is a promise" as Walter Landor famously stated, eBay and Microsoft have fallen rather short on the new visual representation of their brands: their logos.
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.
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
