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A New Logotype
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James Vayne
Section 9 SFU
#1 - 2015-07-14 14:04:28 UTC
So as a type designer/brand developer I know all to well that a good logo is like a good meal: it can go stale if left too long. Every so often a good logo type need a new breath of fresh air to keep it relevant, and to make sure that it's still giving your projects and business the equity that it should (image is 9/10ths of everything when it comes to a brand).

To this end, I've developed a new EVE logo. Stylistically it's the same, but fixes a few very important issues with the current one (IE: the buildup of weight on the V where someone didn't taper it.....) and makes it much more modular as you'll see in the attached shot.

Sample
Lan Wang
Federal Navy Academy
Gallente Federation
#2 - 2015-07-14 14:40:23 UTC
sorry prefer the old one, the E's are more defined and readable

Domination Nephilim - Angel Cartel

Calm down miner. As you pointed out, people think they can get away with stuff they would not in rl... Like for example illegal mining... - Ima Wreckyou*
Maldiro Selkurk
Radiation Sickness
#3 - 2015-07-14 16:13:20 UTC
Agree, a new logo every so often is a good business decision, disagree that your logo is any change in the proper direction.

Yawn,  I'm right as usual. The predictability kinda gets boring really.
Danika Princip
GoonWaffe
Goonswarm Federation
#4 - 2015-07-14 21:20:42 UTC
I wonder where I've seen that before.

Oh, wait.

http://i.imgur.com/lBaaLeS.gif


(I hate it, if you hadn't guessed.)
Nyalnara
Marauder Initiative
#5 - 2015-07-15 10:23:15 UTC
Current logo is imo fine, but yours is worse.

French half-noob.

Non, je ne suis pas gentil.
Tiberius Heth
Doomheim
#6 - 2015-07-15 10:47:50 UTC
The only people who state that having a new logo is good and useful are people who make logos (or folks who think that everything new is always good). Not saying yours is bad (although there's too much emphasis on the V) but it's not needed.
Lan Wang
Federal Navy Academy
Gallente Federation
#7 - 2015-07-15 11:09:10 UTC
Tiberius Heth wrote:
The only people who state that having a new logo is good and useful are people who make logos


thats because they are experts Cool, but your statement is kinda wrong as logos do need to change to stay in line with current times and trends etc, otherwise everything would still look like the 18th century Big smile

Domination Nephilim - Angel Cartel

Calm down miner. As you pointed out, people think they can get away with stuff they would not in rl... Like for example illegal mining... - Ima Wreckyou*
Tiberius Heth
Doomheim
#8 - 2015-07-15 11:56:44 UTC
Lan Wang wrote:
Tiberius Heth wrote:
The only people who state that having a new logo is good and useful are people who make logos


thats because they are experts Cool, but your statement is kinda wrong as logos do need to change to stay in line with current times and trends etc, otherwise everything would still look like the 18th century Big smile


No, it's because it's in their own personal & financial interest. EVE's logo is fine.
James Vayne
Section 9 SFU
#9 - 2015-07-15 12:06:13 UTC
Tiberius Heth wrote:
Lan Wang wrote:
Tiberius Heth wrote:
The only people who state that having a new logo is good and useful are people who make logos


thats because they are experts Cool, but your statement is kinda wrong as logos do need to change to stay in line with current times and trends etc, otherwise everything would still look like the 18th century Big smile


No, it's because it's in their own personal & financial interest. EVE's logo is fine.



I think you understimate how much something as simple as a logo adds value to a business. But that value doesn't appreciate with time in the same way that property does. Every so often, you need to change in order to look relevant to your target audience.
James Vayne
Section 9 SFU
#10 - 2015-07-15 12:07:32 UTC
Nyalnara wrote:
Current logo is imo fine, but yours is worse.


Well you can't expect much from something I rigged up in about 10 minutes. :) Didn't say it was the final product. Rather just a portal to discussion.

At the very least the V DOES need fixing.
Lan Wang
Federal Navy Academy
Gallente Federation
#11 - 2015-07-15 12:09:21 UTC
Tiberius Heth wrote:
Lan Wang wrote:
Tiberius Heth wrote:
The only people who state that having a new logo is good and useful are people who make logos


thats because they are experts Cool, but your statement is kinda wrong as logos do need to change to stay in line with current times and trends etc, otherwise everything would still look like the 18th century Big smile


No, it's because it's in their own personal & financial interest. EVE's logo is fine.


you know its mostly companies who approach designers to rebrand not the other way around, designers just advise (which is another thing which is ignored because the customer is always right and all that), ofcourse its in the interest of a designer, its a business afterall just like a rebrand which is mostly done to drive more business to the company, every company evolves their brand because its what people recognise the company for.

Domination Nephilim - Angel Cartel

Calm down miner. As you pointed out, people think they can get away with stuff they would not in rl... Like for example illegal mining... - Ima Wreckyou*
James Vayne
Section 9 SFU
#12 - 2015-07-15 12:18:56 UTC  |  Edited by: Tychanus Bain
Lan Wang wrote:
Tiberius Heth wrote:
Lan Wang wrote:
Tiberius Heth wrote:
The only people who state that having a new logo is good and useful are people who make logos


thats because they are experts Cool, but your statement is kinda wrong as logos do need to change to stay in line with current times and trends etc, otherwise everything would still look like the 18th century Big smile


No, it's because it's in their own personal & financial interest. EVE's logo is fine.


you know its mostly companies who approach designers to rebrand not the other way around, designers just advise (which is another thing which is ignored because the customer is always right and all that), ofcourse its in the interest of a designer, its a business afterall just like a rebrand which is mostly done to drive more business to the company, every company evolves their brand because its what people recognise the company for.


Yes. But those companies usually have a person who understands branding, and understands when the brand is no longer providing equity for the company.

Sometimes, companies have branding consultants, too.

But a lot of companies simply have no clue, either. HMV being a prime example.

As a type designer, I've never had a problem with pointing out the problems with the typeface in people's brands. A friend of mine recently revamped the Quora logo after having a sit down with them and showing them the problems with the typeface in their old logo.

So the V in the logo needs a fix. It's only minor, but makes a major change. When you don't taper the arms of the V, it creates this optical illusion where it looks thicker at the top of the glyph than the bottom. To offset this, we taper the arms slightly.

In this example i've taken the current V and tapered it with the original underneath. Failing to do so is just bad typography, and bad design.
Tiberius Heth
Doomheim
#13 - 2015-07-15 12:54:52 UTC  |  Edited by: Tiberius Heth
No different from all kinds of managers insisting that the only way forward is to grow and become bloated, not for the sake of the company but for their short term bonuses. And when it goes sour, after 3 years or so, they quickly run away "looking for new challenges". Again, this is no different. Not saying you should never rebrand or that you should always keep the old stuff in, but at the same time there is no such "must always rebrand" rule.


In this specific case the game is EVE, where the emphasis is on the E (and in fact all 3 characters), not the V. The way you made it feels weird because you focus on the V, the E's are just awkward. It's not better, it's just newer.
James Vayne
Section 9 SFU
#14 - 2015-07-15 15:27:48 UTC
Tiberius Heth wrote:
No different from all kinds of managers insisting that the only way forward is to grow and become bloated, not for the sake of the company but for their short term bonuses. And when it goes sour, after 3 years or so, they quickly run away "looking for new challenges". Again, this is no different. Not saying you should never rebrand or that you should always keep the old stuff in, but at the same time there is no such "must always rebrand" rule.


In this specific case the game is EVE, where the emphasis is on the E (and in fact all 3 characters), not the V. The way you made it feels weird because you focus on the V, the E's are just awkward. It's not better, it's just newer.


To be honest, I'd just come up with something totally new from scratch if it were me in charge.
FireFrenzy
Cynosural Samurai
#15 - 2015-07-15 15:29:54 UTC
it looks pretty cool and the symmetry is neat but its also alot harder to read quickly...
Tiberius Heth
Doomheim
#16 - 2015-07-15 15:49:18 UTC
James Vayne wrote:
Tiberius Heth wrote:
No different from all kinds of managers insisting that the only way forward is to grow and become bloated, not for the sake of the company but for their short term bonuses. And when it goes sour, after 3 years or so, they quickly run away "looking for new challenges". Again, this is no different. Not saying you should never rebrand or that you should always keep the old stuff in, but at the same time there is no such "must always rebrand" rule.


In this specific case the game is EVE, where the emphasis is on the E (and in fact all 3 characters), not the V. The way you made it feels weird because you focus on the V, the E's are just awkward. It's not better, it's just newer.


To be honest, I'd just come up with something totally new from scratch if it were me in charge.


Those who don't know history are doomed to repeat it.
Lan Wang
Federal Navy Academy
Gallente Federation
#17 - 2015-07-15 15:52:25 UTC
yes ofcourse no rules say you have to rebrand but if you dont keep up with the times then your company is going to look sh!t pretty fast

Domination Nephilim - Angel Cartel

Calm down miner. As you pointed out, people think they can get away with stuff they would not in rl... Like for example illegal mining... - Ima Wreckyou*
Maldiro Selkurk
Radiation Sickness
#18 - 2015-07-17 01:53:44 UTC
Tiberius Heth wrote:
The only people who state that having a new logo is good and useful are people who make logos (or folks who think that everything new is always good). Not saying yours is bad (although there's too much emphasis on the V) but it's not needed.


So you think that corporations spend millions having new logos made for them do so because they think everything new is automatically better?

Im pretty sure corps dont spend a penny without regards to the cost benefit analysis. "We want a new logo just because we like new stuff", is a hard sell to investors.

please at least remotely have a clue before you post senseless crap.

Yawn,  I'm right as usual. The predictability kinda gets boring really.
Tiberius Heth
Doomheim
#19 - 2015-07-17 06:40:10 UTC
Maldiro Selkurk wrote:
Tiberius Heth wrote:
The only people who state that having a new logo is good and useful are people who make logos (or folks who think that everything new is always good). Not saying yours is bad (although there's too much emphasis on the V) but it's not needed.


So you think that corporations spend millions having new logos made for them do so because they think everything new is automatically better?

Im pretty sure corps dont spend a penny without regards to the cost benefit analysis. "We want a new logo just because we like new stuff", is a hard sell to investors.

please at least remotely have a clue before you post senseless crap.


So you're saying that management, in general, consists of capable people who know how stuff really works and aren't at all hilarious clowns making a mess of it, for their own short term benefit?
Maldiro Selkurk
Radiation Sickness
#20 - 2015-07-17 17:08:16 UTC
Tiberius Heth wrote:
Maldiro Selkurk wrote:
Tiberius Heth wrote:
The only people who state that having a new logo is good and useful are people who make logos (or folks who think that everything new is always good). Not saying yours is bad (although there's too much emphasis on the V) but it's not needed.


So you think that corporations spend millions having new logos made for them do so because they think everything new is automatically better?

Im pretty sure corps dont spend a penny without regards to the cost benefit analysis. "We want a new logo just because we like new stuff", is a hard sell to investors.

please at least remotely have a clue before you post senseless crap.


So you're saying that management, in general, consists of capable people who know how stuff really works and aren't at all hilarious clowns making a mess of it, for their own short term benefit?

My post is pretty clear and accurate.

Yawn,  I'm right as usual. The predictability kinda gets boring really.
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