Brand New

The Year in Review Part 5: The Best in Icons, Monograms, Wordmarks, and Mascots Display typeface: Lofi Forest, courtesy of Kilotype https://lnkd.in/g6N7_qKp

The Year in Review Part 4: The Best Friday Likes https://lnkd.in/gN9-tbiB

The Year in Review Part 3: The Most Not Great https://lnkd.in/g5MVuTDF

The Year in Review Part 2: Recurring Trends https://lnkd.in/gG-RvsdA

Let the end of year festivities begin with the first of ten posts: The Year in Review Part 1: The Most Notable Display typeface: Lofi Forest, courtesy of Kilotype https://lnkd.in/gYtMfV37

Lost in the Sauce — Yum! Brands — parent company of KFC, Pizza Hut, Taco Bell, and Habit Burger & Grill — is introducing a new concept: Saucy by KFC. Opening in Orlando, FL, this week, it will focus on chicken tenders and offer 11 dipping sauces to choose from, a play on KFC’s original recipe featuring 11 herbs and spices. Like McDonald’s CosMc’s, Saucy will also feature eclectic drinks as it caters to a young crowd who loves them drinks. — #linked #branding #identity #2024 #brandnewbyucllc #news #restaurant #fastfood #conceptbrand #drinks Link: https://lnkd.in/gjDPG3sw

Let me Jog your Memory • New Logo and Identity for Sandisk by ELA Advertising and In-house — 🧑💼 ABOUT THE CLIENT (Est. 1988) “Sandisk delivers innovative Flash solutions and advanced memory technologies that meet people and businesses at the intersection of their aspirations and the moment, enabling them to keep moving and pushing possibility forward. Sandisk Corporation is a wholly owned subsidiary of Western Digital (Nasdaq: WDC).” • 🦸 FROM SANDISK  “At the heart of the new Sandisk logo lies a concept that VP of Creative, Joel Davis, has been long inspired by – the pixel. A fundamental unit of data, the pixel represents the power of creation and expansion. Building around this essential unit of data embeds technology in the Sandisk visual from the jump, anchoring the S letterforms and guiding the width of the letters and shape of the serifs. The modular, almost mechanical feel from the angular pixel base combines with more natural and humanistic curves to weave in the exploratory and ephemeral feeling of inspiration. These also suggest an overall adaptability and versatility: essential traits for a brand that enables mobility and evolves alongside its audiences.” • 🧑💻 BRAND NEW’S REACTION Overall, I get the sense that Sandisk didn’t have too much to lose — as it is not a tech consumer brand that is top of mind for most consumers like Apple or Samsung or even Logitech — so it could afford to take a big, wild swing and perhaps this drastic approach is an attempt at changing that lack of awareness and position Sandisk as a brand that is ready to face the future and command some more public attention. — #noted #branding #identity #2024 #brandnewbyucllc #beforeandafter #consumerproducts #pixelated #red Link: https://lnkd.in/guzHWQKM

Art for Senart’s Sake • New Logo and Identity for Théâtre-Sénart, Scène nationale by Graphéine — 🧑💼 ABOUT THE CLIENT Théâtre Sénart was founded in 1986. In 2015, it moved to a new building designed by Chaix & Morel et Associés. It is situated in Lieusaint which nearly touches the southern edge of Paris. The theatre has two performance spaces, one with 843 seats and the other modular space can hold 383 people seated or almost 1,000 standing. The theatre puts on over 60 shows and more than 200 performances across a wide programme of dance, plays, music, and exhibitions, plus workshops meetings and conferences. Théâtre Sénart belongs to Scène Nationale, an association of 77 “houses of culture” spread across France.  • 🦸 FROM GRAPHÉINE “Located in the town of Lieusaint, in one of France’s largest departments, the Théâtre-Sénart is also in direct proximity to the Carré-Sénart shopping centre. Its communications therefore have to compete on a daily basis with the advertising of multiple commercial brands. The theatre is located in a place that is still in search of an identity, situated between suburbs and open fields, with Disneyland Paris as its main attraction. Drawing inspiration from the remarkable building designed by the Chaix & Morel et Associés architecture studio, we wanted to reaffirm and strengthen the institution’s image by proposing a comprehensive brand toolkit that would identify its status as a major cultural institution in the Paris region.” • 🧑💻 BRAND NEW’S REACTION by Jeff Gill In summary, the logo is a warm upgrade \ from the previous mark. The icon makes no sense other than it’s totally ownable and looks cool anywhere you put it. Everything else looks like a theatre identity. I worry that the all-the-colours approach could get out of control. Altogether, it’s the right mix of interesting and expected for a theatre in a cool building next to a shopping centre in the suburbs. ★★★★☆ Would see again. — #reviewed #branding #identity #2024 #brandnewbyucllc #beforeandafter #entertainment #colorful #condensed #france #icon #sansserif #theater Link: https://lnkd.in/gZZWzDXV

Lay it all on the Line — Paris, France-based Loooop Studio redraws 44 popular logos using only a single line.  • 🧑💻 FROM BRAND NEW Not the newest or most challenging of ideas but kind of entertaining to see the number of times a line needs to intersect itself to recreate the more complex logos like Starbucks or KFC.  — #linked #branding #identity #2024 #brandnewbyucllc #quirky #redraw #singleline Link: https://lnkd.in/g3Q2m4FT

Putting Theory into Practice • New Identity for Orangetheory Fitness by DesignStudio — 🧑💼 ABOUT THE CLIENT (Est. 2010) “Orangetheory is an energizing total-body fitness program that combines a dynamic blend of strength and cardio to build muscle, boost metabolism, and deliver lasting results that people can see and feel. Our fun and immersive group workouts, guided by triple-certified coaches, are designed to transform members from the inside out—physically, mentally, and socially. With over 200,000 workouts taken daily by more than a million members in over 1,500 studios across 25+ countries, Orangetheory fosters a supportive community for individuals of all fitness levels, along with dedicated teams committed to guiding them on their journey. Cutting-edge technology tracks both in-the-moment and long-term progress, helping members discover more about themselves as they work toward their goals and live longer, more vibrant lives.” • 🦸 FROM DESIGNSTUDIO “The Orangetheory workout was created to increase metabolic rate and burn more fat. But after spending time with dozens of members, coaches, and employees, we saw the magic of Orangetheory was in helping all fitness levels feel better, for longer. So we refocused the brand’s positioning: Orangetheory is the antidote to today’s expensive, exclusive and exhausting fitness landscape — a brand designed to energize everyone. The Orangetheory brand identity needed to represent and amplify these Pillars. We began with a system of cards, connected by an embedded spark of energy. These cards allow the brand to present the essentials, guide members on their journey, and showcase insight and inspiration.” • 🧑💻 BRAND NEW’S REACTION The tone of voice is solid too, with bold and encouraging claims but never getting too cringey or overly motivational where it becomes annoying or preachy. Overall, this has a lot of moving parts, not all quite well related to each other but that manage to come together in an energetic, slightly chaotic way, which is actually quite in tune with the OT workout experience. — #noted #branding #identity #2024 #brandnewbyucllc #new #lifestyle #gradients #texture Link: https://lnkd.in/gVVtv_f3