The previous identity looked a little like a bitmapped computer game character picking up take-away coffee. No longer. That lion looks sleek, sexy, tough and about to eat you alive.
We don’t totally love this. Whilst we understand they’ve retained the diamond shape symbolising ‘Renault’, it feels a little lacklustre. Where is the sense of style for a French car brand?
At first glance, you might think they just changed the letters. But look closer. They’ve symbolised the move towards electric cars within the negative space in the letter ‘m’. Clever.
Initial thoughts — ‘Whoah, what logo is that, it’s unreadable’. That said, once you’ve seen it once, you won’t mistake it. Clearly a brand wanting to transform its reputation, it’s sharp, edgy and uncompromisingly now.
On a side note, Google searches for “KN car” have risen since the rebrand, as approximately 30,000 people a month are misreading the new logo as “KN” instead of “KIA”.
When a client asks for a change you think is going to look awful, you can try to talk them out of it. Sometimes, you end up sounding defensive, even if you’re not meaning to.
I’ve kept this magazine article since 1993, and now I know why. On the cover, Jeff Kennett (the Victorian Premier at the time) stood naked, addressing a crowd of people. My eyes were telling me one thing. My brain was telling me it couldn’t be true.
ELMO’s 2024 HR Industry Benchmark report is live. The report surveyed HR professionals across Australia and New Zealand to uncover trends, challenges and opportunities for 2024.
Compare the two artworks in this post. You might recognise the artist as Keith Haring. On the left is his Unfinished Painting, created in 1989.
If you want people to open something you’ve mailed them, use this simple trick. It’s our signature move. And it’s so simple.
For the VIP event, we created invitations, menus, wine list, table numbers, place names and illuminated paper lanterns, which decorated the long tables.
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