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I noticed on television last night that AMP have rebranded, and I have to admit, I really like what has been done.
It was created by Landor Associates, and I think it is a real brave move for them. What are your thoughts?
The website has already changed here:
Yea I don't mind it. The new TVC was pretty impressive actually...and long! would've cost them a fortune.
TVC for those that haven't seen it:
They rebranded about a month ago.
Review on Brand New (i took a pass on this one as a very good friend designed it)
Armin summed it up well “Lawyer with tucked in shirt at a rock concert"
The TVC is an abortion of random Ffffound crap thrown onto a moodboard and passed off as an idea.
It's another example of the trend of financial services brands trying to be your mate, rather than a safe pair of hands you can trust. Moving from solid, corporate logos to fluffy soft identities.
As time has gone by, I've actually grown to like it. The type is still awful, apparently the agency insisted on it and client went with them — logos forced to match a campaign typeface, FFS...
But that ad... Oh man...
::It's another example of the trend of financial services brands trying to be your mate, rather than a safe pair of hands you can trust. Moving from solid, corporate logos to fluffy soft identities.
When I first saw the logo I thought, childcare centre.
Nice squiggle.... wonder how much it cost.
:: random Ffffound crap thrown onto a moodboard ::
Yeah, it was jumping all over the place. It was like everyone got to put in one idea and then they kept all of them.
I actually don't mind the type. I don't think it's awful. However i bet if you zoomed in on that spark, it wouldn't be built very well. Some edges look a bit nasty.
The gradient version of the spark is nicer than the flat colour version definitely.
Couldn't agree more, I really like the old Bank of NY logo as to me it has the qualities that you mentioned
there is nothing i like about the logo, nothing at all
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