flagdigital
JOINED 05.12.12
POSTS 84
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Posted 05.12.2012 @ 11.15AM
I sort of get the reasoning behind the backwards e, and it definitely stands out - it really draws your eye (even on the TV ads)
HastaManana
JOINED 18.01.11
POSTS 100
Posted 05.12.2012 @ 11.22AM (Edited 05.12.2012 @ 2.44PM)
dislike +1.
It draws my eye to how pointless it is. It also detracts from the credibility of the brand by lowering the choice of font to be frivolous.
Posted 05.12.2012 @ 12.23PM
can understand some of the rationale, ie unblocking it and removing sport wording etc from purey aesthetic reasons to update the brand, which is a good thing. But to change it the way they have and think that it is positioning as a premium sports brand, sorry not this time. The application shown in this article and what is actually out there are very different as well. Smells like a case of the client ruining the work of the designers once it has been handed over .
flagdigital
JOINED 05.12.12
POSTS 84
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Posted 05.12.2012 @ 1.12PM
i like it, and apart from the e communicating the spirit of communication, it also evokes the idea of a rebel, someone who goes against the grain.
not only that, it separates it from the tired branding of places like foot locker.
that said, with the friendlier look and black/yellow scheme, it reminds me a bit of dick smith's recent rebranding (techxperts).
Posted 05.12.2012 @ 2.32PM
they own amart which did a rebrand too
Dan
JOINED 10.01.10
POSTS 513
Posted 05.12.2012 @ 3.23PM
It's the year of the boring make overs. Gap, Ebay, Microsoft, Myspace.....
signmeupmeow
JOINED 19.05.12
POSTS 65
Posted 05.12.2012 @ 3.23PM (Edited 05.12.2012 @ 3.25PM)
First glance of the logo i was like 'meh'.
After watching this vid and seeing how the brand has been applied ive kinda warmed to it.
Posted 05.12.2012 @ 3.47PM
Remember when the Audi logotype was redesigned and designers everywhere cried because it looked a bit like Verdana?
Who'd have the old logotype back now? It looks totally naff.
Bold rebrands seem to always have this effect, and a lot of people will admit they actually like it, or get it once the dust has settled.
As far as I can think of there's only one exception: *that* Gap redesign.
Dan
JOINED 10.01.10
POSTS 513
rebel
Posted 04.12.2012 @ 4.25PM (Edited 04.12.2012 @ 4.26PM)
http://www.marketingmag.com.au/news/rebel-rebrands-to-black-and-yellow-to-tackle-premium-market-28236/#.UL2ICRj7VqF
Over due for a refresh, but I really HATE the backwards e. It's like they couldn't come up with any other idea.