Logo & Identity

The new London Luton Airport recently finished a re-branding project by ico Design, where they avoided the usual airport logo clichés of things in movement, and opted for a bold, simple, abstract monogram made out of 9 squares, assembled in 3 triangles, arranged in a unique vertical format.  This branding project also included a new, custom type family designed soley for LLA's new identity.  In full, this new identity provides a modern type with plenty of character and numerals.
I really like this new brand identity because its fresh, techno, and bright.  The color blocking with intense, cheery colors is a good break from the norm of white, red, and blue seen in many airplane logos.   


The San Fransisco Museum of Modern Art also has a new brand identity, following its renovation. The SFMOMA's new building is much more open to the city, so the new logo was designed to be airy, with mulitple points of access. This organic, free-flowing construction emulates the free-thinking and diverse culture of the San Fransisco Bay Area.  The new logo was also designed to be as versatile and dynamic as the art found inside.  The logo has two forms : contracted or expanded.  In general, this is a minimal design, so the addition of the striped patterns in bags and other signage adds a touch of energy allows for some flexibility as well as a range of textures. 
When I first saw the SFMOMA redesign I didn't like it all.  Then, once I saw the logo being used in various applications, I liked it a lot more! I think it is much more interesting in its expanded view, although I'm sure having the contracted, simple logo around for other uses is very important to the brand identity as well.  

Another re-branding project was recently completed by the Maurits House, an art museum in the Netherlands that houses more than 800 Dutch Golden Age paintings, including the famous Girl with a Pearl Earring by Johannes Vermeer.  The new logo is inspired by artists’ monograms, and is used on brand identity articles, such as key paintings to communicate a clear link between the Mauritshuis and its collection of art.  The new logo hints at the museum’s heritage with its old-fashioned calligraphic feel, while still being modern and clean.  Because it is usually used at large sizes, the logo needed to convey a sense of identiy.  Rendered in gold metallic, the logo works as both a serious institutional identity, and as a bright, flamoyant brand aesthetic depending on the context of its use.  In other words, its very interchangable. 
I love this design.  Its simple, easy to read, and bold.  The gold looks beautiful, sophisticated, and rich... like the whole content of the musuem.