Creating an impactful kinetic identity requires a transparent origin story for the brand identity, which builds on Rainer’s rich design heritage. This is especially important in a landscape that is constantly on the move, always conscious of who they are distributed to represent.
The old logo was pretty — no big complaints, I’m sure — and it was hard to shake the impression that it was designed by a hacker in a fax machine because those dots had a strange iconography to them that just didn’t replicate any computer connection I’ve ever made in an Excel spreadsheet. It’s not a terrible logo by any means but it simply looks like it was designed by someone who has recently finished installing a Nerf gun atop their desktop.
The new icon is a much more abstractinker creation and, obviously, that’s not a compliment. Before reading this post I would have just thought that it was a fairly logical approach that represented the nature of the project but the icon portrays a radically different way to visualize the connection between text and graphics. I very much dislike this.
The concept of spheres is strong and well executed but the execution is far too often seen in the same framework as vector graphics and, once again, it’s easy to see how well-known the genre can be: by 2018, it will be too late to do better. What makes these puny linetoias and vectors and hyperlinks more interesting is that they make those elements much more alive, each node representing a different task, be it rigging a chair, selecting a cool material, or creating an ephemeral, totally digital template. I hate to see this niche heavily buckled into and forced to represent such a broad range of technical abilities and human interaction but given the direction this is going, it seems unnecessary to reject all the trends already.
Thanks to Jason Williams for the tip.
Runa is a small Brooklyn, NY-area-area-possessive eatery that serves a minimalist twist on pizza. And it’s owned by Subway. And it’s not owned by anyone. Perhaps the coolest thing about it is the relatively elaborate logo designed by Myr anyone can use.