# Five Brilliant Brand Identities - August 2021

Channel: Flux Academy
Video: https://www.youtube.com/watch?v=ZmrRC6Xp1nw
Duration: 13 min
Language: English
Words: 2128
Transcript page: https://viewrankai.com/tools/youtube-transcript/ZmrRC6Xp1nw

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[0:00] today we're looking at five brilliant brand identity designs that have been released in july 2021 or very recently and seeing what we can learn let's go [Music] hello friends my name is matt brunton i'm a designer from the north of england welcome back to flux and welcome if you're new make sure you subscribe your future self will thank you let's jump straight in to these projects the first one is for canada water which is not in canada it's actually an area of london and this project's been led by dixon baxie who are a design consultancy in london and they've been asked to reimagine canada water this area of the city and rebrand

[0:42] it and this colour scheme strikes me straight away um very bright this cyan and then the navy evolved water obviously water's in the name and the green we can see in the photography they've they've got a green in there it's kind of more of a slight towards mint kind of green a bit different from the the nature but it pairs well as does the yellow which is a nice complementary color to blue so overall very vibrant and i guess with any area people want to um most of the time portray neighborhoods as a vibrant place to be to live and to work and to play so

[1:23] that's what's going on here the word mark is interesting you can see in the center canada water so this is an existing typeface which i found it's from a foundry called monochrome and it's called corelia and you can see here if you look at the uppercase a it has a horizontal crossbar but if we go to the word mark we can see they've edited this in each of the a's and then how the a then connects over to the w and it to me suggests like a wave so the idea of of water in there so that that's a great example of something you can do

[2:00] to create a word mark is take some existing type that's good quality and modify the type customize it to create a unique word mark and so it's mainly these sort of shapes with these kind of brush edges and the color scheme and the word mod that i'm seeing and they've used the same type that is in the word mark same typeface in these headlines um space to think share the road heads clear mind sharp and it get gets a feel of kind of a natural space within a big bustling city like london so i think they're doing well to convey that i'm also noticing this line our

[2:39] illustrations i think there's some some more of this uh here as we scroll through we're getting more of the sense of the nature here we go we see on this sign here they have using this line art which they commissioned an illustrator for and this gives it a very playful edge to it it really really softens the whole idea of of the neighborhood i know some of the uh the city of london it's quite hard-edged business-like so they're just slightly out from that and they're trying to convey their own feel here which is a lot more optimistic friendly kind of feel to it so this is really nice work

[3:21] here from dixon back say i love the art direction notice here we have somebody painting uh by this uh waterway here which is a nice image anyway um of a nice lifestyle but how art directed this is that they've actually picking up this branding field the colors of the paints are the same or very close to the brand colors they've taken a care with these details and these are lifestyle photography here which really adds this overall feel they're referencing uh famous artists um you can see here some pictures of the area as it is close to the city of london and this feels like a little oasis

[4:03] that's a bit more friendly and a bit more natural uh within london so really nice work here dixon baxi are really smashing it at the moment they are super duper so great work there now the next project i want to look at is from ragged edge another london studio and this is for reveal now reveal our assass company software as a service so they're in tech but what i really like about this project is it doesn't look like a typical tech company you know blue and white the same old illustrations of you know the wavy haired people or like data flying through the air or something like

[4:46] that all these cliches they've not done that they've chosen this chunky serif for the headlines that to me it looks like a restaurant or a nice bar or something like that and especially with this noise gradient that they've got going from the purple to the mint to this cream it really gives a different sort of feel and i think the cool thing about that is it is it helps them to stand out so the important thing you've got to remember with identities is you want to be appropriate to the sector but you also need to be distinctive within the sector so i think here they're being distinctive within this

[5:26] tech software space by giving it a little bit of a different feel and that makes it more intriguing and it makes it more recognizable so i won't labor the point with this identity but i definitely think that with the overall scheme i particularly like the type and the colors and the fact that they've broken out of some of the cliches i mean this sort of illustration style here is not what you would maybe associate with a sas website so props for doing something different to ragdedge we're going out of london now all the way to norwich which isn't that far for those who are not familiar with the uk's geography and

[6:06] um this is a new brand for the east of england and one thing i like about that is is the name it says here this was originally a campaign to promote arts and culture in norfolk and suffolk to taurus so you imagine this title norfolk and suffolk arts and culture that's quite a mouthful i had to be careful not to say any naughty words there now the fact that they've changed that to head east is a smart move and i'd really encourage you like if your client has a terrible brand name and they've asked you to do a logo like try and get them to change the name

[6:41] give it a crack so that could be actually a great way of helping them you know help them through the process help them think that through but i think this is a smart solution it's nice here to see a slightly um smaller studio than the last two i mentioned which are quite established in london it's a norwich-based studio for a brand which is for that area norwich is in norfolk if you're not familiar so this is um really nice work i like how they've used this technique i mentioned this um in another video but using the logo is a mask here for this photographer which you can see

[7:20] again they've just used the shape this the chevron type shape here on the social media applications you can see it here in this brochure so i think that's a really neat solution here head east they've got a good name the arrows to use that as a device throughout nice color scheme nice simple solution good work there from the click in norwich the next project number four how we doing is brookie's cookies which again is a bit of a mouthful brookie's cookies and this uh is all the way in brazil rio so we're getting a bit more exotic here we've ventured out of england and uh this is a fun one that's why i

[8:03] wanted to include it they have a little mascot let's have a look at this animation and a mascot is another device you can use in identity systems you know people think a lot about symbols and word marks but a mascot is appropriate for some things we maybe associate with sports teams maybe universities i know in the states but this is this is a cool fun little mascot which is appropriate here because cookies it should be fun right we don't want this to be too serious and corporate they've gone with a simple monochrome palette using this mint color with black and white and it's called how this mascot works as

[8:41] well in black and white this is on behance this project again i couldn't find it on my site get projects on your websites people come on and these cookies look so good who wants to get involved and i think this is uh really appropriate there's possibly this is really cool this art direction i like this photography style this studio photography i think there's some more of it there's like a setup with a tv let me find it where is the television here it is this is cool they've even made this video kind of retro looking to fit with the old television they have here this is nice art direction he's just playing

[9:23] photography role backgrounds one thing i was going to say i think some of the typography it doesn't quite work we've got cooper black and then this ball condensed all caps face and then we had the sort of script for the the word mark of brookie's there's a few things going on i'm not sure if they all work together but overall this is really fun the packaging looks excellent the shop looks cool and again we've got a different type on the neons bit too much going on with that but the mascot the colour scheme the word mark and the overall feel and especially the art direction on the

[10:02] photography love that so great work here who's this by somebody in brazil let's find them i can't fight here we go multiple owners blank design studio from brazil good job blank design number five the last one for today is the alfred landecker foundation and this is by studio output and this is a little bit more serious we've gone from cookies to defeating hatred and apathy in a digital age these guys are an advocacy group that are fighting anti-semitism and discrimination and output have made sure that this is appropriate to the serious nature of this organization however they have brought a lot of personality to it this is a system which relies simply on

[10:53] colour and type and you can do a lot just with those two elements you see here some of the color scheme there's a little bit of an illustration style as well lots of circles and lines kind of in these these different illustrations and i really applaud the use of color here they haven't just stuck to you know a very standard a very simple color scheme they've introduced lots of colors but made sure they work together and that takes some skill the more elements you introduce the more difficult it is to get right and the more likely you are to make a mistake so this is advanced stuff even though it's

[11:27] pretty much color type a little bit of illustration style layout the way sometimes the the lines are slanted these are just little elements but they're enough to make it distinctive and memorable as the foundation so excellent work here these typefaces they've just used a sans and a serif you can see they're often used together these are beatrice which is by sharp foundry from new york and then commercial type a very large type foundry uh have this typeface canelo which is the the one with these little short serifs and they work really well to make this distinctive so i hope these five have been inspirational for you for your own

[12:09] work for the level that we can reach remember we look for many sources we don't copy from one we don't steal we be inspired from lots of different places and we learn design principles by looking at other work and then do our own work from first principles not copying somebody else's results so let me know down in the comments which one was your favorite and why and we'll talk to you soon

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