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  Comet's brand transformation


The most notable developments in the new Comet brand identity lie not in the primary brand-mark but in all the other brand-marks that express the new tone of voice and 'look & feel'. Almost to the point where it seems the brandmark and all the other brand-marks are completely unrelated.

The design changes to the brandmark make it friendlier, more approachable and fun. No doubt in line with an attempt to rejuvenate Comet by making the brand experience relevant to a more sophisticated mass market. The letterforms are quirky in a cute way. Dropping the smaller star would probably have made the overall mark stronger. Comet is such a well-established brand that it can err on the side of archetype and could probably afford a simple silhouette, without resorting to the 'richer' graphic detail of the inner star.

As for the messaging typeface, this is a decidedly British poke-you-in-the-eye-up-yours to slick modern typefaces and scalable retail identity systems. Well, sort of... A distinctive Modern Toss-type scratchy, badly-drawn-on-purpose-because-we-can-and-our-client-lucky-for-us-thinks-so-too irreverence about it, but the illustrations don't go quite so far. Mass markets, even in Britain, are probably not quite ready for a full-frontal assault from cynical seen-it-so-many-times-before media-types.

Otherwise, all the elements are presented in a fresh and modern big brand identity system, which is decidedly refreshing and works to rejuvenate a stagnant and dusty predecessor. But, as Armin points out there are a number of identity elements that don't co-exist harmoniously.

1. Friendly; cutsey brandmark
2. Scratchy typeface badly drawn on purpose
3. Story-telling illustrations only slightly badly drawn on purpose
4. Slick product photography
5. Super-simple and clean big brand identity system

The result is an eclectic and slightly schizophrenic identity that seems to have just the right balance to get attention in an unconventional and edgy way for such a big brand. Despite the disruptive typeface, Comet now feels bigger, brighter and better. This is a significant (and more than welcome) upgrade.

It seems to me that it was Venture Three who came and played.


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