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Comet's brand transformation |
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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 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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