Comments on: AWARD unveils new logo driven by ‘complex algorithm’

By: Hello Stuff! « Pablo Jeffress Vs Hellomonkeyboy

Hello Stuff! « Pablo Jeffress Vs Hellomonkeyboy — Wed, 08 Jul 2009 15:08:43 +0000

[...] by a bit of Awards new logo… [...]

By: Matthew Russell

Matthew Russell — Wed, 01 Jul 2009 05:20:28 +0000

Well it’s good to see this has got people talking – full disclosure, I’m from Deepend, and I’m here to pitch in, and answer a few comments.

To: Craig – We’ve built a real-time logo generator that delivers an EPS direct to the stationary AI, or INDD files each time they’re opened or printed. The generator uses real data, and delivers at print quality (with more dots than the website).

To: Brad Eldridge – we simply can’t have 500 dots on the homepage, as this would kill people’s processors, so we limited the number of dots, whilst still representing the members in the three different sizes ratio. When computers get fast enough, we’ll up the number to 500!

By: indiancurry

indiancurry — Thu, 11 Jun 2009 02:20:59 +0000

It looks like as if the DNA helix structure had a bad case of diarrhoea. Crap explanation about the complex algorithm concept. Ben 10 has a better structured logo. Totally silly & it looks like my theory of the Creative Director getting a bad case of the chaos postulate along with the diarrhoea attack is correct.

By: Anon

Anon — Thu, 11 Jun 2009 00:00:03 +0000

I can’t understand why people think our industry is wanky………

By: Mal Damkar

Mal Damkar — Wed, 10 Jun 2009 08:56:58 +0000

At first I just thought the algorhythm thing was a joke; but looking at it, it looks like its just some crapy fractal thing.

The ida is solid, but the final look is crappy it would have been better to have something that alluded to the concept with the actual logo changing thing just on the website which would be far better.

As to the comments about printing it out on a letterhead, surely everything is digital now – no pre printed stationary now apart from a b-card – which still means that an allusion of the process to make the logo would have been better.

But, hey you have to try new things to do something new. It’s a pity it’s not aesthetically pleasing.

By: Imogen Lamb

Imogen Lamb — Wed, 10 Jun 2009 08:27:22 +0000

The static version looks rubbish, so stationery can’t have been in the brief. The website looks super cool. I’m mesmerised.

By: eunmac

eunmac — Wed, 10 Jun 2009 08:23:21 +0000

It’s also nice work from Deepend Well done guys – cool site.

By: Skeletor

Skeletor — Wed, 10 Jun 2009 06:30:50 +0000

I think it looks like me, moh ha ha ha haa:

http://yfrog.com/47skeletorj

By: Freckle

Freckle — Wed, 10 Jun 2009 06:29:59 +0000

I agree creating a ‘brand’ is all about the experience and engaging all sensory responses to fit with the culture of your brand. Often subtle design elements (sound, smell, texture) can be over looked or under valued during the development phase…but it’s never too late to upgrade your brand experience. I think, Trademarking the ‘algorithm code’ in connection with the new logo form would be very cool.

By: Anonymous

Anonymous — Wed, 10 Jun 2009 06:28:03 +0000

Looks like a bad case of Hemorrhoids, highly appropriate for all that butt clenching that goes on in the Ad world – New depths to Deepend’s work.

By: Tony Richardson

Tony Richardson — Wed, 10 Jun 2009 06:20:37 +0000

If it’s digital it must be good. Never mind that it’s illegible and messy.

By: Anonymous

Anonymous — Wed, 10 Jun 2009 06:11:26 +0000

It’s STATIONERY, not stationary.
And I think it looks like a big blob of sludge.

By: Adam Hunt

Adam Hunt — Wed, 10 Jun 2009 06:00:59 +0000

I like it.
It’s organic & the sound design (so often neglected online) is great.

By: simon rush

simon rush — Wed, 10 Jun 2009 05:56:13 +0000

Love it

By: Du

Du — Wed, 10 Jun 2009 05:46:26 +0000

I love it. Great design is often polarising – the design has really grown on me.

Have not seen anything like it before. It’s true to its concept – it represents the creative community, it is constantly evolving, it can change and adapt with the times. Its more than a logo and is truly a brand – i.e. it represents a great idea.