Reviewed

Autodesk Logo, Before and After

Established in 1982, Autodesk is one of the most well-known and widely used 3D design, engineering and entertainment software companies. Their two flagship products are AutoCAD, a staple in the architecture and engineering industries, and Maya, a powerful 3D animation software used by the likes of DreamWorks Animation SKG. During TED at the end of February, Autodesk introduced a new logo designed in-house.

“The winning inspiration in the end was ‘Origami’. Since Origami represents the convergence of art science and math, this also spoke to Autodesk’s broad product portfolio, playful like tinkerbox & technical like Revit & Inventor. It seemed fitting and inspired internal designers as they were developing the new look and feel”. Julie Hayes
Design & Motion blog post

Autodesk Logo

“The winning inspiration in the end was ‘Origami’. Since Origami represents the convergence of art science and math, this also spoke to Autodesk’s broad product portfolio, playful like tinkerbox & technical like Revit & Inventor. It seemed fitting and inspired internal designers as they were developing the new look and feel”. Julie Hayes
Design & Motion blog post

Autodesk Logo

The new logo was introduced at TED in February in Long Beach, where they were a sponsor.

Autodesk Logo

Autodesk Logo

Although not particularly memorable or highly identifiable I always liked the old Autodesk wordmark. For all it was, it had a nice rhythm in the slab serifs and it was perfectly well typeset. The new wordmark isn’t memorable or identifiable either, even when the designers tried to customize the letterforms as in the left-hand slash of the “T“‘s crossbar or the chevron-esque “K”, which I am guessing is a nod to the previous wordmark. Mainly, it’s fine. The new icon is, also and not get too repetitive, fine. As an abstraction of an “A” it works and is readable but as an execution of origami it falls short of the descriptions in the quotes above: that’s one lazy origami. I would describe it more as a ribbon than origami but that doesn’t have the press release oomph needed. I should be the last one playing the “this logo looks like that other logo” but the similarity in structure to Adobe’s “A” icon is too close for comfort for two companies in the software industry and it’s something that should have definitely been a concern. Overall, the icon and wordmark could have both been pushed further and hopefully arrived at a more distinguishable and differentiating solution.

Autodesk Logo

Thanks to Kevin Hammond for first tip.

filed under Consumer products and tagged with , ,

Reviewed March 25, 201303.25.13 by Armin


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