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This is a very old entry — images are small, formatting is off.


Follow-up: Sonae

Reviewed Dec. 9, 2010 by Armin

Industry / Corporate Tags /

Sonae Follow-up

This past April we reported on the redesign of Sonae, one of Portugal’s biggest corporations running a number of consumer products and services. The redesign, executed by Lisboa-based Ivity, was met with plenty of negative criticism from myself (I called it “annoying and unpleasant”) and our readers (racking up an impressive 88% of 1,603 votes in the “Bad” category). With a little time it seems the Sonae website has transformed into something more palatable and Ivity has provided us with a movie that explains the genesis, execution, and application of the new identity. Take a look and see if your opinion changes.

Click here for bigger view or if you have any issues with the embed above.

While I maintain that the end result is less than optimal — the overall execution just feels like it has the volume turned up to 10— in a 1980s boom box — I do acknowledge there are some interesting concepts presented through the video. Maybe when we do another follow-up in six months there will be another incremental improvement that solidifies this identity.



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UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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