Gent, Colon, New Logo

I won’t even attempt to wax poetic about the city of Gent (also Ghent in English and Gand in French) in Belgium because, other than the amazingly picturesque photos oozing Old World charm I just browsed through and whatever I could regurgitate from Wikipedia or some other web site, I really know nothing about this city. I do know I would like to visit it. But I also know that it wouldn’t be because of a new marketing logo designed by the corporate branding division of Duval Guillaume.

Oh, don’t get me wrong, I really like the new logo and I will go into that shortly. But, again, from my limited exposure (i.e., this morning’s searches) there seems to be a disconnect from the images I see and the overt attempt of the logo to be so very contemporary. From the logo and identity I get the sense that Gent is at the verge of becoming the next unknown technological or business hub of Europe or a financial center in the making. Yet I have a hard time making that connection. So, pending any insight from our Belgian readers (I know you are out there!) I will assume that there is indeed a need to portray Gent as a contemporary city.

The logo is a nice device that can hold multiple messages without missing a beat. The word is so short and has a great combination of letters that makes it look really sharp by default, but the selection of the typeface, with its hard angles and quirky notches, really helps make it a great-looking logo. The theme of the campaign is “Ghent: So Much City” which is ambitious but it works. The logo can take on a number of colors and themes and in a somewhat corny visual move, the colon can be different things like flowers or apples. It’s a nice overall effect of flexibility.

There is a very nice and comprehensive style guide online that shows the different applications and rules, including one about the logo always having its subtle drop shadow and prohibiting the use of the logo without it. This is overall a pretty good identity system for Gent.

Thanks to Lode Vermeiren for the tip.

WinstonGFX’s comment is:

While I do enjoy this logo, I agree with you Armin that there seems to be a disconnect between the historical, old-world feel of the city and the logo and typography itself.

I find the modularity of the rounded rectangle at the very bottom in the advertisements to be particularly nice though.

On Jul.31.2009 at 09:53 AM

oak’s comment is:

although i like the bright colors and the progressive upward tilt of the composition, it looks like the word “ghent” is pushed really low in it’s containing shape.

i think they could have gotten the same desired effect by using the same angle on both sides of text while being less concerned with making the angle and alignment consistent. the effect for me is that the supporting copy forces the bolder word “ghent” down, which makes the whole structure optically “too low.”

On Jul.31.2009 at 10:00 AM

Mary C’s comment is:

The identity seems disconnected from the city it represents.

On Jul.31.2009 at 10:07 AM

Gabriele’s comment is:

I don’t like the execution: rounded corners, drop shadow, usual colors, juvenile illustrations inside the logo shape… versatile, but not so good looking.
I see the disconnection too.

On Jul.31.2009 at 10:21 AM

Dustin’s comment is:

I wonder if lastminute.com’s logo, a travel company, was any inspiration? Similar slant, similar typography.

On Jul.31.2009 at 10:23 AM

Alex’s comment is:

Personally I love it… I spent my honeymoon in Gent/Ghent and dream of going back. There city center has a medieval feeling, but there are pockets of the modern high-tech world integrated throughout.

Not nearly as picturesque as Bruges, nor as modernized as Antwerp or Brussels. The city has a real interesting contrast between past and future that actually seems to help the Old World architecturestand out, rather than fade.

I could see this identity on ads, guides, signs and fliers throughout the city. It could really help contribute to that contrast.

On Jul.31.2009 at 10:30 AM

Jim’s comment is:

I’ve been there, unfortunately only for a few hours. The town and (this) logo don’t match. But it’s been a while since my visit - maybe it has changed? This identity could lead to fun business cards and I would like to see it animated. I also agree the ‘gent’ sits too low. I understand why the designer did it, I would’ve tried another solution.

I do wish I had visited the delirium tremens brewery while I was there. Next time

On Jul.31.2009 at 10:43 AM

Wim from Belgium’s comment is:

The city of Ghent is one of the more progressive in Belgium, attracting a lot of young (alternative) people and families to move to the city. The easiest way to explain to the American readers: Belgium’s Amsterdam.

Yet, I’m no fan of the logo, as it neither hits the ‘old charm’ route nor has it ‘the young city on the move’ feel. I see way to much of these style graphics in Belgium and so it doesn’t really stand out from the pack.

Duval Guillaume is one of Belgium’s leading Advertising Agencies and makes some great campaigns that are Cannes Lion material, yet I never seem to be equally impressed when it comes to logo and corporate identity.

On Jul.31.2009 at 10:49 AM

Willem’s comment is:

Though I am from America, I have Belgian roots and visit quite often:

The execution of the identity aside (which I think is a bit generic), Ghent is definitely one of the more “technological” cities in Belgium (or BeNeLux for that matter) and is a hub of manufacturing (automobiles) and a younger culture.

To that end I think the identity is entirely relevant - as they are trying to establish themselves as a cosmopolitan city and not a tourist destination (unlike the fairytale, Brugge only a short drive away).

As Americans we see the quaint architecture and old world charm and think that it is adorably unique, however to the Europeans - this is where they live. If we branded every one of our cities on the preconceived notions of what they “should” look like we wouldn’t have logos like this one for boston:

http://www.bostonusa.com/

Where’s the colonialism? The 1700s charm?

Honestly, I think a this debate makes us (the American audience) appear provincial and short-sighted on other cultures and as designers the critique is a pretty surface… Of all people we should understand how to read more into these things than to take them at face value.

On Jul.31.2009 at 11:24 AM

Lode’s comment is:

I don’t really like the new identity. (I’m the one who submitted the tip.)
The more time I spend looking at it, the more it seems the typography and composition don’t match. Knowing Ghent pretty well, I agree with the commenters above that the design doesn’t match the “feel” of the city.

What irks me the most is the drop shadow, and the “event” logos, as shown in the right hand column. Replacing the column with “fun” elements linked to the event feels amateurish to me, and opens the door for widespread abuse, which is difficult to control anyway with a logo that has as many users as a city.

The new identity seems even weaker when you compare it to the city of Antwerp, which has a very well known identity, based on the capital “A”, and the baseline “‘t Stad is van iedereen” (“the City belongs to everyone”).
Check out the “brand bible” here: http://antwerpen.be/docs/Stad/Bedrijven/Marketing_en_communicatie/MC_Com/A_bijbel_20_12_04LR.pdf , and more info at this link: http://antwerpen.be/eCache/BED/4/589.cmVjPTE2MjY2.html

On Jul.31.2009 at 11:38 AM

David Airey’s comment is:

A little off-topic, Armin, but if you think Gent’s picturesque, you’ll love Bruges.

Surprisingly, Colin Farrell stars in a great film (2008) that if you haven’t seen, I recommend — In Bruges

http://www.imdb.com/title/tt0780536/ (anything with over 8/10 on IMDB is worth a shot)

On Jul.31.2009 at 11:49 AM

Brian’s comment is:

I went to Ghent a few years ago, and I’m from America. I think someone above is correct, from an American’s point of view, we’re never going to see this city as progressive, industrial, modern, etc. There are three large old churches in the city center, which are their biggest attraction. The river runs through the old part of town, which is where most tourists will end up. From that perspective, they’re not capitalizing on the history of the city.

From a European perspective, I don’t know and can’t speak for them. I assume most tourism they get comes from Europe, and they see old buildings all the time and think nothing of it. Maybe it is appropriate. However, if they’re going for american tourist dollars, this isn’t the way to go. I did like Ghent, although I found it a little small. It doesn’t take long to see everything, but what you’ll find is quite nice.

On Jul.31.2009 at 12:11 PM

Impossibly Stupid’s comment is:

To my eye, all the angled text does is make me think they had a screw up at the printers. But I’m also the kind of guy that hears a Harley and thinks they should hire a mechanic who knows how to fit a muffler. Otherwise, I like the modular style of it all. Very much like you’ll see here:

http://townsquare.subsume.com/

On Jul.31.2009 at 01:01 PM

Mr Harsh’s comment is:

As a person who lived in Ghent for a few years, who studied graphical and digital media (in Ghent) and is currently working as a designer, I feel this is a fail. Seriously, this could easily be the work from a 14 year old one.
Who cares if it represents the city or not, for me that’s irrelevant as it’s something that could narrow’s down creativity.
The font is just horrible, the composition is awful and let’s not mention the rounded yakiedie-ya corners…
I expected something professional and not something that has the colourscheme for a baby product.

On Jul.31.2009 at 01:43 PM

Mark’s comment is:

The execution is pretty good, I like it.

On Jul.31.2009 at 01:55 PM

Kerri’s comment is:

I really, really love the identity and execution (in isolation). But you’re right—total disconnect from the place it’s meant to represent. Too bad, because the concept and execution is gorgeous… for something else.

On Jul.31.2009 at 02:01 PM

Erwin’s comment is:

Living in Antwerp, I’ve been to Gent a few times and like everybody above me, fell in love with it’s city centre. The abundance of medieval buildings is overwhelming, and the old city logo really reflected that. There’s something special about the three major churchtowers that line up next to eachother when you look at them from a certain angle, and it was beautifully captured in the logo, which, I agree, might feel a little dated, but still looks classy. In a fact, the buildings in the old logo gave an impression of not only the three churches, but the entire city centre’s architecture with all that water underneath…

Apparently, there’s more to the city than just it’s centre, but does this logo show that? Not to me it doesn’t… I guess it’s simplicity and bright blue will clash beautifully with the brownish-greyish castles en churches throughout the city, and perhaps the blue was chosen as a reference to the water, with Gent being the “Venice of Northern Europe”? (or was that Bruges?)… But, like Antwerp’s present logo, I think they went too far, they should’ve kept some references to the old, combining it with modern elements, instead of simply abandoning what Gent is known for by tourists and inhabitants…

Overall I’d say this is a lackluster performance by Duval-Guillaume, shame…

Off-topic: David Airey is soooo right! “(anything with over 8/10 on IMDB is worth a shot)” LOL, I use the same logic, haven’t seen “In Bruges” though, I might try it sometime!

On Jul.31.2009 at 02:12 PM

Erwin’s comment is:

And may I add that when trying to create an identity for a modern city with many facets, I prefer the Melbourne way 10 times out of 10 over this one! While it looks like a videogame-console logo, it still was a lot nicer than the Gent logo!

On Jul.31.2009 at 02:32 PM

Grafico’s comment is:

I think this is the first time a logo makes me feel so outraged. The resolution is horrible. There is no integration between the new elements and the photography. It bothers. It´s noisy. Absolute bad execution.

On Jul.31.2009 at 02:48 PM

John McCollum’s comment is:

At a glance — and with the name — I thought it was an, ahem, “men’s magazine.”

On Jul.31.2009 at 03:07 PM

Jeff’s comment is:

Although I think the identity works wells in execution in print, I’d like to see more how it translates to the web. The style guide mentioned in the article is poorly executed. Not only is it flash, it is built in a ‘choose-your-own-adventure style’ that mirrors the print execution, but that leads to dead ends. The only way to get where you want to go is to find the hidden menu at the top of the page. Of any execution of the brand, the style guide should have been the most utlitarian document of them all.

On Jul.31.2009 at 03:14 PM

Greg’s comment is:

I’m not a huge fan from the logo, but I love that city. Gent is a very active city, loads of things are happening over here. Plenty of exhibitions, concerts, parties, etc., so I don’t see any problem having that modern logo.

On Jul.31.2009 at 03:41 PM

NatalieB’s comment is:

It feels very amateur and under developed. The shapes work a little better for me within the advertising when they unfold to reveal more information, but the logo on its own is a turn off. I love minimal design but somehow two rounded rectangles stuck together is putting me to sleep. Nothing entices me about the typeface. This seems more fitting for maybe a generic grocery or department store brand…maybe.

On Jul.31.2009 at 04:05 PM

Thomas Breure’s comment is:

I like the design although i prefer something else.. Gent is a lovely city just an hour driving from where i live at. This identity doesn’t match the feeling and vibe of this city, imo.

On Jul.31.2009 at 06:14 PM

olumi_day’s comment is:

I am in complete agreement with @NatalieB’s comment. Amateurish, underdeveloped. This post just reminds me of the up & up post from a couple of weeks ago and how shocked I was that pretty much everyone was going crazy over those cliched, overused angled arrows.

I just don’t see how this qualifies as a logo. Sorry.

On Jul.31.2009 at 10:41 PM

Ravenone’s comment is:

It might be me just getting home from work, but the logo in its various forms reminds me of the label stickers you can get to put on various food-items and marker a use-by-date on ‘em.

I don’t see any of the ‘charm’ of the city in the logo, or the typeface. It doesn’t strike me as AWFUL design just… doesn’t appeal to me, and I don’t see how it connects with the images and mood they’re trying to present with said images.

On Jul.31.2009 at 11:58 PM

saatchi’s comment is:

This is what happens when advertising agencies try to do identity work.

Thin on substance.

On Aug.01.2009 at 05:26 PM

matt’s comment is:

I don’t mind the little boxes so much but I really don’t like the page border treated in the same way… it is a little too tiring for me.

As for the city, I was fortunate enough to spend a month in Gent and I loved it… I would very much like to go back someday.

On Aug.01.2009 at 10:58 PM

Ben Thoma’s comment is:

This feels rather generic. My biggest problem is that it lacks any kind of personality and relies on the word choice after the colon to help the story. Otherwise it is rather bland.

I don’t know… maybe Gent is a bland city… in which case this is perfect!

On Aug.02.2009 at 11:25 AM

Tez’s comment is:

A tad too generic for my liking. Agreed it lacks substance. I would prefer to see something that integrates the new Tech with the ancient city. That said, as a branding system, it works but at the expense of having a deeper meaning. I can even imagine how the brand elements would animate for TVCs. But that for me still isn’t enough for me to love it. Sorry.

On Aug.02.2009 at 05:45 PM

jerome’s comment is:

I am not going to talk too much about technical details because it’s not my specialty but like Wim above, I was not surprised when I saw the logo. Gent is definitely the most progressive city in Belgium for many creative fields. I mean, it’s where 2many DJs and Soulwax are from, where you’ll find the most stylish people in the country, the hottest club - Culture Club - was also in Gent (at least it was when I left the country), it has a long series of contemporary arts festivals, and so on…

So, I would have to agree with Willem’s comments. I don’t think the creators of the identity should strive to reinforce the ‘stereotype’ that tourists would have about the city. It has amazing buildings but you’ll discover so much more if you go past the postcards.

Now about the logo, not sure if I like it either but it does look very Belgian. By that, I mean that I have seen many other posters, flyers, ads with a similar type. In any case, I do think it’s a step in the right direction.

On Aug.02.2009 at 07:43 PM

Michael Kozakewich’s comment is:

My favourite part is the Belgian version of the Lorem Ipsum text. Did they actually translate that?

On Aug.02.2009 at 08:59 PM

Andrew Sabatier’s comment is:

The only way this identity seems to relate to Gent is because the name Gent appears in the branding and the place itself features in the promotional material.

This brand identity doesn’t tell me anything special about the city of Gent. It does, however, have a clever modular system that suggets pocket maps (at a push) but could really be bolted onto any brand. The all lowercase and over-styled type at an angle seems arbitrary and novel for novelty’s sake. Or are things a bit ‘design-ery’ and ‘slanty’ in the city of Gent?!

And how is Gent ‘so much city’? The content prompted by the colon seems forced and encourages overblown statements. Gent may be a charming old world city but it is hardly known for its ‘cityness’. The colon made up of objects adds no real value to the overall brand, it’s just another contrived and fussy design-led affectation.

All the brand identity elements together give me the impression of a brand identity trying too hard. This is most likely the result of designers designing ‘stuff’ in the absence of strategic insights.

I bet there are really interesting things about the city of Gent that would have made a much more compelling, appropriate and memorable brand identity.

A.

Permalink

On Aug.03.2009 at 05:40 AM

Lauren B’s comment is:

The subtle tangent on the bottom-left corner helps this design be more visually interesting. I also like the versatility and application of the logo.

On Aug.03.2009 at 04:19 PM

Daren Guillory’s comment is:

Has anyone mentioned that the font that was selected is, as far as I can tell, known as “Kontrapunkt”?

I believe the font is available as a free download - is that good or bad?

http://www.kontrapunkt.dk/news/ddprize_typeface_of_the_year_2004

It feels a little forced to me. I do like the reference to the typography in the supporting collateral and the folding pieces, but I’d agree that it is not subtle enough; underdeveloped system on the whole.

On Aug.06.2009 at 03:00 PM

Daren Guillory’s comment is:

On second glance, it appears to be a modified version of Kontrapunkt.

On Aug.06.2009 at 03:04 PM

Dré’s comment is:

I know Gent is more than just the old buildings, but even then the new identity hasn’t got much character. Also the smiling ‘e’ seems a bit cheesy.

If you’re ever there, visit club “Charlatan” or something like that. I’ve been there once and had a really great time.

On Aug.13.2009 at 05:42 PM