Loopy Solutions

Many internet moons ago, way back in the twentieth century, it used to be that you could only register top level domains (.com, .net, or .org) with a single company, Network Solutions, and not for the bargain price of $12 each 2-year period you can today but for a hefty $100 price tag. Network Solutions pioneered domain registration but it also engendered some shady domain swooping practices like locking up any domains that were searched for availability but not purchased and, all things considered, they were a monopoly which is not the American way, and today you can register domain names pretty much anywhere in places whose name actually includes the word “daddy.” This past month, Network Solutions has been letting their customers know about an upcoming change in identity and web design.

The old logo was anything but distinctive so it’s nice to see a bolder move to create something more memorable and unique. The “ns” monogram is the beginning of an interesting idea not perfectly executed; the folds give it a nice motion and the “s” works well but the “n” is a little too awkward to be convincing. I could probably live without the holding shape, but it’s not totally inappropriate. The typography, now in all lowercase, is techie without going overboard and has some nice details. Related to a recent review here, on Lending Tree, this is a good counter-example of how to do the techie-look correctly without getting into bad clichés. The overall effect of this redesign is very appropriate for the industry and space it lives in.

UPDATE: The identity was designed by Pappas Group in McLean, VA.

Thanks to Jason Keath for first tip.

EnergonCube’s comment is:

The mark needs help, but the concept is there. The typeface has some nice touches. Overall, not bad. “Meh” seems appropriate.

On Jul.30.2009 at 07:09 AM

Iulian’s comment is:

In my opinion, the N isn’t just awkward, it’s busted. On the other hand, the S reads just fine. This way, any trace of balance within the monogram goes out the window. It looks like they ran out of ideas after the first half on the N, they threw in the S and lit everything warm green for more pazzaz.

I like the lowercase, though.

On Jul.30.2009 at 07:32 AM

ScottyM’s comment is:

The “holding shape” says WEB 2.0 in a big way. Exactly the same as Lending Tree (+ a gradient!) and 100K other techie logos around the world. For that alone, it gets a C+ or below.

I do like the color. And I do like the type treatment. They’re both kinda fun.

Add in the ubiquitous lowercase … and the fact that the “folds” in the ns are problematic and unrealistic … this logo change is slightly above mediocre.

On Jul.30.2009 at 07:33 AM

Jim’s comment is:

The ‘o’ and ‘n’ in ‘solutions’ could do with a little kerning. They seem a bit disconnected, but it could just be bad rendering of a lo-res graphic?

On Jul.30.2009 at 07:35 AM

dt’s comment is:

Meh. I was going to say “ubiquitous lowercase,” but ScottyM wrapped the whole thing up. Cookie-cutter stuff.

On the shady domain swooping practices note—I’ve noticed that if I check out a domain on GoDaddy, it’s locked up the next time I look, even if it’s yowlingcatpajamagram.com, or some such.

On Jul.30.2009 at 07:39 AM

Thomas Breure’s comment is:

I like the overall re-design of this logo although I have to agree with “the “n” is a little too awkward to be convincing.”

What I dislike about the “ns” monogram is that the first I saw it I immediately thought about the Adobe CS3 icons. But maybe that’s a personal thing.

On Jul.30.2009 at 07:45 AM

Nathan Rutman’s comment is:

Could it be that the mark isn’t supposed to be “NS” but rather an “N” with an S as it’s right stem? The way the N is drawn makes me think not of a lowercase “n” character, but of the left half of a capital “N”.

Thoughts?

On Jul.30.2009 at 07:56 AM

Sand’s comment is:

Sorry,
in my humble opinion, nothing good came out of the Lending Tree logo other than how to turn a financial institution mark into a garden power tool mark.

I really love the lowercase type on this redesign. t, k, s and especially that w, gorgeous. I’d like to see that same typeface used in the monogram with the container space. Other than the initials, it’s a pretty slick redesign with the updated color and container space. nice work.

On Jul.30.2009 at 08:12 AM

Chris Thorpe’s comment is:

I quite like the NS symbol, but I think it could do with some work—at this stage it doesn’t seem like it would stand that well on its own, while the typography doesn’t seem interesting enough to warrant attention without the logo. It seems like lowercase isn’t going to go away anytime soon, particularly for companies trying to go for some of those friendlier feelings. Otherwise, the lockup is quite nice and the whole thing feels very appropriate for an internet company.

On Jul.30.2009 at 08:14 AM

Andrew Klein’s comment is:

Looks like a noodle

On Jul.30.2009 at 08:15 AM

Ryan Adair’s comment is:

Big mistake.

On Jul.30.2009 at 08:16 AM

Jonathan Carnehl’s comment is:

The square shape with white letters in it, bright color and subtle gradient remind me of the Adobe icons. I don’t dislike it, but I keep seeing that.

On Jul.30.2009 at 08:19 AM

Andrew M’s comment is:

Overall it looks trendy and not something that will work two years from now. I’ve seen the ribbon, folding, dimensional treatment being used in a few places (example nelow). Can the logomark work without it? The type is a light weight and doesn’t look like it can stand on it’s own. Too much going on between the mark and type. Unique yes. Good luck trying to apply this to different design situations.

Are logos going to be changed as frequently as taglines going forward?

http://www.objectifiedfilm.com/

On Jul.30.2009 at 08:29 AM

Andrew Sabatier’s comment is:

This brand ‘does what is says on the can’.

Although the ribbonesque NS suggests connectivity, continuous service, seamless integration et all, there is no big idea to appreciate. This brand doesn’t need to be particularly evocative. It just needs to work well… in the background.

Network Solutions is a generic brand in a highly commoditised industry. As a user I think I’d appreciate the effort NS has put into the new identity, look and feel and functionality of the new website. The 3D interface is borderline gimmicky but should satisfy a broad market of semi-techheads who don’t expect inspiration from a service that should just work well.

In effect the new identity is cosmetic. Network Solutions has a smart new skin to celebrate some functional enhancements but the brand name and identity is conceptually flat.

A.

Permalink

On Jul.30.2009 at 08:31 AM

Joy McSweeney’s comment is:

The “Jason Keath” link is broken, FYI. An extra “http//”

On Jul.30.2009 at 08:33 AM

Greg Washington’s comment is:

Not only is connecting letters to form an icon uninteresting, it’s a pretty old school method of designing a logo. And as for the gradients, well… Network Solution is a web based company so I suppose it makes sense that the logo inherit all that gradient glowing Web 2.0 nonsense. Don’t even get me started about the typography. It’s pleasant to look at but there nothing “techi” about it. Lowercase represents playfulness, and the swooping serifs only support it’s inherit immaturity. The type is definitely better suited for some sort of fruity packaging design, or a daycare as opposed to a Tech company.

On Jul.30.2009 at 08:44 AM

Revisit’s comment is:

You can checkout their previous logos on a post of mine, Network Solutions Logo History

On Jul.30.2009 at 08:49 AM

Mattbot’s comment is:

The lowercase name spelled out reminds me of the technique used on that USA show “Burn Notice.”

On Jul.30.2009 at 11:49 AM

Rachel Cary’s comment is:

There is a disconnect between the ‘n’ in the mark and the ‘n’ in the typography. That’s what makes this feel not-quite-there-yet. Still, overall, a step in the right direction.

On Jul.30.2009 at 12:03 PM

Glenn Sakamoto’s comment is:

The original mark communicated stability and credibility. The new mark is too complex and trendy – and communicates a fly-by-night and a “me-too” point of view.

Network Solutions should spend more time telling us why we should use their services and less time in trying to persuade us to notice they have a new “hair-do.”

On Jul.30.2009 at 12:04 PM

Fish’s comment is:

Typography is very nice. The resemblance of the shape to the Lending Tree logo only leaves me wishing that one felt more friendly such as this.

On Jul.30.2009 at 12:35 PM

Nick’s comment is:

Ryan Adair… If you’re going to be critical of someone else’s work you should explain why?

On Jul.30.2009 at 12:48 PM

Andrew’s comment is:

The scripty NS reminds me of toilet paper.

I can’t get excited about the holding shape- I feel like I’ve seen it before, and it feels meaningless.

On Jul.30.2009 at 12:52 PM

kingmu’s comment is:

Doesn’t change the fact they’re still overpriced and sneaky about extra charges. But, the new ‘ns’ at least looks more like paper money waving in the winds of discontent.

On Jul.30.2009 at 02:02 PM

Shashi Bellamkonda’s comment is:

Hi Armin, We really appreciate the review of our new store front and the great feedback in the post as well as from the comments above. Looks like our new logo didn’t quite wow you. I will send your comments to our internal team as they are always receptive to feedback. I do want to share the fact that Network Solutions has created this new online experience keeping our customers and their growing needs in mind. We hope that they like the new experience!

Thanks,

Shashi Bellamkonda
Social Media Swami
Network Solutions

On Jul.30.2009 at 03:47 PM

Chris’s comment is:

Personally, I think this is an appropriate update. Tech sites are bound to be held up in trends, and for a web-only company, the green holder seems all right. The NS is memorable enough to be gradually updated with the current trend with minimal impact on recognizability.

On Jul.30.2009 at 05:22 PM

David’s comment is:

First thing that came to mind was the resemblance to last.fm’s logo. I applaud the move to a more interesting logo, but it feels like it was lost in transit. Not quite as interesting as it could be.

On Jul.30.2009 at 05:45 PM

WilhelmR’s comment is:

The new identity feels nice, the whole look is cohesive and clean.

I like the fact (from a design standpoint) that they rebranded everything with the NS badge. For example, forget about domains, they are called “nsWebAddress™”! This could be a good move, or a forced change of vocabulary for the user. Time will tell :]

On Jul.30.2009 at 07:19 PM

Mark’s comment is:

The typography look good but I can’t get around how awkward the NS logo is, it looks weird.

On Jul.30.2009 at 07:28 PM

AAaron’s comment is:

But what does it mean?
And why Green?

On Jul.31.2009 at 12:13 AM

Adam Bestwick’s comment is:

I agree with Thomas Breure’s comments regarding the ns monogram.
Very CS3 indeed - but I like that.

I think it’s unfair to attack the typography as another example of ‘ubiquitous lowercase’.

When I last checked, there was only uppercase and lowercase and combinations of the two.
The font choice gives it a friendly, informality without falling into the ‘Lending Tree’ cliché.
It’s crish, clean and has some interesting cuts to it (and avoids the ‘ubiquitous’ helvetica).

The ‘n’ downstroke desperately needs to drop further before it swoops and I’m surprised this wasn’t resolved before final sign-off, but overall - (IMO) fairly pleasing.

On Jul.31.2009 at 09:11 AM

Santa Claud’s comment is:

I don’t understand the ribbon (ns) used in this logo. It reminds me of a movie reel or 35mm film. And it also has a very organic and almost energy conserving “go green” feel that reminds me of Cargill’s logo. I just don’t think it serves well for a hosting and domain company.

On Jul.31.2009 at 09:24 AM

felix sockwell’s comment is:

i like it. unfortunately, having known “ns” for over a decade I’m tired of their shinanigans. If you’ve ever tried to get your domain name released (from them) you know what I mean.

On Jul.31.2009 at 09:36 AM

Brian’s comment is:

NaturallySoft™: a natural toilet paper that gives you all of the softness you want, AND it’s better for the environment!

On Jul.31.2009 at 11:54 AM

Mongoose’s comment is:

Ah yes, Network solutions. I remember their old globe/gears logo, and rather thought it stylish.

But, if they’re doing a ‘NS’, this is a fair way to go. I think the ‘n’ resolves well, but some people are correct in that it might be well-echoed in the typeface of the name. It’s lowercase land, but well-rendered, the characters have a bit more personality than the old version.

Still. There’s a cutesy-ing with the green almost-leafy holding shape, which lowercase only adds too. The former logo had a sturdy and reputable feel.. so why is NetSol trying this change? I think it’s Godaddy.com. If your biggest competition has a bizarre head and wacky-fonted logo, you risk seeing seen as stuffy, and the ‘NS’ is definitely an attempt at an appeal to the masses over business.

I give it, upon a lot of reflection, a C+. I think it is an improvement, but one that’s a bit cloying.

—Mongoose

On Jul.31.2009 at 01:34 PM

olumi_day’s comment is:

I see a really sassy ‘s’ showing off its nice, wavy tail.

On Jul.31.2009 at 10:21 PM

Tez’s comment is:

I guess we all like/dislike the identity if for different reasons. Personally I love the monogram ribbon but I have to say it I hate the tile behind, it needs something different as I feel its something I’ve seen a dozen times before. People would say they hate the lowercase, but personally I feel it works here. Unfortunately though my first thoughts were for a cable channel re-brand. For some reason I think hallmark channel.

On Aug.02.2009 at 05:58 PM

Jzzsun17’s comment is:

UC,
Looks like you repeated the last paragraph. It’s the same as the first.

The logo. Eh, it at least has some possibilities, though you can’t really decipher the “n” in the mark. Looks like it could also be an “r”. But otherwise, an improvement and some thing they can build on.

On Aug.04.2009 at 08:22 AM

Jzzsun17’s comment is:

Correction. Same as the second paragraph.

On Aug.04.2009 at 08:25 AM

Armin’s comment is:

Weird… It wasn’t there before. I think. Thanks!

On Aug.04.2009 at 08:55 AM

Trent Walton’s comment is:

I like the new branding… the websites looks better as well… kind of makes me wish my domains were registered through NS instead of godaddy. I’m sick of looking at that hideous logo & site.

On Aug.04.2009 at 01:15 PM

ORANGETIKI’s comment is:

I think this is the zenith of web 2.0 . This is as good as it gets folks. Is it a fantastic logo? no. Is it great for web 2.0? sure

On Aug.05.2009 at 08:52 AM

Jessie’s comment is:

I really like the redesign. I really like how subtle the green gradient is. It really makes it stand out.

On Aug.07.2009 at 07:23 AM

Mark’s comment is:

that is one tortured ligature.

On Sep.24.2009 at 12:49 AM

Johnny Cashh’s comment is:

I like the logo, especially because of that icon. But i hate i how they used it on their website: nsHost, nsMail and the website usability sucks.

On Oct.25.2009 at 04:47 PM