Reviewed

New Logo and Identity for Mercht by Robot Food

Princht on Demand

New Logo and Identity for Mercht by Robot Food

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Reviewed May 10, 201605.10.16 by Armin

filed under Web Service and tagged with , , ,

Launched last month, Mercht is a new platform for designing, selling, and printing t-shirts (and other wearables) with little to no risk. You set the price, you promote it, and if it sells ten or more, it will go into production. It’s a little like Cotton Bureau but without the curated entry. Mercht comes from the prolific team of Leeds, UK-based Awesome Merchandise, whose identity we reviewed almost a year ago to the date. Mercht’s new identity brings their team back together with Robot Food, who also designed Awesome Merchandise.

Robot Food designed the identity using a striking red, yellow and blue colour palette. The new custom logotype flows with a sense of freedom, bringing the ‘print for the people’ ethos to fresh, friendly life. Alongside these sit a new suite of branded illustrations and eye-catching icons. These communicate the nuts and bolts of the service, and help promote the brand’s vision of democratic design, open to all.

Robot Food project page

New Logo and Identity for Mercht by Robot Food
Logo detail.
New Logo and Identity for Mercht by Robot Food
Monogram.

The new logo is in the popular style of monoweight script wordmarks, of which I am a fan in general and this one doesn’t disappoint… except for the “M”. There is something not capital-y enough about it or maybe it’s the elongated left leg that opens up the counterspace too much. Its awkwardness is accentuated in the monogram version where the @-like symbol doesn’t quite stand up on its own. But “ercht” is beautiful!

New Logo and Identity for Mercht by Robot Food
Icons.
New Logo and Identity for Mercht by Robot Food
Pattern.

The identity relies heavily on the pattern above, which is kind of gratuitous but since I’m a sucker for this kind of 1980s - 90s abstract-shape, Trapper-Keeper-like pattern I happen to enjoy it.

New Logo and Identity for Mercht by Robot Food
New Logo and Identity for Mercht by Robot Food
Various materials.
New Logo and Identity for Mercht by Robot Food
Stickers.
New Logo and Identity for Mercht by Robot Food
Notebook.
New Logo and Identity for Mercht by Robot Food
Pins.
New Logo and Identity for Mercht by Robot Food
Bags.
New Logo and Identity for Mercht by Robot Food
T-shirt.

In application, Awesome Merchandise’s own capabilities come nicely into play with an over abundance of stickers and pins that make the identity look like a non-stop party. We haven’t seen much of the primary red-yellow-blue color palette in other projects in a while so it’s amusing to see it again and it feels kind of fresh. The @-“M” is the one distracting element, especially in the bags, as it doesn’t feel integrated with the pattern; it’s like they just swept some of the wiggles out and placed the “M” in there. Nonetheless, a very designer-friendly identity that also feels accessible to help attract a more mainstream audience.

Poll

On Wordmark

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On Monogram

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On Application

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