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New Logo and Identity for Teamweek by Fraktal
 

before

after

Reviewed Feb. 2, 2016 by Armin

Industry / Technology Tags /

Launched in 2013 — although it existed previously under the name of Planner — Teamweek is a project planner and team calendar, developed by a team in Estonia. The online tool provides the simplicity (or at least, familiarity) of an Excel spreadsheet in a web-based, multi-user environment. Late last year, Teamweek introduced a new identity designed by Tallinn, Estonia-based Fraktal.

New Logo and Identity for Teamweek by Fraktal
Patterns.
New Logo and Identity for Teamweek by Fraktal
Source of inspiration for the patterns: A Soviet textbook from 1980s that showcased different ways to mark down information using patterns.
New Logo and Identity for Teamweek by Fraktal
Logo detail.
New Logo and Identity for Teamweek by Fraktal
Monogram detail.
New Logo and Identity for Teamweek by Fraktal
Color variations.

The previous logo was fine. It had a decent, if oversized, TW monogram with a notch (natch) and a good looking wordmark but it was mostly generic. The new logo has a much more proprietary aesthetic with a large “W” where each stroke is made of different patterns (meant to relate to textures you would find in the key of an infographic). What makes this work better in practice than in theory are the alternating light and dark textures that add a sense of dimensionality to the otherwise flat W. It makes for a great icon and shorthand for the logo. The wordmark is typeset in FF Bau, which I think is a very underrated and underused sans serif. The W monogram and “w” in the name aligning (although not to the exact same degree) is a nice touch.

Patterns as user interface. Just for display, not actual user interface
New Logo and Identity for Teamweek by Fraktal
Actual interface. You can see a live sample here.
New Logo and Identity for Teamweek by Fraktal
Letterhead.
New Logo and Identity for Teamweek by Fraktal
Patterns as decor.
New Logo and Identity for Teamweek by Fraktal
T-shirt.
New Logo and Identity for Teamweek by Fraktal
Time-based quotes.

In application, the patterns can go wild in size and rotation or used straightforward and, surprisingly, it works great both ways and allows the team to communicate in a couple of tones. The only questionable choice is the heavy use of a serif, Romain, for all headlines. It feels too conservative or old school like a 1970s print ad that clashes against how contemporary the patterns and FF Bau are. Nonetheless, this a great project based on the strength and texture of the “W” monogram alone.

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

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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