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New Logo for FDA
 

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Noted Oct. 5, 2016 by Armin

Industry / Government Tags /

About

(Est. 1906) “The FDA, an agency within the U.S. Department of Health and Human Services, protects the public health by helping to ensure the safety, effectiveness, and security of human and veterinary drugs, vaccines and other biological products for human use, and medical devices. The agency also is responsible for helping to ensure the safety and security of our nation’s food supply, cosmetics, dietary supplements, and products that give off electronic radiation, and for regulating tobacco products.”

Design by

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Images (opinion after)
New Logo for FDA
Logo.
New Logo for FDA
Logo repeated a bunch of times. Not a very useful image but that’s the “logo sheet” they provide that I thought was kind of okay to look at.
Opinion

Of the various government logos, the FDA one is relatively visible at the consumer level as it regularly appears on the packaging of the food or over-the-counter medicines we buy. The old version was a rather nice chunky inline wordmark with some relatively daring execution in how the "F" and "A" joined the "D" — the "DA" ligature was extra nice. Other than "it was old" I don't see why it had to be changed — it reproduced well, it had equity, and it was easily distinguishable. In its place comes an extremely uncomfortable new acronym where the "F" now awkwardly ties with the "D" while the "A" is left hanging out on its own and has a notch in its crossbar that matches the structure of nothing else; an alternative would have been to make the stem of the "D" go up higher so that the notch was equal in both letters and maybe even look like an implied shadow. When used on social media, the "FDA" sits in the center of the square but when paired with the full name, it sits awkwardly higher. If I use "awkwardly" a lot, I apologize, but that's the general sentiment here. The FF DIN-esque font is passable but the repetition of the "A" from the acronym in the "ADMINISTRATION" text looks silly and why in the world is that word typeset in a completely different sans serif?! (Look at the "R"s.) The hierarchy of the whole thing is awkward too with the logo screaming "U.S. FOOD AND DRUG!" but leaving the administering part, an important part, shyly underneath. Overall, unapproved!

Thanks to Daniel Khuc for the tip.

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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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