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New Name, Logo, and Identity for Edgewell Personal Care by Beardwood&Co

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Noted Jul. 13, 2015 by Armin

Industry / Corporate Tags /

About

(Est. 2015 as a split from Energizer Holdings) “Edgewell Personal Care manufactures and markets a diversified range of personal care products in the wet shave, skin care, feminine care and infant care categories with well-established brand names such as Schick® and Wilkinson Sword® men’s and women’s shaving systems and disposable razors; Edge® and Skintimate® shave preparations; Playtex®, Stayfree®, Carefree® and o.b.® feminine care products; Banana Boat® and Hawaiian Tropic® sun care products; Playtex® infant feeding, Diaper Genie® and gloves; and Wet Ones® moist wipes.”

Design by

Beardwood&Co (New York, NY)

Related links

Beardwood&Co project page
Edgewell launch announcement (PDF)
St. Louis Business Journal story on split

Relevant quote
Why Edgewell? Edge suggests innovation, trail blazing, and a passion to win. "On the cutting edge," "The leading edge," "An edge on the competition." And it does so while evoking the companies' heritage, putting an edge on blades. Why the Hummingbird? Hummingbirds are the challenger of the animal kingdom, and set Edgewell apart amongst companies in their competitive set. Hummingbirds are small, agile, and innovative — they are the only birds that can hover and even fly upside down. Beyond this, hummingbirds deliver surprise and delight — an immediate recognition and emotional connection.

Beardwood&Co project page

Images (opinion after)
New Name, Logo, and Identity for Edgewell Personal Care by Beardwood&Co
Logo detail.
New Name, Logo, and Identity for Edgewell Personal Care by Beardwood&Co
Business cards.
New Name, Logo, and Identity for Edgewell Personal Care by Beardwood&Co
Icons.
New Name, Logo, and Identity for Edgewell Personal Care by Beardwood&Co
New Name, Logo, and Identity for Edgewell Personal Care by Beardwood&Co
Posters.
Launch video.
Opinion

The new name is a little corny but it makes sense and it works to encompass the broad range of products offered by this parent company that include everything from razors to moist wipes. The choice of a hummingbird is fairly over-rationalized and even then it feels forced. It has no intuitive relationship with either the name or range of products BUT it's a very nice rendering of it and the one thing that stands out from this project. It's a minimalist drawing and it looks great big or small. The wordmark has a lovely "g" but the "e"s are too weird and distracting. The rounding of the corners on some of the letters in this case works okay. In application there is an additional green-blue gradient that seems very expected and lots of product shots, so not extremely exciting but capable enough.

Your opinion…

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About

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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