Opinions on corporate and brand identity work.

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This is a very old entry — images are small, formatting is off.


Optimal Ribbon

Reviewed Jun. 24, 2008 by Armin

Industry / Health Tags /

Breastcancer.org Logo, New

Breastcancer.org, a 9-year-old, and 8 million visits a year online resource for breast cancer unveiled today a new identity. While this is technically a Before/After, the old logo was such a non-logo that I decided to just let the new logo shine. Unlike most brands I cover, I don’t have any direct relationship or experience with breastcancer.org — which is a good thing, I think — so this is purely a reaction to the design and hearing about this site for the first time. Designed by Siegel + Gale, the logo is an intertwined pink ribbon forming a circle, giving a new execution and a fresh idea to the ubiquitous single pink ribbons in a loop. I also see a wreath, which can be seen as a welcoming sign on the door, but also as a crown, celebrating those who fight this battle. The color is both gentle and authoritative and the choice of Optima — a typeface I have been championing for some time now — is elegant, personable and familiar. For these and other gut reactions, I have to say this is one of my favorite logos of the year so far — it even looks great on the blue background, a color combination that, in theory, would be preposterous. The shading on the bottom-left part of the circle could be less flat, but it’s a minor quibble. This really establishes the web site as a leader in its field and for its audience.



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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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