Smile, You are on Friendster (or Not)

Before there was Twitter and Facebook — and even before there was MySpace, so we are talking internet aeons here — the original social network was Friendster, launched in March of 2003 to the tune of three million subscribers within months of its release. Today it claims 110 million members worldwide yet, despite that high figure, it seems Friendster disappeared as the now famous and highly embraced social networks improved upon its premise and they all gathered their own millions of subscribers across the world — that is, except for the Philippines, Indonesia and Malaysia and, to a smaller degree, Australia where Friendster remains relevant and with a devoted following. Last Friday, Friendster relaunched its web site with new features, a new look, designed by Sydney-based Yellow Studio Yello, and a new tag line, “connecting smiles.”

The old logo was as generic as possible, with a smiley face lacking any sort of personality and an unmemorable sans serif typeface. The new logo is, definitely, anything but generic and has reversed all identity traits from the original. Unfortunately not in a good way. The new logo is clearly an attempt to visualize the tag line, you know, by connecting and by having a smile at the end. It’s also meant to be youthful and exuberant — and while I may be old and not exuberant — I know sloppiness when I see it and this is just all over the place with its wacky loops and uneven lines. It’s a bad napkin sketch rendered in Illustrator. I like the idea of it, but the execution doesn’t make me smile. In fact, the smile at the end is rather creepy and looks as if it has been drinking Red Bull all night long. The perfectly smooth cloud shape that holds the lettering is too smooth and doesn’t relate visually or conceptually to anything.

The images above are from a launch party last week in Makati City, Philippines, showing a little more dynamism in the applications, even if it’s all for flair. This is definitely a case of me not being the target audience at all, probably explaining my reaction against the logo, but so is My Little Pony and I could still appreciate what they did. Surely, I won’t be making any new friendsters.

Update: The design was wrongly attributed to Yellow Studio; it was done by the similarly-named Yello.

Thanks to Lester Nelson for first tip.

Benga’s comment is:

While the old logo was real plain an with a lack of personality or uniqueness, i still prefer it over the new one, simply because of it’s simplicity and typographic. Although the new logo might appear as an updated, but a closer look reveals a weak attempt at an upgrade. The connecting of the fonts is really not that clear and poorly executed. I rather prefer the last image on the shirt, because i think it has more of a personality and it open to more than one interpretation.

Benga creative

On Dec.07.2009 at 08:29 AM

tim7168’s comment is:

Without the smile at the end, and the d and the t - which are just a bit too ‘loopy’, I would really like this.

On Dec.07.2009 at 08:30 AM

Johnathan McKnight’s comment is:

Is it just me, or do the cookies appear to be abbreviating something with a completely different meaning?

Other than that, I like the new logo, though I never bothered with friendster when friends asked me to join.

On Dec.07.2009 at 08:31 AM

jules’s comment is:

so the cookies have an “fu” on them? with a smile? excellent.

On Dec.07.2009 at 08:32 AM

Jonathan Carnehl’s comment is:

I agree, Tim. The concept isn’t too bad. It’s just horribly illegible.

On Dec.07.2009 at 08:43 AM

Courtny Cotten’s comment is:

I think this is an example of a logotype that is hard for an older generation to appreciate; and maybe they’re trying to appeal to a younger crowd.

But that still doesn’t prevent this mark from becoming stale and outdated in 5 years, or justify the laziness in translation from sketch to final product. I think it would be much more iconic if they maintained a constant line width on the “friendster” copy.

It’s a huge step in the right direction and they did a great job with the application!

On Dec.07.2009 at 08:53 AM

Edman’s comment is:

I think my biggest problem with the “handwritten” font, is that it doesn’t seem to take any cues from the strokes commonly made while writing. For instance, I don’t really know anyone who writes a “d” or “t” like that; the transitions between the “nd” and “st” are really awkward. Then again, that’s just my experience.

I am, however, wildly entertained by the Fü thing they’ve got going.

On Dec.07.2009 at 09:23 AM

Christopher Meeks’s comment is:

I hate to pile on here, but this is really really poor.

It points to the #1 issue with most poorly designed identities - consistency. Why have a bubble that loosely follows the wordmark? Why not have it be more concise (ala Twitter’s)?

Why have the “f-r” combination look so awkward? Why turn the “d” into a munchkin?

Why create a wordmark that is loopy and fresh - then use a green that resembles 1985?

Inconsistencies abound.

-Christopher Meeks

On Dec.07.2009 at 09:26 AM

Nick Irwin’s comment is:

glad to see they got away from the creapy 1970s ish smiley face. It took a huge dip in readability but a slight rise on creativity. I could just see a client saying “that looks like my kid drew it” but that guy must have been on vacation…good for them

On Dec.07.2009 at 09:38 AM

esra’s comment is:

what, no love for the little heart in the ‘t’ loop?

On Dec.07.2009 at 09:42 AM

rolfsf’s comment is:

hmmm… an unbroken link or line, via the cloud, ending in a smile - I mean, it kind of captures what friendster is if you look at it that way. But…

On Dec.07.2009 at 09:44 AM

jmk’s comment is:

they at least could have used the “veri” font ;)

On Dec.07.2009 at 09:47 AM

Nico’s comment is:

I’m from Germany. The smiley may confuse us, as well as Turkish and Skandinavian people, because it looks like an “Ü”.

On Dec.07.2009 at 10:14 AM

olumi_day’s comment is:

This is one of the weakest reviews I’ve read on this site. Saying “This is definitely a case of me not being the target audience at all” isn’t the way for a designer to critique any kind of design. Movie critics do this all the time and I think it’s a bit lazy.

That said, aside from legibility issues with the “d” and the second “r”, I think this is a vast improvement.

On Dec.07.2009 at 10:14 AM

Joseph’s comment is:

I think Armin hit the nail on the head: the concept is there, but the execution is lacking.

I actually kind of like the smile on the end. It definitely has more personality than the previous logo, which looks like someone “type set” in Microsoft Word and added a bit of clip-art. I like the new green, as well. I don’t get the clouds. I suppose the just needed a visual container for the reverse-type and clouds seemed easy enough.

For a site that is supposed to engage people and encourage relationships, did anyone else notice that their cookies look like the say “F U”. Probably not the best letter combination to display at their launch party.

On Dec.07.2009 at 10:48 AM

Joseph’s comment is:

Just realized those are donuts, not cookies. Ah well. The principle of what I said still applies.

On Dec.07.2009 at 10:49 AM

bjornyeo’s comment is:

I kinda like this logo! For all the wrong reasons I might add, the strange loopy words (which seems to translate perfectly into a one stroke icing-sugar), the over bulgy cloud and the strange greenish colour all adds up to something that feels handmade, irrelevant and incoherent, everything that facebook and myspace is not.

the website, however, is ugly, trying to do a skype with the shiny cloud and overly generic stripped background. Almost seems like the web designer and identity designers are two completely different teams who got completely different briefs.

And that video is just so chock full of marketing speak its not funny anymore. When you try to be friendly in outlook/identity, use a friendly tone. Don’t patronise me.

On Dec.07.2009 at 10:51 AM

Rico’s comment is:

Green turd?

On Dec.07.2009 at 10:55 AM

Andrew Sabatier’s comment is:

Top marks for the brand idea in the brandline.

‘Connecting smiles’ is both enticing and evocative but in the context of Friendster’s new brand identity, a touch naive.

Social networks do not exist to make people happy, they exist to manage and facilitate relationships online. Happiness is only ever a byproduct of any endeavour and shouldn’t be made a central focus.

Even though the brand idea is of the right calibre, the overall naivety of the new identity is most fully manifested in the design of the brand. The casual and connected brandmark is appropriate but, indeed, poorly drawn. The supporting graphic system is further evidence of flagrant inexperience.

Given the brand’s history, a smile may have equity but unless the cliche is sharpened up, it is best abandoned altogether. And unless Friendster can offer an exceptionally better social media experience than its ubiquitous and more sophisticated competitors it is unlikely to be taken seriously beyond its existing user base.

‘Up close and personal’ may be how we want some of our friends in our social networks but Friendster has misinterpreted this for over-zealous and childish ‘in your face’ branding.

It shouldn’t be long before Friendsters grow up and out of Friendster, wherever in the world they are.

A.

Permalink

On Dec.07.2009 at 11:02 AM

MSGDS’s comment is:

Never heard of friendster. Their old logo (smiley face with a Trebuchet font attached to it) was not really a logo - I wouldn’t call it creative. Their new logo is quite different, but not in a good way - still a bad design. It’s very hard to read, careless execution, and what’s with the cloud shape (stealing the skype idea)? Also, for a social network called friendster, it’s not smart to be putting an “fu” on a cookie.

On Dec.07.2009 at 11:08 AM

buruno’s comment is:

esra: I don’t think the “heart” was intentional (if you really meant it). In fact, it looks more like a “ß” to me.

Again, poorly executed.

On Dec.07.2009 at 11:12 AM

Gareth Coxon - Dot Design’s comment is:

I don’t mind it, though the smiley face at the end does look alittle ghoul like, it is an improvement.

On Dec.07.2009 at 11:22 AM

Brendan’s comment is:

I like the concept, but I think it’s a bit sloppy. Like a lot of people here. But I certainly wouldn’t revert to the old one!

My only real gripe is that Skype already did the cloud background thing. Anytime I see that, I see Skype.

I could see this concept being refreshed in a few years and looking great!

On Dec.07.2009 at 11:53 AM

Mr. Kim’s comment is:

I’ve been feeling depressed and down lately. I was thinking about turning to my Friendster network for some help and advice… but now I guess I wont since I don’t have a smile to connect with.

At least the new Friendster is consistent if not deep.

But enough about them, let’s get back to me; I was going to say that people like me with no “life” or “style” are an untapped market… but I signed on to this other site called “Lone-ster” but I seem to be the only one there…

:^(

On Dec.07.2009 at 11:55 AM

Pennsylvania wrongful death lawyer’s comment is:

It fits the tagline to a T. It’s not a bad logo and it helps sell the idea of a new look and feel friendster. That with the combination of the log not doing an awful job I enjoy it.

On Dec.07.2009 at 12:12 PM

Lu’s comment is:

the new one is good.the old one’s smile face is better.

On Dec.07.2009 at 12:14 PM

Tak’s comment is:

I like skypes version better.

www.skype.com

On Dec.07.2009 at 12:18 PM

daniel’s comment is:

too little too late.

On Dec.07.2009 at 12:35 PM

Adam Meller’s comment is:

Are they serious with that launch video? It looks more like a commercial you’d see on Nickelodeon in 1994.

On Dec.07.2009 at 12:46 PM

jase’s comment is:

I think the new logotype could have had a bit more finesse to it, but i wonder whether the odd line wights (especially on the second t?), the strange face and the semi-awkwardness of it all are part of a deliberate attempt at imperfection - breaking the rules in anyway possible is the intention of alot of companies, many following on from the example set by 2012 identity. It kind of plays into the generation they’re targeting.

That said however, a certain level of skill and craft is required to pull it off successfully. Fair play to them for trying.

I’m not sure the skype/april-fools verizon cloud background helps either.

By the way, i think its by yello not yellowstudio.

http://www.yellobrands.com/

www.stwgroup.com.au/…/6431.Yello%20helps%20Friendster%20reposition%20brand.pdf

On Dec.07.2009 at 01:28 PM

Joel’s comment is:

I like this! Where can I get me some of those cookies?

I think the target audience isn’t going to care about the execution, or how the stroke of the script relates to itself. This company isn’t worthy of the design community getting all huffy-puffy about their identity. I’ll suggest that we smile at the fu cookies and get on with more important stuff.

Thanks for the post Armin.

On Dec.07.2009 at 01:28 PM

Adz’s comment is:

Just to let you know Jmk that the Verizon logo you posted wasn’t legit.

http://www.underconsideration.com/brandnew/archives/april_fools_verizon_turns_to_t.php

http://www.underconsideration.com/brandnew/archives/in_brief_so_very_in_brief.php

On Dec.07.2009 at 02:26 PM

Mike H.’s comment is:

Hey Armin what’s going on, there are two completely different renderings of the brandmark here - the actual GRAPHIC you show is discordant and uneven, with the shape of the cloud bearing no relation to the lettering.

But the Brandmark on the T-SHIRT is a completely different draft all together, with the cloud fitting snug with the lettering, and the lettering itself being slightly different with the f and r having more space between then and the i to e having more of a shoulder.

What gives?

On Dec.07.2009 at 04:00 PM

Lester’s comment is:

The introduction video is just terrible. It sounds like a 30-year old trying to sound like a high schooler, in order to appeal to the middle school crowd. I think it’s off target, though, and will mostly appeal to the Pre-K/Early Elementary crowd. “I mean, if everyone’s there, whoopdee-doo.” Great argument!

On Dec.07.2009 at 04:09 PM

jmk’s comment is:

haha, yeah Adz, that’s where i got it from ;)

On Dec.07.2009 at 04:36 PM

Dirk’s comment is:

Wow, that’s bad.

On Dec.07.2009 at 05:07 PM

Josh’s comment is:

legibility lacking in a big way. but when it comes down to it these sites work because of their UI’s, and with myspace and facebook shades of blue, it’s good to see a fresh new colour in play. i’m sure this rebrand will help friendster

On Dec.07.2009 at 05:19 PM

Tim W’s comment is:

Jon McKnight got it… i didn’t think this was all that bad until the fü abbreviation… they should have thought that one through a little better…

On Dec.07.2009 at 06:19 PM

David’s comment is:

Legibility is a problem. I had to stare at it for a moment to verify it’s spelling. Too long of a delay. If I have to take a moment to figure out what it says, it’s poor execution.

On Dec.07.2009 at 09:06 PM

Mike D’s comment is:

Not bad, but it makes me think of Thrifty Foods.

On Dec.07.2009 at 10:55 PM

t-man’s comment is:

Correction: The agency that developed the new Friendster brand work is actually YELLO - not YellowStudio. Oh and Lester (the guy who submitted the article) YOUR a bad napkin sketch.

On Dec.07.2009 at 11:06 PM

Ben Peck | Freelance Designer’s comment is:

The new logo is a vast improvement on the past. I do question the reasoning for the bubbling around the lettering. If they wanted to to take that approach they should have went the way of skype.

See it here

It just seems a little unintentional in my opinion.

The concept is good though.

BEN PECK // benpeck.com
design / interactive / art direction

On Dec.08.2009 at 01:06 AM

Mondayne’s comment is:

t-man, you work for YELLO don’t you? Don’t take it personally. People just like to criticize everything. It gets frustrating sometimes.

But with that being said; if you’re making childish comebacks, check spellings of YOUR/YOU’RE first. You did make me laugh out loud though.

On Dec.08.2009 at 01:35 AM

Lester’s comment is:

t-man: I’m a bad napkin sketch? When did I ever mention napkin sketches? I submitted the tip to Brand New without commentary so I don’t understand what you mean to say to me; I didn’t write the article. I don’t particularly hate the identity; I think it’s an improvement over what they had, I just personally feel they went in the wrong direction with it, and skewed too young.

On Dec.08.2009 at 01:35 AM

r4i firmware’s comment is:

The new friendster logo and design is just awesome. But am not so convinced with the green color, I hope there could be something done on the same.

On Dec.08.2009 at 03:30 AM

tastygoldfish’s comment is:

I have to mention something about the poor video, because after all it is part of the new identity, a lot could be said about the video but I’ll simply say this. Video translation. “If your part of a small minority group(all Asian kids in clip?), and you don’t have many friends then You should join Friendster, because that’s what Friendster is all about connecting smiles. But just a few not everyone’s.”

On Dec.08.2009 at 06:54 AM

Adam Bestwick’s comment is:

Ditto Andrew Sabatier.
Eloquently put.

On Dec.08.2009 at 07:55 AM

Ainsley’s comment is:

Cute, but could have been executed better. Like 3000 times better.

It looks cool on the shirt … but that’s because it’s a shirt.

On Dec.08.2009 at 11:35 AM

Katie’s comment is:

Sorry, I totally disagree. I dig it.

And, only 115 other people we on friendster back in the day? I have to assume the rest were either too young or late to the party.

On Dec.08.2009 at 02:14 PM

WilhelmR’s comment is:

Never used Friendster, but I’m digging the overall look of the logo, except for the awful NS spacing.. makes it hard to read.

At a first glance, i associated the logo with Skype instead of My little pony, but that’s a valid opinion :)

On Dec.08.2009 at 05:20 PM

Chicago Fence’s comment is:

Skype is better

On Dec.08.2009 at 09:43 PM

Andrew Keir’s comment is:

I don’t think I’ll be joining frenslsten…

On Dec.09.2009 at 12:37 AM

Jason Schwartz’s comment is:

Agreed.
Skype rocked this logo 5 years ago.

Not sure why Friendster is re-launching anyway. They should just roll their network into an up-and-coming partner.

On Dec.09.2009 at 12:34 PM

Atlanta personal injury lawyer ’s comment is:

I like the fact that it picked a style and stuck with it for a strenghts and weakness. Also think that it’s an improvement.

On Dec.09.2009 at 02:27 PM

meg’s comment is:

Reading the logo makes me dizzy. And it looks a bit childish to me…

On Dec.10.2009 at 03:38 AM

Glenn Sakamoto’s comment is:

Friendster = Green poo. Ew.

On Dec.10.2009 at 08:35 PM

Mark’s comment is:

Ugh another bad attempt to engage the audience.

It’s okay expect for the stupid smile face at the end so stupid. Did I mention it’s stupid?

Count me in as hating this.

On Dec.14.2009 at 05:17 PM

brandsimplicity’s comment is:

Remove the turd background and just use the wordmark, then this might look alright!

On Dec.16.2009 at 09:01 AM

Aron Rubin’s comment is:

I am pretty sure the Onion covered this one better than I ever could:
Internet Archaeologists Find Ruins Of ‘Friendster’ Civilization
http://www.youtube.com/watch?v=7mFJdOsjJ0k

On Dec.23.2009 at 07:39 PM