Opinion BY Armin

Something Fishy’s Going On

Last week, the newly formed volunteer organization desigNYC — a “group of designers and design advocates with the mission of helping nonprofit and community groups in need of design services connect with professional, pro bono design resources” — had an opening reception for an exhibit that showcases the progress of its first twelve pilot projects, which range from scopes like a master plan for a 100-block ecological corridor to a children’s play room for domestic violence survivors. Among them was also redesigning the identity for the Bronx River Alliance, a nonprofit organization that works to “improve and restore the Bronx River corridor so that it can be a healthy ecological, recreational, educational and economic resource for the communities through which the river flows.” In charge of this project were Felix Sockwell and Tom Vasquez, who worked with Steven Heller, a desigNYC Team Advisor.

By not trying to reinvent the wheel and generate a new concept for the Bronx River Alliance, Felix and Tom were able to focus on vastly improving the leaf-and-fish icon to something less generic and better integrated. In the first round of design, the designers arrived at a solution that took the leaf’s ying and matched it nicely to the fish’s yang. Unfortunately, the fish’s yang was considered to look too much like a carp or catfish, species that can sometimes be problematic. Back at the drawing board, the designers settled on the Alewife Herring, which also happens to be a success story for the Alliance, as it’s a species they reintroduced to the river.

With the fish in place, a custom script wordmark was created, giving the final logo a nice, natural flowing look that pairs very well with the boldness of the icon. The result is a vast improvement over the previous mark and the new logo manages to handles the illustration extremely well without spiraling into a cartoonish look. Tom and Felix also designed a logo for the Bronx River Flotilla, an annual Spring event to celebrate the river. And they are working on signage and guidelines for the Alliance. Below is the same story I just told you, in images.

Original round of sketches and result, which was deemed to look too much like a carp or catfish, a river nuisance.

Second round of Tom’s sketches to turn the fish into an Alewife.

Tom’s type sketches. Yes, it’s not a font!

Final rendering of the logo.

Alternate logo.

Complementary logo for the Bronx River Flotilla.

Lester’s comment is:

I love the icon. I love the script. I don’t know if I love them together, but maybe I would if I saw them in use somewhere. It seems like two very clever solutions, both competing for my attention, to me. But I’d love to have my mind changed by seeing them integrated in print, signage, etc.

On Jun.23.2010 at 07:53 AM

Lester’s comment is:

After saying that, though, I DO love how they’re both integrated together in the alternate logos.

On Jun.23.2010 at 07:54 AM

Brendan’s comment is:

The mark kinda sorta reminds me of something Escher would do. And that custom script is gorgeous!

Great work.

On Jun.23.2010 at 07:56 AM

Everett’s comment is:

Very nice work.

The script isn’t working for me as well as it should in the original marks. The overall size of the script is too small in relation to the logo with the result that the cups and bowls fill in, making it difficult for me to read. The proportion reached in the alternate logos works better.

On Jun.23.2010 at 07:58 AM

Enon’s comment is:

Is the next step for BRA going to be creating their own web browser?

Has a very strong visual similarity to the Firefox application icon.

On Jun.23.2010 at 08:01 AM

Joshua’s comment is:

Straight up awesome. I think I like it being used as the “O” in Bronx the best. The icon is great and I agree with Lester about the script with the icon. It’s probably one of those things that will grow on me.
There’s almost a “Pepsi-esque” (if that makes sense to anyone) feel to this logo which I kinda dig!

On Jun.23.2010 at 08:14 AM

Jason’s comment is:

I love all the process stuff!

On Jun.23.2010 at 08:18 AM

Nate B’s comment is:

Nice work overall. I enjoy the script a lot. Perhaps a bit spacey between the “r” and “i” but great none the less.

On Jun.23.2010 at 08:31 AM

Joe’s comment is:

This is beautiful! Great to see the process and LOVE seeing the sketches and hand drawn type.

On Jun.23.2010 at 08:31 AM

Cory ’s comment is:

Awesome work. I really enjoy these entries that show the whole process.

On Jun.23.2010 at 08:35 AM

Jon’s comment is:

Great icon, one of the best redesigns on Brand New - faithful to the original and without cheesy effects.

Lovely typography but doesn’t work with the icon for me.

On Jun.23.2010 at 08:37 AM

Esteban’s comment is:

Wow! This is one of the best logos, and the best processes that I’ve seen in a while.

On Jun.23.2010 at 08:51 AM

azulplumbago’s comment is:

very nice, neat and clean work.

On Jun.23.2010 at 08:53 AM

Ronlewhorn’s comment is:

I love seeing how great design can be when there’s not money involved.

People are more willing to take what you offer, and what you offer is typically the best solution. And as a designer you’re excited to help out a cool organization so you end up doing great work. Love the idea of desigNYC. Keep Up the Great Work!

On Jun.23.2010 at 09:02 AM

rek’s comment is:

The best redesign I’ve seen in weeks, maybe months.

On Jun.23.2010 at 09:05 AM

adam’s comment is:

wow, im surprised about how positive the reviews are for this.
although not bad, i dont find it stunning. i have particular issue with the color choices, they seem dated and unrefined.

On Jun.23.2010 at 09:14 AM

Bob’s comment is:

It is a beautiful representation of the organization, and you must respect the pro-bono-ness(?ha) of the effort and the desigNYC organization altogether. At first, I didn’t care for the connectors of the x-r and r-a, respectively. They have since grown on me with the feeling of the flow -river and connection -alliance. Not to mention the thicks and thins are quite nice.

On Jun.23.2010 at 09:18 AM

Gunter Soydanbay’s comment is:

I like the rendering. The old leaf looked like banana pepper to me. My only two comments: I would love to see a little more natural tones of the colours and no script as it is not very easy on the eye. Overall, solid work, great initiative. Speaking of this initiative…

“group of designers and design advocates with the mission of helping nonprofit and community groups in need of design services connect with professional, pro bono design resources.”

This is good brand strategy. They answer key questions such as: “who you are, what you do, how you do and what you stand for” in a cohesive and compelling way.

Extra kudos to desigNYC for showing us the right way.

On Jun.23.2010 at 09:32 AM

Lauri’s comment is:

It’s like someone took two icons and the typography from the Unilever logo and still managed to create something fresh.

On Jun.23.2010 at 09:41 AM

Brian Son’s comment is:

The typography is great and well balanced with a typeface. However, I read it more as a restaurant logo (sushi, anyone?) than a non-profit.

What makes the Bronx River Flotilla logo work so well is that it all works together, icon, type, and custom typography, and doesn’t lend itself to other possibilities.

On Jun.23.2010 at 10:02 AM

maria nogueira’s comment is:

good job. the new logo is much more cohesive and strong. I’m not sure if I like the type though, as I suspect it would be hard to read on smaller sizes.
this post is great, thank you for showing us all the process and drawings!

On Jun.23.2010 at 10:04 AM

Dale Campbell’s comment is:

Love it. But:

I think the final color sketch is where it’s at. If you look closely, the arch that forms the fin in the sketch is much more smooth, making it (in my mind) a better solution for that particular part. It also helps better form the shape of the leaf (in the sketch, that is).

In the leaf, you’ll notice that the “veins” seem to be ever-so-slightly thicker, which I also find more appealing than the final solution.

And lastly, where the tail of the fish in the sketch meets the leaf (top right) - it is more open, which I think is very nice…

But overall, I have to say “bravo” to Felix and Tom. You never seem to disappoint - whether its coming up with a completely fresh idea, or building off an existing one.

Best of luck to both of you and your colleagues on all future projects.

Thanks,
Dale

On Jun.23.2010 at 10:09 AM

grubedoo’s comment is:

*like*

On Jun.23.2010 at 10:38 AM

Steve Rose’s comment is:

I’m just not getting it. The leaf is fine, but the fish looks like some sort of smiley dolphin. The text is stylish, but difficult to read.

On Jun.23.2010 at 11:12 AM

M’s comment is:

I think the very kind reviews given to this logo (as well as the article itself being very generous) are purely down to the fact that Felix is a regular commenter on this page. I don’t know much about the other two guys involved in this work but this all seems very chummy to me.

This is ok, really not much more than that. The leaf looks weird, plain and simple. The fish is ok but we get nearly dozens of sketches of near-identical fish that were then discarded to then get the big ‘ta-da’ here’s the new fish. A bit strange. The script in itself is very nice but the gushing praise ‘it’s not a typeface!’ means nothing as it, for me, fails as part of the logo. And for the kerning/spacing vultures on this site not to savage it for its illegibility shows just how kindly people are treating this. And that’s not mentioning that the whole Yin/Yang ‘concept’ is done to death already.

Bit of a stitch up. If you’re going to review something, review it. Don’t go easy on it because it’s your pal.

On Jun.23.2010 at 11:30 AM

obse.’s comment is:

@ Steve Rose
Smiley dolphin?

To me, that fish looks sad :(

Great type treatment anyway!

On Jun.23.2010 at 11:39 AM

Alex P.’s comment is:

So this is a new professional soccer team, right?

On Jun.23.2010 at 11:41 AM

Alexandre’s comment is:

this is not a process, this is a refinement of an idea.

On Jun.23.2010 at 11:51 AM

Kach’s comment is:

This art is so much better than the finished logo. Sucks that now all brands prefer to go vector-clean instead of keeping that beautiful handmade quality http://www.underconsideration.com/brandnew/archives/bronx_river_all_sketch_03.jpg

On Jun.23.2010 at 12:14 PM

ChrisM70’s comment is:

I like it a lot, and the custom type looks really great.
I’m glad they refined the logo from the first round drawing.
That first fish looks like it has a beard!

On Jun.23.2010 at 12:17 PM

Marcin’s comment is:

Love it.
The lettering - BRILLIANT!

On Jun.23.2010 at 01:13 PM

Alex Penny’s comment is:

Wow its been awhile since there has been a good redesign. Looks great!

On Jun.23.2010 at 02:18 PM

GUS the Gamer’s comment is:

lol the fish smiles at you if you look for too long, creepy :P

On Jun.23.2010 at 02:24 PM

Huntley Brinkley’s comment is:

Love the work, just two minor nitpicks… The green used for the leaf seems too much of a primary color, a more complex green would have been richer looking. Also, since the leaf is solid green and the fish is mostly white it appears larger than the fish. The designer appears to recognize this fact in struggling with the final lines and balance between the two objects.

On Jun.23.2010 at 02:29 PM

Paul Meehan’s comment is:

What a wonderful solution.

On Jun.23.2010 at 03:31 PM

stan’s comment is:

LOVE it

On Jun.23.2010 at 03:32 PM

Mary Shu’s comment is:

The illustration of the fish/leaf symbol is very well resolved.
As an idea; object made from negative space of other object, well… old ground, well trodden since the 80’s.

I agree the colors are a little uninspired and predictable. Some subtler tones would have added gravitas.

My least favorite part is the script logotype.
“Bronx River Alliance” and “Bronx River Flotilla” are hard enough to say, let alone read, and the finicky little script does not help.
I also get ‘granola earth mother’ vibes, which makes the whole identity look old already.

Bottom line, competently drawn, played out idea, unnecessarily fussy script.

On Jun.23.2010 at 04:19 PM

Mark K’s comment is:

The lettering reminds me of Camille’s Sidewalk Cafe. Hmmm… I’ll have a tuna wrap.

On Jun.23.2010 at 04:39 PM

qwertyale’s comment is:

OK.

On Jun.23.2010 at 06:16 PM

Dave’s comment is:

Reminds me a little of the Vancouver Aquarium logo done a couple of years ago. Though this is based on a similar approach, it’s actually better executed (apart from the awful type).

While not a rip-off, the reference is pretty much laid bare.
See for yourselves: http://www.vanaqua.org/

On Jun.23.2010 at 07:02 PM

Dale Campbell’s comment is:

@Alexandre’s

yes it is a refinement

that went through a process.

On Jun.23.2010 at 07:02 PM

Jerry Kuyper’s comment is:

Felix and Tom,

I can only imagine the process to get to the final.

Strong work and solution! No tweaks or nitpicking from me – congratulations for seeing it through.

On Jun.23.2010 at 07:49 PM

felix sockwell’s comment is:

Thanks Jerry
I like to joke that identity assignments only take a few hours, or even minutes. And it’s true, sometimes. But this particular time it took about sixth months and cost me a good deal of train and subway fare. You’ve got to have a lot of patience for non profit work. Not lincluded in this logo are the icon system (there were 10) and the Flotilla logo. Here is a look at the flotailla logo and process. Thanks for all your comments (good and bad) and thx for posting it Armin.

On Jun.23.2010 at 07:59 PM

Stephanie’s comment is:

I agree with M. This forum is usually much harsher and I have to question why all the niceties. The script is difficult to read and word spacing feels too wide. The color palette is less than amazing. The fish looks sad, while previous, much happier versions, were abandonned.

The redesign is a vast improvement over the old logo, but it’s not knocking my socks off.

On Jun.24.2010 at 06:42 AM

Richard’s comment is:

Stunning.

On Jun.24.2010 at 08:31 AM

Nick’s comment is:

Great logo - very difficult to read script which lets it down.

On Jun.24.2010 at 08:52 AM

MSGDS’s comment is:

Good work! I enjoy seeing the process. Type is a little hard to read, but overall nicely done.

On Jun.24.2010 at 09:56 AM

Mark’s comment is:

Really great to see the process, including the creation of the typeface and sketches – great result in the end.

On Jun.24.2010 at 10:23 AM

bottleHeD’s comment is:

Amazing! One of my favourite branding efforts of the year!

On Jun.24.2010 at 12:52 PM

Tim Gengler’s comment is:

This takes a step down in both legibility and playfulness, two of my favorite qualities. Nonetheless, it’s very impressive, extremely high quality work.

On Jun.24.2010 at 01:03 PM

Zanda’s comment is:

Now this is great design and typography that creates a proper brandmark - Not that crap that is called wordmarks!

On Jun.24.2010 at 01:14 PM

Erik’s comment is:

Sure it’s a nice illustration, but as a logo it looks like every other conservation logo out there.

Just Google search, and you find other fish/bird/leaf symbols, and that blue and green everywhere.

http://www.google.com/images?um=1&hl=en&tbs=isch%3A1&sa=1&q=conservation+logo&aq=f&aqi=&aql=&oq=&gs_rfai=

The designers needed to push this further, instead of working from the existing idea. My guess the original logo was just copied from another logo.

Typography is very hard to read and a little twee.

On Jun.24.2010 at 03:35 PM

david e.’s comment is:

The “our process” icon progression just reeks of BS to me. Did they *really* go though that whole process of creating and refining the icon? My guess is that their first sketches were much closer to the final design, and that this was done afterwards in order to make it look to the client like a lot of thought went into it.

On Jun.24.2010 at 05:27 PM

Manny’s comment is:

Woah, someone sounds paranoid. Yeah it’s a conspiracy to bamboozle? the BN readers, you should write a letter Dave.

Anyway, logo, yeah agree seen it before.

On Jun.24.2010 at 05:55 PM

TZ’s comment is:

One of the best logo updates on here in a long time. Very good job!!

On Jun.25.2010 at 01:23 AM

Racheal Goodhile’s comment is:

This is my second time i come here. I found so many interesting stuff in your pages especially it’s discussion. From the loads of comments on your articles, I assume I am not the only one having all the enjoyment here! Sustain the good work.

On Jun.25.2010 at 01:39 AM

Alex’s comment is:

Always interesting to see the process and evolution behind the mark and lettering. Clearly a lot of thought that has resulted in a very pleasing outcome, possibly with a slight loss of readability?

On Jun.25.2010 at 06:44 AM

Doug Bartow’s comment is:

Quality.

On Jun.25.2010 at 07:54 AM

juan manuel’s comment is:

Great solution. Strong and well done icon!!! And the conjuction with the type is great

On Jun.25.2010 at 08:23 AM

AL’s comment is:

Very nice forms. I agree that some of the previous executions of the leaf & fish seem better refined and that the type, whilst gorgeous on its own, doesn’t particularly fit to the mark. I like the flotilla mark as well. Good job with helping non-profit organisations anyway.

On Jun.25.2010 at 08:25 AM

rek’s comment is:

I’m surprised by the commenters saying the script is hard to read. It’s probably the cleanest, easiest to read script form I’ve ever seen as a wordmark. Do you not encounter actual hand writing (writing, not printing) much in your day-to-day?

On Jun.25.2010 at 08:27 AM

Wolfgang’s comment is:

Clearly no competitor audit was done.

http://sotoyomercd.org/image/SotoyomeRCD-logo.jpg
http://www.cobourg.library.on.ca/images/GanaraskaConservationLogo.gif
http://www.wcl.org.uk/im/logo_STA_new.jpg
http://www.cap.org.za/oid%5Cimages%5C2%5C2008_11_03_wildlands_logo.jpg
http://www.waterfronttrail.org/images/about-logo-birdleaffish.gif
http://www.aed.org/Projects/images/g-fish-large.gif
http://www.kennedyroofing.co.uk/images/eco_logo.jpg
http://www.prettypeepads.com/files/eco_hound_white_logoCROP.jpg

And that green:
http://noisemakers.files.wordpress.com/2009/06/green-leaf-eco-enviro-logo-compilation.jpg

It’s just is more of the same, done a lot better.

On Jun.25.2010 at 11:42 AM

Lauren’s comment is:

Love seeing the sketches and workflow!

On Jun.25.2010 at 12:57 PM

ScottyM’s comment is:

Lovely. Though, IMO, too geographic-centric. There are thousands of rebrands like this in markets across the country (world). Blah, blah, blah … New York … blah, blah, blah.

http://www.cafepress.com/NeuseRiver

On Jun.25.2010 at 01:05 PM

david e.’s comment is:

>>Woah, someone sounds paranoid. Yeah it’s a conspiracy to bamboozle? the BN readers, you should write a letter Dave.

Who should I write a letter to, and why? I don’t know how that makes me paranoid; I’m just skeptical. I don’t think it’s uncommon for design studios to try to make it appear as though more process has gone into a project than actually has. It’s referred to as “selling it by the pound.”

>>Clearly no competitor audit was done.

Or maybe it was done. People forget that designers don’t always get to decide what something’s going to look like. There are plenty of times when the client has already decided that they want to look like everyone else. I could see that happening here.

I like the script a lot, BTW.

On Jun.25.2010 at 03:47 PM

felix sockwell’s comment is:

its impossible to sell something that was designed for free. yes, we researched plenty. there is nothing remotely similar to this that i’ve seen. as far as “competitor” audit, that doesn’t much apply since there is no actual competition. I’ll post more of the sketches, along with the research on my drawger site sometime soon…

On Jun.25.2010 at 07:18 PM

Will Burnett’s comment is:

I love every part of it, although the flotilla logo doesn’t mesh with the BRA logo as much as I hoped. Nothing has been done wrong, mind you.

On Jun.25.2010 at 07:24 PM

Bill Dawson’s comment is:

The Allance leaf-fish symbol is brilliant. Reminds me of some of the best work from Chermayeff & Geismar.

I’m on the fence about the script. I really like the organic nature of this excellently hand drawn typography. But I think that the type message would have been more successful if it had incorporated a more structured typographic solution. I believe that the similarity in style of the symbol and the script, weakens the strength of both. Contrast is a good thing and helps balance a graphic solution. My mantra is “When everything is special, nothing is special.”

I think the same criticism regarding similarity can be made of the Flotilla solution. If the goal was to affiliate the Flotilla visually with the River Alliance, could they not have used the leaf-fish symbol to represent all associates of the Bronx River organization? Instead they created a somewhat related mark that cheapens the integrity and beauty of the leaf-fish symbol.

On Jun.26.2010 at 03:26 AM

Bill Dawson’s comment is:

@Wolfgang.

“More of the same, done a lot better.” Sounds like the job description for an exceptional identity designer. We all attempt to turn clichés on their heads, to see the everyday in a new way. The Bronx River Alliance symbol does exactly that. To my way of thinking, it’s wildly successful.

On Jun.26.2010 at 03:36 AM

katie’s comment is:

Fantastic. Sounds like a great org too.

On Jun.26.2010 at 04:31 PM

Wolfgang’s comment is:

“We all attempt to turn clich?s on their heads, to see the everyday in a new way. The Bronx River Alliance symbol does exactly that.”

No Bill it doesn’t, it just repeats.

How does this turn the cliche’s of every water conservation/green nonprofit logo before it, on its head?

My comment re. “alot better” was referring to the quality of the illustration, not the concept.

On Jun.27.2010 at 01:46 AM

Cindy Gombert’s comment is:

Appropriate. Attention to detail. Craftsmanship…..amazing. Love it.

On Jun.27.2010 at 09:05 AM

rayray’s comment is:

Love it all. Especially the custom type…. tasteful and appropriate.

On Jun.27.2010 at 09:33 AM

felix sockwell’s comment is:

for Wolgang, David E and the conspiracy hacks:

http://www.drawger.com/felixsockwell/?section=articles&article_id=10868

On Jun.28.2010 at 10:48 AM

Wolfgang’s comment is:

Thanks Felix.
I think the David E’s “B-S” comment is nonsense. The post above clearly shows you put a lot of hard work into refining this logo. It looks resolved. David’s skepticism is a product of his own cynicism about our industry.

I still stand by my comment that the final solution is very similar to many other conservation logos, your own audit clearly show this:
http://www.drawger.com/felixsockwell/images/6758314039.jpg

That said, I still think it is a beautifully drawn mark.

On Jun.28.2010 at 01:09 PM

Ryan Doran’s comment is:

I like the icon when it appears to me correctly- but a quick glance give the impression of a pepperidge farm goldfish- with a smile- leaving what is actually the mouth to become the nostril- A fix might be for the mouth to appear with more of an arch- as it does in the sketches. Love the custom script typography. Wish the carp/catfish version could have stuck aorund…

On Jun.29.2010 at 12:58 PM

Luke’s comment is:

Love it!

On Jun.29.2010 at 03:29 PM

Mark’s comment is:

Wow this is amazing but I like BOTH!

To go from one great logo to another great logo, well done!

I love the script type it’s so well done it looks like handwriting it must be a custom font.

On Jun.29.2010 at 06:44 PM

Aaron’s comment is:

Must say, the script is very hard to read (for me).

Imagine it at half the size of the sample above, yikes!

On Jun.29.2010 at 07:28 PM

felix sockwell’s comment is:

Ryan
you are right. its a little weird. I liked the second version as well. it reduces much better and has nicer movement when your eye goes in and out and around. But with the alewife the client has a nice story to tell and so I can live with being moderately satisfied. From the public perspective I would guess they wouldn’t see a species. It was supposed to represent the IDEA of a fish and the IDEA of a leaf.

In the end it was great to get together again with Tom (who I’ve worked with on and off for 20 years) and an honor to have Steve Heller as our team advisor. These type of pro bono projects keep the wheels greased and are always a learning experience

On Jun.29.2010 at 09:04 PM

Joshua Levi’s comment is:

I would totally eat at this sushi restaurant!

All kidding aside - looks real good. Nice to see process steps.

On Jun.30.2010 at 06:14 PM

Tori’s comment is:

Lovely work with the custom lettering.

On Jul.01.2010 at 02:12 AM

Linette’s comment is:

The execution here is much nicer, but apart from stylistic differences, the icon is essentially identical to this one:

http://www.jeffcointouch.com/jeffcointouch/departments/BlackWarriorCahaba/

On Jul.02.2010 at 08:09 PM

Ned’s comment is:

Reminds me of:
http://liquisoft.deviantart.com/art/CCN-Finale-15522613

On Jul.22.2010 at 09:12 PM

Jen’s comment is:

I love the logo. Don’t like the stacked-script treatment with the round mark though…I don’t feel the script is strong enough to hold it. Really like the second usages of the marks and I think the script works there.

All in all, successful and a vast improvement.

On Jul.22.2010 at 10:57 PM

Matt’s comment is:

http://www.workbook.com/static/artist/2461/thumbs_large/13339251827530810327.jpg

On Aug.18.2010 at 05:40 PM