Opinions on corporate and brand identity work.

A division of UnderConsideration.

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


Three Cheers for the Laundry Detergent

Cheer Logo, Before and After

Since 2006 when we launched Brand New there has been one constant: every two years, the Procter & Gamble laundry detergent, Cheer, redesigns. The first redesign came in 2007 and the second in 2009. We’ve become, like, their official identity biographers. Back in July, Cheer introduced its third look in four years.





Pre-2007, 2007, and 2009 logo and bottles.

This is the best of all attempts. Of the logos this is the least annoying compared to 2007’s squat version and 2009’s party-in-a-box version. 2011 is far from great — the rounded corners on the bottom of the characters are uncalled for and even though I get that they were going for tight letter spacing this seems a tad too tight for the product it represents — but it’s an improvement. The bottle is actually pleasant and kind of cool. The dark blue bottle is somewhat badass and the color drop contrasts really well. Someone was even paying enough attention to align the “h” in the logo and the text description below it with the third column of the color grid. It’s not a groundbreaking gesture, but based on previous executions this is the Müller-Brockmann of Cheer packaging.

Thanks to Diane Van Leunen 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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