Opinion BY Armin

Wi-Fi (and Gotham) Certified

Whether I’m traveling or just idle in between things, and I have my laptop with me, there is nothing more pleasant than finding an open Wi-Fi spot. Open or not, Wi-Fi has become not just essential but an expected feature of today’s living and working environments, so it’s easy to overlook that this connectivity is made possible by the efforts of the Wi-Fi Alliance — who, and I sheepishly was unaware of this, own the trademark to Wi-Fi®. The term is to air-bound internet connections what Kleenex is to tissues. Established in 1999 by six companies — 3Com, Aironet, Intersil, Lucent Technologies, Nokia and Symbol Technologies — as a consortium whose vision is to be “the center of seamless connectivity, providing the best connected experience across devices, market segments, and geographies.” And to ensure this vision, the Alliance is committed to ensuring that we get the best products for this experience and offers official certification in the form of the Wi-Fi CERTIFIED™ programs. There is plenty of geekery to go through to learn what the certification ensures but what we, as consumers, need to know is that when we see the logo above, all is good.

The Wi-Fi CERTIFIED n logo program has been updated to support a wide range of devices tuned for varying performance criteria. In addition to removing the term “draft” from the logo, devices with particular feature sets may now use taglines in conjunction with the logo. Devices can now be designated “Wi-Fi CERTIFIED dual-stream n” or “Wi-Fi CERTIFIED multi-stream n” to indicate that they have passed tests for specific performance-enhancing features. In addition, a matrix of product features may be used by some vendors to outline frequency band and spatial stream support of a particular product.
— Press Release

The obligatory three-dimensional version.

Not to point out the obvious but the changes are subtle. So subtle that I wonder if it was even worth the effort. The word “CERTIFIED” has been changed from one Tobias Frere-Jones typeface, Interstate, to another Tobias Frere-Jones typeface, Gotham (of course, right?). The “a, b, g, n” letters have gone from Eurostile to Gotham too, and the “Wi-Fi” has been Gothamized for good measure. The spacing of the bars has been messed with for the worse, I liked the even spacing of the old one. These are all just cosmetic changes that don’t make the logo more functional nor more official. But, hey, if it gets us better Wi-Fi connections, knock yourselves out Alliance!

Thanks to Alan Kriegel for the tip.

DATE: Oct.30.2009CATEGORY: Technology 35 COMMENTS

Adam Haase’s comment is:

This post marks the 500th post for Brand New.

On Oct.30.2009 at 09:58 AM

Doug’s comment is:

My main problem with the use of Gotham here is that the 'Wi' in Wi-Fi now looks like the Nintendo Wii identity. The a, b, g and n are much easier to read in the new versions, so I guess that's somewhat of an improvement.

On Oct.30.2009 at 10:12 AM

Armin’s comment is:

Adam... Is it?

On Oct.30.2009 at 10:25 AM

John Leschinski’s comment is:

They need to tighten up the capsule around the Fi portion now that it's not as wide.

On Oct.30.2009 at 10:47 AM

Mark’s comment is:

The 3D version should get a prize for using the most gradients and shadows. Ridiculous. I'm glad they've left the delicate Gotham letters alone though.

On Oct.30.2009 at 10:49 AM

Nick’s comment is:

What the whole thing looks like to me, and I'm sorry if my cynicism is showing, is that someone said we need to update this but we don't want to bother with having to completely rework it, so let's just force a new typeface on what we already have already and add some gradients for good measure and call it a day.

It seems to me that little attention to was made into how the letters actually are playing with the shapes; particularly with concern to the ascender of the "b" and the descender of the "g" both like completely awkward. Before, despite the dated look, things at least felt harmonious. Same deal with the "Wi"; I could drive a truck through the space at the end.

The whole thing just looks really forced...

On Oct.30.2009 at 10:50 AM

Alan’s comment is:

I get why the 'n' was on the other side to the 'a', 'b', and 'g' when it was in draft, but now that the specification is finalised I'm not sure why it's still there.

Are there fundamental technical differences that explain the different positioning in the logo?

On Oct.30.2009 at 10:55 AM

Chris Johnson’s comment is:

When I've seen this logo on product packaging, it's usually reproduced pretty small. I think the decision to go with letter forms with larger white spaces is a very good one because it supports readability.

The 3-D version is ridiculous. It's a showcase of digital design tools used to ruin an otherwise very satisfactory design.

On Oct.30.2009 at 11:23 AM

Matt2’s comment is:

What happens (to the logo and the name) when they run through the alphabet? Also, I thought all the versions of Wi-Fi were downwardly and upwardly compatible -- you can use an N device to receive a B signal and vice versa. So all those letters just add clutter. When the next standard comes out do they move N to the other side?

On Oct.30.2009 at 11:32 AM

Drew Davies’s comment is:

Just wanted to geek out here and note that the "WiFi" in this logo appears to be set in Avenir, not in Gotham. (But for some reason, it appears that all of the other type may indeed be Gotham.) The dots above the "i" in Gotham are square. :)

On Oct.30.2009 at 11:45 AM

Mark’s comment is:

The old one was too tech-y, the new one is much nicer. However can we please lay off the Gotham typeface? It gets tiring to see all these brands using the same typeface.

On Oct.30.2009 at 12:23 PM

Rico’s comment is:

The stroke around "Fi" is much thinner in the new version, distractingly so. It was more pleasing when it was thicker in my opinion. And I agree with John L's point that "Fi" has way too much air around it now. The stretched F in the previous version helped to fill that space and it had more character (no pun intended) than the Gotham-esque F in the new version.

On Oct.30.2009 at 12:46 PM

Rafal S.’s comment is:

Actually, only CERTIFIED appears to be set in Gotham. Everyhing else is set in Avenir or Avenir Next. It's not only the round dots, also the shape of the lowercase a is different.

On Oct.30.2009 at 01:26 PM

Alex’s comment is:

Why is Fi not centered in its space ?

On Oct.30.2009 at 01:38 PM

oceanside divorce lawyer’s comment is:

Whatever the typeface is, I still think that the change is so minute that it seems silly for them to have spent the time and money to change it at all.

On Oct.30.2009 at 01:40 PM

Steven Hoober’s comment is:

> Alex’s comment is:
>
>Why is Fi not centered in its space ?

Cause the designer forgot to press "center" before he changed the typeface. Even if you were gonna change it like this, it's seriously poorly done.

For another example look at the ascender on the b, in the "b" section. Originally sorta (not measuring, but it looks it) vertically centered. Now, it almost bumps into the edge of the frame.

Etc. NOW it looks like a draft, they need to send out to get finished off before they publish it.

I also like the render above. The "Before" used no blacks, but 90% gray instead?

On Oct.30.2009 at 01:57 PM

mm’s comment is:

Exec: "Hey we need a new version of the logo without the 'draft' tag."
Designer: "Can I get rid of Eurostile too?"
Exec: "Huh?"
Designer: "It'll be on your desk Monday."
Exec: "Sweet! ... well, I'm off to go golfing."

On Oct.30.2009 at 02:23 PM

pnk’s comment is:

In case anyone is curious, the company who coined the term Wi-Fi is Salt Branding out of SF. I only know that cuz I drank copious beers with the dude who came up with it, and I was like, whoa, and he was like, yeah, and it was all just so rad.

On Oct.30.2009 at 02:41 PM

tetra’s comment is:

lol pnk.

I mean, if they were going to go all out, they should have at least added some inner shadows to the "a/b/g/n" for the full effect.

Mostly I just re-posted that to make you guys cringe again.

On Oct.30.2009 at 03:25 PM

EnergonCube’s comment is:

It's certified fugly is what it is.

On Oct.30.2009 at 08:45 PM

Michael L’s comment is:

I don't mind the room in "Fi." It's a lot better than that F with its long creepy arms reaching for the i. Centering the new Fi wouldn't work either, since there'll be too much space in between Wi and Fi. I don't even notice the space after Fi.

I think this is a definite improvement...the three typefaces didn't work well together enough. At least in the new one the letters go together visually. And for once I don't think Gotham (and Avenir) are a bad choice here. Maybe there's another font out there but this isn't bad either.

On Oct.30.2009 at 10:10 PM

Bernardo’s comment is:

Drew and Rafal, thanks for pointing out the Avenir. I get this on my Google reader and before I saw your comments I was going crazy figuring out why Gotham looked so much like Avenir.

Call me crazy, but I kinda miss the Eurostyle. There's few cases where I like the face, but I think it was geeky enough to fit the subject, more so than Avenir. I kinda like the airiness brought by the thinned stroke on the center capsule, although I like the thicker, more solid and rounder older stroke. I wish that airiness was brought into the overall logo (which may mean smaller or lighter type, but I wonder how that would read at smaller sizes).

3D? Really?

On Oct.30.2009 at 10:26 PM

K. West’s comment is:

That looks as if the eps file got handed to a new designer and he dropped in in illustrator and the fonts defaulted.

"I guess that's what it's supposed to look like!"

On Oct.30.2009 at 10:31 PM

Derrick’s comment is:

Is it just me, or is the "Fi" misaligned in the white part of the WiFi logo? In fact, the shapes seem to be too wide for the text. Ugly, ugly, ugly.

On Oct.31.2009 at 09:08 AM

Glenn Sakamoto’s comment is:

Who cares? The 3D version is no better than the original.

On Nov.01.2009 at 07:17 AM

Tayfun Ozturkmen’s comment is:

Not worthy of gotham nor interstate.

On Nov.01.2009 at 05:28 PM

Tobe’s comment is:

Upon clicking through and seeing the 3D version I actually let out a cry.

On Nov.02.2009 at 05:06 AM

Lode’s comment is:

I'm not wild about the 3D one either (hellooo gradients), but I do like the new typography.
Avenir is much friendlier than the old "back to the future" look, and I think a more humanist feel to what is for many people still scary techy business can't hurt.

On Nov.02.2009 at 06:34 AM

Peter Laws’s comment is:

Fail.

They never should have added the a/b/g/n. If it has the WiFi Mark, it should work with your WiFi device, whether that device is IEEE 802.11a, b, g, or n.

That's the whole point of the the WiFi mark. Adding the a (5 GHz/54 Mbit/s), b (2.4 GHz/11 Mbit/s), g (2.4 MHz/54 Mbit/s), or n (either band/300 Mbit/s theoretically) JUST CONFUSES THINGS.

Regardless of your end device, you will, in most cases, get the highest speed possible based on your hardware and the environment you're in, so why much things up with adding the a/b/g/n to the logo?

On Nov.03.2009 at 08:58 AM

JC’s comment is:

Neither is particularly terrific but the old one feels a bit more thought out. The trapped white space after the "Fi" specifically feels bad. That comes from trying to use a symmetrical image like a yin/yang and place letterforms that are not consistent width. W is wider than F - whaddaya gonna do?

Not passionate about why we even discuss this. Its just gussied-up legal copy rather than a brand. Won't give the designer too much grief on this. I doubt anyone thought or cared about this treatment and it shows.

On Nov.04.2009 at 11:38 AM

jive’s comment is:

The first thing I saw was "Wii" like the Nintendo Wii.

On Nov.05.2009 at 08:32 AM

Adam Bestwick’s comment is:

Peter Law - you're spot on.

Not being a WiFi user I had to wiki things before I could comment as I had no idea what all these letters were doing cluttering up the brandmark?

(who devised these letters anyway? What's wrong with Version 1,2,3,4? Level 1,2,3,4??)
What's next? A 'bullet point' step-by-step manual below the brand?!!

As Peter says, time to lose the alphabet.

On Nov.08.2009 at 04:14 AM

Peter Laws’s comment is:

The letters behind 802.11 designate the subcommittee of the IEEE that developed the standard (wikipedia should have a more robust explanation!).

As I understand it, once the subcommittee's work is done and the standard is ratified by the IEEE members, it just becomes another part of standard 802.11 ... the bs, gs, as, and ns are just something the marketers have glommed on to.

Doesn't help that manufacturers put stuff out on the market before the standard is actually ratified (the "pre-x" stuff is usually pretty close and any changes can be incorporated into firmware updates).

But yeah, time to lose the alphabet.

On Nov.10.2009 at 04:19 PM

Jude’s comment is:

What's with the huge space between g and Wi (which matches neither space between a-b-g and between Fi and n) and inside the Fi box? And the disproportionately thin stroke around Fi box? Oh well, at least they lose the Eurostile. :\

On Nov.10.2009 at 11:56 PM

nintendo dsi r4’s comment is:

Both the logos are too good of Wi-Fi (and Gotham) Certified. The brackets and colors are well placed with the letters.

On Dec.15.2009 at 12:57 AM