(Est. 1931) Allas is a Swedish lifestyle magazine targeted to women in their 50s. Recently they have transformed their website and online content to target a younger demographic.
Bedow (Stockholm, Sweden)
The communication concept is built upon the tagline Every Woman Has a Story where speech bubbles are used as key visual elements throughout the identity. The assignment included a logotype, colour palette, visual elements and typography.
Images (opinion after)
The old logo will still remain in play for the printed magazine but it has been replaced on the website. Without the thin outline and perhaps some more exaggeration in its construction it could have a killer evolution but it would still feel like 1970s – 80s lettering, which defeats the purpose of trying to reach a younger audience. The new logo is a nice, bold, stencil serif at first glance but the “a”s and “s” are constructed with speech bubbles. It’s perhaps a little TOO cute but I kind of like it. I’m not sure I like the alternating “a”s where the speech bubbles are going in different directions — I find the first “a” to be more convincing. But yet again, it’s not a generic sans serif and for that I am thankful today. The pattern is like a cool modern take on paisley and I like how they have animated the speech bubbles to feel like a lot of people are speaking up together. The limited range of applications shown where the speech bubbles get blown up and look like a Yin and Yang are pretty nice and would love to see more. Overall, I think the logo really portrays the type of content and intended audience the web publication is trying to reach and does it in a sophisticated and contemporary manner.