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New Logo and Identity for Guudbjorn by VRLN

New

Noted Aug. 27, 2018 by Armin

Industry / Food Tags /

About

(Est. 2018) “Guudbjorn AB is a private limited liability company born in Sweden in 2018 with a global mindset which aim to create, develop and market branded consumer goods for China and the rest of Asia. Guudbjorn AB also supports Asian retail chains by offering them a complete solution that allows them to import their own private label products made in Europe and North America.”

Design by

VRLN (Bucharest, Romania)

Related links

VRLN project page

Relevant quote
Guud+bjorn
Guud might be just another word meaning “better than good”, or in Sweden it might be mistaken for “God”. Yes, they aim for the best. Bjorn can be a person's first name or a bear. Together, those words become Guudbjorn, an entity ready to grow in a world where people, animals and goods are free to roam with respect for environment and nature.

What does the guud bjorn eat?
Berries.

VRLN project page

Images (opinion after)
New Logo and Identity for Guudbjorn by VRLN
Concept. Although more than “concept”, it’s a stream of consciousness.
New Logo and Identity for Guudbjorn by VRLN
Logo.
New Logo and Identity for Guudbjorn by VRLN
Icon with fruits.
New Logo and Identity for Guudbjorn by VRLN
Color variations.
New Logo and Identity for Guudbjorn by VRLN
Lock-up variations.
New Logo and Identity for Guudbjorn by VRLN
Business cards.
New Logo and Identity for Guudbjorn by VRLN
Envelopes.
New Logo and Identity for Guudbjorn by VRLN
Letterhead.
Opinion

Both the explanation in the quoted text and the first image with the concept are… weird. Too much explanation and too wide tangents of thought, but somewhat entertaining. The result is good though, I think. There is something I really like about that berry icon and its placement inside what looks like a flag. Even though the proportions of the icon are meant to be a flag on its side maybe it would have been interesting to make it wide and keep it as an actual flag. Still, I really enjoy the icon. The wordmark is fine, although I’m not a big fan of the low contrast in the space between stem and curve. The applications are kind of cool, with the heavy bands and the slightly odd color combination of red and dark tan. Overall, it could all use a little more finesse but it’s an interesting identity with a minimalist bent that avoids some of the usual minimalist-identity trends.

Your opinion…

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New Logo
Sample Application

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