Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo and Identity for Recode done In-house with Cory Schmitz
 

before

after

Noted May. 13, 2016 by Armin

Industry / Web Publication Tags /

About

(Est. 2014) “Recode is a technology news website that focuses on the business of Silicon Valley. It was founded by Walt Mossberg and Kara Swisher in January 2014 after they left Dow Jones and the similar website they had previously co-founded, AllThingsD. Vox Media acquired the website in May 2015.” (Wikipedia)

Design by

Wordmark: Cory Schmitz (Cambridge, MA)
Rest: Vox Media In-house

Related links

Vox Media blog post
Recode announcement

Relevant quote
The final wordmark that Cory designed for us is an elegant and bold modification of Avant Garde with an implied slash. The full logo uses the logomark from the chosen design direction, The Interview.

[…]

The Interview is the second direction, and the one we ultimately chose. It's led by the creation of a mark that represents conversations and elements from actual code. An off-centered red highlight (which you can see in play on the new site) is used throughout to emphasize specific text in articles, meme images, videos, and more.

Vox Media blog post

Images (opinion after)
New Logo and Identity for Recode done In-house with Cory Schmitz
Logo detail.
New Logo and Identity for Recode done In-house with Cory Schmitz
Brand extensions.
New Logo and Identity for Recode done In-house with Cory Schmitz
Visual language.
New Logo and Identity for Recode done In-house with Cory Schmitz
Header graphics.
New Logo and Identity for Recode done In-house with Cory Schmitz
Video graphics.
Opinion

The old logo was decent and what it did pretty well was convey that it was about code — ergo, sort of, technology — with the easy-to-reference angle brackets and forward slash; the typography could have been something more interesting but it was fine. The new logo has much better typography and recognizable elements of the old logo are now implied. The angle brackets have turned into a diamond-shaped icon and the slash has been removed altogether but still perfectly "visible" in the "ec" pair. While the wordmark is a nice evolution with properly done touching letters, the icon feels flimsy and has lost its opening/closing nature by being two different-sized brackets. Still, it's not bad… just kind of detached. The logo and icon extend well into other logos and visual cues while the use of Klavika screams "TECH!". It would have been beneficial to see some use of Avant Garde in the website, perhaps in the category/tags links and post information to tie it back to the logo, as the applications jump into full use of Klavika and ignore the logo altogether.

Thanks to Matt Rower for the tip.

Your opinion…

On Icon


Total

On Wordmark


Total

On Application


Total

Comments


Share ›

Spotted Around the web


Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
 
Posted Jan. 4, 2017

Curated Good for Stencils

New Logo for WSP by Sid Lee

New Logo for WSP by Sid Lee
 
Spotted May. 16, 2017