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New Logo and Identity for Royal Academy of Engineering by Firedog
 

before

after

Noted Oct. 11, 2013 by Armin

Industry / Education Tags /

About

(Est. 1976) “The Royal Academy of Engineering promotes the engineering and technological welfare of the country. Our fellowship — comprising the UK’s most eminent engineers — provides the leadership and expertise for our activities, which focus on the relationships between engineering, technology, and the quality of life. As a national academy, we provide independent and impartial advice to Government; work to secure the next generation of engineers; and provide a voice for Britain’s engineering community.”

Design by

Firedog (London)

Related links

Firedog case study

Relevant quote
We refreshed the Royal Academy of Engineering symbol, literally turning it on its head. We liked the idea that it was conceived around a flint axe, yet its orientation made it look more like a gas flame. We found the downward facing position more aggressive and dynamic, and closer to how a hand axe would be held. We combined this with strong typography which portrayed a more dominant entity. We followed through with a thread based visual identity device, which worked with the icon.

Firedog case study

Images (opinion after)
New Logo and Identity for Royal Academy of Engineering by Firedog
Logo detail.
New Logo and Identity for Royal Academy of Engineering by Firedog
New Logo and Identity for Royal Academy of Engineering by Firedog
Brochure samples.
New Logo and Identity for Royal Academy of Engineering by Firedog
Exhibit booth.
Opinion

The original logo was apparently based on a flint hand axe although as wobbly and soft as the old and new logos are I doubt you could spear anything or anyone with it. More like a banana musher. Turning it upside down doesn't help at all and the typography clashes far too much and feels so monolithic and unapproachable. The rest of the identity, with all the 3D wobbly pipes is just weird — playful in the wrong kind of way.

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