(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.”
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.
Images (opinion after)
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.