(Est. 2015) “Skip is a Scan & Go provider that acts as a customer service catalyst for retail clerks, enabling them to focus more on their shoppers and provide them with the best service and experience possible. As Skip markets to consumers directly, the company is more than a customer experience solution, it is a mechanism that retail marketers can use to increase loyalty and foot traffic to physical locations with associated marketing analytics.”
Hoodzpah Design (Orange County, CA)
The new identity exudes the feelings of simplicity, ease, and a hint of mischief (I mean, you are walking out of the store without going through the checkout line — it’s the non-heist of the century). No longer sterile, the new mark has a unique personality in the balloon dog mascot and the custom word mark lettering inspired by old hand lettered grocery signage.
The color palette is reminiscent of simpler times. Decade-tinged warm tones contrasted by the signature bright Skip blue.
Images (opinion after)
The old logo had the right idea of using a fast-forward icon to convey the notion of skipping and it looked techie but it was also a little dry and not quite primed for wider, public distribution. (Skip recently became a free service to retailers.) The new identity adds a pep to its step with a charming balloon dog icon and a friendlier wordmark that makes the service feel more gleeful. The combination of the two unrelated elements are made to work together through the shared angle and the black coloring (which works surprisingly well on a balloon animal). On its own and without context, the logo and name might be hard to understand what they are for, but once you see it in a store, it makes perfect sense: the name tells you to skip, and the icon prompts you to be happy about it. The applications are fun and lively with the bright blue backgrounds and the use of GT Walsheim Condensed is a great alternative to the geometric sans trend. The illustrations have a charming Schoolhouse Rock! vibe. Overall, a fun and bubbly identity that would certainly get the attention of customers in the store in order to try the service.