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New Logo and Identity for Unbounce done In-house
 

before

after

Noted Jun. 20, 2019 by Armin

Industry / Web Service Tags /

About

(Est. 2009) “Unbounce is the leading landing page platform that empowers marketers to build and test landing pages, pop-ups and sticky bars without a web developer. As one of Canada’s fastest growing technology companies, Unbounce has powered over 650 million conversions to date and serves more than 15,000 customers worldwide including Hootsuite, The New York Times, World Vision, Zola and the Red Cross. Founded in Vancouver, B.C. by six local entrepreneurs, Unbounce is a diverse and inclusive company employing over 175 people globally.”

Design by

In-house

Related links

Unbounce post about redesign
Unbounce press release

Relevant quote
The new Unbounce logo is smoother, more defined, and—even when viewed at the same sizing as the old one—it comes across bolder. It also works more effectively across different applications and formats.

Admittedly, our wordmark is something that was tricky for us. We’ve tweaked the Unbounce logo a couple of times since the original—just made it cleaner, simpler over the years.

Still, something wasn’t quite working—and this time around, we had to keep iterating. We recognized the contrast, balance, and kerning weren’t behaving the way we’d hoped. The logo couldn’t be centered properly on marketing materials and was tough to replicate. We decided to redraw the wordmark completely and give it a more harmonious feel.

Unbounce post about redesign

Images (opinion after)
New Logo and Identity for Unbounce done In-house
Logo.
Logo evolution and animation.
New Logo and Identity for Unbounce done In-house
Color palette.
New Logo and Identity for Unbounce done In-house
Typography.
New Logo and Identity for Unbounce done In-house
New Logo and Identity for Unbounce done In-house
Swag.
New Logo and Identity for Unbounce done In-house
Photography style.
New Logo and Identity for Unbounce done In-house
New Logo and Identity for Unbounce done In-house
New Logo and Identity for Unbounce done In-house
Photography in application.
Opinion

I assume that the line across the circle in the icon is like a “No Smoking” sign that in this case means “No Bouncing” so I think that the new icon achieves that a little better by being a consistent thickness whereas the old icon it almost looked like a feather of some kind going across the circle. The thicker shadow works better too in the new icon and the overall spacing of it and within the outer circle is nice. The wordmark is a relative improvement by fixing the kerning and having better spacing but it’s still nothing to get excited about and I really dislike what’s happening to the “n”s where there is barely any counterspace to where the stem and curve meet (which the “b” does have). Application-wise: there is a new condensed font, which works well in uppercase as I don’t personally like any of the lowercase letterforms. The two swag images are the most interesting thing about this project. I like the blocks of textures and arrangements and type and stuff on stuff — it’s all a little random, but enjoyable to look at. One thing they mention in their redesign post is NOT using illustrations like all the other tech companies so that’s worth praising and they have the beginning of an interesting approach with the person silhouettes interacting with some blocks of photography — if they can dial down the cheesiness in the people's poses and expressions and amp up the visual play in the blocks this could be cool. Overall, plenty of positive thinking going on, just needs a year or two of evolving.

Thanks to Brian Dove for the tip.

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Logo Before & After
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