Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo and Identity for UPL OpenAg by Venturethree
 

before

after

Noted Jul. 12, 2019 by Armin

Industry / Corporate Tags /

About

(Est. 1969) “UPL is a leader in global food systems. And with the acquisition of Arysta LifeScience, becomes one of the top 5 agricultural solutions companies worldwide. With revenue of approximately USD $5 billion, it has a footprint in 76 countries and sales in 130+ countries, with 10,800+ people worldwide. Having global market access to the world’s food basket and focused on high-growth regions, we aim to transform agriculture through our purpose of OpenAg, an open agriculture network that feeds sustainable growth for all. UPL offers an integrated portfolio of both patented and post-patent agricultural solutions for various row crops and specialty crops, including crop protection, BioSolutions and seed treatments covering the entire crop value chain.”

Design by

Venturethree (London, UK)

Related links

Venturethree project page

Images (opinion after)
Logo introduction video.
Logo.
Icon animation.
Instagram posts.
New Logo and Identity for UPL OpenAg by Venturethree
iPads with stuff.
New Logo and Identity for UPL OpenAg by Venturethree
Office.
New Logo and Identity for UPL OpenAg by Venturethree
Full-color, non-render totes. Clapping emoji. Also, for a few other launch photos see this Instagram post.
Opinion

The old logo, which, without the “OpenAg”, also applied to the main UPL logo was kind of scary. It was clearly a “U” but it was weird and aggressive in an evil movie corporation way. The new logo, which, without the “OpenAg”, also applies to the main UPL logo — sorry, I know this is weird but the overall presentation from both Venturethree and UPL makes it unclear what exactly UPL OpenAG is and whether or not UPL OpenAg is the main brand or not — has more of a novelty approach with a series of overlapping, overlaying blobs. I won’t lie, I like to look at them but, I won’t lie either, I have no idea what they mean or stand for. Even as generative “vessels” for data, they are kind of empty and there is no kind of a-ha moment where the concept or an explanation of what data is being used pays off in the execution. Mostly, I’m confused but UPL seems to be pretty gung-ho about the whole OpenAg thing so we’ll roll with it. The wordmark is odd too… like, it’s only three letters but they somehow don’t feel like they belong to each other and the lock-up with the blobs, while different, feels random. The overall vibe though, does manage to come across as corporate-with-a-conscience. Maybe.

Your opinion…

On Icon


Total

On Animation


Total

On Wordmark


Total

Comments


Logo Before & After
Sample Application

Share ›

Spotted Around the web

New Logo for Hillrom

New Logo for Hillrom
 
Spotted Jul. 18, 2019

New Name and Logo for Acoustic

New Name and Logo for Acoustic
Spotted Jul. 18, 2019

Pinned Recent, Big Stories


Curated Dot dot dot