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New Logo and Packaging for Myfox by Royalties
 

before

after

Noted Apr. 24, 2015 by Armin

Industry / Consumer products Tags /

About

“Since 2005, Myfox has been committed to redefining home security with simple, unique solutions. Unlike traditional detection systems, Myfox offers true security and peace of mind through proactive deterrence and its award-winning IntelliTAGTM sensors are today protecting over 100,000 windows and doors. Pioneer in the security space with the first connected home security system in 2009, Myfox has been named this year by Deloitte Fast 500 as the fastest growing hardware company in Europe. It is also a 2015 International CES Innovation Awards Honoree, and the recipient of an iF Design Award 2015.”

Design by

Royalties (Paris, France)

Related links

Behance project page

Relevant quote
To modernize but also humanize MyFox’s identity and offers, we kept the emblematic figure of the fox (which represents watchfulness and protection) but made it simpler and more distinctive. This allowed us to inject modern dynamism into the brand without completely breaking with convention.

Behance project page

Images (opinion after)
New Logo and Packaging for Myfox by Royalties
Old look.
New Logo and Packaging for Myfox by Royalties
Logo detail.
New Logo and Packaging for Myfox by Royalties
Icon construction.
New Logo and Packaging for Myfox by Royalties
Icon set.
New Logo and Packaging for Myfox by Royalties
Packaging.
New Logo and Packaging for Myfox by Royalties
New Logo and Packaging for Myfox by Royalties
Products.
Opinion

Although the logo dates back to 2013, the identity rollout took place in 2014, and the new products with the identity fully integrated into them debuted in 2015. Also, I'm sure few of us had heard about Myfox. The old logo was quite bad, with an awkward illustration of a fox and some painful to look at typography. The packaging looked cheap, like bad software. The new fox icon is simple and elegant while still having an attractive consumer brand presence. (Yes, it looks like the Firefox logo, but I think we can get over it, right?). The typography echoes the shapes of the logo and has some nice characters like the "m" and "x" but someone fell asleep at the wheel while constructing the "f". The packaging is alright, perhaps a little too dry. The best part about the project is the integration of the fox icon into the products in a minimal Apple-esque way.

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN.

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