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New Logo for Extensis
 

before

after

Noted Nov. 8, 2019 by Armin

Industry / Software Tags /

About

(Est. 1993) “Extensis is a leading developer of solutions that help organizations increase the ROI and value of their digital assets, fonts, and large imagery. Used by more than 100,000 professionals and 5,000 companies across the globe, Extensis’ solutions accelerate workflows so customers can achieve their goals faster. Founded in 1993, Extensis is headquartered in Portland, Oregon, with offices in Seattle, New York, the United Kingdom, France, Germany and Australia.”

Design by

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Related links

Extensis blog post
2012 Brand New post

Relevant quote
In the spirit of progress, and to raise a flag to our future, we’re delighted to share with you some updates to our brand — our logo, the visual language of our website, and the words we use to speak about ourselves, our customers, and the value of our products and solutions.

In the spirit of progress, and to raise a flag to our future, we’re delighted to share with you some updates to our brand — our logo, the visual language of our website, and the words we use to speak about ourselves, our customers, and the value of our products and solutions.

Extensis blog post

Images (opinion after)
New Logo for Extensis
Logo.
New Logo for Extensis
Facebook header.
New Logo for Extensis
Illustration style.
Video about Suitcase Fusion but included only to show the opening logo animation.
Opinion

I don’t know exactly why but I really liked the previous Extensis logo — I don’t think it conveyed much about what the company did but, specifically the “e” monogram, was bubbly, friendly, and unique. Even the wordmark was sort of interesting. The new logo goes to the other end of the spectrum with a more, literally and metaphorically, square icon that is supposed to represent metadata which is something zero people — plus the people that work at Extensis — think about. It’s a rather obscure and unexciting reference to build a logo from or to justify with after someone came up with an icon that everybody thought was cool but couldn’t figure out what it stood for. It’s not a bad abstract icon but it’s also not great and I keep trying to look for an uppercase “E” somewhere in there. The wordmark is alright; different enough to skim by the generic-sans look. The color is super strange and they are really betting on it. I don’t dislike it — at lease I don’t think I do — and to their credit, it definitely goes against any color trend at the moment. They have also started a funky illustration collage approach that reminds me of late 1990s Photoshop/Flash compositions with lots of gradients and layered stuff on stuff. Overall, I don’t think a redesign affects (positively or negatively) Extensis that much and this seems as valid an identity as the previous one, so whatever rocks their boat works for me — even if it’s metadata.

Thanks to Ryan Paul for the tip.

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