Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo for Gandour by Mash Creative and SocioDesign
 

before

after

Noted Oct. 28, 2014 by Armin

Industry / Consumer products Tags /

About

(Est. 1857) “Gandour is one of the largest confectioners in the Middle East delivering quality food products to satisfied consumer for over 150 years.” They produce gums and candies, chocolates, wafers, cakes, biscuits, and snacks.

Design by

Mash Creative (London, UK)
SocioDesign (London)

Related links

Mash Creative project page
SocioDesign project page

Relevant quote
The key objective was to create a new iconic brand marque for Gandour, capturing the essence of the company in a simple, yet modern way. The new brand marque needed to present Gandour as a contemporary company but without alienating existing customers and stake holders. Our focus was to ensure that the new logo referenced key symbology from previous iterations as a means of continuing tradition. We chose to highlight the bellboy and flag elements, therby creating a marque that hinted to the past but also provided a platform for the company going forward. The new Gandour logo will be rolled out across their entire range throughout 2015.

Mash Creative project page

Images (opinion after)
New Logo for Gandour by Mash Creative and SocioDesign
Logo evolution.
New Logo for Gandour by Mash Creative and SocioDesign
Icon detail.
New Logo for Gandour by Mash Creative and SocioDesign
Icon grid, obvs.
New Logo for Gandour by Mash Creative and SocioDesign
Full logo in Latin and Arabic.
New Logo for Gandour by Mash Creative and SocioDesign
Sample guideline pages.
Opinion

A pretty big departure from the previous full-body, abstract bellboys, this new logo goes for the Wendy's Wendy, Bimbo's bear, KFC's colonel approach. It's definitely more contemporary and striking. I like most of the drawing, except for the mouth which is kind of stuck somewhere between a smile and realizing that Freddy Kruger is about to stab him in his nightmare. The integration of the flag is well done and helps break the symmetry. The new script wordmark is quite nice and bubbly and friendly.

Your opinion…

On Icon


Total

On Wordmark


Total
See what else happened on Brand New each year since publication began in 2006

Comments


Share ›

Spotted Around the web

New Logo for Front

New Logo for Front
 
Spotted Jul. 30, 2020

Pinned Recent, Big Stories


Curated YIELD TO MERGERS

Transdev

Transdev
 
Posted Jun. 6, 2013