Opinions on corporate and brand identity work.

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New Logo for The Dieline by Pearlfisher



Noted Jan. 29, 2014 by Armin

Industry / Media Tags /


“Established in 2007, The Dieline is the brainchild of Andrew Gibbs. […] What began as a personal blog soon became a dedicated platform for the the package design industry and its practitioners, students and enthusiasts. Its purpose is to define and promote the world’s best package design, and provide a place where the package design community can review, critique and stay informed of the latest trends and projects being created in the field.

Within two years of its inception, The Dieline became the most visited website on package design in the world, capturing a readership spanning millions across hundreds of countries. Through its rapid growth, The Dieline has expanded beyond a website to include an annual design competition — The Dieline Awards — as well as an annual design conference — The Dieline Conference.”

Design by

Logo: Pearlfisher
Icons and Patterns: Miller

Related links

The Dieline blog post
Pearlfisher project page

Relevant quote
After we received the first round, there was 1 direction that stood out. It was "the one". Pearlfisher went back to develop the branding further, and they quickly finalized the identity system.

Hamish said of the final design:

"As the Dieline continued to grow, it was imperative that it do so with the same passion and authority that lends it such credibility today. The new identity we created is both expressive and iconic, allowing the brand to evolve while reinforcing its position as a consistent arbiter of taste in the world of packaging design. The interchangeable icons that support the brand mark tell the story of The Dieline's increasing influence outside of their website while also serving as a modern secondary visual language to help support future growth."

The Dieline blog post

Images (opinion after)
New Logo for The Dieline by Pearlfisher
Logo detail and variety.
New Logo for The Dieline by Pearlfisher
New Logo for The Dieline by Pearlfisher
New Tagline / Brand Statement.

Although I don't share Andrew's excitement as this being a "the one"-level type of logo, it's a decent wordmark and it definitely beats the previous, over-ligaturized version. Now, I'm no trademark lawyer, but wouldn't Coca-Cola and Absolut have some problem with another company using their trademarked shapes as its logo?

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