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New Logo for Zebra by Ogilvy 485



Noted Aug. 18, 2015 by Armin

Industry / Corporate Tags /


(Est. 1969) “Zebra Technologies Corporation builds actionable information and insight, giving companies unprecedented visibility into their businesses by giving physical things a digital voice. Zebra’s extensive portfolio of solutions give real-time visibility into everything from products and physical assets to people, providing very precise operational data not only about where things are, but what condition they are in. This allows business leaders to use data to make better, more informed decisions, respond, and ultimately, help businesses understand how they work, and how they could work better.” On October 2014, Zebra acquired the Enterprise business from Motorola Solutions.

Design by

Ogilvy 485 (Chicago, IL)

Related links

Zebra press release
Brandchannel interview with Zebra CMO Juliann Larimer
Ogilvy 485 project page

Images (opinion after)
New Logo for Zebra by Ogilvy 485
Logo detail.
New vision video. If you ignore the creepy zebra eye thing it’s only boring, instead of creepy and boring.

No applications to see on this one, only the logo, and not much of an explanation. It doesn't need one: This is a straightforward, graphic exercise to evolve the logo. The old logo was a pretty terrible and overly literal depiction of a zebra and the typography was as default as it could get. The new zebra icon is really good. It's dynamic, energetic, and it still looks like it means corporate business. By going with this minimal, geometric approach they were able to skip the usually troublesome eyes of animals in logos. The wordmark is only slightly better than the old and kind of a missed opportunity to create a matching geometric wordmark that echoed the zebra. Still, a hearty bray for a good icon.

Thanks to Shepard Rosenthal for the tip.

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