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New Logo and Identity for Beyond by SomeOne
 

before

after

Noted Jul. 20, 2018 by Armin

Industry / Web Service Tags /

About

(Est. 2015, previously Funeralbooker) Beyond, based in London, UK, helps customers find independent funeral directors (over 1,000 have listed their services), compare funeral plans, and get funeral financing through their online platform, all with the goal of making the process as easy and transparent as possible.

Design by

SomeOne (London, UK)

Related links

SomeOne project page
Beyond blog post on name change

Relevant quote
An entirely new strategic brand world has been created by SomeOne for the business. New naming better connects to a wider set of products and services, and the progressive new visual and verbal branding sings out against a sea of sameness in the sector.

No cliché sunsets, flowers, or doves… but a radical new design approach. One that supports, guides and reassures customers through the steps needed to make the right decisions. There are no tricks, just a smart guide ready to offer help when you need it.

The new visual and verbal branding, written and created at SomeOne, consists of a full operating system to support today’s services and tomorrow’s products. And as you may have noticed, everything is led by a new mascot. A charming, respectful and friendly way to get across sensitive information from Beyond.

SomeOne project page

Images (opinion after)
New Logo and Identity for Beyond by SomeOne
Logo.
Mascot, waving.
New Logo and Identity for Beyond by SomeOne
Mascot, in different states of being.
New Logo and Identity for Beyond by SomeOne
Mascot and logo.
New Logo and Identity for Beyond by SomeOne
Tagline.
Icon set.
New Logo and Identity for Beyond by SomeOne
Business cards.
New Logo and Identity for Beyond by SomeOne
New Logo and Identity for Beyond by SomeOne
Brochure.
New Logo and Identity for Beyond by SomeOne
Ad.
New Logo and Identity for Beyond by SomeOne
Flyer holder.
New Logo and Identity for Beyond by SomeOne
Window sticker.
Opinion

The old name and logo were kind of depressing, sounding as nonchalant as a website for finding a petsitter and looking like a weird mobile app for church-on-the-go or something. I don’t have a lot of comparison points when it comes to funeral services — a good problem to have I guess, since it means it’s not something I have had to personally deal with — but the new logo certainly feels like a, and please forgive the cliché, disruptor. It’s not cloying, it’s not a geometric sans serif, it’s not a classic serif either… it’s just its own thing that looks like a weird mix of a fashion brand with a polite death metal band. I know that doesn’t make sense at all but that’s where I’m at. I think I like it. Not sure. The identity is accompanied by a nameless mascot. An urban lumberjack of sorts who looks polite. I’m, again, confused as to what make of him as an ambassador for funeral services. Is it genius? Is it creepy? I honestly don’t know. The applications are good… I think. I mean, things look well executed and the use of yellow is strongly maintained throughout but is this the right approach? I’m not saying it all has to be somber and after-life-y but maybe this is too far on the other end of the spectrum in terms of how polished and branded it is? It’s interesting for sure and perhaps a game-changer not just for the industry but for audience expectations. That domain name, tho.

Your opinion…

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