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New Name, Logo, and Identity for Radial by Siegel+Gale
 

before

after

Noted May. 2, 2016 by Armin

Industry / Logistics Tags /

About

(Est. 2016, formerly eBay Enterprise and Innotrac) “Radial is the leader in omnichannel commerce technology and operations, enabling brands and retailers to profitably exceed retail customer expectations. Radial’s technical, powerful omnichannel solutions connect supply and demand through efficient fulfillment and transportation options, intelligent fraud, payments, and tax systems and personalized customer care services. Hundreds of retailers and brands confidently partner with Radial to simplify their post-click commerce and improve their customer experiences. Radial brings flexibility and scalability to their supply chains and optimizes how, when and where orders go from desire to delivery.”

Design by

Siegel+Gale

Related links

Radial press release (on merger)

Images (opinion after)
New Name, Logo, and Identity for Radial by Siegel+Gale
Logo detail.
New Name, Logo, and Identity for Radial by Siegel+Gale
Icon detail.
New Name, Logo, and Identity for Radial by Siegel+Gale
Human version of the icon.
New Name, Logo, and Identity for Radial by Siegel+Gale
Brochure.
New Name, Logo, and Identity for Radial by Siegel+Gale
Exhibit booth.
New Name, Logo, and Identity for Radial by Siegel+Gale
Numerals on shipping dock.
New Name, Logo, and Identity for Radial by Siegel+Gale
Swag.
Opinion

Neither of the two old logos will be missed, although that Innotrac one is straight outta de the '90s and does elicit some nostalgia. Starting with the new name this is an improvement; Radial implies a concentric effect that (ideally) has a solid center with positive repercussions at every step as the process expands. The new icon is meant to be two "R"s with the second radiating from the center one. It's a good idea but I keep reading "RD" which is purported further by the name. Perhaps a notch here or there would have helped with the readability while still maintaing a single stroke effect. The wordmark is decent but the "R" is neither exactly like the one in the icon nor different enough but somewhere in between where it sits in graphic limbo. The brochure cover shows some potential fun with the diagonal of the icon for some bold covers and applications and it works nicely on the corners (as seen in the exhibit booth image). The big numerals meant to appear in their fulfillment centers are a valiant effort but they look a little odd, especially the "4". Overall, an improvement over the previously dry logos but maybe trying harder than it should in coming across as a fun corporate brand.

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