Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

This is a very old entry — images are small, formatting is off.

 

Sign Here

Reviewed Nov. 10, 2011 by Armin

Industry / Telecom Tags /

Personal Logo, Before and After

Only one of three mobile telecommunication service providers in Argentina, Personal, whose parent company is giant Telecom Argentina, has 18 million customers. (Sorry, don’t have much else to say about it). Earlier this month, Personal introduced a new identity created by London-based This is Real Art and a new ad campaign by TBWA\Buenos Aires.

Personal inaugurates a new paradigm by generating an integrated innovative visual identity, unique in the world for a such a large company, composed of multiple logos that celebrates the principal values of the company’s strategy: DIVERSITY and FLEXIBILITY. […] The choice of a handwritten signature reinforces this sentiment, there is nothing more personal than one’s signature, just like there is nothing more personal than the way each person expresses themselves through the use of their cell phone. It’s because of this that Personal’s corporate identity rekindles the spirit of Each person is a world and manifests it through a visual system made up of different logos that, far from being a closed system, will keep evolving with the brand.
Press Release, translated by yours truly

Personal

Personal

Personal

Personal

Identity launch. Skip to the 8:00 mark to see the start of the presentation. Continues…

Identity launch continued. The bigger reveal happens in this video.

One of many TV ads by TBWA\Buenos Aires. “We are all different. And it’s all good”. See more here.

The old logo was simply a derivative of the parent company’s logo so, far from being “personal,” it looked cold, distant, and like it didn’t care what it looked like. The new identity is a complete reversal of that approach through a literally more personal identity based on a cadre of signatures that act as the logo. It’s a fun premise, but it’s tricky to pull off right as the different handwritings communicate different things and, well, they look different, making it difficult to establish consistency. Personal is attempting to solve this by tying everything with bold and vibrant colors and a peculiar sans serif typeface that is ugly enough to establish a consistent visual language. In the past I have actually pitched this signature approach, so I have preemptively vetted the concept as good (if not viable) and I still think it could be done right. This identity for Personal is a valid attempt, one that plays well with the company’s name, but there is a feeling that it is trying too hard to feel “personal” and it just comes across as a big-ass company trying to make friends with the little guy and gal.

Thanks to Alberto G. Manuel for the tip.

 

Comments


Share ›

Spotted Around the web

New Logo for ISPO by Dorten

New Logo for ISPO by Dorten
 
Spotted Oct. 16, 2017

New Logo for OCESA

New Logo for OCESA
 
Spotted Oct. 16, 2017

New Logo for Denver Health

New Logo for Denver Health
 
Spotted Oct. 12, 2017

New Logo for UKIP

New Logo for UKIP
 
Spotted Oct. 11, 2017

New Logo for Celestica

New Logo for Celestica
 
Spotted Oct. 11, 2017

Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
 
Posted Jan. 4, 2017

Curated Good for Stencils

New Logo for WSP by Sid Lee

New Logo for WSP by Sid Lee
 
Spotted May. 16, 2017
 
 

About

Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

Many Thanks to our Advertisers

When choosing between competing products and services, please consider our advertisers, who help support Brand New.

Typography

Brand New uses Mercury Text ScreenSmart and Operator ScreenSmart from Hoefler & Co.

Webfonts by Hoefler & Co.

Join our Mailing List