Air Miles is a popular reward program in Canada that offers air mileage and services to customers. Recently, Toronto based Ove Design created a new logo for Air Miles.
The old logo has an outdated look; the Italic serif typeface in the tag line makes the logo seem old-fashioned. Furthermore, it seems so crowded with the airplane, the clouds, and the letters. Two different typefaces are used, and it has too much things going on. Moreover, the clouds are awkward since it is outlined with a gray color. Also, the gray-colored airplane gives a heavy and outdated look.
On the other hand, the new logo is more contemporary and fresh. The sans serif typeface makes the logo more modern. The Gestalt Principle is used in the airplane drawing. Without the white background, the airplane is made up of gray pieces. Instead of the fluffy cloud, it added a curve that appears to be a globe. The colors are brighter so the logo stands out more. In addition, the gradients give a 3D perspective. Overall, I think Ove Design did a great job. It is definitely better than the old logo. However, there is one thing that bothers me; the tag line looks out of place. I think it would have been better if it were placed on the globe.
From Brand New
I definitely like the new logo better. I agree with you on your points about the use of type. what i also like is how they changed the look of the plane. In the first one the plane is grey and dismal looking as well has confined to the perimeters of the circle. By make the plane white it looks new and fresh. Also by expanding the wings outside the circle it looks like the plane is soaring up and out. the look of the logo may also reflect how they want passengers to feel about the flight. in the first one you almost feel claustrophobic and confined (feelings you can and DONT want to feel when you're in a plane) in the second the viewer feels like theirs more space and you can breath, something the want to reflect about flying in their plane.
ReplyDeleteI like the new logo better too. The new logo is more abstract than the previous one which gives it a cleaner and sharper image. But what I like the most about the logo is how the plane in the new logo seems to look like it's soaring high up in the sky compared to the old logo which didn't seem to portray this image as clearly as the new one did.
ReplyDeleteI like the new one.. it's almost like Obama's logo.
ReplyDeleteThe old one was too busy.
I don't know, I'm getting sick of all these gradient and 3D logos. They're becoming very "trendy" and overused. I wish they kept the old logo, but took out the lines of the cloud "puffs." I think logos should be simple and timeless
ReplyDeleteYay! Finally a logo that changes for the better...Even just the color of the airplane going from gray to white brightens up the logo. Getting rid of the clouds in the first logo, also was a good move. It cleans up the design altogether and also allows for more text to be put in there. The only thing I don't like about the new logo is that the the text is on the outside of the circle. Although it doesn't look bad, I think it is better having a logo that could be packaged in the circle as a whole; then it could literally be stamped anywhere. Overall however, I do like the new logo better.
ReplyDelete