Brand New

Lost in the Sauce — Yum! Brands — parent company of KFC, Pizza Hut, Taco Bell, and Habit Burger & Grill — is introducing a new concept: Saucy by KFC. Opening in Orlando, FL, this week, it will focus on chicken tenders and offer 11 dipping sauces to choose from, a play on KFC’s original recipe featuring 11 herbs and spices. Like McDonald’s CosMc’s, Saucy will also feature eclectic drinks as it caters to a young crowd who loves them drinks. — #linked #branding #identity #2024 #brandnewbyucllc #news #restaurant #fastfood #conceptbrand #drinks Link: https://lnkd.in/gjDPG3sw

Let me Jog your Memory • New Logo and Identity for Sandisk by ELA Advertising and In-house — 🧑💼 ABOUT THE CLIENT (Est. 1988) “Sandisk delivers innovative Flash solutions and advanced memory technologies that meet people and businesses at the intersection of their aspirations and the moment, enabling them to keep moving and pushing possibility forward. Sandisk Corporation is a wholly owned subsidiary of Western Digital (Nasdaq: WDC).” • 🦸 FROM SANDISK  “At the heart of the new Sandisk logo lies a concept that VP of Creative, Joel Davis, has been long inspired by – the pixel. A fundamental unit of data, the pixel represents the power of creation and expansion. Building around this essential unit of data embeds technology in the Sandisk visual from the jump, anchoring the S letterforms and guiding the width of the letters and shape of the serifs. The modular, almost mechanical feel from the angular pixel base combines with more natural and humanistic curves to weave in the exploratory and ephemeral feeling of inspiration. These also suggest an overall adaptability and versatility: essential traits for a brand that enables mobility and evolves alongside its audiences.” • 🧑💻 BRAND NEW’S REACTION Overall, I get the sense that Sandisk didn’t have too much to lose — as it is not a tech consumer brand that is top of mind for most consumers like Apple or Samsung or even Logitech — so it could afford to take a big, wild swing and perhaps this drastic approach is an attempt at changing that lack of awareness and position Sandisk as a brand that is ready to face the future and command some more public attention. — #noted #branding #identity #2024 #brandnewbyucllc #beforeandafter #consumerproducts #pixelated #red Link: https://lnkd.in/guzHWQKM

Art for Senart’s Sake • New Logo and Identity for Théâtre-Sénart, Scène nationale by Graphéine — 🧑💼 ABOUT THE CLIENT Théâtre Sénart was founded in 1986. In 2015, it moved to a new building designed by Chaix & Morel et Associés. It is situated in Lieusaint which nearly touches the southern edge of Paris. The theatre has two performance spaces, one with 843 seats and the other modular space can hold 383 people seated or almost 1,000 standing. The theatre puts on over 60 shows and more than 200 performances across a wide programme of dance, plays, music, and exhibitions, plus workshops meetings and conferences. Théâtre Sénart belongs to Scène Nationale, an association of 77 “houses of culture” spread across France.  • 🦸 FROM GRAPHÉINE “Located in the town of Lieusaint, in one of France’s largest departments, the Théâtre-Sénart is also in direct proximity to the Carré-Sénart shopping centre. Its communications therefore have to compete on a daily basis with the advertising of multiple commercial brands. The theatre is located in a place that is still in search of an identity, situated between suburbs and open fields, with Disneyland Paris as its main attraction. Drawing inspiration from the remarkable building designed by the Chaix & Morel et Associés architecture studio, we wanted to reaffirm and strengthen the institution’s image by proposing a comprehensive brand toolkit that would identify its status as a major cultural institution in the Paris region.” • 🧑💻 BRAND NEW’S REACTION by Jeff Gill In summary, the logo is a warm upgrade \ from the previous mark. The icon makes no sense other than it’s totally ownable and looks cool anywhere you put it. Everything else looks like a theatre identity. I worry that the all-the-colours approach could get out of control. Altogether, it’s the right mix of interesting and expected for a theatre in a cool building next to a shopping centre in the suburbs. ★★★★☆ Would see again. — #reviewed #branding #identity #2024 #brandnewbyucllc #beforeandafter #entertainment #colorful #condensed #france #icon #sansserif #theater Link: https://lnkd.in/gZZWzDXV

Lay it all on the Line — Paris, France-based Loooop Studio redraws 44 popular logos using only a single line.  • 🧑💻 FROM BRAND NEW Not the newest or most challenging of ideas but kind of entertaining to see the number of times a line needs to intersect itself to recreate the more complex logos like Starbucks or KFC.  — #linked #branding #identity #2024 #brandnewbyucllc #quirky #redraw #singleline Link: https://lnkd.in/g3Q2m4FT

Putting Theory into Practice • New Identity for Orangetheory Fitness by DesignStudio — 🧑💼 ABOUT THE CLIENT (Est. 2010) “Orangetheory is an energizing total-body fitness program that combines a dynamic blend of strength and cardio to build muscle, boost metabolism, and deliver lasting results that people can see and feel. Our fun and immersive group workouts, guided by triple-certified coaches, are designed to transform members from the inside out—physically, mentally, and socially. With over 200,000 workouts taken daily by more than a million members in over 1,500 studios across 25+ countries, Orangetheory fosters a supportive community for individuals of all fitness levels, along with dedicated teams committed to guiding them on their journey. Cutting-edge technology tracks both in-the-moment and long-term progress, helping members discover more about themselves as they work toward their goals and live longer, more vibrant lives.” • 🦸 FROM DESIGNSTUDIO “The Orangetheory workout was created to increase metabolic rate and burn more fat. But after spending time with dozens of members, coaches, and employees, we saw the magic of Orangetheory was in helping all fitness levels feel better, for longer. So we refocused the brand’s positioning: Orangetheory is the antidote to today’s expensive, exclusive and exhausting fitness landscape — a brand designed to energize everyone. The Orangetheory brand identity needed to represent and amplify these Pillars. We began with a system of cards, connected by an embedded spark of energy. These cards allow the brand to present the essentials, guide members on their journey, and showcase insight and inspiration.” • 🧑💻 BRAND NEW’S REACTION The tone of voice is solid too, with bold and encouraging claims but never getting too cringey or overly motivational where it becomes annoying or preachy. Overall, this has a lot of moving parts, not all quite well related to each other but that manage to come together in an energetic, slightly chaotic way, which is actually quite in tune with the OT workout experience. — #noted #branding #identity #2024 #brandnewbyucllc #new #lifestyle #gradients #texture Link: https://lnkd.in/gVVtv_f3

A New Gold Standard • Follow-up: New Logo and Identity for Dallas Trinity FC by Moniker and ModestWorks — 🧑💼 ABOUT THE CLIENT Established in 2023, Dallas Trinity FC is one of eight founding teams of the new USL Super League, a professional, Division I women’s soccer league that consists of eight clubs who annually play four round-robins – two in the fall and two in the spring – to earn four places in a playoff tournament that determines the league’s champion. The team plays their home games at the massive Cotton Bowl, a municipally-owned stadium with a 92,000 capacity, located in the Fair Park neighborhood of Dallas, Texas. With the first half of the inaugural season concluding recently, Trinity stands in 2nd place with 6 wins, 3 losses, and 5 ties.  • 🦸 FROM MONIKER “Since the 1930s, a red neon Pegasus has illuminated downtown Dallas from atop the 29-story Magnolia Petroleum Building, standing as a steadfast symbol of the city’s progress, pride, and persistence. We reimagined this iconic figure from Greek mythology in our crest, tying the team’s identity to the rich history of Dallas. This enduring symbol embodies the city’s unyielding spirit—whether you call it grit, entrepreneurial drive, or plain stubbornness, there’s simply no quit in Dallas.” • 🧑💻 BRAND NEW’S REACTION Overall this is a fantastic identity and one that defies most sports conventions in favor of something that is unique and manages to do so in a classic way without needing to resort to any shock value or being different for difference’s sake. — #reviewed #branding #identity #2024 #brandnewbyucllc #followup #sports #gold #maroon #proprietarytype #soccer Link: https://lnkd.in/g5yCsTR3

You Won’t Believe your Ice — The future of branded ice cubes is upon us as Elad Mor, a mechanical engineer, develops the Joice Maker — the world’s first commercial ice machine to produce custom designed ice cubes — with a patented technology that “prints” a logo in the center of the cube, keeping it away from the liquid, allowing it to last longer and shine brighter.  — #linked #branding #identity #2024 #brandnewbyucllc #nice #icemachine #brandedice #customcubes #patent Link: https://lnkd.in/guHHki8d

Photo Finish • New Logo and Identity for Tezza by Saint Urbain — 🧑💼 ABOUT THE CLIENT (Est. 2018) “TEZZA, co-founded by Tezza Barton and her husband Cole Herrmann, is a photo and video editing app that has captured the hearts of content creators and photo enthusiasts since its launch in 2018. With its mantra ‘The Art of Life’ the app and its vibrant community embrace the belief that everyone can tap into their creative potential and express themselves through visual storytelling. With 25M downloads to date, TEZZA provides users with vintage-inspired editing tools that are user-friendly and intuitive, making it the preferred app for top creators and beyond.” • 🦸 FROM SAINT-URBAIN “Because the Tezza team is also close to their community, they retained the original Tezza face icon designed by Zhenya Rynzhuk. With the brand evolution, human contact—and knowing that there’s a human at the other end of the app—was critical for Tezza and its users. The agency embraced the idea of bringing the face to life and incorporating playful elements, as it helped to maintain the artist’s hand in the graphics, which helps to separate Tezza from feeling too “tech” as most photo and video editing apps have a cold, clinical feel. Moreover, the branding appears in many of Tezza’s pop-up activations, reinforcing the notion that the work was designed to live in the real world.” • 🧑💻 BRAND NEW’S REACTION Overall, I’m not exactly sure what the identity actually is or does, which may actually be a good thing (and I don’t mean that sarcastically) as it allows Tezza to be more things to more people and adapt its loose, playful visual language to different merch and activations without painting itself into a corner. — #noted #branding #identity #2024 #brandnewbyucllc #beforeandafter #lifestyle #uppercase #wordmark Link: https://lnkd.in/g4zF23RQ

You are on a Need to No Basis • New Logo, Identity, and Campaign for notwoways by Ragged Edge — 🧑💼 ABOUT THE CLIENT No Two Ways (NTW), the independent London-based sneaker brand, has been steppin’ on BS since 2019 with its no-nonsense ethos and a vision to challenge “Big Sneaker.” Founded by YouTuber-turned-entrepreneur Callum McGinley (aka Callux to his 4M+ followers) and designer Rockwell Princely, NTW has made waves by rejecting industry norms with accessible pricing and bold design.  • 🦸 FROM RAGGED EDGE “The campaign, which also includes a new wordmark for the No Two Ways masterbrand, serves as a manifesto for everything the company stands for: no to inflated prices, no to wasteful practices, and no to playing by the rules of big sneaker.” • 🧑💻 BRAND NEW’S REACTION by Jon Stapp Overall, NTW’s rebrand — powered by Ragged Edge — is a bold, unapologetic move that perfectly channels the brand’s manifesto of “NO.” No compromises. No gloss. No bullshit. From the modular letterforms to the scrappy rat icon and the glitchy, street-inspired visuals, the system feels deliberate, cohesive, and refreshingly self-assured. While Ragged Edge and NTW are just saying NO to Big Sneaker and all its baggage, I’m saying YES to this rebrand. (Just not the sneakers.) — #reviewed #branding #identity #2024 #brandnewbyucllc #beforeandafter #consumerproducts #fasihon #futuristic #gritty #london #modular #red #sansserif #sneakers #urban Link: https://lnkd.in/gT7CqTYk

Behance 2024 Visual Trends — Behance shares the top three visual trends on its platform for 2024: Electric Pink, Earthencraft, and Translucency.  • 🧑💻 FROM BRAND NEW Kind of interesting that, other than some “Earthencraft” on Friday Likes mostly, neither of the other two appeared much on Brand New.  — #linked #branding #identity #2024 #brandnewbyucllc #interesting #visualtrends @electricpink #earthencraft #translucency Link: https://lnkd.in/gS6FsGzc