Monday Logos - Branding Stuff

Serif  vs  Sanserif

     Nescafe is an instant coffee that has been around a little over 75 years. The coffee is made by Nestle and was first introduced in the 1930s from Brazil. Later it was launched in Switzerland in 1938 as the instant coffee that we now know. 

Old Nescafe branding stuff (like posters) it's cool  :)

     Recently "Nescafé has begun launching a global brand campaign that aims to appeal to a whole new generation of coffee drinkers. Launched last month and rolling out over time across all global operations the new identity, campaign (“It all starts with a Nescafé”), and brand rallying cry (“REDvolution”) have been developed by Publicis, CBA, and OgilvyOne (Frankfurt)." (<<<qoute from Brand New's site)

I find it interesting the way that the re-branding for Nescafe is being done. The designers take heavy influence on what is considered Nescafe's icon coffee mug(see below):

The whole logo redesign is based on the iconic mug. The apostrophe shape is very similar to the inside shape of the coffee cup and the "E"s in the logo are the same shape of the handle on the coffee cup.

Like many logos being created or redesigned the serif typeface for this log is now no more. Unlike the it's first logo of Nescafe (see at top of post) this logo is softer with the rounded edges mirroring the iconic coffee mug.

So... my opinion of this re-branding...hm... I find value in that though the logo of Nescafe did change their logo to a san-serif typeface from the serif one they once had they still hold true to the elements(like the line over the "escafe" for example) that make this logo memorable and recognizable. However, is this logo a huge improvement? I don't know.  I'm regrettably a bit of a stubborn traditionalist but I do think it is at the least a good logo for keeping up with current trends of our times.

On to other updates:

Sketches!

This is what happens when I sketch while hanging out with my brother when he's playing video games... Can you guess which game these a based from?  ^_^