Batter up

I couldn't find a good summary of what Pink Batts are. So if you don't know have a look around their site, but the main product is a type of pink wool-like home insulation. So focusing just on the logo, the change of font from Helvetica rounded Black to what I thought was modified Bauhaus, but is Harry Pro. The tag has also changed from the ever popular condensed gothic to the logo-types Harry Pro as well.

As with the usual change in using all lowercase, the friendly approachable feel is what is desired. But I feel the change is a less successful logomark. Baring the oddness of the tag line, the overall logo feels less like a home made of Pink Batts. The ascenders are a bit too high, the loss of the rounded edges makes it seem too stark and the connection of the underline to the descending stem of the 'p' also removes the illusion of the 'Kiwi home'.

Look out for the red square

Put up by popular demand :). Another Foodstuffs company Pams, a staple on the shelves of Pak'n'save, New World and Four Square. There is so much to cover in the packaging, website, illustrations. I will just focus on the logo, which makes it easy.

The old logo was ok, it had the feeling of an Aunty Pam with its handwriting and tight kerning of the P and a. But the logo has dated (maybe adding charm to the brand?). But they have changed their logo and definitely for the better. The American Typewriter font set small and tightly within large red tilted square makes pam's products instantly recognisable from afar (as below). The small lowercase type plays on the New Zealand underdog mentality and the heart within the negative space is a nice touch to add to the homely Aunty idea.

The change was done by Brother Design.There is also some nice discussion here

Land-scape change

Another Liquor company changing it's image, this time a much more dramatic change and it would seem a completely different positioning point in the market. Liquorland is as it name suggests a liquor retailer with over 70 franchises all over New Zealand.

It seems that the brand has moved from 'the local corner swap-a-crate liquor shop' to Wine dinner party suppliers at a good price. The change from the workman like extra bold clunky and uneven characters with the colours of Yellow and Red – representing quick, cheap and easy — to the soft green with a gradient and embossed black Century Gothic (ish) font, changes its brand.

Also, the positioning statement or tag line has changed no more stencil type and now the same bold geometric sans serif in italic. Changing from the known "There's no land like it" to "here's to you." also re-affirms the movement to a new brand image.

The three new icons represent the three main products wine, beer and spirits (the wine glass, the long neck bottle and the martini glass). Another element is the use of the negative space in the 'o' but all the elements seem rather underwhelming. The changes are ok (Still not a fan of gradients and embossing effects), and the re-positioning is interesting it will be interesting to see future ephemera and advertising media.

Changing cases

"Glassons is New Zealand’s most visited women’s fashion store, and has identified an opportunity for growth in the Australian market. Glassons is renowned for its fast fashion, vibrant stores, and winning value."

I'm not too familiar with this brand, as at anytime someone I am with walks into this store I either wait near by or go for a walk in a different direction. My general opinion is that it supplies cheap clothing that fit into the current trends for women (girls). I assume it generally sits somewhere between Supre and Just Jeans.

Anyway, the logotype has changed and a new logo put into action. The significant difference is a change from lower case — well almost all — to upper case. The previous font looks to be Eurostile Extended. The changed one looks quite similar with geometric almost monospaced characters with more angled cuts on the ends. I generally like the change, mainly because I am adverse to the changing in size of the former logo's 'G', also the fact that Eurostile and especially in an extended form looks dated.

First, but more of the same

"First National Real Estate is one of New Zealand's largest real estate groups. With offices New Zealand-wide our customers are in the unique position of working with a local real estate agent with local property knowledge, combined with the support and systems that a national network can provide."

Well in newsletter news...

"If you traveled around the country over the Festive Season you might have seen some First National offices and signs that are, well, different! That's because, across Australia and New Zealand, we are changing the way we look! That means over 550 offices, tens of thousands of signs and well, gazillions of business cards plus all other stationery."

So a new logo and a removal of the red from the colour palette and in comes a grey. The original logo has become distinctive and I always thought of it as a symbol of someone circling the right house that they wanted — job in the paper idea — and the new image keeps all the icons shape but removes the colour and added in is a rounded edge rectangle to reverse the graphic.

The logo is nice the same as many other the past few years (serif to sans). A move away from using Times (or something close) changed to Century Gothic . It would have been nice to see them try to keep the type in a serif typeface and resist the urge to do the usual. Also, the idea I mentioned earlier of circling is kind of lost with the colour change. The kerning seems all over the place especially in the 'national'. Although this just may be the image of have because the website logo looks a little less extreme.

Squares to Squiggles

Telecom unveiled their new logo on the Auckland waterfront last night, an article from the Dom post via stuff can be found here. The reason for the change, as Alan Gourdie, Telecom retail head said:

"Where previously it stood for telecommunications services, wires and networks, it now reflects New Zealanders doing what inspires them, and doing it on their terms."

The design was done by Designworks in Auckland.

Thank Phil for the link.

Re-Fresher

Meadow Fresh a Goodman Fielder company is producer of many things dairy. Products are generally all the types of milk and yogurt.

The new logo features most notably the removal of the sun and a change in the colours used. I was never fond of the old green and the deeper green gives it a fresher feel. I do like the new ligatures too, although I am a little undecided on whether the new 'M' or the previous one is more of a nicer form.

N.B. I had this sitting on draft for ages and forgot about it over the Holiday season & obviously the last month or two.