British gas new identity

[SparkCreative]

Creative Review - New British Gas logo: a sign of the future?

What do we all think?

[Katedesign]

Nasty typeface - does not flow. 'Flame' has gradients and doesn't sit well with the wording. Could have been better.

[Paul Murray]

Saw this earlier. Thought it was a bit poo. Still do.

[SparkCreative]

Yep. There's a bit of controversy because it was done by an ad agency, not a branding specialist. You can kinda tell. They won the pitch against the Partners, among others. Reckon it was on price looking at the result.

[Paul Murray]

It's a bit trendy, with the whole gradient/ribbon thing going on.

I saw a lecture by Greg Quinton of The Partners last year. It was really good and he was showing how they'd improved a number of brands for the better (Jaguar for one). They would have done a much better job, but I suppose if you don't want to pay for quality you won't get it.

[Tony Hardy]

If you removed the text, the 'flame' thing looks like it would easily sit with the current Olympic trends (excluding London 2012 of course). Flowing ribbon esque things with gradients.

Not a fan.

[spottypenguin]

Nah not a fan. As said previously the font doesn't work and the flame icon-ribbon just doesn't sit well with it. Pays your money......

[Moominbaby]

I dont think this fits well with the friendly homely feel of the British Gas advertising

[Dave L]

Looks fine to me (and much less brutal than the one it replaces).

[ARRIVALS]

Must admit whilst I'm not keen on the new abstract flame, I do prefer the typeface for the new brand. I think it's the size of the slogan that makes the new logo look uncomfortable. Cover that up and it looks quite nice.