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British gas new identity

Discussion in 'Logo Design & Brand Identity Forum:' started by SparkCreative, Oct 13, 2011.

  1. SparkCreative

    SparkCreative Member

  2. Katedesign

    Katedesign Well-Known Member

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

    Paul Murray Moderator Staff Member

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

    SparkCreative Member

    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.
  5. Paul Murray

    Paul Murray Moderator Staff Member

    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.
  6. Tony Hardy

    Tony Hardy Well-Known Member

    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.
  7. spottypenguin

    spottypenguin Active Member

    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......
  8. Moominbaby

    Moominbaby Member

    I dont think this fits well with the friendly homely feel of the British Gas advertising
  9. Dave L

    Dave L Well-Known Member

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

    ARRIVALS Well-Known Member

    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.
  11. jungledrum

    jungledrum Member

    love the font, anyone know what it's called?
  12. jungledrum

    jungledrum Member

    love the font. anyone know what it is called
  13. spottypenguin

    spottypenguin Active Member

    Looks a bit like harabara off the top of my head - you'll find it on dafont
  14. dudak

    dudak New Member

    This is not Harabara but looks quite similar to Harabara.
  15. Ian Bonner

    Ian Bonner Member

    It looks okay no more no less. I do think it's a lazy approach though.
  16. Toppers

    Toppers Member

    They look as if they are trying to look like a Credit Card. Aesthetically it reminds me of the new Visa logo.

    At a time where people are struggling to cope with the rate of inflation whist the energy companies are increasing their margins I think that this is ultimately a bad move. To me it just doesn't look honest. The sharp type face, the hard flame along with the strap line "Looking after your word" filled in a bright Cyan just makes the whole brand identity come across as big corporate business.

    They should have stuck to tradition in my opinion and not made such a significant change to their branding.
  17. Dave L

    Dave L Well-Known Member

    Branding British Gas as a corporate concern is entirely honest isn't it?
  18. Toppers

    Toppers Member

    Yes with regards to the words. No with regards to the design (aesthetics) in my opinion. I feel there is a contrast.
  19. JohnTeigh

    JohnTeigh New Member

    I think it looks fresh. I used to work for the company that used to do some web design for British Gas they are called Steak Digital and are an ad agency does anyone know if this was done by them?

    ARRIVALS Well-Known Member

    The new logo was designed by CHI & Partners.

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