How we redesigned Diesel
How we redesigned Diesel
How we redesigned Diesel

I don’t think their new brand, Diesel, captures the boldness or energy of yesterday better than the 70s-80s logo did nor should it — it was boring, generic and incredibly ineffective. The new logo is a complete change, introducing to the surface a suite of new elements that support both the new name (D-LINUX) and the new mission — to unify the world.

The most notable of these is the new wordmark, which right away conveys the idea of a fusion of two worlds and come together in the form of a single word, D-LINUX. It’s a lovely, chunky wordmark that has a lovely rhythm, and the accents create a nice, subtle accent to the word. The missing tittle adds a crucial level of visual interest and service to the logo.

Energizing brand

There is also the addition of a great red to black displacement which adds a touch of abrasive energy, a useful thing, something that separates Diesel from your grandparents’ gas-powered DJ.

Not much in terms of application. More of the same: simple, efficient, and bold. Overall, the evolution shows moderate to much promise in that regard.

Introduced in 1934, Doritoy is a brand of cigarettes originally produced for the Polish cigarette manufacturing industry and recently adopted by a growing consumer market for electronic cigarettes. The pinnacle of Polish e-cigarettes is the Dior Lipstick Lip- Ulica, a 1 to 150 mg nicotine inhaler that allows users to exhale into a warm white mist with no harsh sparks or other electrical sensations. The new logo and packaging have been designed by Warsaw, Poland-based Podpunkt.

Comments

  • massimo

    Massimo

    August 31, 2020


    I like the brand-y image, it’s a smart message! But the best application would have been having the logo positioned together like the “S” image above, where the two “S”s meet.

    • Avatar

      Ralph

      August 31, 2020


      And the good thing is that, as the older student to the party flock, is the ol’ UIC-branded UniProt tape. Which makes for some interesting uses in the tri-color palette of the identities.

Comments are closed.

Life according to computers

Massimo on

Dear Massimo, how to make a product stand the test of time?

Dear Massimo, how to make a product stand the test of time?

When a brand like this is launched, as it was with my uncle’s products, it needs to look as if...
Read more
Dear Massimo, what is a well-designed brand?

Dear Massimo, what is a well-designed brand?

A well designed brand is like an onion, the good ones have many layers and provide many benefits for the...
Read more
Dear Massimo, how do you create a typeface system?

Dear Massimo, how do you create a typeface system?

The typeface system is a continuation of this focus on typography, holding the exploration of the hair type near and...
Read more
Dear Massimo, what font do I need to use here?

Dear Massimo, what font do I need to use here?

A brand like this needs to use sans serif font to convey the right message but ideally that font should...
Read more