Skip to content

Brands renewed

Previous variations of Tate’s logo, versus the singular version that replaced it in 2016.
Previous variations of Tate’s logo, versus the singular version that replaced it in 2016.

Under Consideration’s Brand New is a blog that critiques corporate and brand identity work. Over the years that I’ve been reading its reviews, I’ve noticed that the work I tend to appreciate most is that which seeks to refine an existing identity rather than reinvent it wholesale. While a logo may still receive a few nips and tucks, much of the work is instead focused on updating the accompanying design language, weeding out those areas where inconsistencies have crept in. Here are a few recent examples:

I wish more designers would take such a selfless approach. While I could spend hours studying such refinements, I have nothing but admiration for the team at INSTID that created this new identity for Irkutsk, a Russian city in southeastern Siberia:

Irkutsk identity presentation
Watch on vimeo.com (opens in a new tab)

Possibly inappropriate, undoubtedly nonconformist and certifiably bonkers, part of me wishes I could dream up something as loose and unrestrained. This project confirms my suspicion that objectively, good design is about a consistency of execution, and somewhere within the madness of this identity, there is an element of coherence. Similarly, maintaining a degree of consistency is the reason why many established and trusted organisations will choose to refine their identities rather than replace them.

Categories