This week we welcome and say a big thanks to Sunjay Morar, as a new contributor to the site…
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Belkin – Wolff Olins
The global brand consultancy giants Wolff Olins have been at it yet again, this time with Belkin. Established in 1983, electronic consumer brand Belkin produces many of our computer gadgets and peripherals that most of us take for granted.
Belkin’s existing motto was ‘Belkin products connect the dots between people and technology.’ Wolff Olins has taken this into account and created a brand identity that ‘helps all of us stay seamlessly connected to the people, activities, and things we love’.
The new logo known as PIP (People Inspired Products) offers the connection between product and experience. Wolff Olins has developed a typeface and colour palette, which is used throughout and shown below.
The old logo became outdated and appeared to hold back the versatile possibilities that Belkin could have. With this new PIP character its all committed to products that inspire and keep people connected. The old logo lacked this warm and elegant interactive look and therefore seemed to have lost its sense of direction within it’s own self. Below are some logo animations for the brand, a very fun and engaging way to involve the PIP icon within.
http://www.underconsideration.com/brandnew/archives/belkin_animation_01.m4v
http://www.underconsideration.com/brandnew/archives/belkin_animation_02.m4v
In terms of product labeling and marketing, the identity sits really well onto products. The placement of the wordmark on the front and on the rear the PIP character subtly reminding you that the product is made with you in mind. The new Belkin products showcase the logo with a striking bold design-simplicity is clearly the key here.
Belkin and Wolff Olins decided to unveil this new experience at the CES convention in Las Vegas. CES visitors responded to the redesign very well. Understanding the PIP and human side has or could have the potential to somewhat grow people
closer to the consumer giant.
Belkin has already rolled this design out showcasing their new website, which hosts a video named “new year, new us”. http://www.belkin.com/uk/
The team at Wolff Olins has done another successful job on this rebrand, it’s definitely won me over and hopefully you too, we’ll see what the sales figures have to show later in the quarter, no doubt it will reflect increased profit for the
organisation.
Major re-brand projects like this raise interesting challenges and possibilities for Graphic Designers. From a student perspective, when taking on such a design challenge I’d say it’s crucial to remember:
— A brand is not advertising
— A brand is not logo
— A brand is not marketing
— A Brand is unique
— A Brand is action and…
— A Brand is most importantly about creating an experience.
Sunjay
