Nice brand name execution, shame about the brand domain name execution…

Oneustonsquarebranding

Clever use of colour to highlight the location name

The jury is out on this one… What looks like a really slick and simple branding concept for One Euston Square (which forms part of a pedestrianised southern approach to Euston station) has been flawed by an in my mind over keen design of the small print. Whilst the logo works beautifully with the detail in the letter ‘q’ featuring a square, this is lost in the domain name oneustonsq.com perhaps for legibility reasons.

However, because of the colouring going hand in hand with the brand logo itself, the missing square somewhat weakens the brand concept and leaves the thought in my mind that they may have been better off leaving the web address as a ‘normal’ piece of information that is not treated as another interpretation of the brand identity concept.

This very ‘square’ element has been nicely reflected on the website where information is displayed in square shapes adding consistency and continuity to the brand logo.

Oneustonsquaredomainname

Perhaps better left alone and simply displayed as a domain name
since they didn’t show the detail of the square in the letter q.

It’s hard as a brand manager to always know where to draw the line between graphic interpretation and sheer practicality and it’s by no means easily definable.

Lumejet S2000 product name typography

The product logo is a sans serif type, but for this brochure spread it was
vital that the name fitted into the concept with both the colour and typography.

Looking at it the other way, a client I am working with at the moment was really concerned about using their product name in a playful manner on a ‘fashion spread’ advertising their product because the typography is designed to go with the content of the pages rather than be an advert for the brand per se.

We did explore the subject and came to the conclusion that the brand should have the confidence to use the name of their product in different styles since there is good reason to do so (rather than compromise the message) – but it really is one of those things where you have to assess on a case by case basis using both gut feeling and common sense.

About Regine Wilber

Brand strategist and designer with a passion for all things surrounding brand creation, design and management - and social media..
This entry was posted in Graphic Design, Typography and tagged , , , , , . Bookmark the permalink.

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