RE­BRAND FO­CUS

Com­pleted by its in-house team, the file-shar­ing ser­vice’s vis­ual over­haul in­cludes a logo that places greater fo­cus on the ‘we’...

Computer Arts - - Contents -

We cri­tique the WeTrans­fer re­brand from three dif­fer­ent per­spec­tives

“WeTrans­fer not only looks dif­fer­ent, but has been re­vis­ited from the in­side out. Our ties with the cre­ative com­mu­nity have been strong since day one, and we be­lieve that our new brand is just the sim­ple ex­pres­sion of that. We be­lieve that we are liv­ing in an awe­some era in which ‘we’ is greater than ‘I’, and col­lab­o­ra­tion is key. We are hum­bled to be one of the favourite tools for cre­atives all over the world. Be­ing part of it is an in­cred­i­ble hon­our. This is rep­re­sented in our new sym­bol, el­e­vat­ing the con­cept of ‘we’ as a pow­er­house for ev­ery­thing cre­ative.”

“This up­date is more pol­ished than its pre­de­ces­sor, but the overly bul­bous ‘w’ does con­jure some un­in­ten­tional vis­ual as­so­ci­a­tions. I see a tooth as well as a scream­ing mouth. Jux­ta­posed with the cute, smil­ing ‘e,’ the ‘w’ seems to shout: ‘Come get your files!’ while the ‘e’ gig­gles, ‘Pwetty pwease?’ But my am­biva­lence to­wards the logo dis­si­pates when con­sid­er­ing its place in a larger, beau­ti­fully re­freshed, brand­ing ex­pe­ri­ence. The logo is mostly un­no­tice­able on the web­site, al­low­ing other el­e­ments to take cen­tre-stage. Clean type, in­tu­itive UI, play­ful il­lus­tra­tions, and sim­ple, whim­si­cally an­i­mated geo­met­ric shapes called ‘par­ti­cles’ work har­mo­niously in a fun, friendly, ap­proach­able vis­ual lan­guage. The whole truly is greater than the sum of its parts.”

“I use WeTrans­fer. It’s a solid brand with a good prod­uct. But the ‘we’ mark is an am­a­teur­ish fail­ure of brand iden­tity. It is odd, and bad. Odd seems to be its in­ten­tion. Bad is my pro­fes­sional aes­thetic judg­ment. It’s an ab­strac­tion of let­ter shapes, which is a com­mon ap­proach to brand mark de­sign. But this ab­strac­tion de­liv­ers noth­ing more than two amor­phous let­ter blobs. To bor­row from Gertrude Stein, ‘There is no there there.’ With no con­cept in ev­i­dence to sup­port this de­sign, it’s just bad ty­pog­ra­phy, and an in­ef­fec­tive brand mark. This re­fine­ment was re­port­edly an at­tempt to im­prove the gestalt of the pre­vi­ous de­sign, and de­liver a more co­he­sive whole. But in my view, this is merely a re­tooled ver­sion of the failed pre­de­ces­sor.”

JON STAPP Founder and cre­ative di­rec­tor, Atomic Vibe www.atom­icvibe.com

LASZLITO KOVACS Cre­ative di­rec­tor, WeTrans­fer www.wetrans­fer.com

BILL DAW­SON Cre­ative di­rec­tor, XK9 www.xk9.com

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