Logo Design Love

on logos and brand identity design

Freedom from The Chase

Freedom Travel Group logo

Designer Jens Wickelgren of The Chase takes credit for the gold winner at last years Fresh Awards. The execution shown on the Freedom website is slightly different.

Freedom Travel Group logo

The lack of space between the logotype on the site and the off-cut “bird” makes it seem less like “Freedom” and more like a mistake. I also can’t imagine that Wickelgren wanted the “Travel Group” text treated like an afterthought.

A great logotype idea, sadly not done justice online. Reminds me of the Guild of Food Writers logo by 300million.

Tip from Blair Thomson of Believe In.

Logo Design Love: A Guide to Creating Iconic Brand Identities, second edition

19 appreciated comments

  1. It seems like the client changed the team who was dealing with their marketing, and asked somebody from the accounting office to take care of the website…

  2. sean geyer

    The web format takes up only slightly less real estate so makes you wonder why it was changed… maybe it was supposed to be animated an somebody forgot to finish…

  3. Colin Astbury

    I agree with all other comments, the modification to the site version of the logo takes away from the affect. Great logo though, very simple and easily understood.

  4. Shame, a great idea poorly executed cross-media, the website is fairly shabby.

  5. It’s a great idea. No doubt someone else did the website on the cheap. Bu tit’s still a great idea, well executed by one of the UK’s best idea based design agencies.

  6. Mark Narusson

    Great idea for the logo. Ugly website. The two elements couldn’t be further away from each other. A classic case of the client not getting to grips with and understanding the value of the brand and it’s brandmark.

  7. I agree with the previous comments but I’d suggest it’s the client rather than the web designer that’s changed the logo. I suspect the client has had a wee crisis of confidence over legibility. Probably their Financial Controller coming in on the final meeting and throwing his bag of spanners into the works.

  8. I couldn’t believe my eyes when I saw the website, it’s horrendous. But I have to agree, I love the concept behind the logo, just wish it was executed better.

    Still can’t believe that website!

  9. Paul

    What a shame that the logo was altered on the website…and it didn’t have to be.

  10. That’s just sad. Such a wonderful beginning but the ending was not executed well. I agree with the other comments seems like they decided go on the cheap side for the web design

  11. Yep – I agree looks life half freedom – almost escaped but not quite to freedom . . shame

  12. Molyv

    Funny that the logo is cut off, and I go agree that its kind of symbolizing half freedom with a stuck feeling.

    Really not good to see that the logo is different on the website.

  13. Anjie

    Absolutely beautiful! Shame about how it has been used though…

  14. I can almost imagine it being further away in the original concept, and then the client saying (not completely invalidly) “But can it be read as the letter M?”

    Then the designer being forced to push it closer. I can see that the issue of distance is a difficult decision to make in this case. Design v’s readability.

  15. It definitely takes away from the magic and the “clever bird” turns into a cut off “m”.

    Also, won’t the tabs, like “home” overlap the (un-butchered) logo?

  16. Mhoe

    logo itself is brilliant!… website is really poor…

  17. Chris Clowes

    A perfect example of how a brand is much more than just a logo. It had such a promising start. Shame.

  18. I found this:
    The 17th logo is a copy of this one. The concept, the cut letter, is all there!

    Freedom logo

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