Logo Design Love

For graphic designers and all who love logos.

Wexler

If ever there was a departure in look from old to new, this is it.

Here’s Wexler’s old logo.

Wexler logo old

And the new.

Wexler logo new

Wexler brand identity

Wexler brand identity

Wexler brand identity

A distinctive look for a brave client. I hope it works.

Designed by Depot WPF for Wexler (a Russian company that develops tablet computers and e-book readers, aiming to target a younger generation).

More info and images on Simon Wennberg’s blog The Branding Source.

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

12 appreciated comments

  1. TM5

    Like the type, like the symbol – just not so much together.
    The symbol really reminds me of Dexter the cartoons glasses… which is a good thing.

    Dexter

  2. Judy Caley

    I like the packaging, but is it just me or do the icons on the leaflet look quite dated? Dare I say it, it reminds me of old clip art!

  3. If they are looking for a younger audience, then I think that they’ve done a great job; the older logo looked more corporate (though I really find the old icon interesting; I think a change in font and maybe the “W” within the logo could have been highlighted with a bright colour and may have done the trick). At first I thought it was a shame they lost the subtle “W” in the new logo, but now I see it and actually I like the custom lettering & fun graphics on the packaging. Everything we do now is so visual so I think that the eyes & glasses are clever. Love the colours.

  4. wilsonality

    wow, what a departure in every way… very brave indeed and hats off to the design team for getting this out.

    initially I preferred the older version but in just a few minutes of looking it over again, the new one has completed won me over. fun, fresh, vibrant.

  5. devon

    It looks a little late 80s/early 90s to me and the packaging is somewhat busy. I can see it appealing to middle aged women maybe, but that’s about it.

  6. Arielle D'Ornellas

    Personally I really like the new graphic element, but not so much the font. I much prefer the font that is on the bottom left corner of the pamphlet, though without the pink drop behind it.

    I find the script with the implied line detail just a little too distracting. To me it is reminiscent of a balloon sculpture, and just doesn’t fit well with the clean, modern look of the logo and other elements used in the packaging, which I find quite pleasant, but that’s just my humble opinion :)

  7. I found the new logo (even more because of how the compny’s name sounds like) too much DEXTER (as in the first comment) and I can’t see it as a good thing, seems a bit unoriginal, I don’t know…

    I think the old symbol was pretty good, just a new color scheme (less corporative) and a new font would be enough for me. =)

  8. Whoa. Good use of the Sneaker Script font here.

  9. Frank Cruz

    I noticed that also Francesco. It seems like all they did was work on the “W” (mixed lower and uppercase). The rest is unchanged.

  10. The w is too similar to an s-e, but quite a change in any case. I agree with TM5. That aesthetic, as well as that of the icons, is reminiscent of old cartoons… older than dexter, which again, is not a bad thing.

  11. I think both the old and the new branding are quite good. If they wanted a complete change (which it sounds like they did) then the new logo is relevant especially for a younger target market. Agree with Judy, that he icons on the pamphlet are not that exciting and look a bit dated/clip arty.

  12. I’m surprised they didn’t play with a ‘W’ / sneak eyes mash-up. Could have added an easy continuity element to the brand. But like you say, this is brave.


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