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Wow. This is a huge departure. I am always amazed and pleased when a company which never embraced design, suddenly realizes what it and branding can do for them. It doesn’t just take insight, but it takes guts and quite a budget as well.
Quickly, PWC Logistics was recently rebranded as Agility. Wether or not you like the new dragon identity that Siegel+Gale designed is almost irrelevant. Agility has embraced design and branding. Hopefully they do something with it and their business improves. I do like the new mark, I like the colors they have chosen and the name (I can’t believe they were able to get it) is nice too.
It’s funny when I hear people say they can tell what consultancy did a mark just by looking at it. I think it’s tough since many of them have similar philosophies and processes but especially since there is such a small, shared talent pool. If you have worked at one top brand consultancy, chances are you’ve worked at three. Incidentally, when I looked at this I thought it was Enterprise IG. Oh well.
A close-up of the new mark
Jump to Most Recent Comment
Paul D’s comment is:
Awesome logo, and a somewhat dated name.
On Dec.06.2006 at 08:31 AM
Rene Nakabayashi’s comment is:
My name is Rene and I'm a designer from Sao Paulo.
I've been reading your posts here this week but today it's my first comment.
I liked the innovative way this brand identity was developed mainly the colors used. About the dragon, when I saw it, I remembered the Hong Kong brand: http://www.brandhk.gov.hk/brandhk/eindex.htm
The Agility's dragon is more sophisticated and modern though.
On Dec.06.2006 at 09:31 AM
Nate Voss’s comment is:
I was thinking "fox" when I saw that mark, plus the name. Makes me imagine the nimble little animal. I do, however, generally applaud any use of dragons that find their way into the field of design, so consider me converted.
On Dec.06.2006 at 09:47 AM
felixxx’s comment is:
Dragon? Looks more like a fox or slender goat. I like it. Quite a bit of work went into the draftsmanship of the fox; calculated gradients, swoops and swirls. Nice. Definately not purchased from hacks that got #66 in INC's 500.
The main criticism i have of the mark lies not with it but with how its staged here in this forum; no attempt at a briefing? no communications strategy, company history or evolution? Nothing more than a new pretty visual that knee-jerk reactionists like Rene can saddle with Landor's dragon (an excellent design, though little bearing here). We deserve more. How about insight on why this looks like something out of Enterprise IG? Is there some kind of formula going on in midtown versus downtown? (hello conspiracy theorists) Lets get the inside scoop and cut off the windbag dogpilers. If you don't have time to offer analysis, slow it down! You want CEOs and brand managers to take this site with a grain of salt? Respectfully, lets eat some meat.
On Dec.06.2006 at 10:36 AM
andrew’s comment is:
"The word Agility describes the culture of the organization, its speed and dexterity in responding to customers’ needs; while the icon, a dragon is a powerful metaphor, common across different cultures of the world. It symbolizes wisdom, independence, heritage, empowerment, leadership, trade, strength and speed."
the link to the press release is up there for all to see.
i dont like the types correlation with the image.
On Dec.06.2006 at 11:23 AM
JonSel’s comment is:
Well said, Felix.
On Dec.06.2006 at 12:27 PM
Von Glitschka’s comment is:
Coporate meets mythos. I like it.
On Dec.06.2006 at 12:30 PM
Ed’s comment is:
Can anyone identify the typeface?
On Dec.06.2006 at 01:09 PM
Splashman’s comment is:
I like it, too. It's the first one I've seen in this forum that I do like. I'll be filing this in my "inspiration" folder.
The contrast between old and new could hardly be greater. Kudos to the designer, and to the company for getting it right. I'm going to go out on a limb and guess that this one was *not* designed by committee.
If I were tasked with tweaking it, I'd at least think about a somewhat stronger, non-italicized typeface for the company name, since the symbol is so "soft". But that's a minor quibble, and probably just a personal preference.
On Dec.06.2006 at 01:27 PM
Andrew Kopietz’s comment is:
Firefox much?
On Dec.06.2006 at 01:45 PM
David’s comment is:
It looks really cool, I like the dragon, its very precise and well thought.
though what I like most is the typeface, its soft yet still very strong and flexible.
On Dec.06.2006 at 03:59 PM
Jeff Gill’s comment is:
Gradients are a crutch for designers without a concept blah blah blah won't fax well blah blah blah blah try making it look good on a dot matrix printer blah blah blah nighmare for one colour work blah blah blah call that type agile? Akzidenz Grotesk -- that's agile blah blah blah
-
Just thought I'd get that out of the way.
Living in Wales, I see a lot of dragon logos (not that that qualifies me to judge this one), and I think it is a superb example of the Dragon genre.
On Dec.06.2006 at 05:11 PM
maria’s comment is:
I like the dragon more than the typeface.
Feldhouse’s comment is:
Rene: welcome aboard.
David,
I would love to see you write a counter argument to this identity and see if the comments are roughly the same.
It seems to me people usually agree with the sentiment of the author. I would venture to guess if you said you didn't think it worked because of the gradient cop-out and poor typography that people would agree. If you said you loved the brilliant and outside-the-box thinking with the typography mixing with the tasteful gradient, people would agree with you there, too.
I just wonder how much influence the author has and how much people actually post their true feelings.
On Dec.06.2006 at 09:44 PM
Tulse’s comment is:
I have to disagree with most folks here. While the image itself is quite beautiful, as a whole I don't think the overall effect was well thought out.
The brand name doesn't evoke "dragons" to me (or, conversely, I don't think of dragons as particularly agile), so the association seems odd. The graphic itself is, as I said, beautiful, but the "wing" seems oddly less saturated than the rest of the graphic, and could be better defined -- for me it currently just adds confusion, and the representation would be cleaner and more lithe ("agile"?) without it. I think the trailing part of the graphic evokes flying enough so that it isn't necessary.
The physical relationship among the elements also seems a bit haphazard -- the whitespace between the graphic and tagline makes the dragon look like it's floating away, the tagline doesn't seem to be oriented on any particular principle, and the whole thing doesn't tie together for me. (I'm also not crazy about the lame tagline in general -- the use of the indefinite article seems weak, and "new" is not a feature you want in a bit of brand text that you expect to endure.)
And finally, I do think that the gradients aren't all that practical (will be hell to use in a single-colour treatment, won't photocopy well, etc. etc.).
On Dec.06.2006 at 11:48 PM
Shane’s comment is:
I really like this logo. They did a great job, the shapes really flow, and and illustrate the name of the company very well. Their is a lot of movement in the symbol.
On Dec.07.2006 at 01:05 AM
Tikuz’s comment is:
I like how the dragon's head is formed but i think the bodypart needs abit more experiment
On Dec.07.2006 at 02:09 AM
Jeff Andrews’s comment is:
Honestly, I don't see a dragon as much as I see a bat, but that's probably just me. I like the mark, and I like the typeface. I think it's well executed, and memorable.
On Dec.07.2006 at 02:39 AM
Mahi’s comment is:
Very "Singapore" Will not work much in their existing maket!
On Dec.07.2006 at 04:51 AM
felixxx’s comment is:
the give-away for fox vs dragon, bat, water bufalo, hyena, etc is the tail.
the tail is 100% fox. look at it, people.
the disconnect, as andrew points out, is the name in relation to the mark; they don't syncopate.
At 1st glance it comes off, understandalby, as fire. Fire = Dragon.
dragons = fire
as
fox = quick, smart
quick is hoping to be seen as agile; a small stretch but that seems to the be the jump.
On Dec.07.2006 at 10:21 AM
DesignMaven’s comment is:
"It' Funny when I hear people say they can tell what consultancy did a mark just looking at it".
That statement was True Twenty (20) years ago when more Practitioners were Involved with Development and Design of Identites.
Certainly, there were more Genuine Independent Thinkers and Pioneers Practicing.
Not True Today by any Stretch of the Imagination.
The work looks the same because everybody is using the same Scott Kelby Dirty Tricks and Layer Effects.
DM
On Dec.07.2006 at 01:49 PM
Darrel’s comment is:
It looks very nice, though I really have no idea what the name or mark really say about the company. Maybe that's not a bad thing. Either way, it's more memorable than the old mark.
On Dec.07.2006 at 01:52 PM
Orangetiki’s comment is:
It is def. an improvement, but the tail of the dragon does stick out kinda far to the right. Anyone else think so? What happens when the logo has to go on the side of a taller rather then wider item?
On Dec.07.2006 at 02:00 PM
Random Designer’s comment is:
I agree David, yes the name and design can be nitpicked 'til the cows come home, but what an improvement over what they had!
On Dec.07.2006 at 04:34 PM
jonathan’s comment is:
I've got a bit of an issue with "logistics" needing to be part of their domain name. They don't appear to have "agility.com".
If branding is, in fact, the entire package...there's something missing with the way the design and new name has been put together.
Like most others, I agree it's a huge improvement.
On Dec.07.2006 at 06:32 PM
stock_illustration’s comment is:
Big improvement visually, but I, too, see "fire" and "dragon" , or more like "flaming sea serpent"... not "agile". It's nicely done, however.
On Dec.07.2006 at 10:01 PM
Everett Chen’s comment is:
Like the look. Unless it's requested by the client with a good reason, I don't see why use dragon.
Refering to Rene's comment: HK's brand identity has a stronger story behind the logo with the region's initial, HK, is designed into the logo.
On Dec.08.2006 at 12:19 AM
div’s comment is:
quick intro. i'm a designer from india, and while branding does play a big role in our corporate scenario (more recently) the emphasis placed on it is substatially less. its thus good to hear such healthy debate on the subject :)
about the mark. does is really matter if the dragon vs. fox/bat++ debate is resolved. as long as the tag doesn't read 'dragon-a new logistics leader', i think its fine that the mark remains somewhat anonomous. what the mark evokes on the other hand is in sync with the intent.
mark = dynamism/movement/agility/'we-get-the-job-done' ness'
mitchdot’s comment is:
I'm not a fan of this mark.
The dragon looks like someone just started going nuts with the pen tool and liked what happened. The part of the tail where to two shapes meet at a point drives me nuts. It looks like it's going to break right off.
Gradients are ugly as sin, and this is no different. But to make matters worse, the logo also uses transparencies...it's like they want their colors to band during printing.
Goofy name, goofy logo. If it were a student project, I'd fail it.
On Dec.08.2006 at 10:03 AM
Mary’s comment is:
I think the dragon mark is well done. I just don't like the way they have it arranged with the type. I'm also not a huge fan of working in a tag line w/your logo because it can be distracting. Let the tag line work itself into each individually designed piece independant of the logo.
On Dec.08.2006 at 10:58 AM
fatknuckle’s comment is:
From the press release...
"...while the icon, a dragon is a powerful metaphor, common across different cultures of the world. It symbolizes wisdom, independence, heritage, empowerment, leadership, trade, strength and speed..."
So while the dragon may not make sense in our culture (it certainly didn't to me at first look) it certanly makes sense when taken with a global perspective.
On Dec.08.2006 at 12:14 PM
Armin’s comment is:
I've been meaning to compliment this logo since the post went up: I think the dragon is magnificent. This is an example of proper use of gradation and overlay that supports the idea. As far as the fox/dragon debate, people will see what they want to see but this is clearly a dragon, foxes have feet, without 'em it ain't no fox.
The company went from a forgivable brand to an instantly memorable and recognizable brand with a story around it. I don't even need to read the press release to understand what this is and what the company stands for. I know if I needed some logistics, Agility will get it done quickly, efficiently and even agressively. Whether that is true or not in the real world is another story and one that their clients will know.
The typography is a little too literal for my taste and I have never been a big fan of italicized sans serifs ("serives"?). My pessimistic side imagines the client asking for the typography to be more agile and dynamic after seeing a non-italic version in the first round, ending up with this. Nonetheless, a fantastic mark that must look great in business cards and collateral. Congratulations to Siegel+Gale for doing something out of the ordinary and doing it in style.
On Dec.09.2006 at 09:38 AM
diane witman’s comment is:
Agile means able to thing quickly and intelligently. I love the new name. I think it says what they want to be and how they want people to remember them.
I'm sure there was a great reason for them choosing a dragon/flames imagery. I don't think of a dragon as nimble or quick, I think of them as being massive and overpowering. But then again, maybe this was the idea. They have the name Agility and perhaps needed something to say that they are also powerful. I think the dragon works well in this scenario.
Whatever the reasons are, this design is much more attractive than the previous.
On Dec.09.2006 at 09:45 AM
feli-foxxx’s comment is:
I'm sorry... but... and this is that last time I'll say it; this ain't no dragon, dungeon masters.
A quick, excuse me— agile glimpse of the image can only tell you dragons do not breathe fire backwards. That, my friend, is the tail, er, tale of one sly fox.
Perhaps someone from Seagull and Gail can drop some wisdom on this acid trip... ?
On Dec.09.2006 at 10:19 AM
Kabari’s comment is:
I agree with Tulse 100% on this, the whole concept of this logo doesn't seem to be well thought out. The font doesn't go with the logo, period. And also, you're all right, it doesn't look like a dragon. The tail makes it look like a fox, so do the "ears". Also, it doesn't even look like it's flying as I would assume a dragon would be doing, or like it even has that ability. (I don't know any dragons though).
Someone else hit it too though, it is definitely an improvement over the previous logo!
On Dec.09.2006 at 08:15 PM
Feldhouse’s comment is:
felix: either dragon or fox... it still goes with the name. fast. killer instincts, etc. that's the beauty of a mark that leaves room for open interpretation. i think there are other things to think about rather than beat whether it's a fox or not into the ground.
my question is will a white box surround this logo when placed on a color background?
is the "transparency" actually one or is it three separate objects?
On Dec.09.2006 at 10:25 PM
feli-foxxx’s comment is:
...the beauty of a mark that leaves room for interpretation
So, we need more animal likeness scrutinization around the water cooler...? I don't disagree, but this is a likeness issue is a perplexing dilemna. One worth examining...
fast. killer instincts = dragon
I've never heard anyone say "you're fast... you know, like a dragon", but, OK, yes, perhaps theres a small grey area here that assumes a dragon breathing fire backwards is a wise metaphor for a not-so-smart company who, in it's moment of ethical clarity, burns itself to the ground.
On Dec.10.2006 at 11:41 AM
ryko’s comment is:
bells and whistles.
it's transparency trickery in lieu of a concept.
the type movement is contradicting the movement of the icon, and the icon is not well executed in my opinion.
and i'm sorry, that's more of a dragon than foxxx. i'm willing to bet a vast majority of people (we like to call them 'the audience') upon seeing it in all it's gradient-glory would say the same. ultimately does it even matter what people see in it as long as they spend time with it trying to figure out what the hell they're lookin at?
f'elixer’s comment is:
I'm wrong. It's a fucking dragon. You win.
my wife's friend Stacey (office manager at Siegel + Gale) just dropped the bomb, killing my foxxx.
On Dec.10.2006 at 01:48 PM
Anonymous’s comment is:
If everybody saw something diferent out of that thing I should think that the logo is not working?
On Dec.10.2006 at 09:36 PM
Mark’s comment is:
Regardless what anyone else says it STILL looks like a fox to me.
On Jan.02.2007 at 01:42 PM
Amun’s comment is:
You say dragon, I say fox, can't we just call it off?? haha although..... it does remind me a bit of firefox (with the reddish-orange-yellow color scheme). Suffice to say... I like the mark. Its clean, dynamic, and has gradients! what more could u ask for... some people might nitpick about the use of gradients and reproduction, blah, blah, but come on people... this is 2007 not 1987...
On Jan.29.2007 at 01:04 AM
Martine’s comment is:
I am surprised that they call themselves a leader in the tagline. For me, that is too arrogant and showy, even if it's true. Blame my North-European, protestant modesty. Since you seem a very global bunch, I wonder what you think of it?
On Apr.02.2007 at 09:27 AM
Frank Lin’s comment is:
They should have just made it a fox instead of a dragon.
Foxes are known to be clever, quick-witted, and agile right? Isn't that more appropriate than
having a dragon, a mythical creature best known for breathing fire and residing on the streets of Chinatown?
Amanda’s comment is:
I immediately thought fox when I looked at it. I still see a fox, but can kinda see a dragon, if I squint hard. I like the logo image, but i don't think the new name fits the image if they are going for a dragon.
On Jun.02.2007 at 04:01 PM
Burma787’s comment is:
It would be very interesting to speak with the creative team regarding how they cued into the Dragon design element. Was it due to the future marketing goals of China and the use of the Dragon has strong cultural significance...or was it the CEO's wife favorite mystical critter?
My position is that every element of the customer's brand must relate to their core DNA, spoken and unspoken mesages.
S.
On Aug.22.2007 at 04:07 PM
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Wouldn't it be great to know before you buy mp3 music if it was a great all-around album or just had one or two good singles? By using your online resources, you have this ability.
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XPADREX’s comment is:
Agility. Sounds like [I]Depends[/I] for the active octogenarian.
Mythos sourcing might need explaining, certainly- and the use of the word "new" might indicate there's no tradition there. And to call oneself a "leader"? Hubris, my friends. However, to fully utilize the dragon, how 'bout: "Agility. Mad hit points, yo."
On Apr.09.2008 at 01:01 PM
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Mongoose’s comment is:
Well dayum.
That is a huge, huge change. The logo-in-motion sweeping over the old one commercials are already running through my mind. It's such a huge change and it works so nicely. Pretty red dragon with the orange and yellow touches looks modern, global, like it'd work well in black and white.
Mind, the old logo wasn't terrible at all- simple and effective. But compared to this one it looks heavy and stodgy.
A+. Wow.
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Mark’s comment is:
really kistov?that's fascinating.
now bug off spamhead.
On Aug.21.2008 at 01:17 AM
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Mark’s comment is:
kistov’s comment is:
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Mark’s comment is:
kistov you're a piece od s&*t
is there ANY WAY to report this asshole?
On Aug.22.2008 at 02:09 AM
Mark’s comment is:
kistov you're a piece of s&*t
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>;(
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Askar’s comment is:
The Spirit Of Dragon
On Sep.03.2008 at 04:56 PM
Askar Agility Jakarta’s comment is:
Agility is not a just more than Dragon Spirit but AGILITY is a Leader of Logistics all over the WORLD.. Chayoooo
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Hussein Naser’s comment is:
I think the typeface they used is Ocean but they play with the ends. I loved the way they did it.
and the illustration of the flying Dragon is a little poor. cause it looks like a red fox.
any how the name is great for me...
Comments in Brand New, V1.0 have been closed.
