ObEN rebrand

Overview

The current ObEN logo, as intended, features an upside-down letter “p” that mimics an “open” neon signage we see on storefronts. The logo has red neon letters and a blue outline around the entire logo, adding a dark background to help enhance the effect of a neon sign.

Logo analysis & Breakdown

It would not be smart to go with a neon light effect considering a logo would be applied onto a wide range of mediums. Clarity and versatility must be the the most important elements. To achieve the effect without using the neon light effect, we must revisit the fonts and search for a rounded-edged san-serif typeface that can still have its readability on small mediums such as a phone, or a business card. Testing out trendy and popular fonts in the industry today in place of the current font to see how the ObEN signage design can still aligns with the brand.

Font exploration

Neon light font studies

Fonts here are used by real neon light signages swapped out with ObEN’s original letters.

A Digital/Circuits Direction

A fun but not really a sustainable look. It can be used in the right ads but will have some issues when it comes to readability on some platforms.

minimal changes for rebrand

To maintain sustainability and have versatility without sacrificing elements. At the growing rate and reachability of the company, this is the best time for ObEN to make its mark. Some examples we have here are not dramatic full redesign, but minimal enough to further strengthen their brands in their markets. And all of these examples are designed in consideration for a large format print to minimal digital requirements. Once again, versatility is essential in todays market.

logo issues

During the year of designing graphics required by ObEN, the logo needed consistency to its brand/company. The logo worked on large and small scales, and the colors are fresh to capture attention. But with backgrounds it had been tricky to design on. Designing on as basic as a black or white background has been challenging, therefore I think we can tweak the logo just enough that the changes aren’t significant but will provide the feet-on-the-ground elements to strengthen brand exposures.

Proposal for Logo update

The same company that worked just as hard as the first day they turned on the light, and It should be what ObEN logo stand for, the OPEN sign that welcomes all, and it is also the sign that stays on in the wee hours because the company never stops working for you. Paying homage to the original concept of the logo, we can now lead it into the digital world:

The Logo Explained

The logo, flipped upside-down, now clearly reads OPEN. To achieve this, we have to flip the original “N” in the logo upside-down. The upside-down “N” will provide a sense of detachment from an ordinary logo with a text and a box around it. The box, missing a piece to allow space for its ascender, allows an open and not locked up feel. The “N” will also hint that the logo could be read upside down. The weights are heavier with bolder lines and the symbolic floating ‘p’ or ‘b’ stays. The spacing between letters are made sure to not seem bunched up together when shrank to a smaller size. “YES, WE ARE OPEN” is the familiar saying on signs that we see in store fronts. Incorporating the phrase next to the logo establishes a personality to the brand that can emphasize the friendly, open-to-all product the company has, and not to mention the double-meaning for the proud employees and all present and future users.

Conclusion

For a company such as ObEN, with so many sister branches under its umbrella, a formidable logo brand has to be established and must withstand the fast-changing trends of the digital era. I believe the logo along with the tagline can establish a friendly and approachable demeanor, at the same time, form a deeper root into the universe where they thrive. The versatility of the logo can be applied to all platforms without missing a beat, so to speak. A more thorough usage and color combinations will need to be prepared. Perhaps the logo could have some digital space gradient colors instead of a flat color. Either way, this logo will jump out of the page with any background placed under it.