Noted: New Logo and Identity for Spark by Bullish

“Come on Babriq, Light my Fire”

New Logo and Identity for Spark by Bullish

(Launched 2020) "As the first charcoal grill that is as easy as gas, Spark is a design-forward charcoal grill that fires up in seconds and has oven-like temperature control, allowing grilling enthusiasts, and home chefs alike, to dial in their culinary creativity. Through the use of its proprietary wood and charcoal Briq system, loading and quick ignition is simple, while clean-up is seamless and mess-free. Spark Grills is founded by CEO Ben West, former founder of EcoZoom, a high-efficiency cookstove designed for developing countries."

Design by
Bullish (New York, NY)

Related links
Bullish project page

Images (opinion after)

New Logo and Identity for Spark by Bullish
The grill
New Logo and Identity for Spark by Bullish
The "Briq".
New Logo and Identity for Spark by Bullish
Logo.
New Logo and Identity for Spark by Bullish
Icon.
New Logo and Identity for Spark by Bullish
New Logo and Identity for Spark by Bullish
Typography.
New Logo and Identity for Spark by Bullish
New Logo and Identity for Spark by Bullish
Manual.
New Logo and Identity for Spark by Bullish
Briq packaging.
New Logo and Identity for Spark by Bullish
Briq packaging packaging.

Opinion
I received this submission on May 29 and pretty much every day since then, after visiting the Spark website, I have been getting ads for it on Facebook and Instagram. I’m sure they will double after today’s multiple visits. I mention this for no reason at all other than we are being watched and sold to non-stop and sometimes you want to scream into your phone to make it stop, but we are being listened to as well so I don’t that because I’ll get ads for megaphones or ear plugs, who knows. I would say “I digress” but I haven’t even started, LOL. As someone who has never mastered the art of grilling this Spark grill speaks to me as a non-grilling-purist potential user. Its shape is user-friendly, its Briqs look user-friendly, and its friendly logo captures that user-friendliness with a roundish but boldish wordmark that even happens to have similar contours to the grill itself. The combination of subtle flared serifs and heavy ink traps is… interesting. I’m not sure if it’s terrible or great but I lean towards the positive appreciation today. I don’t think it’s an overly amazing logo but it looks pretty solid and very representative of the grill and the Briqs. The radial icon, which is used as the social media avatar, feels too generic as a brand element and I wish it somehow shared some of the graphic traits of the wordmark or the funky headline typeface, Blimone. The Briq packaging looks promising as a render and I would love to see actual photos of it eventually. The typography on it gets a little confusing though, with the “O”s being full circle and the “M” being weird — I don’t think any of that is necessary. Overall, this is all fairly appealing in a way that feels similar to what Nest did for thermostats by techie-fying an analog device and turning it into more of a lifestyle product.



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