Noted: New Logo and Identity for ALSO
“Also Known as ALSO”
(Est. 1984) "ALSO brings providers and buyers of the ICT industry together. ALSO offer more than 660 vendors of hardware, software and IT-services access to over 110000 buyers, who can call a broad spectrum of other customized services in the logistics, finance, and IT services sectors, as well as traditional distribution services. From the development of complex IT landscapes, the provision and maintenance of hardware and software, right through to the return, reconditioning and remarketing of IT hardware, ALSO offers all services as a one-stop shop. ALSO is represented in 23 European countries and generates total net sales of approximately 10.7 billion euros with around 4 000 employees in the fiscal year 2019."
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Opinion
One thing to note upfront is the pronunciation of the company’s name which is more like Aldo and not like “also” the adverb. Another thing to note is that I have no idea what this company does. The old logo was bold and had a very ambiguous apostrophe-like triangle that maybe meant something. The new logo doubles down on ambiguousness, puts any fucks it had to give in a security box, and lets loose with a flurry of gradients on a random combination of geometric letterforms that have no business together in either shape or gradient application. Despite this, I’m cheering for it, not because I think it’s good but because the logo’s weirdness bubbles up to the identity that introduces some quirky illustrations that combine different viewing angles, hard shadows, thin strokes, transparency sometimes, and just some general defiance of what’s decent. In application, the illustrations come together on some bright green backgrounds along with a bold, extended typeface, Rois, that is kinda cool and works well to stand up to the craziness of the illustrations. It all reminds me of this super weird and very real cover but, ironically, more normal. Also, I absolutely love how they integrated the talking people into the shapes in the video — and I mean that without an ounce of sarcasm. Overall, this is a good jolt and reminder that sometimes it’s okay to be weird.
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