Noted: New Logo and Identity for Wunderkind by MultiAdaptor
“Close Encounters of the Quirky Kind”
(Est. 2012, previously BounceX) "Wunderkind is a leading performance marketing engine that delivers tailored experiences at scale. Digital businesses use Wunderkind to remember who users are better than ever before, allowing them to deliver high-converting, one-to-one messages on websites, through emails and texts, and in ads at a scale that's not otherwise possible."
Design by
MultiAdaptor (London, UK)
Related links
MultiAdaptor project page
Relevant quote
From their tailored client services and the personalised consumer experiences they create, to a belief that their people can be their best when they can be themselves, individuality unifies everything at Wunderkind. So we put this idea at the heart of the brand, defining and inspiring everything they do.
We translated the idea of individuality unleashed into a rich and flexible identity, built from a diverse and eclectic cast of characters, and the vivid and expressive graphic patterns on their clothes and skin.
In addition to their role as an adaptable, underlying design system for the brand, the characters and patterns are also used to communicate the company values, client benefits, and consumer behaviors that Wunderkind are able to see and connect with so effectively.
Images (opinion after)
Opinion
The old name and logo sounded and looked more like some kind of cryptocurrency exchange than a large digital marketing business. The new name is a little pretentious but that may be personal as I have always found the “wunderkind” label off-putting — don’t know why, it just is — but I guess it works for a business that wants to make big, bold claims about generating results through online marketing. The logo is fine, in a slightly spiky serif with a stencil treatment. I don’t like it, I don’t hate it. At best it looks good and at worst it looks like a dozen other things like it. The dot on the “W” is relatively interesting. The identity relies on quirky illustrations of quirky characters in quirky clothes. I think they are quirky. But, as you might be expecting me to say, I also think they are too similar to so much of what we’ve been seeing the past couple of years. They are great, fun illustrations, no doubt, they just feel like more of the same. To their credit, the one cool thing the identity does is take the patterns from the clothing in the illustrations as a significant design element that gets funneled through large crops of bits and pieces of the wordmark. That’s nice. I also like the supporting serif, a customized version of Colophon Foundry’s Brick. Overall, there is no denying this looks fun, lively, and energetic which are all good things to attract retail and publishing brands to their service.
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