In Computer Arts: Commentary on Vonage Rebrand

Every issue, Computer Arts features a design column on the latest major rebrand. In their February/March issue, three creatives discussed their opinions on the new Vonage logo. Grady Britton designer Paul Levy weighed in.

“I’m not opposed to clarity and efficiency in design. I wonder, though, about the overall cost to the discipline when so many brands are electing to use (at least by appearance) off-the-shelf fonts to represent their brands. It’s a legacy that will almost certainly not age well, especially when compared to the iconic brand marks of the last century or so. Vonage has elected to go down the neogrotesque route, with a few bespoke details, specifically the rounded V and A. Vonage isn’t a brand with a deep heritage, but it does have some brand equity worth leveraging. The monogram itself is a simple extrusion of the V, though that wasn’t obvious until I saw the mark animated. Deleting the circle that’s inside the V in the original logo removes any reference to humanity in the new mark. Where I think the brand is more effective is in the integrated campaign; the illustrative elements and palette are more effective. The icons and illustration are distinctive and fun, although how long a shelf life they have is debatable.”

Personally, we’re fans of his use of the words “neogrotesque” and “bespoke.” We don’t think we’ll be challenging Paul to Scrabble any time soon.

While the article only ran in print, you can explore some Computer Arts content online.

Post Date
March 16, 2020
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