From MedNet to GlobeMed: now works now!
By Admin I: Yea, we kinda know it’s not so cool to attend a press conference about a rebranding job, meet the greatest people, listen to chinese-like insurance-ish fake promises and eat amazing delights, while in the end, you go back to your laptop and bluntly state your opinion. Well, that’s what we do, and local brands should live with it: we don’t send posts before publishing and we just don’t fit in ‘the’ cycle.
From MedNet to GlobeMed and a quite huge visual shift from the old and dusty to the ‘now’. Not totally futuristic and not super referential, but more into the present status-quo of design. The new logo looks modern and ‘franchisable’ with a hint of minimalism ruined by the overdone icon. While typography reinforces a less rigid aspect of the new brand and stays modern, the icon screams 90s: A 3d-ish gradient sphere hinting ‘the globe’ (who said cliche in the back?!) and entities leaning forward justified by a ‘dynamic interaction between form, transparency and color‘.
Blue for ‘responsible, global and professional‘ and green for ‘fresh,healthy and evolving‘ all look more of a convenient blend between corporate and medical and very very close to the famous ‘Standard Chartered’ color scheme.
The best thing in this job, is literally what they called ‘the brand expression‘ a publication containing the A to Z of the design process, from mood board to type selection, photography, color scheme and communication tools, allowing their audience to get related to the brand and know the ‘why’ behind it.
One last note, the kashida in the Arabic adaptation is too long and distracting (woof, i had to say it!), and the outdoor campaign looks totally passive.
We’re proud to have design aware businesses in Lebanon, yet we’d be happy to see the very conventional going out of the box sometimes, even if its spot is well filled and brilliantly managed.
A team from M&C Saatchi was responsible of this shift and having to deal with Lebanese classicism, you did a good job you guys!