From MedNet to GlobeMed: now works now!
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!
Cheers!
Morning beautiful people,
Thank you thank you thank you.
Quite a fair and nicely written article as usual for someone who’s not involved in the business as much as we are (I’ll keep my opinion of branding for myself
).
You rock guys. Much much love.
M
From: Brofessional Review Reply-To: Brofessional Review Date: Friday, October 5, 2012 1:54 AM To: Myrna Khoury Subject: [New post] From MedNet to GlobeMed: now works now!
WordPress.com Admin I posted: ” 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, “
Hey all!
Even though I love you guys, and I read your posts religiously, I have to say I don’t really agree on this one!
I’ve had my Axa MedNet cards since I was born, and, as I designer, I can’t start to tell how happy I am to have this new -designish- face on the back of my card !!
I also loved the campaign: breathy, simple and straight to the point, in a jungle of overcrowded billboards (and you wonder why car accidents are on the rise!). And the witty line says it all, i must add.
I’m only jealous I didn’t get to taste those amazing delights, you lucky things you!Would you, by any chance, happen to need new bloggers?
Hello Yanna!
We’re super happy to have you as a loyal reader and we truly encourage debate! In the end it’s all about having different perspectives. We didn’t say it’s a bad redesign, we just pointed to the fact that it’s very safe, too safe.
We’d love having new bloggers, especially ones coming from a design background!
Please e-mail us asap on brofessionalreview@gmail.com to know more details about you and check we can collaborate.
thank u Myrnzz keep on following
‘Esteemed Ad Critic’ is now ‘Highly Esteemed Ad Critic’
how come your highness?