Mini. As far as I am concerned, the example of an iconic brand that has been reduced to the true essence by the German design agency KKLD in the last restyle. The idea behind the original MINI brand was to develop a highly efficient car with a focus on the essence of driving. So simplicity, but with a striking and unique driving experience. Ironclad to implement that concept in the new logo design and in the entire identity. With this logo and the new identity based on clear typography, MINI shows that it does not only fit the spirit of the times but that it dictates it.
Pol van HarenDog and Pony
Our most recent project is often my favorite project, because I am completely mentally involved. At the moment, that is the logo we developed as part of the new identity for the merger of BNN and Vara. We chose three powerful red bars, which on the one hand visualize (discover, reveal, unleash) BNNVARA's internal drive, and on the other hand refer to the 'hamburger menu'. We find that claim to the international symbol of 'content' a convincing statement within the Dutch Media landscape. The logo can be used both corporate and fully abstract and lends itself perfectly to a distinct visual language. A simple and timeless icon.