an All Creative World site
Ivan's picture

New Wacom logo

A very strange and fresh new logo for Wacom, the maker of the well known and liked graphics tablets. Here is what brandnew gives us as background information to understand what is happening here.

Wacom, the Japanese company responsible for the addictive tablets — try to pry one from any designer and you will suffer the consequences — unveiled a new identity and brand positioning last week, aimed at making headway into the general consumer market while maintaining its attention on the professional, hardcore user. The new company motto, "Open Up. Sense More." — both technological and slightly kinky — is intended to lead the way in the new appreciation of this company, while their latest tablet design, Bamboo, hopes to cash in on the more general public willing to put their mouse, and carpal tunnel syndrome, behind them. The old logo — with its mid-80s corporate design sensibility — has been replaced with a monoweight, mid-00s techie sensibility. (Do note the legacy of using the same shape, though inverted, for the W and M). The identity has been designed by Wolff Olins, them of London 2012 fame and of bright-color propensity (evident throughout the new Wacom web site). While the revised wordmark is a considerable improvement, the introduction of The Color Thing, all bouncy and weird, is a detriment to an otherwise simple evolution. What the meaning of The Color Thing is, is beyond my comprehension and, once refrained to question its existence, why it's so unbelievably static — make it spin in 3D! make it morph! make it pulsate! anything except bounce like a color version of Pong — is even more baffling and demoralizing. Unless The Color Thing comes alive, really alive, signaling the technological savvy of Wacom, it is a gratuitous visual element with little potential for recognizable traction. Or maybe in its ugliness, like that of London 2012, it will find its audience. One thing is for sure, it will unlikely lose its current, devoted audience of designers and retouchers who can zip across the screen faster than the The Color Thing can bounce from one edge of the screen to the other.

Commenting on this Blog entry is closed.

plugz's picture
1245 pencils

I like that a lot!

I might have to buy a new tablet just to get the new logo on it.

:p

Anyone want to buy a 6 month old Intuos 3?

plugz's picture
1245 pencils
elbandido's picture
128 pencils

Reminds me of Shrek's ears. I don't like it. I better get one before they throw the new logo on there.

“Imagination is more important than knowledge. For knowledge is limited to all we now know and understand, while imagination embraces the entire world, and all there ever will be to know and understand.” - Albert Einstein

“Imagination is more important than knowledge. For knowledge is limited to all we now know and understand, while imagination embraces the entire world, and all there ever will be to know and understand.” - Albert Einstein

stephanie's picture
518 pencils

I agree with Elbandido. I don't like it either - the font is okay, but the whole icon missed the mark by several miles in my opinion. "The Color Thing" is a perfect name for it, it's just a "thing" someone had fun illustrating, without any direct meaning or purpose.

EDIT: I just took a look at their new site, and the Flash "Color thing" bouncing around only further solidified my opinion.

------------
Perfectly Lost Designs

archmedia's picture
587 pencils

flat out, i just hate it. i think it's ugly and going against ALOT of design principles. What the hell do cones with colored gradient balls have to do with tablets? what the hell does "the color thing" have ANYTHING to do with promoting a tablet vs a mouse, promoting natural sense of pen vs carpel tunnel mouse have to do with this logo?

seriously, what the hell are the people at Wolff Olins smoking, cause i want some. not so i can make shit designs, but so i can make them and way too much money for them at the same time!!!

i don't think much can be said, if anything, about this logo that will convince me otherwise about how much i hate it.

i give it 2 years and wacom will be changing it. what a sad sad waste of money.

____________________________________________
Architectural Technician - Multimedia Designer
www.ArchMedia.us

Calm Storm's picture
12 pencils

Totally agree. When I got to the part where they said it was the olympics people, it all made sense. Bleh, horrible mark. "I just threw up in here people. That's the reality." That looks like something from Sesame Street, *honk honk*. Text is ok though.

--------------------
I saw this wino, he was eating grapes. I was like, "Dude, you have to wait."
–Mitch Hedberg

--------------------
I saw this wino, he was eating grapes. I was like, "Dude, you have to wait."
–Mitch Hedberg

tlarson2k's picture
66 pencils

Mmmm, fugly.

zagadka's picture
131 pencils

i understand their need to revise the logo in order to expand their market from professionals to regular consumers. and the wordmark certainly is an improvement, but the weird color thingy is just aesthetically ugly and conceptually corny, in my humble opinion.

natobasso's picture
3951 pencils

I hate to trash yet another corp logo, but are any of these companies following their own creative briefs anymore? Was this designed in Powerpoint by the sales department screaming, "it must be web 2.0-ee"?!!!

The logo misses the mark because the whole point of the Wacom tablet, at least its most direct benefit, is to allow the designer to create more organically. The logo is anything but organic. It's total digital crap.

[EDIT: No wonder. It was designed by the same school children that brought us the 2012 Olympic logo! "The identity has been designed by Wolff Olins, them of London 2012 fame".

Insanity is doing the same thing repeatedly and expecting a different result. I'm going to go bang my head against a wall now. More than once.

Aaaaaaaah!
----
Powerpoint is not a design application

tripdragon's picture
416 pencils

Puke, just puke

workys --->> http://filmsandwich.com/

shoaf's picture
78 pencils

I happened to visit the Wacom site the other day and saw the new look. I was thinking that although the old wordmark was looking a bit dated, the Color Thing was downright dorky. I guess I can see the connection of shaded cones... I remember the margins of many classmates' notepads in high school & college had doodles that looked similar.... I may have been guilty of some like that myself.

But that connection is diggin' pretty deep.

The new wordmark, IMO, does seem to fit the Wacom fluidity of their products better than the old mark... and it does look a bit more modern, as do the colors.

This has been posted by someone who considers his Mac a great peripheral for his Wacom tablet. ;)

geoff's picture
118 pencils

Geez these guys are getting paid a lot to create some ugly stuff!

skye196's picture
1 pencil

...it could be a speech bubble.

archmedia's picture
587 pencils

and that has to be the single most painful experience EVER. I KNOW that if i EVER made a logo like this in school, and then animated it SOOO horribly by making it bounce from side to side in a "lets learn movement in flash" manner, then having it scale as it bounces HORRIBLY from side to side, then i would have failed miserably.

I can't believe firms are getting paid major dollars to produce such crap. and as i said in my previous post, i want to know what the boys at Wolff Olins are smoking. I'm curious just how much their sitting there and thinking "lets see just how bad are designs can get and STILL make money."

the thing that does get me wondering is, does this fall into the category of "even negative publicity is good publicity" (or however you want to put the saying) cause it's obviously working for them after they got TRASHED on the 2012 London "thing" (I don't dare call it a logo)

____________________________________________
Architectural Technician - Multimedia Designer
www.ArchMedia.us

mokenke's picture
314 pencils

I am in fact an addict to the tablet. I am currently using a 6x11 Intuos. My observations regarding the logo are very influenced by how the tool contributes to my success.

In a way, I think this design agency certainly pushes the envelope in terms of the standard lines for corporate marks. On the other hand, who knows what the communication strategy demanded from Wacom and the design agency to acheive their new segment goal? When I came across it a few days ago, I was also shocked, nevertheless I thought about purchasing one of the Bamboo tablets for my travels.

Wacom is my right hand.

mokenke

plugz's picture
1245 pencils

...has a lot to do with the re-brand.
The fact is, Wacom is becoming less for the design professionals and more for everyone with a computer.

The new logomark reflects that.
It's attention grabbing, playful, open, and most importantly, accessible to consumers.

With the launch of their Bamboo tablet they launched a new strategy and I also considered buying one for on the road use, but nevertheless, Wacom are diversifying in to new territories and as such need a new and powerful brand to deliver those results.

That's why I like what they've done with the new branding and think the logo device is an inspired piece of design.

mokenke's picture
314 pencils

BTW, The old logo is being used on their latest tablets, the ones that came out along the logo change.

mokenke

ttaylor's picture
78 pencils

I like the font but I just don't get the colored balls and pipes.. It looks like something an intern would make when they were given work to keep busy..

griffoso's picture
17 pencils

Along comes another genius with a neat new/old idea to revolutionize the world for WACOM..!!..OK I really don't like the design but the lucky guy got the job so I guess that's a good thing..

Calm Storm's picture
12 pencils

...that someone submitted that logo in the critique section here, but it wasn't a logo for Wacom, just some company. They would get shredded! Even if the company sold colorful plastic horns for parties or something, it would STILL be bad.

--------------------
I saw this wino, he was eating grapes. I was like, "Dude, you have to wait."
–Mitch Hedberg

--------------------
I saw this wino, he was eating grapes. I was like, "Dude, you have to wait."
–Mitch Hedberg

plugz's picture
1245 pencils

Why is it bad.
What does it do wrong?

spigot's picture
190 pencils

Simply speaking for aesthetics, here is what I think is bad:

1. Bad color choices
2. Terrible use of gradients.
3. No understanding of balance. The icon is so heavy the whole thing looks like it could topple over.
4. Impossible to build a b&W version thats even close to the color version.
5. Too far out there for a "redesign" -

To add a little "constructive" to this criticism, I'll add that they should ditch the icon, and keep the new type. If they need to have a gradient to look fresh, reverse the type on a gradient box. With rounded corners. And a drop shadow.

~ spigotdesign.com

natobasso's picture
3951 pencils

Re read my post too. :)

http://creativebits.org/new_wacom_logo#comment-32547

----
Powerpoint is not a design application

Lynda L B Duke's picture
2 pencils

Though I admit, I don't see the "relevance" of the new logo design, I don't "Hate" it. I don't care for it either, because as another reader stated, it reminds them of Shrek's ears. I find it does not point an individual towards the WACOM site, but rather causes one to ask the question of " what is it?" Horns tooting in all different directions, sort of like Disney design and colors. I think the old design could have used some colors, but didn't need complete change. You want the world to know its WACOM, not Shrek's ears. Purpose of design is to "send the curious to the product". This logo does not fulfill that purpose. I think someone was given the project on the rush and didn't really think in the direction of sales! I say to the reps and sales people: rethink your logo ideas. This one doesn't sell.

-----------------
Exercise your art, stretch your imagination!

LyndaLBDuke
~Stretch your imagination-
exercise your art!

Makote's picture
15 pencils

While I like to be partial. This happy logo is shit.

And no matter how fast, it may have been done. Or how bad the creative brief was. Shit is still shit. and thats what the poorly executed tard of a logo wolf olins made. It is fugly at all levels, technical, creative.... wolf olins is trying to impose a new trend in branding so it seems that trend is no matter how crappy your work is you still can get away with it and cash it in. They probably don't even have designers there anymore. Also from their website it seems they dont have programmers also.

natobasso's picture
3951 pencils

They designed their sitemap with TABLES!
http://www.wolffolins.com/websitemap.htm

----
Powerpoint is not a design application

Boot in Single User Mode

Repair Permissions

sinoptik's picture
1 pencil

Maybe it's too easy to criticize Wolff Olins after the infamous London 2012 logo, but I really can't see the point of Wacom's rebranding.
There is an attempt to break away from the corporate feel of the previous logo, but the result is too cheesy.
Typography is the best part of the new logo, but I can't call it exceptional or outstanding - it is a typically techy font that looks contemporary for this decade, but who knows how soon it will be outdated?
The "color thing" is completely awful. It has awkward and static forms, and the gradients... I'm not a purist and I understand that with the rise of new media gradients and 3D-effects become more suitable for some identities, but the gradients here have an unnatural look, like someone's first attempt after discovering gradient button in Photoshop or Illustrator.
I feel that WO designers had good intentions but failed to convey Wacom's message.

--------------------------------------------------------
Logodiver logo design

natobasso's picture
3951 pencils

Maybe it's too easy to criticize Wolff Olins after the infamous London 2012 logo

Sadly this is not their only debacle. They have many.

----
Powerpoint is not a design application
My latest web design work

Creativebits is a blog about Creativity, Graphic Design, Adobe, Apple and other related subjects.

Do you need a great new logo?

Pick a pre-made design from a collection of 50,000+ logos that will be customized to your business name for free.