FIRST Logo Redesign?
 

So I know most of you have seen the 2016 game hint for "Stronghold." This has nothing to do with the game, and it seems like it may be an exciting one!

This is about the little changes in the logo that I noticed, which is actually the thing that stood out most to me. To those with less attention to graphic design details, they look alike at a glance. Upon further inspection there are quite a few differences from the balance in composition, the difference in the triangle and square layering, the thickness of the shapes, and the font of the text.

I am a mixed media illustrator and a graphic design amateur (I've worked a lot on 701's branding), this is my personal opinion as a visual artist:

The second logo (2) is my choice right now for the best looking one. Now, I'm not holding an "older is better" bias, because I think logo (2) was a great improvement from the very first logo (1) from a graphic design perspective. Maybe it will grow on me, but logo (3) seems a bit too "cartoony" for my taste, if that makes any sense. I absolutely love the sleek design of logo (2) and it fits the whole high tech image that comes with a program like FIRST. Logo (3), while not much different, has a bit too much balance in the shapes to have an interesting and pleasing composition. Note how the triangle in (2) is placed higher than the one in (3), giving logo (2) a bit more character than the flatter arrangement in logo (3).

Now don't get me wrong, I'm not saying logo (3) is a bad design, It's actually alright, but I just think logo (2) has a more pleasing composition and should stay.

With all this analysis that some may think is overboard, we need to realize that all these changes are made for a reason, and this is what graphic designers have to consider when creating images for branding. If this new logo is what FIRST is going to stick with, then I will have to get used to it, because I think that logo (2) was absolutely perfect, and fit FIRST's image and vision better than logo (3). Although FIRST is about fun, I think the new logo looks a little too "playful," while logo (2) looks sleek and timeless.

These are my views only, not of anyone on my team, and I would like others to share what they think. Do you like it or not? Was it a necessary change, or was the then current logo just fine?

I know the logo holds no ground on the ultimate goal of FIRST as a program for inspiring young minds, but I just wanted to know if anyone else has put any thought into this like I have. Branding and graphic design are very important to me.

Re: FIRST Logo Redesign?
 

Yeah, I like the second one better, too.

Re: FIRST Logo Redesign?
 

Also, the second logo is what's on the front of my custom autographed FIRST hat that I wear to every event. The second logo text is on the back, as you can see in my WAI pic. I've had plans for a while to make a second one that isn't autographed by Dean and Woodie so that precious piece of memorabilia won't get ruined. If this logo sticks I'll have to opt to have the new logo on it. This isn't bad though. My two hats just wouldn't be identical. I never expected the second logo to change anytime soon since it seemed so perfect.

Re: FIRST Logo Redesign?
 

The only difference that really strikes me is the larger lettering in FIRST. Apart from that, I don't see it having a huge impact on how I live my life.
Interesting find though. I didn't notice it.

Re: FIRST Logo Redesign?
 

Considering how little respect FIRST seems to have for its own branding guidelines, I also wouldn't be surprised if they let Disney do a slightly different version just for the trailer.

Re: FIRST Logo Redesign?
 

Did Disney actually have a part in this, like a corporate partnership/sponsorship? I was reading the other thread about the game, and Disney was mentioned in that thread as well.

Re: FIRST Logo Redesign?
 

I didn't notice the change in the logo as quickly as the change in the font. Maybe it's just me, but they seemed to have gone from a fairly timeless font similar to Helvetica to something more like Arial.* The change in the R was the first thing that struck me (which was why I thought of those two fonts), but the difference in the S is also similar, although Arial doesn't end that way. My first thought was that it's almost more childish looking (for lack of a better phrase). Ending the S stroke vertically instead of horizontally seems to imply that you didn't take the time to finish it, as does the straight R tail.

I guess I don't really see the point in trying to oversimplify logo fonts, but if Google did it, FIRST could too...


About the logo itself though, I did notice the change in the square overlapping the triangle instead of the other way around. It seems to make the logo point backwards instead of forwards. I wouldn't see it if they weren't next to each other, but having something point forwards seems more in line with the "change the future" message.


All that said, I don't have a strong opinion either way and am honestly fine with the new one if they choose that. Although I am curious why they'd change it since there doesn't seem to be anything major to improve on.


*I believe the old font was something similar to Univers Pro 85 ExtraBlack Oblique or the Univers Con and the new one more like Extension RR ExtraBold Italic

Re: FIRST Logo Redesign?
 

Yeah, I noticed the logo right away too. I don't think they're actually changing it - they'd make a big announcement to that effect if they were, and it would be integrated into the new beta site.

Re: FIRST Logo Redesign?
 

This is what I'm hoping is the case. I've looked through the beta site and the logo is still the same, but maybe the beta site was constructed before the logo change in the video? Like you, I also speculate that this logo could just be for the video, but with big changes recently, I wouldn't be surprised if it were the new one permanently (until another re-design). I just noticed it actually looks like what logo 1 and 2 would be combined into one design.

Re: FIRST Logo Redesign?
 

From what I heard, the logo is still being finalized with new branding coming in mid-November. I saw that logo on previous non-public material but was surprised it was included publicly for the first time in the teaser.

Re: FIRST Logo Redesign?
 

Same here - I've heard that there is new branding coming with an updated logo, that it's been in work at HQ for a while. Unfortunately, I haven't been in a position to see if myself yet :(. It's probably safe to say that the changes to the logo in the video reflect the new Branding direction.

Re: FIRST Logo Redesign?
 

FIRST doesn't have to follow the Logo Use guidelines. Those are just for those of us outside of FIRST who want to use it.

Re: FIRST Logo Redesign?
 

I'm really interested to see this new direction from FIRST. I'm not a fan of the new logo, but I'm open to see what they come up with.

Re: FIRST Logo Redesign?
 

It's clear the logo is different. What isn't clear is the intent. It could be a shift in logo for rebranding, it could be a shift in logo just for game related materials to match the art style of the game, or it could be a simple oversight in the production of materials.

I hope that is the second or third possibility, and not the first. The current official logo (#2 in the OP) is still the cleanest and sharpest. #3 really doesn't do anything to further advance the brand, unlike the shift from #1 to #2.

Also, the #2 logo is on EVERYTHING. Yes logos can be changed, but rebranding is typically expensive. This is especially true with the amount of reusable branded items FIRST, the districts, and teams have.

Here's to hoping FIRST Marketing reveals more about the situation soon.

Technically this is correct. However it is still good practice for any organization to follow it's own branding guidelines. It doesn't really help the brand when they release materials that go against that consistency.

Re: FIRST Logo Redesign?
 

For some reason it really bothers me that the blue square overlaps the triangle and is on top. That might just be me though.

Re: FIRST Logo Redesign?
 

I noticed it in the video (but was warned about it too).

I was around for the change to the present logo eleven years ago, and I remember the uproar at first but it settled out. Considering the relative size of the fish I have to fry globally (Championsplit) and locally (the stalled growth in South Carolina and the paucity of nearby events for us now), I'll update the front of the Garnet Squadron shirt and roll on.

Re: FIRST Logo Redesign?
 

Yup, was just pointing out that it's not a function of "respecting the guidelines" (I'm sure they do) it's a function of they have creative freedom.[1] And that their not following the guidelines in this case doesn't give folks a precedent for ignoring the guidelines.



[1] Note that this applies to USFIRST as an organization and NOT the various Districts and other groups affiliated with it.

Re: FIRST Logo Redesign?
 

I did notice that they had intentionally added a dark background and white text, which definitely improves the clarity of the circle.

I suspect that the pieces are "thicker" to reduce the amount of black. Putting the old logo on a black background would probably be too dark. The larger FIRST also has the same lightening effect.

As for the orientation of the triangle and whether the triangle or square is in the front, and the change in font, I'm completely neutral. The red alliance has been in front for a few years, so let blue have a turn.

On the whole, I like #3 at least as well as #2.

Edit: the rotation of the triangle allows the logo to use a larger fraction of the black rectangle, again keeping the logo from being too dark.

Re: FIRST Logo Redesign?
 

I'm a huge fan of the logo change, and more indifferent on the font change. One thing that really bothered me about the current logo is the weird downward slope of it from the triangle to the square. I love that the logo revision captures a logo that looks pretty much the same prior to inspection, but is much more balanced and sits on a straight line.

The new FIRST font is a bit round and cartoony for my taste, but I definitely like the change for it to be centered on the logo as well as a bit larger relative to the logo. I think it will make for easier use of the logo on letterhead, shirts, publication materials, etc. Whenever I design materials with the current logo, it's a bit weird to work around the asymmetry of it.

Re: FIRST Logo Redesign?
 

I think a benefit to the new version of the logo is the modifications made to it give it a kind of informal symmetry that is more visually pleasing than that of the current, uneven logo.

Modern graphic design has sort of pushed wordmarks and logotype to the background in favor of a more distinct, sharper, and more universal brand mark. That's why I find it bizarre the relative size of the logotype has increased. Sure the FIRST brand does not have a sizable level of ubiquity, but I don't see how the change to the relative size of the logotype helps that.

Re: FIRST Logo Redesign?
 

I personally think that #3 looks a lot more juvenile than the previous 2. It looks cleaner but the change in the font makes it look 'younger.' I don't hate the new look as most of the changes are pretty subtle but I also don't think the change was completely necessary. I'm excited to see what the rest of the marketing materials for this season will look like and if this new logo will make more sense next to everything else.

Re: FIRST Logo Redesign?
 

Someone in the video discussion thread just pointed out that the new logo has been removed from the "FIRST Stronghold" graphic. Personally, I take that as an indicator that FIRST intends to roll this out as new branding, and hadn't intended to release it yet.

Re: FIRST Logo Redesign?
 

I'm not sure I'd agree that it's more juvenile than the first FIRST logo (sorry, I couldn't resist). It's a bit more cartoonish, but the first logo is just... Well, I'm happy it's history. I guess if they're rolling out a new logo, we'll get used to it evemtually.

Re: FIRST Logo Redesign?
 

Just learned the same last night in our RPC meeting. Also that current logos and new logos will be ok to use for the next year.

Re: FIRST Logo Redesign?
 

From what I've heard, FIRST is doing a lot of rebranding and is making this the new official logo and is changing the color for FTC and possibly some of the other levels.

Re: FIRST Logo Redesign?
 

Why are they taking away our yellow? :(

Re: FIRST Logo Redesign?
 

Time to go update the team branding materials again...

Logos change, and we'll get used to it. I do like that the angle of the triangle and square match up where they meet now, forming one continuous line. The overall increased symmetry in the logo is nice, since getting the old slightly asymmetrical logo to fit in designs has always been a bit of a hassle. While I like the previous design a lot, the new one will be easier to work with. I'm guessing that's what FIRST was aiming for with the redesign.

The biggest thing I'm really not a fan of the new font. It just doesn't look as professional and clean, and distracts from the rest of the logo. With the sizing change, the leftmost stroke of the "F" almost lines up with the triangle's edge - but not quite - which is going to bother me for a while. Also, I wish they would have fixed the kerning of the "S" while they were at it. Then again, these are just my personal preferences as someone who has spent far too much time working on FIRST-related graphic design.

Re: FIRST Logo Redesign?
 

This might be the change that's bothering me most.

Re: FIRST Logo Redesign?
 

Even with this, I'm a little disappointed that the new branding didn't roll out over the summer. We've already ordered (and received) our shirts and sweatshirts for this year, so it'll take another year for us to use the 'correct' logo.

Re: FIRST Logo Redesign?
 

I'm probably echoing earlier sentiments, and I understand that change is a process; but the third logo looks childish compared with the second one, which looks very bold and professional.