This is the daring corporate identity for The New York City Opera designed by 2x4 Inc. Some love it's simplicity, wittiness, and visual strength, others hate it. It is certainly daring, But does daring necessarily mean functional? 2x4 Inc. has become a very successful design firm and because of that it is also very respectable. It is difficult to question their decisions made when creating this logo.
What do you think? [enter your comments below]
"The dot triggers a philosophical discussion. City Opera is a bare-bones operation that produces spare versions of a luxury product. In theory, that could make it the ideal cultural entity for this lean age: What better way to forget about your troubles than to watch people sing about worse ones? 'Luxury needs to engage ideas,' Sellers of 2x4 says. 'Opera deals with darkness and schizophrenia, and in a time when we've been so deluded, that directness is reassuring.' She stops talking. The black dot sits ominously on the table, and for a moment no one speaks. Finally, Steel smiles, and the room relaxes. 'I love the graphic strength,' he says. 'I love it. We have a swell season, and we want it to be, Bam! Bam! This is what we're doing: You got a problem with that?'" --New York Magazine, March 2009
166 comments:
Personally I agree with the people that admire it for its wittiness and visual strength. It is innovative because no one has had the balls to do something as bold and simple before, probably the fear of being misinterpreted as something inferior to design through eyes that aren't educated enough.
Although I doubt the success of the design with the color varying frames.
I just see a plain circle on a plain background. I dont understand how this is "innovative"
It is innovative because it has never really been seen before. For instance take a look a white on white.
I admire the "balls" that it took to do something so ridiculously simple, but at the same time, I definitely don't find it witty in any sense. I can't find any craftsmanship in a damn filled identifiable shape and I do not see how it represents opera, much less The NYC Opera specifically. This is kind of a shame as I love 2x4's work.
Bold and minimalist, I like it. I agree that the color pieces are not as effective and seem incomplete. It's witty because it shouldn't work, yet for plenty it does. The association has been cemented in my brain, and i'm guessing that was the point.
Well, I would like to learn more about the logo. Even though this is first article reading about it, but there is information in this article. There are opinions. But what the technical specifications of the branding?
Is it always a white circle on a black rectangle? A look into the second photo, says no. Is that typeface part of the identity as well? Is tha brown-yellowish hue part of the branding as well? Or are those empirical marketing items that doesn't reference 2x4's new logo?
Anyway, I have personal reasons why I like it. Mostly in reference to my senior thesis, but I would like to learn more about the constraints before posting my opinion. I encourage others to so as well.
Hello roberthuston,
Great observation.
Our post provides a link to thier website if you click on the design firm's name.
Here is their link:
http://2x4.org/#
Their site was the main source for this post. The quote from the New York Magazine is the only text provided on their site when accessed January-18-2010.
If you find any technical specifications of the branding feel free to share it with us!
@Roxanne haha, thank you. I was looking into the Brand New website, but couldn't find anything. Would have made sense to actually check the studio's site. Thank you for giving me the heads up!
@robert You're welcome.
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Wow, yes! I agree with Adolfo. Opera House, I do not expect less for you. 2x4 CONGRATS, and I will certainly visit this blog with more frequency, it does share great things.
Congrats to 2x4 if they see this, and congrats to the blog for your inspiring posts.
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I think this is an awesome idea. Witty, relevant, and dialogue inducing. The strongest aspect is probably it's agility. The identity is malleable, a perfectly orchestrated identity that can be adapted to a variety of future situations and campaigns.
While the stark circle may not be identifying on it's own, the canvas that has been designed is sustainable for years to come.
Logos like this are def. cutting edge and I fully expect to see a trend develop.
I was first introduced to 2x4 when they gave a visiting artist lecture at my university some years ago. Their work is always incredibly conceptual, innovative and inspiring. I love the logo and I wish more businesses would hire design firms that are as daring as 2x4. Sometimes simple is best.
I think its very successful, after reading about the opera house and their personality as a company, this shows a charming and witty response.
It obviously gained them some media coverage due to the design of the logo. I think its comes to life when used on other media. I think its hugely successful.
people often make the mistake of looking at the identity as just the logo and judge on that, sure the logo is just a circle. but look at the whole identity, the typography etc. i think its successful.
love it
@chris
innovative because "never really been seen"... innovation is deeper than that. when you talk about things like white on white, thats just a gimmick. gimmicks don't sustain..
Though I specialize in small business logo design and branding, it’s sometimes difficult to educate the client. I so appreciate when they come to me knowing what they are and are not capable of.
It's just an empty eyesore. They're laughing at their client & the client is too pretentious to acknowledge that's exactly what they're doing.
Excellent post ! You make some brilliant points very nice realization. keep it up
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A well-designed logo allures a viewer to your product or service. It is composed of an inimitable design that distinguishes the product from the competitor's product.
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Hugh difference between these logos and my website logo, thanks
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The identity is malleable, a perfectly orchestrated identity that can be adapted to a variety of future situations and campaigns.
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why is it controversial? I think it is kinda cool . . .
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Well the Logo Design for New York City Opera doesn't look so bad. It looks fine to me!
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If you would ask me, I also like this design. It might be hollow but it conveys a lot of meaning. It's up to them to find out what they are. Great post.
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Maybe it's bareness in the first image that most people don't like. I can't say I hate it but it does not really appeal to me. I love minimal design- clutter free convenience. But since this is for the New York Opera, I would think I'm expecting something more--- relative? Placing it with notices & as a background in the magazine works though.
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i like the minimalism- if you can call it that. but on the other hand, it's an advantage if you have something more specific like name/words on the logo since not all people know about the New York City Opera.
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