Sharpening the Point

By Gh Published on .

At the One Show in New York last month, the One Club unveiled its new logo: a somewhat abstract pencil shape designed by the L.A. office of Ogilvy & Mather's Brand Integration Group (BIG). "It was time to enter the new millennium," says the Club's executive director Mary Warlick. "We wanted our communication to reflect the changes in the industry, especially in the field of design." Recognizing the strength of the Club's well-established brand - the pencil motif (seen at top) is some 20 years old - the BIG team retained the icon "but shifted the metaphor to fit the times," says designer Rebeca Mendez. Rather than a static symbol, the new look is a "container for the imagination. This structure allows the Club to fill the logo with its own creative vision," explains Mendez, "while opening it up to allow it to evolve beyond a tool for art and copy, and to become a window that can capture all the varied forms of communication today. Now it embraces the new channels of content: interactive, design, video, film and all other up-and- coming communications media."
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