One Directions Brand, The Logo
This post about 1Ds logo made me curious about their style of branding and a possible rebranding of theirs. So since it’s the weekend and I am a graphic designer I thought I’d look into it and give my perspective on it. So this will be a series of post examining the One Direction Brand and my thoughts on what they’re doing with it right now and where it might go in the future.
I will be aiming to cover various topics like albums, perfumes, books, annuals, films, websites, action1D, tours etc. So in this first installation I’m gonna talk mostly about their logo and how they use it.
One Direction have used two „logos“ in their branding from the start. They have the written out One Direction:
and the shortened 1D:
I would argue that both of these are well known among the fans.
Some basics: They are both typographic logos. The written out one has been modified a bit since it’s creation. My guess is someone did a redrawing of it at some point or they added more/different versions of it to their brand guidelines. It could also be part of a rebrand of their logo. Sometimes when transitioning from one brand identity to another a studio will do it in fragments and not all at once.
The shortened one has structure in it and reminds me of a stamp. It’s kind of rough and I’ve seen this style used for rock bands too. The inner space of the D is shaped like an arrow which makes the whole thing a lot more clever and adds a bit of playfulness and direction, so to speak.
So are there any changes from UAN to now? Yes!
Here is an old logo of theirs from the TMH era vs. the screen grab I took from their website today advertising the new single release:
So the thing that jumps out is that they changed it from a solid colour fill to a texture wich gives it a more lively and wild feeling. You can also see that it’s probably a redraw because of the endstrokes all have a slightly different curve and endings to them. In my opinion it looks better now than before.
This kind of painted typography is actually coming into style again, notably in magazines.
I also noticed that they don’t really use the abbreviated logo on albums anymore. They are relying on the written out version since Midnight Memories. It was used heavily in the promo for This Is Us Their older merchandise also still has it. I think it was a good decision to scratch the abbreviated logo for their albums. They don’t really need it and it just took up space on that.
I like that they recently brought it back for the action1D campaign. It works very well for campaigns, merchandise and film or book promo/art. Or for collaborations where they are not the main act.
So in conclusion I would say that they are definitely changing things and moving towards a better quality of branding judging from their logo changes. Their use of logos is better than it was at the beginning and they follow their guidelines pretty well from what I’ve seen. I’m excited to see if they change their logo completely or if they just keep adjusting it from time to time to make it fit with their target audience.
Also does anyone know who designed both of these? I googled a lot but couldn’t find anything, which is a shame.
Next I’m going to look at their new website.