That’s right, we’ve changed! Oh don’t worry, we haven’t stopped coming up with ingenious ways to help you power, play, protect and connect. We’ve just given ourselves a bit of a makeover, you may have noticed this on the blog.
Our new logo is a distinctive orange mark that resembles a “G”. It presents our customers worldwide with a strong, cross-cultural image that is both forward-thinking and deeply rooted in Griffin brand tradition. Regardless of interpretation—a capital G, the internet’s ubiquitous “@” symbol, an ear, the word “Go”—the mark is a symbol of connection and relevance in the digital age, a design with different implications to different people. The Griffin name is featured alongside the mark in a new font and color palette, completing the logos.
As you can see from our collection of logos along the side, we’ve come a long way since being created on Paul Griffin’s kitchen table back in 1992!
So, what do you think of our new look?
It lacks an intuitive “up” direction so, if new to a customer, they would likely place it flat-side down and wonder what the two domed circles mean.
I love it. It's pretty distinctive. I like how it works as either a lowercase g + @ hybrid letterform, or a capital G. It's really nicely done.
Thanks very much.
As someone who owns GRIFFIN packaging for my iPhone and as someone with the same last name as the company's only name, I felt connected to this brand.
Personally, as a consumer, I find the new logo uncomfortable and their new packaging boring. The old packaging was much more appealing (clear plastic cases, form-fitted to the contents, with orange, white and black printing). This new packaging looks like all the other packages on the shelf: photo/image of the contents on a white background.
As a designer, I like where the logo is going, but find that the rounded edges of the logo with the rectangular shape of the word GRIFFIN are competing. In terms of marketing; something in this brand up-date should have carried over from the last logo, something identifiable with the old brand. Something that would let consumers know who this “new” GRIFFIN is. Instead consumers won't recognize the packaging or the logo… I know if it wasn't for http://www.underconsideration.com/brandnew/arch… I would not recognize this new logo or associate it with the GRIFFIN I thought I knew.
Liking the mark, preferred the old type though (not that it matches with the new mark).
[…] like the fourth time since they opened their doors in 1992 (a snapshot of the changes on their blog) introducing a new identity created in-house at the very end of last […]
Thanks for your feedback Callie. Great last name too!
anybody can advise a website to get evolve outside us? Thanks in advance
[…] ist es im Griffin-Blog zu lesen. Die Mehrfachbedeutung des Logos wirkt in dieser Ausführung eher beliebig. Vielleicht hat […]
No problem with the new logo, no problem with the colors, miss the old font…But realistically it doesn’t really matter thought because the products and company are awesome and in the end that’s all that really matters! Keep up the great work
Thank you Bill.
Great last name too 😉