“The Great ‘Outdoors’”
(Est. 2004) “APN Outdoor Group Limited is a publicly listed company on the Australian Stock Exchange. As the most progressive leaders in Outdoor advertising across Australia and New Zealand, APN Outdoor boasts 36,000 high-impact sites in attention-grabbing locations. APN Outdoor is committed to driving the Outdoor industry forward and is constantly investing in research and innovation to produce improved results for its advertisers.”
Hulsbosch (Sydney, Australia)
The new look and feel for APN Outdoor cements a new chapter of leadership with a progressive brand concept that secures a smarter impact for the business. At the centre of the Hulsbosch work is a logo that is a symbol of change for the long term that will stand out. The visual identity builds on the APN Outdoor communication heritage, leveraging their distinctive colorisation alongside a striking modern design solution. The creative outcomes offer brand versatility suitable for a wider remit activated in digital and new technologies.
Images (opinion after)
The old logo possibly had a good idea — although, to be honest, I’m not exactly sure what the concept was (a sign within a sign?) — and there could have been something interesting about working the shapes of the letters as the counterspace of each letter but the eventual result was mostly hideous with a terrible secondary font (not that the font itself was terrible but its choice as a pair with the thing above it was wrong). The new logo is kind of clever, with an interesting use of quote marks. Yes, the recent Theos identity did it better or, at least, more elegantly, but the more visual bluntness of this one works well with what the company does, which is putting signs as big as possible wherever possible. The execution is quite on the money, with a good balance of the size and thickness of the quote marks in relationship to the letters and it maintains good readability. The applications are okay… the use of a geometric sans serif for all the headlines feels like a cop-out, would have been good to see something less generic. On the re-use of the quote marks on the headlines I would have probably switched which one goes on top and which one at the bottom because the right quote starts to look like a comma. Overall, though, this has a good impact and is fairly interesting as a system.