CHALLENGE: CASE STUDY, RED BULL REDESIGN
Red Bull really don´t need any introduction. This world famous energy drink has been extremely up to date in communication, graphic material, SoMe, and throughextended their sponsorship of especially extreme sports arena. Due to a long, aggressive and successful marketing strategy they now have claimed a position in the market that is almost impossible to surpass.
The logo has been untouched since it´s release date in 1987, witch is not a common feature of world stage brands. This made the task of designing a new one even more challenging, since there is no timeline of logos showing witch visual direction the company has gone through. The obvious reason the logo hasn´t been redesigned is that is has no need to. It is a good logo. But still, I felt there was some other solutions that I wanted to explore, to see if it could improve the original.
It would be madness of a brand that well known to set aside the two bulls in front of a yellow circle to make something completely new. So the redesign must be close to the original, with a new and maybe a bit more modern look. The two main elements I wanted to explore was making the logo mark of the bulls a bit simpler and minimalistic, and change the look of the font – witch in my view is the weakest point of the logo.
The type font is a custom made font similar to Futura SH-Dem Bold. It has a tall ascender height, narrow x-height and the two capital letters have been altered so the circular line doesn´t touch the stem of the letter.
The logo mark with the iconic two red bulls colliding in front of a yellow sun-shape is quite detailed and with a lot of bumps, giving it a bit of a “bubble-gum”-feeling.
The type font is an altered version of TT Firs Extra Bold. I tried to make a more delicate version of the original logos cutting of the circular shape into the stem of the two capital letters, making only a small dent in the top line. The font itself is more masculine and modern than the original, even though it still will stand the test of time being geometrical and minimalistic without being trendy. It has a short ascender height and a modern version of a serif on the top part of the “l”. The look and feel of the word mark is solid and refined, and still feels bold enough to be appropriate for Red Bulls audience.
The bull has been modernized and simplified, leaving a more masculine appearance to it. The tail pointing towards the front of the bull instead of backwards as the original is done to make a more aggressive expression. The shape of the bull has less angles and details, and with fewer shapes especially in the front and back leg area. This again makes it more scalable to smaller sizes.
The colors is just a bit darker than the original, toning down the citrus yellow and mailbox red into shades a bit more corporate.
During the process of sketching I came up with the solution of re-organizing the word mark by putting two and two letters together, forming the symbol for decibel: “dB”. I really liked that only by cutting the logo into different sections you could find a new way of communicating something. If not the new “Red Bull gives you wings”, the slogan I came up with to accompany the dB-logo is “Be Loud. Be Heard.” I think is has nice and recognizable ring to it– and in times of diversity and global changes it fits very well into almost every communicational platform, targeting and inspiring youth.
If it ain´t broke than don´t try to fix it? Well, this wasn´t the most obvious logo to redesign, since it is not bad at all. But plunging in deep has made me look at the original logo with a different eye, actually liking it better now than I did before I started chiseling out my own version. I have done SO many different versions of the bull before I was happy – and still I´m not 100% satisfied with it. But you have to draw the line at some point. All in all I think this is a fair shot at it, and are quite pleased with it landing the way it did.
And thank you to Red Bull for providing my “Racing Fuel” during my triathlon-races, it works every time… ;)