Nerf: Toy Company Redesigned by The Soup Group for Super Soaker Redesigned for repackaging. http://www.underconsideration.com/brandnew/archives/new_logo_and_packaging_for_super_soaker_by_soup_group.php

This logo was redesigned for the company Nerf; a toy brand that is iconically known for vast array of nerf guns. This logo was for their water guns called the “Super Soaker”. They had released the product with the old logo for awhile and decided to redesign it for new packaging. The old logo was very plain. It was italicized and had a bit of a wavey organic form to the “S”s from Super Soaker with two contrasting colors. The reason I say that the “S”s are organic forms because they are soft edged and flow more without harsh edges and sharp lines like the bend in the “E” or “U” have. Compare it to the new logo; the logo looks more active and exciting. We can see right off the bat that there is this organic shape of a “C” or portion of a circle that envelops the text of “Super Soaker”. The “C” circular portion that sweeps under the word “Soaker” could be an abstract representation of a wave to emphasize the product being water themed. I argue that it could be seen as an abstract representation because the swooping line looks like a wave that is coming up. This is also used for other water gun products that Nerf sells, so it leads me to believe that the swooping motion of the line is a wave. The text is also organically shaped because of the irregular curvature to the text. Not only the “S” have a wavey organic shape to it, but the rest of the text follows that same wavey motion. Because the colors Blue and Orange contrast each other, when we look at the word “Super” it draws our attention to the word “Nerf” in the corner since the white text and shape is percentage-wise at least half of the image. The whole logo looks to be in motion because of how the curves of the text and the organic shape seems to be very active. This plays off with how it relates to the company because Nerf products are meant to be played with other people while being very active, in motion, and fast pace games. The colors orange and blue are very represent the company Nerf perfectly because those are the colors of the company. The old logo was blue and red, which didn’t have as strong of a connection to the company as the new logo creates.