Norwegian designers Heydays revamp KK Electronic’s face. Wanting to integrate KK’s desire to utilize simple means of wind energy into a simple but effective design, they transition into a less rigid look. ( Username “Armin”, Where the Wind Blows, 2015)

Of the two logos, the After Logo is more organic because of its less structured nature, or its less rigid composition, if you will. The Before is far more clean cut and geometric with the harder angles and strict symmetry.

In terms of the company name, the Before is a tad more representational because viewers can easily identify the KK in the logo. The After is only abstract because of the lateral bifurcation of the KK (but it can be recognized as KK).

In respect to what the company does, which is powering wind, I’d have to say that the After uses a bit of abstraction and mediation to be the more representative logo. The KK’s organic look makes it almost appear (or at least it did for me) that they are wind turbines, the spokes on the giant windmills. The Before addresses the company and its name; the who. The After addresses the what of the company, which is a bit more personal. That sounds counterintuitive, rather than focusing on its face with the Before logo, the After logo focuses on its mission and objective. Also shifting to an organic look from its previously geometric one also adds to the more personal and personable feel. Wind power is a growing industry and needs more appeal to the public, and so by implementing an organic, purpose-representing image really makes the After logo very effective.