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Doodle direction for Viking
Posted by Patrick Burgoyne, 16 May 2011, 14:10 Permalink Comments (49)
Lippincott's new identity for office supplies company Viking uses doodles in an attempt to link the brand to office life
Viking (old logo above) is a European office supplies company owned by Office Depot. Lippincott's UK office helped it reposition itself in a market dominated by discounting and free gifts to buyers. As part of that, a new identity system was introduced based around the idea of the doodle - something, Lippincott reasoned, that many people associate with being at work.
Thus the new, redrawn logo (shown top) is matched with a doodle drawn, apparently, by Lippincott creative director Lee Coomber.
The idea really comes alive, however, when applied to products such as copier paper
packaging
and delivery vans
It is also appplied in the 30 million (yep) catalogues that Viking has just sent out to customers across Europe
and on the website, of course
With such an approach there are worries about how sustainable it might be in the long term (will the idea quickly wear thin?) but here perhaps there is an opportunity for the doodle to be continually refreshed using a roster of illustrators and artists. If Viking could 'own' (sorry for the jargon) the idea of the doodle, they could do a lot with it in future.
A distinct improvement from the previous look at any rate, not least as a result of dropping the clutter of the 'Home Depot" business line and the scaling down of the giant size ® that so many firms insist on now.
UPDATE: the original catalogue image supplied to us by Lippincott was a mock-up, as some of you in the comments have suggested. We have now been supplied with an image of the real thing and the story has been amended with the new image.
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49 Comments
Have they seen HTC? I guess not. Did they see the Design Museum? I guess not. Oh dear. More time spent doodling might have produced a more original concept!
2011-05-16 16:39:56
"www.viking-viking.co.uk"?
"hassel free returns"?
Either a mock up catalogue is being used for PR or we're talking a 30 million copy reprint!
2011-05-16 17:23:54
Odd - my dad uses Viking for office supplies and I can't see this appealing to him. It's not a soft, friendly brand so why the cutesy doodles?
2011-05-16 17:52:24
Ummm, I put one of these in the recycling last week. Underwhelming. Lots of great projects being badly executed at the mo, a real shame.
2011-05-16 19:12:07
It kind of works on the packaging but the logo looks strangely incomplete and off balance to me. But then I'm not a designer so what do I know!
2011-05-16 19:57:33
I quite like the rebrand, it certainly adds a more 'fun' element to a brand associated with something that is a little drab. Not so sure on their rational though;
"a new identity system was introduced based around the idea of the doodle - something, Lippincott reasoned, that many people associate with being at work."
Office managers across the land will snapping their Bic Biro's at reading that!
2011-05-16 20:21:37
I really like the redesign, I think it's certainly an improvement on their old branding. Although, I'm not expert, just about 2 years design experience in college. And I'm impressed at what people are saying in the comments, stuff I never really thought about when analysing it.
I agree completely with Katie, as it's not really supposed to be a laid-back brand.
I would have also liked to have seen some more identifiable script. Something that could be stripped back to just one letter and recognised as a "Viking" product.
2011-05-16 22:20:53
The doodle doesn't work on the catalogue or logotype by itself, but when seen on the copier paper and the van it looks really good. I wouldn't say the doodle is something that makes the brand stand out from anyone else, if you removed the "Viking" logotype nobody would know what company it was or even what they did.
2011-05-17 09:39:27
very impressive identity. GB.
2011-05-17 12:47:43
As a designer, the appeal of attractive packaging for dull office product is huge!
I get the design rationale, the logo is fresh and, sans the doodle, it really stands out among their competitors. It feels like Paperchase met Staples and had an attractive office-supplies-child.
Unfortunately it's lost the feel of 'lower cost product' and that might hinder them in the future.
Oh well, i look forward to receiving the brochure. And I'm totally going to get some paper!
2011-05-17 12:52:45
I agree, it looks nice on things like the copy paper and the van. But as a logo it does look a little odd, although I guess I see where they're trying from, and hopefully this is only stage one. I would love to see it expand and become more of a story and an identity for them, otherwise it will just be a fad that quickly wears thin....Plus the TV advert is shocking....
2011-05-17 12:54:38
I use Viking from time to time - I noticed they had redrawn the logo on the latest catalogue but I didn't notice the doodle at all!
2011-05-17 12:55:00
Niceday. Again.
2011-05-17 13:04:34
Logotype and illustration in the logo look disconnected, looks better applied to the products as other people have said. I think the naive hand-drawn style is beginning to look tired as it's been done several times before. Nonetheless an improvement on the old identity.
2011-05-17 13:08:52
Agree with Luke Jones, The van is really striking and the box isn't too shabby either. The doodle works best when it's black and removed form the logo (in my opinion). And that's what it's all about isn't it opinions? It's a mater of contemporary taste. In 10 years time we'll have forgotten the cool retro 70's heritage thing (which was soo naff not so long ago) and be redesigning it all over again. AND STOP being so cutting P.ingle. It's not not big and it's not clever and a wee bit immature. FYI you have spelt Leicestershire wrong on your web site contact details. PEOPLE IN GLASS HOUSES... ... and other such admonishments ;-)
2011-05-17 13:11:02
Really like the execution of the logo, and although the doodle has been done countless time before, it works for the brand and compliments the logotype well.
Definately a huge step in the right direction.
People can be so close-minded when they see something that isn't completely original and think that, that automatically equates to a poor job.
If the doodle is just a 'trend' it can easily be dropped (x) years down the line and the logo will still be there holding its own.
2011-05-17 13:11:15
I like it. Its a million times better than what went before.
Using Doodles does make sense too, I do agree that it could become tiresome. But new ones can always be created and added over time.
2011-05-17 13:24:33
Much improved over the old logo and the doodles can lead on to more development - like a bit of cartoon humour. Leaves them plenty of scope.
I can see some wags will have lots of fun 'colouring in' any van left unattended!
2011-05-17 14:02:09
It is a vast improvement on the old brand. The packaging and van look really good. The logo could have been inter woven a little with the doodles apart from that, I like it.
2011-05-17 14:08:07
I quite like it. Works very well on the van and on the paper packaging. For it to work properly on photographs as in the catalogue, they'll need to choose lead images with more space on top - the sample above looks a bit cluttered. And we can't have that kind of thing going on, can we?
Saying that doodles are evocative of the workplace is a load of boardroomspeak to sooth the guy with the checkbook. The reality being that the minimising of formalities in favor of the cutesy, casual route - even taking in handlettering and informal copy - is simply all the rage.
Is it just plain pathetic to suggest that they might have created a little hand-drawn viking character? Okay, one step at a time. .
I better get back to work, that's enough doodling for one day.
2011-05-17 15:31:37
Sovereign Office Equipment rebranded their catalogue back in December 2010. (http://www.sovereign-office.com/Contact_Us)
Looks like they've given the world of stationary a wake up.
2011-05-17 15:44:00
The catalogue cover looks like an Ikea catalogue page to me.
2011-05-17 16:53:30
I liked it initially but beyond the packaging shots it started to get a bit dull
It hasn't been thought through how it could/should be used online either
(See http://www.viking-direct.co.uk not http://www.viking-viking.co.uk as the 30 million catalogues would tell you).
2011-05-17 19:54:50
Although this re-brand is superior than Viking's previous ugly bugly Identity.
It appears to me that Lipincott have just jumped on the Doodle band wagon. The pesky things are already been overused in tv advertisements. From supermarkets to DIY stores to organic food companies. I'm afraid the doodle is a trend that has run it's course.
Product identity yes. Brand identity NO! I'll give it 12 months.
Bo Davis
StudioSevenart.co.uk
2011-05-17 21:09:10
Its Lars Olsen meets Ikea
2011-05-18 09:10:38
it depends on where they want to go in their business. If what they're trying to do is to gain new customers in the home/home office world, then this is a step in the right, friendly, laidback kind of way.
it's a logo, not the brand. so long as the core elements of their brand (invoice payment ordering, delivery, contracts and accounts) stay the same, then it won't lose them any business at all in my opinion.
2011-05-18 09:14:00
To me these aren't doodles but a full-on Supermundane illustration. (Google it)
I would prefer to receive this in the post than others... but I am a designer and, I imagine, not their only audience.
2011-05-18 09:18:57
I think the rebrand does work within the packaging aspect, as it comes across to be more uplifting. But yet the illustrations doesn't yet quite fit with the context and tone of voice for office supplies, plus it doesn't look quite right on the catologue. I think it's good to see a attempt at change, but it could of been excuted better.
2011-05-18 09:21:24
Maybe the designer used to work at McCann London? Maybe they own a HTC smartphone? Maybe they've never ordered anything from Viking Direct and seen the Grommit who drops off their order? Mmmmh!
2011-05-18 09:24:25
I recently ordered from Viking too and didn't notice the doodle....not sure if it really fits in with the brand.
2011-05-18 09:26:15
I like the word mark - I think they'd have been better to distance the whole 'doodle' style from the brand itself though - Fine for a campaign but It'll become old very quickly.
2011-05-18 09:31:15
It's an improvement and it works even if it rips off more thoughtful designs that have gone before it.
But I question the longevity of the doodle devices, especially since this kind of illustration has been around for a good few years now, and is becoming tired. There's a lot of 'borrowed' ideas here - Ikea (a reflection of the brief perhaps - "Here's a catalogue we like - off you go...", Design Museum, HTC - "We like these doodles..." etc. - but then again in light of the Viking audience, the cut-price approach to selling stationery and the no-frills sentiment of the brand then maybe all this plagiarism is a reflection of the brand itself?
2011-05-18 09:38:13
It looks great, but about 10 years too late..
Surely doodling is what one does when one DOESN"T want to work..
I actually really like this redesign even if to me it says, Minimal House Record Label meets Overpriced Fizzy Drink..
2011-05-18 09:39:39
Just seen that Sovereign Office Equipment Catalogue.... Ouch
http://www.sovereign-office.com/Contact_Us
2011-05-18 09:47:24
I quite like the look of it, most offices these days are built around a fun, friendly atmosphere and as a supplier to that environment the brand works.
However, I think they've swung the pendulum too far; the old brand was stodgy and drab, but this new look is too cute and loses the fun professionalism promoted by modern offices. On the right track but by no means a finished re-brand, needs more development, perhaps after back-tracking the design process a bit.
2011-05-18 09:59:03
I'm fine with the whole 'doodling at work' concept, because its very true. And the overall rebrand works well, even if the catalogue cover looks like an Ikea/Argos mashup.
But damn, that new 'V' is ugly...
2011-05-18 10:06:34
I like the rebrand. It's got easier lines and flows nicely.
I agree with earlier posters on the doodling....a trend yes, but something the market likes and so why not feed into what the consumer wants and enjoys? We are talking about trying to increase sales in the end.
The doodling can always be taken way and the new logo will stand alone.
The one downfall I see...it looks like an Ikea catalogue. Anyone else see that?
Well done on the rebrand.
2011-05-18 11:31:18
I quite like the look of it, most offices these days are built around a fun, friendly atmosphere and as a supplier to that environment the brand works.
However, I think they've swung the pendulum too far; the old brand was stodgy and drab, but this new look is too cute and loses the fun professionalism promoted by modern offices. On the right track but by no means a finished re-brand, needs more development, perhaps after back-tracking the design process a bit.
2011-05-18 11:39:28
It's nothing to write home about. I think Office Depot needs to re-brand its self.
2011-05-18 12:40:19
I like it. But it could have been a lot more inventive. The doodle feels like an add-on, rather than integral to the rebrand. Should have gone more the route of stationery porn, colour coding etc...
2011-05-18 13:18:05
I think they should've just doodled horns on the logo and left it at that. Most people would associate the name with horned helmets (even if it's a myth) and that would connect strongly with them but none of their competitors. That way they could apply simpler, more memorable doodles; look a bit more 'budget' and not look so much like Supermundane or anyone else. Sorted - Viking should come to me next time!
2011-05-18 13:34:24
Packaging looks cool but I think this appeals more to "creatives" than general office users. Think it also makes the product look more expensive—is this a good thing for a stationary supplier?
Not convinced about the brochure...
2011-05-18 14:07:52
its an improvement on the previous logo which isn't a bad thing and helps to break down that 'cold office' image that viking has. Why the negative comments. Its as appealing as the London Graphics Centre if not more and sells things far cheaper.....oh the power of branding. i can't believe my head has been turned this easily....but thats the power of it i guess.
Agreed that the doodle looks good as a standalone on the paper packaging, box and van. Not sure about the doodle and 'viking' combo together....the doodle lacks impact especially viewing it on screen
2011-05-18 17:47:42
Wow! Viking are an old client of mine from a previous life, haven't really paid much attention to them for a few years until this popped up. I have to say, it feels very, very off brand for a company who, from experience, take themselves very seriously, I would never in a million years have said they'd take their brand in this direction.
As other commenters have said, I can't really see this appealing to their target consumers and dealer groups; to me it feels like it's the sort of thing you'd see in WH Smiths at 'back to school' time.
2011-05-18 19:45:13
Shame its near identical to our work for Supplies Teams own brand range http://bit.ly/kfSfuP
2011-05-19 08:58:42
I think it looks good. There's my five cents (or pence in the UK).
2011-05-19 12:16:50
Particularly impressed with the boxes. Lovely stuff.
2011-05-19 18:01:13
I like the doodle, not so keen on the font/typo for the name. An improvement on what was before.
2011-05-23 16:47:21
Without doubt an improvement on what they had before. It's true it isn't exactly innovative and the lo-fi doodles could be considered old hat. But I think the typography is strong and the doodles give them a platform for something they can expand and exploit for future campaigns... we shall see...
2011-05-26 22:21:32
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