Pentagram is OUT of touch.
Out of context: Reply #44
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- d_rek0
@non
Being critical of the formal qualities -without context- one could argue that using a display type for a logotype is bad practice.
The thin stresses of the selected typeface will simply drop off to nothing when scaled too small.
The concept itself is fairly derivative and superficial (My tree for Berlin). We have a bold, extended letter be, gradated with color and rotated 90 degrees to become the foliage of the tree and what I assume is a letter 'I' from the same alphabet used in the logotype as the trunk.
While the simplicity of the idea is charming, the execution feels rudimentary - almost amateur - in nature.
Now, it's hard to really critique an identity without having a good understanding of the context of it. So we refer to the rationale provided by Pentagram: http://pentagram.com/en/new/2011…
"The logo is a bold sans-serif letter B (for Berlin and Baum) turned on its side to become an abstract tree. The logo is friendly and accessible, to make the idea appealing to the city’s residents."
While I agree the 'B-tree' is a friendly idea, i can't help but feeling it's a very pedestrian solution for a problem of diminishing trees from Berlin's cityscape. But then again, maybe it's a very pedestrian audience?