Wacom is a Japanese company that produces high quality graphic tablets for the creative world. I personally love their products, but have never understood the logo. This is my personal concept about how Wacom brand identity could be rethought and redesigned. Wacom does not use this identity.
This is the official Wacom logo and the original sketch by its designer Keshen Teo. He explains that the logo represents the five human senses. Great idea, but I’ve never understood what those multicoloured tubes are. The other thing I’m not a big fan of is using these gradients. Does it look creative and professional? Does it communicate the high quality of Wacom products?
I decided to rethink the whole idea from scratch. What does Wacom provide to the creative world? It brings to creative people perfect control over their artworks through tablet’s surface. The Creative Surface. Sounds like a nice and meaningful slogan. How to visualize a surface? Use some sort of grid, of course.
Wacom is a big and successful company, it’s already recognizable on the market. To keep it recognizable for the audience let’s use slightly modified original brand colours and make a simple pattern out of them.
The next step – typography. I actually like the original typeface, except for a couple of details. In order to create a system the type was redesigned using the same grid as the pattern above. There are a few weights of the typeface, which makes it suitable for different products or headlines.
Now let’s make the pattern and the type work together. It’s a fluid identity system instead of a static logo. It can be easily scaled to any size for any medium; you can use as many coloured dots as you like, even cover the whole thing with the pattern. It can be serious, it can be playful, it can dance. Whatever you do, people would still identify the brand.
All the rights to the original Wacom design, product naming, packaging and cover design shown above belongs to Wacom Company.
Portfolio categories
brand identities
typography
typefaces
packaging
print / art
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