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“The Well-informed Illuminati”

New Logo for Pew Research Center by Chermayeff & Geismar & Haviv

(Est. 2004) “Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping America and the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Pew Research does not take policy positions. It is a subsidiary of The Pew Charitable Trusts.”

Design by
Chermayeff & Geismar & Haviv (New York, NY)

Related links
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Relevant quote
The new visual identity system is grounded by a symbol representing illumination, which is appropriate for an organization that uses data to shed light on important trends. The black and white rendering suggests neutrality, and the bold mark will help call attention to the center’s identity, specifically in the context of charts and data that are disseminated widely across the media and the internet.

Images (opinion after)

New Logo for Pew Research Center by Chermayeff & Geismar & Haviv
Logo.
New Logo for Pew Research Center by Chermayeff & Geismar & Haviv
Lock-up variations.
New Logo for Pew Research Center by Chermayeff & Geismar & Haviv
Color options.

Opinion
The old logo was passable but certainly nothing memorable or near exciting, unless you find bare-bones Didone wordmarks to be super exciting, then I mean no offense. The new logo maintains the serif wordmark, keeping a classy look and introduces a bold icon meant to convey the idea of illumination. It does look like a spark or the glare around a light source and I mostly like it for its abstractedness, which is not something we see a lot of these days in icon design, but there is something too heavy about the icon. Maybe the lines could be thinner? Or the shorter lines not come in so tightly into the center? Or maybe not. Interestingly, of all the color options presented above, the one that looks the best is not shown here but in the website, with the black on tan and paired with the always enjoyable Franklin Gothic. Overall, a pleasant evolution that gives the Pew Research Center an actual visual presence and manifestation.