See How They're Different: Quark Radically Revamps Its Image
New-look logo, type font and palette designed to project image of new-look Quark Inc.
It’s not your father’s Quark.
Today Quark rolled out a fresh, new look for its logo, website, and brands. The familiar water-lily has been banished. Gone are the warm golden tones and the sedate look of its old sans-serif headline type. From one end to the other the site has been given a new fresh look to go along with the corportion’s new attitude.
Regardless of how one feels about Quark, where it’s been, where it is, or where it’s going, the new look is worth a look. It will get a reaction. It already has gotten several, not the least in the Quark Forum’s “Sofa” Threads where discussion is typically very lively and opinionated.
The look seems to be going over in the positive so far; at the time of this writing the majority of the votes in Quark’s poll at its online Forums were split between “I like it” and “Not sure, but willing to give it a chance”.
Vadim Litvak, principal of easternBlock Design:
Think we can expect seasonal changes from Quark now? A fall forward line of packaging and Xtensions perhaps? A slimline case for the Installation CD in the Spring? Maybe they’ll next take the Abercrombie & Fitch route by photographing production designers dressed in bikini tops and board shorts at their workstations in the Summer?
I can’t wait!
I am thrilled that QuarkXPress, the aging stalwart of the page layout scene, has donned some new garb and seems to now be looking into a cleaner, prettier, more designer-friendly (both fashion and page layout) future.
Continue to see more screenshots of the new look of Quark and more on what goes into it.
The new face of Quark projects a new dynamic attitude that gives the impression that they are fit, trim, and more than ready to tackle the Adobe insurgency. Bright primary and secondary colors and bold, assertive type characterize a clear, more easily navigated interface. The design is very clean and ordered, with the new “Q” logo in the upper left corner in all pages, upon which a click returns the user to home page.
Big Design Guns Brought To Bear, and Quark Goes Green
When you go gunslinging on the main street at high noon, you bring quality irons. Names matter: Winchester, Colt, Smith & Wesson. No less so for Quark’s new look.
The new signature stylized Q, for instance, was developed by SicolaMartin, a unit of Young & Rubicam Brands, who saw the chance to rebrand Quark as a peak opportunity.
Steve Martin, SicolaMartin Senior VP and Executive Creative Director, as quoted by Quark in its press release, put it this way:
This really was an incredible opportunity for us, as an agency. We specialize in high-tech clients, so usually weâ€™re doing work that speaks to IT professionals. To get to actually target designers, art directors, and creative professionals was a really fun challenge for us. Not only that, but to have the freedom to re-brand such a well-known company as Quark â€” and to create a new logo for them, as well? We were excited
An addition to the new look is a lively yellow-green which colors the Q and is found throughout the new design. You knew this as Pantone 368, but Pantone has given it a new name: “Quark Green.”
Leatrice Eiseman, executive director of the Pantone Color Institute and renowned expert on color psychology was quoted by Quark it its press release:
PANTONE 368 was the perfect choice for an innovative company such as Quark. This yellow green, a symbol of growth, is invigorating and revitalizing, and breathes new life into a brand, in addition to drawing attention to it. By embracing this color for its new logo, Quark is giving its customers the connotation of the continuing growth of ideas and concepts, and that it is on the edge of new technologies.
They've Got a New, Visual Attitude
Identity redeisgns can go a long way toward freshening an old brand, making it seem new in the eyes of a market that is very (sometimes, too) familiar with a company and its services; it can be like a badly needed breath of fresh air.
Quark’s image makeover is both timely and appropriate. In contrast to the ‘trying to hard to be hip’ attitudes the Quark postcards famously projected, the new logo and identity exhibits a knowing hipness, and the use of color and type make the company’s old web presence seem almost monotone in comparison. The company brought big guns to bear, making an interesting, fresh new mark.
You can read Quark’s press release here.