Redbox’s main service is video rental through standalone self-service kiosks. In its first year of operation, the company did not specialize in film and video game discs. Its points were located in McDonald’s restaurants and allowed to buy consumer goods. And only in 2004 was the company redesigned to rent DVDs.
Meaning and History
Redbox was originally a McDonald’s project aimed at acquiring new customers. Its creator, Gregg Kaplan, represented the business development team. He also proposed the idea of renting a video and made it possible to return the discs to any kiosk, regardless of its location.
Then the fast-food chain tried to get rid of Redbox and sold this brand Coinstar piece by piece. The last shares were bought in 2009. The new owner popularized DVD and Blu-ray rental and expanded the number of locations to include many pharmacies, shops, and fast food outlets. In 2016, the company became owned by Apollo Global Management.
The only thing that has never changed is the red color of the stalls and the Redbox logo. It reflects the essence of the name and is the most memorable element of the corporate image.
2002 – 2016
The first-word mark was a bright red “redbox” lettering, for which the designers used a bold sans serif typeface. All letters were lowercase and had rounded corners. A curved line stretched from “r” to “e,” forming an arch. This logo went out of use in 2016, although it is still found on individual kiosks.
2016 – 2017
The redesign was because the Redbox company came into the possession of Apollo Global Management. The lettering and arc remained in place, but the color took on a pronounced dark pink tint, and the letters became thinner and more angular.
2017 – today
In 2017, there was another logo update, but not all Redbox customers liked it. A wave of criticism was caused by bold type, because of which almost all letter-spacing disappeared. The thick horizontal serifs at the ends of the “r” and “x” have received little public approval. Many consumers didn’t like the purple dot at the end of the word. But all the changes were accepted because the company would not abandon the new identity and confidently moved forward.
Font and Colors of the Emblem
In the past, the most emblematic element of the Redbox logo was the curved arch. She seemed to unite all the letters, showed their commonality, and denoted the inextricable connection of the company with customers. In 2017, the arc was removed, but after the inscription, a purple circle appeared. Due to its location (bottom right), it was used as a point—styling the title for Redbox added originality to the company’s image.
The first logo font was a variant of Target Book. Typographer Tomi Haaparanta designed an original typeface avoiding corners and serifs. Most of the attention was drawn to the lowercase “e” with a diagonal stroke in the middle. The modern wordmark also uses letters with rounded corners; only the “r” and “x” have serifs on the edges. They are as wide as the rest of the lines.
The lettering color matches the name Redbox, although it has a slight pink tint (# E41644). This reddish-pink tone makes the wordmark work well with the purple dot placed at the bottom after the 2017 redesign.