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Warm Logos

May 31, 2009 Leave a comment

sysco

The Week in Review section of today’s NYT has an article by Bill Marsh about companies changing long-standing logos to warmer, fuzzier ones.

Behold the new breed of corporate logo — non-threatening, reassuring, playful, even child-like. Not emblems of distant behemoths, but faces of friends. … Bold, block capital letters are out. Their replacements are mostly or entirely lower case, softening the stern voice of corporate authority to something more like an informal chat. … Letterforms in many new emblems are lighter and rounder

Last year’s top influence, green for sustainability, remains; leaves still sprout across the corporate landscape. … blue was also gaining as a stand-in for the environment (think of earth’s blue orb as seen from space, or clear blue waters) as well as for fresh optimism. But please, make it a joyful sky blue — not dark, corporate-titan navy.

A graphic accompanying the article shows old and new logos for a variety of companies, along with a short discussion of the nature of each change. I was working my way through the examples, starting with Wal-Mart and Kraft (and ending with Blackwater, which has changed its name as well as its logo), when I stumbled on an example close to my heart. I didn’t even realize Sysco had introduced a new logo. As the accompanying text explains, “The old Sysco box logo — cleverly spelling out the food supplier’s name — made way for three newly popular features: sky-blue type, a green leaf and a warmly worded tagline.” I do miss that cleverly hidden name.

Categories: Business, Design