Logos fascinate me.
They really are the physical manifestation of the company or product they stand for. What I really love is talking with the marketing and creative minds behind a logo. The passionate way they express the rationale behind every minute detail is invigorating. It reminds us that each color and font, every word and creative element, is heavily debated and painstakingly scrutinized.
And when a logo undergoes a major change, that’s when things get really good. That’s when all the lively/emotional debates are still fresh on everyone’s mind; the point where decisions were inevitably made of disagreements in intended interpretations.
And so, in that spirit, we bring you a new series aptly named: Facelift | Faceoff. It’s a spot where we’ll discuss both the before and after of a logo/brandmark revision; what was the intent behind the change and which version is better.
Our first subject comes from my childhood. Marc’s Grocery & Deep Discount Stores is just that, founded in NE Ohio with locations spanning much of the state (we promise to feature more national recognized brands in future posts).
Before the facelift:
Here, we see “Marc’s” in all caps; the logo made use of hard, black edge lines and a drop shadow treatment. The yellow-colored tagline, “Fun for your money!” was part of the company’s signature television/radio jingle: “Have fun for your money and sa-a-a-a-a-av-v-e…at Marc’s.” It almost looked like a cashier’s nametag (a cashier named “Marc”).
Ah! The new logo moves “Marc’s” into an upper/lower casing, replacing the apostrophe with a floating green leaf. All of the hard, black edge lines and drop shadow are gone, giving the treatment a fresh, clean look. The legacy tagline has been removed, along with it, the conflicting yellow. In its place, a bright, new tagline: “Fresh Savings. Smart Living.”
30k Ft Weighs In:
I mean, who pairs red and yellow with black? When set alongside the new, the original logo almost makes me squint. It’s so hard and abrasive by comparison. For anyone who has been inside a Marc’s store, the previous tagline is accurate. Marc’s was a wasteland upon which larger retailers would dump their unsellable. A veritable funhouse of surprises awaits anyone who dares meander down Aisle 1; all at ridiculous prices. And, oh yea, Marc’s has groceries.
With the soft green leaf and absence of hard edges, the new logo articulates a shift in business strategy and greater emphasis on fresh grocery offerings. The new tagline is conscious of the current economic climate. It also alerts customers that two things wrongfully assumed to be at odds, “freshness” and “affordability,” can be found in-store.
For us, the change is a welcomed one. “After” prevails.
So, weigh in. Did our ersatz plastic surgeons botch the procedure?
Which look do you prefer?