Cadillac gained weight over Christmas…

…Like, a lot.

While we were all too busy wishing one another ‘Happy Honda Days’ and ensuring it was a ‘December to Remember’, no one remembered to tell Cadillac to go easy on the sugared cookies.

And now, this:

There’s more to love at Cadillac!

…Or not. Yeah, DEFINITELY NOT.

The new look scraps the laurel wreath, making room for the adjusted (read: inflated engorged) iteration of the signature crest.

Developers maintain the new mark matches the brand’s forward-thinking mantra “lower, longer, leaner” – a promise embodied in the brand’s current and near-future automotive designs.  Is it just me, or does the Cadillac fleet seem to place emphasis on the exact opposite? Tall, slim, sharp featured headlamps and taillights; emphasizing narrow, vertical height -- it's a style in glaring contrast with the now horizontally-focused brand mark.

Sorry, but I’m not buying it.

While I commend the brand’s refresh for adopting the less-is-more trend in sharp, streamlined design, I can’t get behind the increase in total surface area and disproportionate balance top/bottom, left-to-right.

It looks like some graphic design intern didn’t know they were supposed to hold shift when they tugged on the corner.

It’s both clunky and garish and looks extremely down market for a brand intended to compete against foreign luxury nameplates.

Size matters.

And when it comes to applying brand to car, one size does NOT fit all.

Mercedez-Benz and Volvo, YES – bigger does seem better.

Cadillac, ABSOLUTELY NOT.

The new look is slated to hit the streets this summer with the delivery of the 2015 ATS Coupe. Let’s hope it gets some toning time in at the gym before then, ‘cuz this brand is by NO MEANS beach-ready.

Happy New Year!
-DS :)

29 hopefuls and one new Yahoo!

When former Google Exec Marissa Mayer took the helm as CEO at Yahoo! last July, a skeptic Silicon Valley was put on high alert.

13 months of moderate alterations to both corporate and site services structure are now behind us.  On the highlight reel we have a cease-and-desist on telecommuting, an emboldened maternity program, and now, the first major brand refresh since (basically) the search engine’s founding nearly two decades ago (19 years already, can you believe it?!).

A logo reveal THIS BIG deserves a PARADE!

…Right!?
Wrong.

Still, Yahoo! insisted on building a (purple) mountain out of a mole hill, ‘floating’ 29 different looks by us.  One per day, the march of violet wore on so long that even I (the most logo-obsessed marketer you’ll ever know) grew tired of waiting.

Seriously, though – a month-long build up FOR THIS?

Some Parade! Macy’s Santa knows, if you’re the last one, you have to really SELL IT! Yahoo’s new logo may as well be one of the clowns that go by at the end collecting horse poo.

Ok, no need to get so dramatic, Dan.
It’s just if you’re going to build hype – you gotta be prepared to deliver the goods!

Look – the new logo isn’t bad as far as logo evolutions go. The former was starting to feel a bit campy.  It recalled the days just before the (first) internet bubble burst, when goofy nerds dreamt up things the rest of us didn’t even know we needed.  

This new mark respects the company’s heritage while following the widespread trend towards simple, clean, mobile-friendly lines.  And, to connect with my previous points on the former, it better aligns with the state of the web today:

From nerdy, social pariah to hipster-cool intellectual, the tech industry has transformed.

Today’s brand is mature, smart and sophisticated; bold and cutting edge (at least by comparison). And it possesses some well thought-out subtleties (i.e. no straight lines) and nuances (the varied sizing of the ‘o’s pay tribute to the brands signature ‘yodel’).

Changing of the royal (purple) guard.

Perhaps the biggest change is the new variety of violet. While it feels more grown up, I can’t shake the notion its better suited behind the makeup counter at Sephora or in the feminine hygiene aisle at Target. It’s just too dainty to represent a juggernaut internet company.

Evolution not a Revolution

I reiterate, new Yahoo! did NOT deserve a parade.

Seriously, if you take a look at the 29 teasers that came before it, we pretty much had it day one (OK, and maybe a little day 10).

Ah well.  Who really sees it anyways? What, with such a hectic page design?...

Can de-cluttering be next on the agenda, guys?

Banimation Domination!

All the ad revenue in the world isn’t worth the shame of subjecting viewers to distracting ads. Come on, Yahoo! -- you're better than this. (Banimation: banner ad + animation – thanks to Jeremy for the ever-so-perfect name!).

Facelift Friday: 'Ernst & Young' now just 'EY'

My, it’s been awhile since we’ve reviewed a logo transformation!

What can we say? It’s been a slow summer.  A slight curve here, a flip-flop/color swap there; only modest brand revisions.

Everyone’s been playing it safe.

…Until now.

EY. Pronounced ‘EH’?! (read: huh?)

Big 4 Beaming?

Just before we broke for the 4^th, Ernst & Young unveiled a radical new brand design. Aimed at sophisticated, bold simplicity, the first impression just fails to connect. What do you think?

Building a better working world?! How about you build a better working logo first?

While we agree with the firm’s “out with the old” intentions, we’re not sold on the “in with the new” results.

Sure, the previous look felt a bit cluttered and a lot stodgy. It was where dad put in thirty-five years, not where daughter/son got a career started. The interlocking EY mark, albeit clever, felt outdated, like some retro-modern, mega-60s trip.

But the new is a clear attempt to maintain harmony between the “E” and “Y” executed in the most unimaginable and unbelievably dull ways possible.  Referred to “in the biz” as both “E and Y” and “E-Y” interchangeably, dropping the ampersand makes a clear distinction of the brand’s preference moving forward. The new mark follows form in the latest trend of “less is more” design.

We’re sure they have some deeply poetic rationale behind “the beam.”

What and why?

A beam of light – everyone wants shown through the dark! EY’s beam is focus and guidance; it’s your tool to navigate the choppy, unknown seas of (whatever) business (you’re in). It’s bright and energetic. It’s sloping up, just like EY clients’ margins and profits! Won’t you join them?! 

Suffice to say, it’s a simple addition introduced to simulate uniqueness. Partnered with the right copy, it will deliver just the right amount of “warm fuzzies” you’ve come to expect from a global professional services firm (read: very little).  

3 down, 4 to go.

An industry changed! With Enron’s collapse, the rise of Sarbanes–Oxley, and fall of Arthur Anderson in 2001, the Big 5 became the Big 4 and a critical line was drawn in the sand.

Looking to abandon any image associated with life before industry meltdown, three have now undergone major brand overhauls.

With simple, sans-serif typeface and the introduction of otherwise generic shape and color, each hopes to better relate in the new, global marketplace and digital age.

It’s your move, KPMG!

LEGO. Action. Movie. Do these pieces click together?

I think I was old enough to drive before I stopped playing LEGOs on a regular basis.

And I must have almost 100 minifigures spread across my 6x6 office cube today. Look, I’m a kid at heart; what can I say? It’s part of my quirky charm. :P

But even as a loud and proud adult fan of LEGO (AFOL) – yes, such a moniker exists –I had reservations when I first heard Lego intended on making a movie.  

LEGO, the Movie?! WHY?!

Movie THEN toys. Isn’t that the usual way of it?

You’re thinking; “Barbie did it!” Sure, but Barbie is a toy tycoon centered on a core set of timeless characters. LEGO doesn’t have a central story/cast – they have 10s of product categories/genres, 100s of sets to support and 1000s (no, MILLIONS) of characters!

You’re thinking; “But Toy Story was EPIC!” Ok, first of all, the first and third, for sure (but I digress). Every kid and kid-turned-adult wants to believe their toys come/came to life when no one was around. The franchise thrived on that dream and nostalgia. This isn’t a movie about toys coming to life – this is a movie where the “toys” ARE real life – in an alternate reality.

You’re thinking; “But what about Disney’s Cars franchise?” A bit like anthropomorphic Hot Wheels, (although no affiliation to the brand) – each vehicle capable of developing and sustaining unique, net-new story arcs all their own. Why can’t LEGO?

Look, I don’t want to fight anymore.

All I’m saying is I was skeptical that a century-old, traditionally male-targeted building block toy could make the safe (read: profitable) transition to the big screen.  

And, my skepticism reached a peak earlier this week when a friend tipped me off to the Lego Movie’s official trailer release. Take a look:

Maybe I’m still reeling from the impressive list of voice over actors recruited to the project.

But, with a 2 minute, 15 second teaser, I’m on board!

LEGO, the Movie. Why NOT?!

The trailer doesn’t give away much.

It seems we can expect a galactic-themed, everyday superhero/budding romance all wrapped into one (set to the tune of PG).

But the preview does established heart and soul.

It pokes fun of the motley crew amalgamation of characters LEGO has amassed over time (licensed 

characters and mermaids, historic figures and NBA all-stars). It animates pieces in a magnetizing way; both shattering apart and reconfiguring in ways that both boggle and delight the mind.

What do you think?

Can LEGO be a hit in theaters?

Would you go see this movie?

A LEGO Movie Blockbuster; just one more piece in building Brand Equity that lasts.

Who would have thought a toy founded on the premise of building blocks could even survive a century+ of competition and progress?

That it would be able to grow beyond simple relatability among infants and toddlers and be admired by the entire K-12 span?

That it could keep pace with (even translate to) the rise in popularity of video games?

That after decades of being sold in traditional mall and big box toy stores, not only able to open stores of their own, but barely manage to keep lines of fanatic customers at bay? (Seriously, have you ever been inside a LEGO Store? PACKED. TO THE. HILT.).

All with an ultra-premium pricing model (don’t even think about asking LEGO to build you a coupon).

Seriously, if LEGO can build a mega movie hit, it will be the ultimate story of enduring escalating Brand Equity.

With a successful movie franchise, LEGO will have assembled an iron-clad brand stronger than their $200 TECNIC 4x4 Crawler.

What are you doing February 7? Let’s go to the movies. :)

Things are bright and cheery over at The (new) Vitamin Shoppe

What better time of year for a healthcare/supplements store to debut a new look? Q1 is their Christmas!

Customers are flooding in; resolved to live a better life, combating epidemic colds and flu, or perhaps a combination of both.

I’ve always been a GNC loyalist, so pardon the delay in my taking note, but
 

The Vitamin Shoppe has totally transformed!

An improvement for sure, but given the incumbent, was there ever any doubt?

The previous logo was totally ordinary, which doesn’t pair well with an already terribly generic name.

And it was a name and logo all at once, mounted on a thick, heavy oval of blue and gold. The bloated, italic typography, with its hard edge lines and the useless inclusion of “since 1977” left the mark feeling unnecessarily busy.

Vitamin Shoppe’s new look follows the sweeping trend in clean, simple design.

The Colors

While it retains the heritage colors of blue and gold, it brightens both quite a bit. Increasing yellow’s prominence was a smart move; as it makes the mark feel young, healthy and full of life (and isn’t that why we pop vitamins in the first place?).

…Wait, where else have we seen this color palate?

Did someone have a sale on blue and yellow-gold?

A little too close for comfort, if you ask me. I’d have tweaked the colors a bit more to secure a truly unique identity, (and avoid brand confusion with the Sprawlmart pill aisles).

The Typography

Nothing earth-shattering, thin and simple – but a breath of fresh air! And hey, it does as good a job as any of carrying the word “Shoppe” into this century.

The Shield

Perhaps the most interesting update was the addition of an emblem.

The Vitamin Shoppe’s “V” is bold and impactful. It brings real movement to the brand and is well suited for the hip minimalist approach to product labels, promotional posters and social media avatars. Although not iconic, it strives to be, and will no doubt become sole ambassador of Vitamin Shoppe across the gamut of iOS, windows, and android mobile apps.

Not bad brand evolution.

When it comes to the new look, we give The Vitamin Shoppe a clean bill of health!

A New Bird in the Sky? American Airlines

Who said bankrupt companies can’t spend gobs of cash on rebranding?

Image is important; you’ll hear no argument of the contrary here.

And when you’re staring the prospect of dissolve dead in the face; image can be the Hail Mary pass that keeps you in the game.

You’re clear for takeoff, New American Airlines…

I thought it was older…

Designed back in 1968, the current mark is quickly approaching 50. How can something feel so iconic and yet so ordinary at the same time? Helvetica bold with tight kerning; is that what it boils down to? And while the red feels a bit brighter, I know that blue is straight off the American flag.

The eagle is the most inspired piece of the puzzle, but rigid and hard – more suited to stand for a government entity or military service. A quicker glance and it almost looks like an abstract take on the cancer support ribbon (sans top fold).

The new AA…

For the first time, AA’s logo and brand feel separate but equal parts of the full identity.

Here the font is just a touch more casual; sharp edges are sanded down for a softer, less drastic appearance. Gone is the Betsy Ross era of shared colors. The new brand bestows upon the text a rich navy-gray while the logo itself calls upon a bright range of both red and blue.

And what about that “logo?” Is it a bird? Is it a plane (wing)? Maybe both. Regardless, it gives the brand some depth and movement that the old logo lacked.

Applied to product, the introduction of a third brand element on the tail is lost on me. It feels a bit too patriotic (the bad kind) and basic; as if it should be eminent domain of the American people and not tied to an individual brand (however “American” they may be).

Why not simply apply the new eagle/wing logo to the tail?

So, what do you think?

We approve.

The first new logo of the year, and it couldn’t have gone to someone more in need.

How did we miss AA when we assembled our 2013 new logo wish list?

But will the change be the fresh start American needs or just a blip on the radar as they fade into the sunset?

Only time will tell, but never underestimate the power of new visuals.

The key lies in follow-through. A logo is highly salient; but all brand interactions, customer service, in and outside the cabin, need to follow suit if AA has any chance of escaping the ailing sentiments now associated with their name.

WeightWatchers’ new logo trims the fat (exposes something else).

It’s been awhile since we’ve done a Facelift/Faceoff Friday challenge.

That’s because most companies wouldn’t think about undergoing a brand transformation amidst the calamity of the holidays. Unless of course Q4 is one of your least busy seasons and your gearing up for a rush that inevitably comes with the start of each New Year.

New Year’s Resolutions are what keep WeightWatchers in business.

And so as the weight loss/monitoring juggernaut prepares to usher in a new class of self-loathing pound shed hopefuls, they decided to give their brand a quick tummy tuck.

Personally, I saw nothing wrong with the last one. It was bright and active, slim and flowing – all the things you’d want your experience with weight loss to be. It didn’t feel dated or as if it had lost its impact.

The new logo falls victim to the same trend in brand homogenization we described earlier this year. It ditches much of what made WeightWatchers stand out, opting for a mega-simple, ultra-reductive treatment comprised of a single case, single color, and dime-a-dozen font.

Relax. It does a few things right.

As you move from left to right, the fade from black to gray to white feels transformative. In that regard, it conjures up a notion of what the weight loss process should be; starting in the dark, moving to the light.

It also feels more masculine (or, at least not feminine), an arena WeightWatchers has been trying to break into since adding basketball legend Charles Barkley to their portfolio of celebrity endorsements last year (did he give up the Taco Bell spots or is he just a post child of confliction?).

But wait. Look again. What’s that in the center?

A big, gray twat.

Oops. By dropping all casing, the words ‘weight’ + ‘watchers’ become a 14-letter game of word find (and with a second glance, my eyes found a doozy). True, the word has several meanings. But none of which a woman wants top of mind as they embark upon their new diet.

How does this not get caught during the creative process? Has no one at WeightWatchers or the agency of record run into similar issues when combining the words before?

One thing’s for sure – if you didn’t notice it before, it’s all you’ll see now.

All is not lost. A simple reversion back to the upper/lower formula would dilute the impact of stringing all the letters together. It’s a quick fix, but will it get applied?

As of 12/7/12

The current form is up on the site now – I can’t imagine it will make it into 2013.