Happy 100! Morton gets a new look.

It’s a milestone year for Morton Salt – the organization is celebrating its centennial with a brand refresh.

And like the best in baking, ‘a pinch’ is enough.

When you’re the market leader in something as basic as salt – (actually table salt is neither basic nor acidic, it’s neutral, but ‘basic’ in terms of product marketing) – it’s best not to rock the boat on brand.

The new mark is practically indistinguishable against its 46 year-old predecessor. Really, blink and you might miss it.

The girl has cleaner lines, her yellow dress and hair really *POP* now without the overkill of shadowing. And a stronger fall of rain calls for a healthier pour of salt! Both happenings are better emphasized in the new iteration.

The typeface is sturdier, with the “R” having a more playful swagger and kick not unlike the salt-touting girl herself.

One of America’s “10 best-known symbols” (Post-Tribune, September 1989), the logo and heavily optioned tagline “when it rains, it pours” was originally crafted as a method of promotion that Morton salt remained free-flowing even in rainy weather, thanks to unique, ultra-absorbing agents. #nowyouknow

I guess easy does it!

Haven’t had enough of one of America’s favorite blondes? The company has an entire website built to promote the centennial.

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 :)

What the FK, BK?

Same King, new Kingdom.

That’s right. The King of Burgers (if only by name), just a few weeks deep in unveiling their new HEALTHIER Satisfries^TM, is taking promotion to a whole new (read: confusing) level!

I guess their #WTFF guerrilla campaign didn’t gain the momentum BK had hoped?

Chicago - W. Wacker Drive

Their latest cry for attention, a faux re-branding from “Burger” to “Fries” King, began to unfold Tuesday via social media.

And they’re dead serious! (At least at one location)...

Fries King -- As seen through Social Media...

To set the record straight, the 3^rd-string fast food kingdom is NOT really changing its name. Apt at garnering attention on the many realms of social media, the hubbub tucks nicely with BK’s raucous, counter-culture personality.

And while it definitely generated buzz, we remain skeptical of the results.

Man, they REALLY want us to try these fries!

Let’s face it; the fast food burger market is as stale and mature as they come.

Everyone knows the Whopper; they either like it or they don’t. And while the introduction of new bacon sundaes may have intrigued, they aren’t the type of stuff you can build a sustainable business on.

Robin to the sandwich’s Batman, fries are the full-time side item, part-time snack that can bring new business! Seriously, there’s like 15 choices for sandwiches, but only 1 side item EVERYONE wants (and it’s not those mushy apple slices).

The change in monikers is BK’s plea with the most skeptical McDonald’s and Wendy’s loyalists that have yet to try the new fry – (and that fry better BLOW minds if it hopes to secure repeat traffic).

“We couldn’t make it in burgers, so we’re focused on fries!”

But flip that burger and you’ve got yourself a real pickle of a marketing dilemma (HA!).

By saying they’re king of fries, is BK conceding to burgers that aren’t all that stellar? What about all the efforts made to reinvent the sandwich side of the menu board last year? Quality ingredients, flame broiled this and that? All lies? You aren’t home of the fry unless the burger moves out.

Wait, what was that about a Bacon Sundaes?

That’s right, we blogged about BK last summer when they were amidst a significant overhaul of their menu; BBQ burgers and pork, and bacon dropped on top of everything (including sundaes). While competing chains were focused on attracting the more health-conscious, it was as if BK was bucking the trend, opting to make a direct appeal to calorie junkies and cholesterol addicts everywhere.

Not even a year later, they’re touting the healthiest fry? Which market are you after? Because you can’t be all things to all people (that’s Marketing 101).

And lastly, (or perhaps it should have been FIRST and foremost), you NEVER toy with the LOGO!

The LOGO is sacred! It’s like America’s flag; don’t tread!!

Aside from MAYBE April Fools, you don’t change your brand “just for fun”.

First, it dilutes the impact of a real change (ain’t that right, Yahoo!?). And second, it’s just confusing. We are a dumb people, U.S. consumers. Give us one thing to look at. That’s it, that’s you. Now don’t change it unless you want us thinking you weak.

Note: BK was on our New Logo Wish List for 2013 – (this is NOT what we had in mind).

PS: Have YOU been SATISFRIED?

Has anyone tasted ‘em? Chicago is a golden arches town, so I have yet to walk myself over to the one, single location downtown. Let me know what you think! (I swear the advertising didn’t work on me). :P

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!

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!

Our 2013 New Logo Wish List

We saw a lot of brand revisions over the last 12 months.

Some good, some not-so-good.

Nearly all following a trend in “less is more/K.I.S.S.” marketing design.

But while many brands decided to go under the knife this year, there’s many more that did not, but should have.

And so, without further ado, here’s just a  short list of the brands we’d like to see transformed in 2013.

In alphabetical order:

Bed Bath & Beyond

I almost always mistakenly say Bath & Body Works. Anyone else? Talk about a lack of brand equity!

Bed. Bath. And Beyond. The name itself is an alliteration of 3 B-words of public domain. How about Boring Bland and Bloated? And speaking of bloated, the word “BEYOND.”  I get what they’re trying to do here; intimate their store carries EVERYTHING. But it just looks lazy and out of date.

They need something that’s more compact, even when stacked. The words themselves are uninspired, so BB&B should work to build some sort of brand personality out of the font/character style and colors they choose. Partner the name with a mascot even? It couldn’t hurt.

Buick

I’ll never understand why GM would give the ax to Pontiac only to leave Buick standing. Pontiac drove excitement, what’s Buick drive? Grandmas and grandpas to church, that’s what. And not very fast.

I’m guessing that I’m not Buick’s target market. But really, I want to know where GM sees this nameplate within its brand ecosystem. While Cadillac is old luxury, is Buick the other 99%? Our grandparents loved them, but that was 20+ years ago. As our parents take their place in the family tree they’re not just going to concede themselves to driving mom and dad’s car. And so, a new Buick for a new generation of Buick owners! That’s what we need.

The circle + 3 bands of armor could be completely reimagined. Maybe it’s a rectangle with a tighter crop on the shields? Maybe in includes a new palate of color? Maybe the word “Buick” comes back in dropped casing? How to get there is up to you. Just get there.

Burger King

I'm pretty sure my Burger King Kids Club (BKKC) membership documents boasted the same corporate seal back in 1992.

The primary blue + red + yellow just feels greasy and chock full of saturated fat. Use brand revision as an opportunity to more clearly articulate your position in the face of competition. It doesn’t have to be drastic like Wendy’s Q1 forecasted change (ick). Maybe, like Arby’s, it’s just a matter of growing up a bit.

Instead of basic, garish color, opt for a silver, almost-metallic finish? Or maybe rich earth tones? Down play “Burger King” for an abbreviated “BK” in a stately new font. Finally put a crown on the thing (subtle, yet kitschy).

 

Neiman Marcus

Is it too early to call the Target-Neiman holiday partnership a flop? It was a decent attempt at meeting next-gen luxury buyers where they are today, but with store shelves still stocked, year-end mark downs were imminent. It might be time to take brand redefinition a new direction.

50% off and STILL not moving?

A quick stroll down Chicago’s Michigan Ave this time of year will help size up the competition. For Saks, it’s a simple-stoic Christmas, classic luxury. Nordstrom is warm charming eclectic (oh, and obsessed with birds). Then on the other end of the spectrum, Bloomingdales hosts a bright and boisterous, high-energy holiday. These auras transcend the stores’ holiday motifs into everyday branding. And so I ask again, who is Neiman-Marcus?

Neiman’s is taupe walls and tan dated marble floors. Neiman’s is your rich (great) aunt’s store – where she can still buy loose knit sweaters with sparkles and extra-high shoulder pads. It’s stuffy with heavy perfume and always at least 10 degrees too hot.

I realize for heritage retail brands it's a giant leap of faith to stray on logo. But there's no equity in ultra-80's squiggle fonts. It looks like it should be spelling out “you can do it!” on the wall of a jazzercise class. You’re on your own with this one, guys – but there’s got to be something you can do to breathe some new life into NM.

Pizza Hut

I know, we loved the 90's too, but they aren't coming back. Actually, the clothes might, but let’s not wait up, OK?

The font feels like it belongs to a Mexican fast-casual restaurant. And seriously, what’s with the squirt of yellow mustard at the bottom? And the jalapeño pepper dotted “i?” Do you even have jalapeño peppers? The iconic roofline has been reduced to a misshapen mess that even the most agreeable Red Hat Society gal would refuse to wear.

Put simply, the logo is sloppy and doesn’t compute well in the age of digital. Cleaner lines, less scribbles. As the menu expands, maybe consider dropping to “The Hut?”

Verizon Wireless

I suppose they’re too busy ruling the air to come down to earth for a brand tune up. The logo is not half bad. It’s just over-exposed.

We see it daily; across every advertising channel imaginable. 34(ish)% of us see it every time we go to return a text. Sprint refreshed when it purchased Nextel and AT&T recently refined casing and their globe. So maybe it’s just that Verizon seems to be the only one still using last generation’s logo. If there’s any industry where you want to feel young, hip, and cutting edge, it’s mobile telecom. And yet, every time I see the Verizon logo, I think of my first cell phone, the Qualcomm Kyocera (circa 2000).

It was cool on flip phones. Now what do you got for smart phones?

So there you have it. 6 brands on my new logo wish list for 2013.

Do you have any others to add?
Please, share with us!

….and Happy New Year everyone!

Cheers,
Daniel