Web Design Forums

Bishop · 13-07-2010, 22:41

I have been simmering over this logo for a while now, waiting for it to grow on me or for something to click. But it is just not coming.

Telecom article

Our national telecommunications provider re-branded last year at the cost of a few mill. ( not sure of exact pricing ). Although the old logo was outdated you would think that being a national service provider with lots of moneys, re-branding is something that you would want to get right.

I tried to research the logo to see what the designer had to say about it as it has come under much scrutiny lately.

I found this from the Telecom marketing director...

"What we are saying here to people is that this is all about you - it is literally whatever you want it to be. This is about self expression,"

Got me thinking about a designers responsibility and such.

Opinions?

Am I blind and this a terrific logo or has the design firm just sold the idea because of a good sales pitch?

slate · 13-07-2010, 23:44

In my experience logos are almost always sold by a good sales pitch. Actually most things in this business are.

I think what you have to look at is the entire rebrand. Remember thats its more than just a logo, it was probably presented with a full print/video campaign, sample ads, concepts to get excited about. Get a board room of people excited about the overall feeling of the new brand and it can almost look like anything in the end.

Its not a horrible execution, I think it meets what the marketing director was trying to say. Did I notice that when I originally look at it? not really. But it does look expressive, and I' sure they can play that up once you throw it into a campaign.

Gradient is butt ugly, and the kerning between the e - c is off, but overall its to bad. There is always much more to rebrands than meets the eye, thats for sure.

Bell Canada did a rebrand a few years ago: The CANADIAN DESIGN RESOURCE » Bell Canada Rebrand

One of the biggest flops I've seen in the telecommunications industry. For a month they ran white billboards with a sliver of blue sticking out the side of them. Guerilla marketing at its worst.

tevih · 04-08-2010, 22:45

The "ec" makes my eye twitch. Yea, the mark is pretty derivative, old, unoriginal, and looks quite literally just scribbled together.

Meh.

13-07-2010, 22:41	#1 (permalink)
Bishop Eating out. Join Date: Sep 2007 Location: Nouvelle Zélande Posts: 3,856	How to justify a logo. I have been simmering over this logo for a while now, waiting for it to grow on me or for something to click. But it is just not coming. Telecom article Our national telecommunications provider re-branded last year at the cost of a few mill. ( not sure of exact pricing ). Although the old logo was outdated you would think that being a national service provider with lots of moneys, re-branding is something that you would want to get right. I tried to research the logo to see what the designer had to say about it as it has come under much scrutiny lately. I found this from the Telecom marketing director... "What we are saying here to people is that this is all about you - it is literally whatever you want it to be. This is about self expression," Got me thinking about a designers responsibility and such. Opinions? Am I blind and this a terrific logo or has the design firm just sold the idea because of a good sales pitch? __________________ It's simply an ugly drawing of something slightly disturbing. SteveB

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13-07-2010, 23:44	#2 (permalink)
slate Senior Member Join Date: Feb 2010 Posts: 3,196	In my experience logos are almost always sold by a good sales pitch. Actually most things in this business are. I think what you have to look at is the entire rebrand. Remember thats its more than just a logo, it was probably presented with a full print/video campaign, sample ads, concepts to get excited about. Get a board room of people excited about the overall feeling of the new brand and it can almost look like anything in the end. Its not a horrible execution, I think it meets what the marketing director was trying to say. Did I notice that when I originally look at it? not really. But it does look expressive, and I' sure they can play that up once you throw it into a campaign. Gradient is butt ugly, and the kerning between the e - c is off, but overall its to bad. There is always much more to rebrands than meets the eye, thats for sure. Bell Canada did a rebrand a few years ago: The CANADIAN DESIGN RESOURCE » Bell Canada Rebrand One of the biggest flops I've seen in the telecommunications industry. For a month they ran white billboards with a sliver of blue sticking out the side of them. Guerilla marketing at its worst.

04-08-2010, 22:45	#3 (permalink)
tevih Art Director + Web Guru Join Date: Jun 2010 Location: Chicago Posts: 40	The "ec" makes my eye twitch. Yea, the mark is pretty derivative, old, unoriginal, and looks quite literally just scribbled together. Meh.

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