Cheering on Consumers


It seems like I am writing about a new Cheer logo design every time I turn around. However, a constantly evolving identity is necessary in the surprisingly cut-throat world of home goods and cleaning supplies. Many customers are simply grabbing the bottle or box on the grocery store shelf that looks the most appealing. In order to be that brand, you have to be constantly changing your packaging and logo design.

I was never a big fan of the old Cheer logo design. I like the lower case lettering and the font was as friendly as could be. The multi-colored splashes coming out of the lettering felt clean and fresh, while also vaguely floral. Blue is, of course, a very clean color that calls up images of water. So, what’s not to like?

First, the way the letters are angled feels weird and even gratuitous. There is just no reason for it. Second, the 3D shine on the letters is obnoxious, especially when you notice that the colored splashes are as flat as can be. The new logo design is certainly an improvement. It features the blue seen in the old one, but made slightly darker and more modern. The letters are still in lower case, but in a different font, one that (gasp) lines up in a straight line. They feel like they are placed too closely together; a little more space would do wonders for this logo design. In addition, I think the E’s could benefit from being turned a little less severely. They feel like they are sitting at a different angle than the rest of the lettering.

I’m a little sorry to see the colors go. However, the new packaging is much more colorful, so it demands a simpler, monotone logo design. A multi-colored drop is now used on the packaging, with a dizzying array of facets and colors. It has the same general feeling as the old image, but in a new, modern and minimalist way.

The astounding thing: this is Cheer’s third logo design and brand identity in four years. I know that change is inevitable, but really? This might be a record for rebranding, even for a Procter & Gamble company.  The old logo needed to go, but the constant rebranding might be interfering with the development of loyalty to the Cheer brand.

If a bottle bearing this logo sat on your Target laundry aisle shelf next to all of your favorite brands, would you put it into your cart? I just might. The logo feels clean, modern and appealing. It will be especially appealing next to the bright oranges and yellows that still dominate packaging in this aisle. If you are selling products that are enclosed into packages, then designing packaging is an important part of the logo design process. It is important that your product packaging stand out on the shelf and help to differentiate your products from the competition. It is equally important that your packaging begin to build your company brand.