Logo Design Archives

Logo Design Archives

Since 1998 we have written tons of articles covering logo design news, redesigns, makeovers and more. Over the years, these articles have lost their relevance. So we have decided to take all those individual posts and put them on one page – the logo design archives.

Fashion Magazine ‘W’ Rebrands

Like all industries right now, the fashion magazine business is having hard times. Most women have their faves, but with household discretionary budgets dwindling, magazines have to be especially aggressive in marketing themselves. W Magazine, long known as a fashion industry giant, is rebranding their publication to remain relevant in the ever-changing fashion world.

This rebranding strategy comes with a new brand, a new tagline, and a new logo design. The new tagline is ‘Fashion’s After Party’. This is not so much a change of brand as it is a clarification of the current image. W is one of the edgier, more fashion-forward magazines in the industry, eschewing most of the celebrity gossip and love life advice for several hundred glossy pages of pure fashion. W also covers fashion events more heavily than other fashion magazines. These factors make the tagline appropriate and truthful.

The new fashion logo design is identical to the old, but italicized for a pointier, edgier look. The slant of the letters creates a feeling of movement, but also a lot of pointy edges. The result is an edgier feeling that is definitely appropriate for the magazine’s brand. The magazine has also adopted a new marketing campaign designed to portray themselves as the after party of the fashion industry, with black and white photos and handwritten notes below. These photos can be seen on billboards and taxi roofs around New York City.

This slight change in brand comes just a year after the magazine changed leadership. He expressed that he spends a lot of time at various fashion-related parties, which tend to be stuffy and formal, but that the real fun happens at the after parties. He intends for W magazine to capture this fun, informality while maintaining its fashion-forward image. The new brand is also being promoted by the magazine sending free champagne (Dom Perignon, of course) to celebrities, designers, and other notables in the fashion world. We still have not received our bottle…

If rebranding is a scary step for your business, a brand modification such as this one may be the answer. Nothing about W has changed except the logo design, and even that change is minor. The company is simply clarifying what sets them apart in the world of fashion. This will not alienate current readers (although it may make them more excited about their favorite magazine once again) but there is a good chance that it will attract a large number of interested readers. The magazine does not have to make any drastic changes to live up to their new image; the logo design and tagline describe who they really are.

This can be a good strategy for businesses in other industries. Rebranding may actually lose customers (although professional designers take care to minimize this by creating a brand that the existing customer base can embrace) but a slight modification in a brand can invite new friends while keeping the old.

New Kit For Wales Rugby Union

It may not quite be World Cup time yet (for rugby, that is), but Wales Rugby Union is already rolling out their new rugby kit designed especially for the event. Fans all over the world have been waiting with bated breath since the change was announced.

In true modern fashion, the kit was announced on Facebook, in an interactive ‘game’ that encouraged fans to interact with the brand via this social networking website. Here is how the reveal worked: a photo of a Wales player wearing the new uniform was placed on the site. However, the player picture was covered with squares. For every 5,000 ‘likes’, a square fell away, until the entire player was revealed. It took 70,000 likes to reveal the entire player. This is enough fans to fill Millennium Stadium.

Tying further into the brand, special squares unlocked bonus material such as video footage of WRU players wearing the new kit. Why is a new kit so important? In rugby, it functions as a logo design, mascot and brand all in one neat package.

While fans are already enthusiastically discussing the new kit, the design will not be worn in gameplay until the World Cup warm up matches this August against England and Argentina. It will also be worn in the September tournament in New Zealand.

The new kit has very few surprises. It is made by Under Armour, at least judging from the logos gracing every item. In fact, there may be more Under Armour logos than images referring to the WRU. The white shorts are clean and pristine, although this will likely not be the case more than ten minutes into an actual rugby match.

Rugby fans will be able to buy their own products, of course. We suspect that the official kits will be a popular purchase because they feature new technology and patented designs created especially by Under Armour for the team.

This is a new and interesting way of introducing a new kit, and we suspect that it will take off. Fans are what make a sport. If your team wins all of its matches, it still will not be able to pay its bills without a full stadium and plenty of merchandise sales. Interacting with fans in this way encourages them to become Facebook fans of the brand while building excitement for the upcoming event.

It may seem that these tactics have little use in the business world, but nothing could be further from the truth. You may not need fans, but you certainly need customers. And every business can use a few more Facebook friends or a little extra traffic to the company website. This event rallied the WRU fan base and has been instrumental in building enthusiasm for the events ahead. It may also increase product sales. In other words, WRU’s release of their World Cup kit is a massive branding and marketing success.

Serenity, And A Quail

Serena and Lily is a baby furniture and textiles brand that is expanding into the adult market. They are offering upscale linens and a wide range of housewares, all of which have been well-received by customers. However, Serena and Lily has one key problem: a distinctly juvenile brand.

The old Serena & Lily logo design just felt like a small child’s brand. The name was written in thin lettering with a classic feeling, surrounded by swirling lines that contributed to this feeling. This logo design feels a lot like a monogram on a baby blanket—an upscale, expensive baby blanket, but nonetheless. The baby blue color just emphasizes that impression.

The new logo has dropped the serifs for a different and yet similar font with a classic and pretty feeling that is very similar to the old. The wording is often—but not always—shown topped with a line drawing of a quail. This adds to the English countryside charm, as does the cool gray that has replaced the blue color.

We like this color and the logo in general. It maintains the overall brand while making it feel more adult. It is still pretty, upscale and classic, just more appropriate for a wide range of ages. However, we have to wonder if a complete rebranding was necessary. There is nothing inherently babyish about swirls; could they have been modified somehow to be part of the new brand? Also, why did the font have to change? I guess Serena and Lily simply wanted to make a clean break with the past, but some of the changes seem unnecessary. We think that a change in color and a few other modifications would have been sufficient.

This brings up one interesting point for people who are just beginning a company. You should think hard about whether your company will expand in the future, and whether your logo design will work just as well for the expanded business. Another thing to consider is whether the logo could be developed so it is easy to add subsidiary brands if expansion allows it. In other words, can it be a foundation for a lasting brand. It is never too early to develop the professional logo design and brand that will see your company through good times and bad.

One pet peeve that we have is that the quail image seems to be used inconsistently throughout the company. It is present on tags, but only occasionally in the catalog or on the website. It is not a major part of the marketing, either. We feel that there needs to be an “all or nothing” approach to this image.

The Serena and Lily logo change might feel a little unneeded to us, but the new design is definitely more serious and more buttoned-down. It has lost its babyish charm and dimples for sure. We like both the old and new identities, so we wish this company well as they expand into new and hopefully more lucrative markets.

Whipsaw Gets New, Less Edgy Identity

Whipsaw is an industrial design studio that previously had a somewhat juvenile logo design. If you look at the simple black logotype, it is jagged and angular. It is not an unattractive logo, but it feels more like a store in the mall than a professional design studio. However, this identity is changing to one that is more professional and adult.

The new Whipsaw logo design features a logotype once again, but the font is very different. Upper case letters are used, and the lettering is very font except for a single detail: the A is an upside down V. The logo feels simple and modern, which bodes well for the brand. We especially like changing from a white background to a gray one; it just feels less severe.

What we really love about this logo: it is simple, clean and restrained. It is definitely a more grownup identity than the old, and the stylized feeling about it hints at the design background of the business being represented.

However, there are a few drawbacks as well. Something feels a little off with the letter spacing, and we suspect that this could be resolved by having the letters placed more closely together. While it is original, it is so simple that it may not stand out in the pack. Last, it may become just a little boring after a few weeks. The new logo design lacks the energy and spirit of the old.

Choosing an ‘age’ for your logo design can be a complicated thing. You have to think about the age of your market, but also about the age that they should perceive you to be. Are you a peer? An elder? A young, hip friend? Deciding this is one of the first steps to having a logo design developed.

Because your logo design is not a person, your audience will be sensing the age from factors other than crow’s feet and gray hair. The old logo for Whipsaw is a good example of a youthful logo design. It is jagged and feels unpredictable. There are also colors that can feel youthful as well as combinations of shapes. A professional logo designer knows how to combine different elements to give a logo the youthful feeling that you desire.

On the other hand, the new logo definitely seems to have gained a few years. The upper case lettering, plain font, and lack of an image all seem to consistently indicate a slightly older age. The black and white are retained from the old logo, but everything else has been changed. If we had to choose an age, we would say hip late twenties or early thirties. Whatever the reason, the new logo makes more sense for this company and will almost definitely be more successful.

We think this change in perceived age was purposeful. No one wants to hire a consultant who is still a kid. The new logo still has some edginess, but it is restrained and adult as well.

Every Cloud Has A Silver Sprocket

You might be a geek if you have heard of Node.js. We won’t get into exactly what this platform does, only to say that it has to do with making websites and applications load faster by getting them to ping the system as needed rather than constantly. Have we lost you yet? Okay, let’s move on to the new logo design.

The old logo design featured the word ‘node’ in lower case letters and the extension in capitals. The dot between is drawn as a cloud. The font is bubbly with official-looking serifs, but it is friendly and approachable as well. The black, white and lime green color palette is serious and youthful at the same time, which works well for this brand.

This logo was not a great one by any means, but it was solid. It seemed to make sense for a software developer. However, the design and the brand have been changed to a completely different logo. The new logo is formed of hexagonal shapes, like the sprockets made by Spacely in old Jetson’s episodes. The color palette has been kept, although the hues have been moved around a little bit. The dot is tucked away inside the e, while the .js is within another hexagon.

The Node blog claims that this logo was chosen because it represents the mechanical, connected, and modular side of the Node brand (among other things). It is certainly mechanical, and hexagons are a stackable shape that can fit together perfectly. This is not by any means the worst logo design we have seen this month, or even today. Nonetheless, it has been the subject of much criticism in the developer community, especially on Twitter.

While we don’t think that this logo design is worthy of the outright hate mail it has received, it is certainly flawed. Most obviously, the hexagon shape is completely overused here. There is simply no need for that many hexagons in a single image. The logo design looks a little bit like cogs, tying into that sense of connectedness and mechanics, but it also just looks overdone.

However, we have to give the designers some props for one reason: there are no logos out there like this one. The node.js logo has gone from looking like any other in its genre to being completely unique. That in itself is an accomplishment. While it may feel a little futurific (in a retro way, if that makes sense), it is completely original and will represent the brand well.

If your logo design a little too similar to the others in your field, you can develop a new brand without going quite this far. It is possible to be unique without being outlandish, timely without being trendy. A professional logo designer can help you develop a logo that will represent your company perfectly while walking those fine lines. You can be as original or as conventional as you want; your logo design is all about your company.

On The Verge Of A Better Brand

We love gadgets and new technologies; so do most people in the United States in fact. The popular technology website This is my next will soon be launching a sister site called The Verge that will offer more of that envy and general electronic goodness. It will be mainly a technology news site, but we are sure that it will have product reviews, cool new stuff, and all of the content that keeps us coming back to many other similar websites. The Verge will be launched by a former editor of Engadget, so you know it is going to be good.

The Verge seems destined for popularity. However, will it be popular because of its brand or in spite of it? The brand has kind of a retro feeling, with a V formed into a triangle. The triangle is made so that the shadowing of one side becomes the next sides main beam, which is a clever optical illusion. However, we doubt that this website will feature magic tricks, so it feels a little gratuitous. Also, the font and the image just don’t seem to go together. They feel like parts of two different logos.

There are few things that we like about this logo, but if we had to pick something we truly dislike, it would be the font. The font is retro in all the wrong ways; it feels like something off Laugh In or Sonny & Cher. It has that seventies psychedelic edge that it precisely wrong for a technology brand. After all, this website will not be showcasing retro gadgets; they will be covering new technologies just like every other website in their genre.

This brand is attractive in a hippie kind of way but it simply does not represent the new website well. We cannot say this with absolute certainty considering that the website is in the earliest stages of release, but it is hard to imagine a technology site that goes well with this logo.

Moreover, it is just not that original. The logo font, named ITC Serif Gothic, was taken directly from famous seventies designer Herb Lubalin. The image has been used in some form many other times. We know that there is nothing new under the sun and that most motifs have been borrowed from someone else. However, most logos have at least some originality, either a brand new detail or at least the way the design is executed. The logo is even more amusing when you consider the website’s aim to cover ‘not just what technology means now, but what it means up ahead’ as the founders put it. This wording is ironic when paired with a brand that seems stuck several decades in the past.

One benefit of this logo design is that it is very unlike most of the technology and gadget logos that we have seen. It may not be one of a kind, but it is certainly so within its field. For now, we hope that will be good enough.

Nothing Fishy About this Logo!

With so many options available to consumers, it is more important than ever for restaurants to have a compelling restaurant logo design. It is even more important for chain restaurants, which are becoming less popular as local eating catches on all over the country. Red Lobster intends to keep their place at the top of the seafood restaurant food chain with a new brand, logo design and advertising campaign.

The new logo is not a huge change from the old one—in fact, people who do not frequent Red Lobster on a regular basis may not even notice it. However, even overlooked changes have a subtle effect on the market. The lobster is still the “star” of the logo, seated at the top of image and featured boldly in advertising and signage. The most noticeable change in the crustacean is that it has been made a little more simple and modern, without the line shading of the old one. A subtle gleam now comes from the shells, making the animal look a little shinier and healthier, like something you might want to eat.

The font has been changed as well. It is still in upper case letters with serifs, but it has been made simpler and more modern as well. If you look closely, the new wording is arched a little bit. A more noticeable change is in the background color, from a calming sea blue to a sleek black. The red of the lobster is brighter against this background, and the letters no longer need as much detail to stand out. The old restaurant logo design was somewhat shaped like a street sign; the new one is generally plainer and (we think) more appealing. It also leaves room for a tagline emphasizing the freshness of the seafood selections.

Red Lobster now feels less like a wind-blown lobster joint in Maine and more like a gourmet restaurant. This may be a good move for the chain. No one is fooled by the faux-local logo anymore, so it is time to move on to a new brand.

The new logo design was tried out in a newly opened restaurant in Tampa Bay, Florida and only last week replaced the images on stores all over the nation. The new advertising campaign will focus on the people behind the brand, employees all over the nation striving to provide great food and great service. It is similar to the campaign used successfully in the past by sister brand Olive Garden. The tagline used in the ad campaign will be different from the one on the logo: “Sea Food Differently.” This is intended to communicate the changes that the brand has made recently, offering more gourmet dishes and less fried selections. Different fresh fish selections will be offered daily in a similar fashion to traditional, privately owned seafood restaurants.

Like the logo design, the ad campaign wants to present Red Lobster as a somewhat upscale brand for foodies, one with dedicated employees and a somewhat authentic seaside experience.

MG Makes A Move For The Modern UK Market

MG is a classic British automobile brand, but the company has been in slow decline and becoming increasingly rare on UK roads. The company was bought by the Chinese company Nanjing Automobile six years ago and has recently released new models that will be marketed and sold in Europe and the UK.

The octagonal logo design is similar to the vintage one and intended to entice the British market with a brand that is reminiscent of the car’s glory days. In addition, the MG6 sedan and fastback have recently been introduced to the UK market.

The MG octagon is familiar to classic auto fans in Europe and the UK, but the red colour is a new addition. There are several reasons for the change. First, red is considered a good luck colour in China, where the autos are designed and manufactured. Second, red is associated with fast cars and with motor sports in general. It is a bold, eye-catching hue that will help the new MG stand out in the UK market.

UK MG dealerships are already offering the new models, and signage is slowly being switched over to the new auto logo design. How will it fare in the UK? Part of the brand’s success depends on the autos themselves; even the shiniest logo will not make up for shoddy workmanship. Another part of the success of the new MG logo will depend on the marketing. Marketing is very important in the auto industry, and indeed in most industries, because it tells people about the brand and generally raises awareness.

What makes an auto logo design effective? Like all logos, it must be aesthetically pleasing and appealing, both to the key market and to the general market. Also like other logos, an auto logo design needs to communicate information about the brand in a simple, visual way that will resonate with the audience.

However, there are a few unique considerations for auto industry logo design as well. An auto logo needs to look good in a colourless form, because it will be used on the vehicles in chrome. It also needs to be simple enough to be recognized at small sizes but attractive enough to work well when blown up on signage. It needs to portray movement and, in the case of upscale automobiles, give a sense of luxury.

This may seem like a tall order, but when you look at the logos of successful auto makers, you probably notice that all of these features are present. Part of a logo designer’s job is to create an attractive image that is appealing to modern markets while conforming to the unique needs of the industry at hand. It definitely helps if they have a personal and comprehensive awareness of the unique needs of your area. This is why it is so important to hire a professional UK logo designer to help your business build its brand. Only a UK designer can understand what the UK market wants.

Overstock.com Becomes O.Co

Sometimes a company must rebrand because they have outgrown their old corporate identity. This is the case with internet retail giant Overstock.com. The name suggests that the business specializes in overstock merchandise, and this was once the case. However, Overstock.com now offers many things in addition to overstocked items, such as refurbished electronics and free trade merchandise from exotic locales. Indeed, more than half of the products offered today are not overstocks, so the Overstock name no longer fits.

This change in the company is occurring at the same time that .co web addresses are being introduced, which is very auspicious for the company because it will be able to get just O as a domain name. There are many businesses with O as an initial that might like to take the name, but Overstock obviously acted quickly. The new Overstock.com is O.co.

The new name is already being used—just type O.co into your address bar and see what happens! The O.co name is also adorning the new O.co Coliseum in California, home to the Oakland Raiders and the Oakland A’s. Last, the O.co name is part of a new logo design created to help the company make the switch between names.

The new logo features the familiar script O and red color that is associated with Overstock.com, but with the new name. The text “also known as Overstock.com” appears below to make sure customers make an association between the two brands.

One key problem with the new O.co brand is that people tend to associate the letter O with Oprah Winfrey, who uses the letter for her magazine and also for her logo design. It will be difficult for many people to make the mental switch, although keeping the old Overstock.com logo will make it easier.

This is actually a return to an old branding scheme for Overstock.com. Many people may remember that Overstock marketing materials and advertising referred to the company as “the O” as early as 2004, most memorably in the tagline, “It’s all about the O.”

This company should have introduced a new brand years ago, when overstocked items began to make up a minority of items offered. Indeed, many people may be avoiding the website because they perceive it as being full of factory seconds. O.co is simpler and leaves the company plenty of room to grow. This rebranding was long overdue. We are happy to see it finally happen!

One of the benefits of rebranding is that Overstock is going to get the chance to build their corporate image once again from the ground up. Most customers have few or no associations with the letter O—except, as we mentioned, Oprah Winfrey—which means that the brand name is a blank slate. We suspect that a new logo design and a new marketing campaign will be coming soon for O.co, but that the company is waiting until customers get used to the name change. We look forward to seeing what new branding changes this company has in store.

A Kickin’ Chicken Logo

The Kickin’ Chicken is not one of those older restaurants catering to serious people. It is young and hip with a full bar and dishes catering to this market, such as hot wings and chicken tenders. Opened in 1997, The Kickin’ Chicken has since expanded into the world of franchising. As those of us familiar with the market know, franchising is basically the selling of a brand, so the brand has to be top notch.

The old Kickin’ Chicken logo, unfortunately, is far from the top. The laughing chicken is a pleasant image, but what is it doing with its right hand? Examining his nails? Further, the way the wording is oriented just doesn’t work for us. The writing is too thick and the colors too colorful for a modern full service restaurant logo design, and especially not for a franchise.

The new fast food logo design seems to have addressed most of the objection to the old one, and it did so while maintaining the laughing chicken image for which the store has become known. The color palette is a little more muted and sure to appeal to a modern audience. The upper case lettering has been stripped down to its basic form, while the word ‘The’ is in cursive letters that give a slightly retro feeling. ‘Since 1977’ is written below in the same cursive lettering.

The old restaurant logo design was not bad for a small, local restaurant with one or two locations, but it clearly was not good enough for a franchise. The new Kickin’ Chicken logo is better, and we like the way that the lettering lines up. It comes with new menus, new signage, and an entirely new corporate identity for the brand. The color palette makes the brand surprisingly sophisticated for a restaurant that specializes in fried chicken products. The new chicken has a lot of personality that seems to come through in the other materials for the brand.

Sometimes even the most dated, unattractive brand has elements that are worth saving. We can see this in the Kickin’ Chicken brand. With just a few updates, the brand suddenly feels relevant and modern. This logo obviously was created by a professional logo designer with experience in branding and corporate identity, and we bet that the investment in professional design services will pay off in new franchises all over the United States. The new identity makes the restaurant feel like a more modern alternative to Kentucky Fried Chicken and Church’s.

The new brand is not just good enough for today; it has the staying power that a franchise needs. It is a brand that people will pay for. Considering that people are being asked to pay for the brand—that is, after all, the point of a franchise—the change is welcome. Franchise logo design is a challenging field, but this shows what a good execution looks like. If you are thinking about franchising your business, consider examples such as this one when developing your own logo design and brand.

A Techy, Crunchy Logo

TechCrunch is one of the most popular tech blogs, owned by AOL and boasting more than twelve million unique visitors per month (!). It is at the top of the technology blog industry and covers anything related to its field, including gadgets, new business, software and more. In other words, it is a one stop shop for geekdom. Now, TechCrunch is introducing a new website design and hi-tech logo that are a better fit for a brand of their renown.

The old logo design featured the name of the blog in thin, rounded letters—a motif that we have seen a lot and even enough of! The first word was a clear, bright green, while the second was black and serious. The color palette was spot on for this type of business, but the logo design was simply not distinctive. It could have been the logo for any technologically related business, or even one in another industry.

The new logo design is already causing an outcry, but we rather like it. It features the initials of the company in the same green color, but with pixilation to refer indirectly to the industry. A simpler version can be seen at the blog in a single green color, while the name of the blog is still sometimes used, although it has been made thicker and bolder.  We aren’t thrilled with the chunk missing from the upper left corner of the C—it just feels gratuitous—but overall, this is distinctive and relevant logo design.

This new logo not only ties into the tech industry, but it also uses the popular mosaic motif. It feels modern and timely, certainly more so than the previous logo design. Because there are different versions, it will work well in a variety of formats. In fact, there is even a Tetris game available on the TechCrunch website that allows you to fit together letters in this classic, geek chic game.

Tech Crunch likely anticipated that readers would not have a favorable reaction to their change in brand, especially when you consider that the blog post introducing the new brand was called “Redesigning TechCrunch: We Picked This Logo Just to Piss You Off.”

This logo design is interesting because it is neither an image nor a wordmark. It is rather clichéd, but this appears to have been done on purpose with a tongue in cheek attitude. This attitude is typical of the blog and a vital part of the blog’s appeal to the young and tech-savvy audience. Retro logos can come off feeling forced or simply not capturing the salient aspects of a modern brand. The new TechCrunch logo avoids those key errors.

Why rebrand a successful business? You have to admit that the old logo design left a lot to be desired. It simply was not relevant to the industry or the blog itself. The new logo design is interesting and creative; you will either love it or hate it. Either way, it is a better representative of the blog and will help to build its brand even further in the future.

Great Logo = Global Change?

Women and children are treated as second class citizens throughout the world, a fact that is simply not recognized by many people in more tolerant nations. Half the Sky is an organization dedicated to bring attention to the situation. Based on the book with the same name, Half the Sky is a media project that will include a Facebook game, PBS television series and several short films. The project now has a logo design that is intended to represent the project and its efforts.

This logo features the words ‘Half the Sky’ in lower case in a simple but thick font. This wording is placed next to a view of a blue sky cut into halves, tying into the name. The two halves form an equal sign, referring to the equality being sought by the project.

This is, on the whole, a good identity for this media project. It is direct, to the point, and recognizable. The image portrays many of the organization’s goals and certainly represents its name. However, there are a few things that we don’t like as well.

First, the way the lettering aligns with the image seems a little off. If it were completely even, it would give the logo design a more unified feeling. The two lines of wording don’t seem to fit neatly together, although this may be due to the difference in height between the lettering and the two dashes on the equals. Last, we have to wonder how this logo will work in very small applications, such as embroidered on a polo shirt or printed on a business card. Is there a simpler version that will work for these applications? We sure hope so. As is, it would look horrible if printed in one color, so we hope the organization/media project has a huge materials budget.

A few things that we love about this brand: it is distinctive because, in general, most logos do not use photographs. A vector-less logo is certainly a novelty, and it suggests that this project is more than just a business venture, which is accurate. It is somewhat simple and even restrained, which makes the message all the more powerful. This logo design is going to be used internationally, and the images of an equal sign and a blue sky are recognized universally. It can be difficult to create a simple yet effective design that works well all over the globe, so this design deserves praise and props.

The name of the organization is that of a New York Times bestselling novel on the same subject, but also on a Chinese proverb that “women hold up half the sky.” While there are usability issues with this logo design, it is important to remember that this is not merely a logo. It will be used in a television show and on a Facebook page, in both animated and still formats. It is a graphic representation of a concept and a story.

The world of logo design is rapidly changing. We never considered that the future would hold photographs used in logo design. However, we are seeing this motif more and more, and in many cases it works beautifully.

A New Frontier For Golf Galaxy

There are few logo changes as surprising as the one that we cover in this blog post. The distance between the new logo design of Golf Galaxy and the old one simply cannot be measured, except perhaps in galaxies. The implications are huge, and the new Golf Galaxy brand is sure to be worlds away from the old one.

The old Golf Galaxy logo is cartoonish and even a little silly. It features the name of the establishment written in a bold upper case lettering that is slightly angled. Around the writing, there is an orbital ring with a golf ball instead of a planet. What does this golf logo say about the brand? Obviously, there is a sense of fun. It ties into the name of the chain, although it does so in a way that adds to the less serious feeling. The colors are bright, albeit a bit out of date. The forest green and burgundy are both colors we saw a lot of the last time we were on a golf course, so it is forgivable. Obviously, these colors are still in style among the golf crowd even if they don’t appeal to the rest of us.

The new logo is far more serious than the old. In fact, it is simply writing, in the most basic possible font, against a navy blue background. The navy blue background is relevant to the galaxy part of the name because it is the color of a night sky. The writing is almost nondescript; the only memorable aspect is the difference in size between the first and second word of the name.

We are interested in finding out what this means for this store, not because we shop there but because it seems like this immense of a change in the brand should come with a serious change in decorations, product offerings, and service. Comparing these two brands is like comparing McDonalds and the Russian Tea House; the similarities are so few that they are hard to identify in the midst of the glaring differences.

One thing that we noticed is that Golf Galaxy is offering a wider range of services to complement their superstore range of golf equipment. Customers can book an appointment with golf pros including PGA and LPGA veterans. Computer swing analysis, club fittings, golf course simulators, and even indoor putting greens are available for the golf lover. This is a place where customers will have every possible tool for improving their golf game available. In other words, the store will live up to its name.

If you think your business needs a new brand or logo design, keep in mind that it does not have to be this drastic. As we have blogged before, a logo design change can be as subtle or as extreme as you want to make it. Working with a professional logo designer will help you to make the decision that is right for your own business brand.

Bank Merger Unites Two Major Irish Banks

Brand mergers always interest us. Two companies, with two distinct logo designs and brands, must come together. We see this happen often in the UK, sometimes with great results and sometimes with less than great end products.

However, this often depends on how similar the brands are in the first place. After all, if two businesses are similar in brand, in a similar industry, and have an overlapping customer base, it should be easy enough to unite them. The merger of Irish Nationwide Building Society and Anglo Irish Bank, on the other hand, is an interesting example. They obviously have similar industries, but the brands are very different.

The Irish Nationwide Building Society logo is very simple, with an image made of an I and an N. While this seems like it should be an easy strategy, the image just doesn’t seem to work. Perhaps it is the way the letters are two different cases. On the other hand, we like the way the font in the image is similar to that in the writing, and the slant is identical as well.  This Irish logo design is not stellar, but it is not disastrous either.

However, it is as different as can be from the logo of Anglo Irish Bank. The Anglo Irish Bank logo design has blocks of color and square white writing. These two entities may be in similar lines of business, but the logos have nothing in common—not a single thing.

The new institution will have a new name—the Irish Bank Resolution Corporation or IBRC. Perhaps this signals that they will create a new logo from scratch for the corporation, which seems like a good idea in this case.

The situation becomes more complicated because these banks were in the process of being nationalized, due to needing large amounts of financial assistance from the Irish government. The Anglo Irish Bank is almost completely nationalized, and the Irish Nationwide Building Society was in the process of becoming so. The plan, which has been approved by the High Court, is for all of Irish Nationwide’s business to transfer to the Anglo Irish Bank. The name will change in the near future. In the meantime, the Irish government, which is running a deficit itself, is hopeful that this merger will result in the taxpayers being repaid.

We have been seeing a lot of notable mergers lately because of the economy. Companies are having trouble staying afloat, and this can lead to reshuffling of power. We hope that this merger will be successful—and that a new, better logo design can be developed for the emerging company. Branding is a necessary part of finding success in any field, and banking is no exception. Customers need to feel that their money is safe with the institution that they deal with. An unprofessional logo design does not create this impression, nor does public scandal involving needing taxpayer assistance. A new name and a new start is probably the best choice for these banks.

A Fresh Cup Of Logo For Tassimo

If you like a little design with your cup of coffee, we have a great combination of the two in this post. Tassimo, maker of single serve coffee machines, has changed their logo to appeal more to the modern customer. We think that it is a positive change that will do wonders for the brand.

The old Tassimo coffee logo was quite good for its time. In shiny, metallic gold, the logo features the name of the company with the first letter in a top view of a cup of coffee. We like this for several reasons. First, it avoids the cliché brown color that many coffee product makers seem to include in their logos. It is good to use a relevant color scheme, but this color is so common it ceases to have meaning. Second, the standard side view of a coffee cup is not used here. Honestly, that is so done. The top view is a little less obvious while referring to the same object.

Gold is a color associated with quality and value, making it a good choice for this rather expensive coffee accessory. Accessory, you ask? Well, for most people a regular Mr. Coffee will do just fine. Spending the extra money on a single server machine and the over-priced pods that it requires is an extra coffee cost.

The new logo design is rounder and friendlier than the old for several reasons. First, consider the font. It has thinner writing that is as round as it can be, giving a modern and yet customer-friendly brand. The circle is also incorporated into the new Tassimo image. Several round transparencies in different colors are overlaid to create a flower design, which may not relate directly to coffee but nonetheless is friendly and modern. If you look carefully, these shapes are not perfectly round, but rather are the exact shape of the Tassimo T Discs that you plug into these single serve coffee machines. The letter A has that exact shape as well.

The old logo design had a black background, which was seen at the time as sophisticated and urban. However, many of the most popular logo designs of our era are created to work on a white background. White is the new black, in part thanks to Apple, and this new logo ties into that trend. To the modern customer, white means high quality, simple, and sophisticated.

One of the unique demands made of the Tassimo logo is that is needs to work well with a variety of logos. The T Discs are made by a variety of companies, each of whom want their logos on their products. This logo design and the packaging that go with it are versatile enough to meet this requirement. Tassimo has already introduced their new look in Europe, where it appears to be catching on beautifully. They are beginning to change over their US products, so look for this logo on a grocery store shelf near you.

A Fresh Cup Of Logo For Tassimo

We write a lot about logo evolution, and many people may wonder why. The answer is simple: even the best brands must change to be more relevant to an ever-changing market. If your brand and logo design are going strong, rebranding can be a scary process because you don’t want to lose the value of your current logo design—also known as your brand equity.

The change in the Cerner logo is a good example of this. Now, we have written before about more notable logo evolutions—such as the changes over time in the Apple logo or the Starbucks logo. Cerner is not as large or easily recognized of a company, but we are interested in their change in logo design and brand because it is a perfect example of good logo evolution.

Cerner is an IT services company specializing in healthcare organizations. We have never really thought about who maintains the computers at our local doctor’s office, but this is likely the company because they are the top of their field. The old logo features a C—or is that a circle?—with two bars flowing out of it. The new logo design features basically the same thing, but in a better way.

We still see the same basic shape in the new logo image, but with notable changes. The C is now obviously so; there is no more mistaking it for a circle. The bars are connected to the circle, giving it a feeling of movement and continuity. A friendlier font is being used as well as more modern, friendly colors. The old blue was business-like and serious, while the new blue is a bright, serene sky blue. The addition of lime green creates a more interesting and memorable logo while bringing attention to the bars in the image. Green also indicates health and growth, which is a positive connotation for a company in the health care field to be sure.

What makes this a logo evolution and not a flat out change? As you can see, the form of the logo design is the same, with the image on the left and the company name on the right. The old company logo was often seen with the tagline below, but the new one (so far) is left plain. The blue color is kept, but it is a more modern shade, and a little green is added. The image is largely the same as well, merely updated to be more appealing to a modern, professional audience.

If your logo design is an atrocity, or even just a little bland like this one, a logo evolution can be the right choice. You can keep the recognition of your brand and make necessary changes without compromising the integrity of your business. An out of date logo can do a lot of harm to a business, so it is better to make small changes as they are needed rather than waiting until your brand needs a complete overhaul.

Essex Town Embraces Artsy Destination Brand

Every UK destination has something that sets it apart. For some areas, a variety of amenities make them excellent tourist destinations; for others, it is the natural beauty of the region. Whether your destination is a large city like London or the smallest country village, there is something that makes it unique. The most important part of destination branding is discovering what sets the destination apart. This distinction is then made the focus of the destination brand.

Harlow, an Essex town, is one destination that has embraced what sets them apart. Although Harlow is a small town, don’t let that fool you. They are known as the globe’s first ‘sculpture town’ due to the many works of art on the town streets. In fact, they are in the running for a prestigious UK prize for the arts, running against notable competitors such as London.

Two works of art have recently been added to the town’s collection, including Sophrosyne by Ekkehard Attenburger and Methuselah by Nick Turvey. These sculptures have been nominated for the prestigious Marsh Award, which is a prize given to the best public sculpture in the UK. These join numerous sculptures in giving Harlow its unique destination brand. In fact, Harlow’s sculpture as a whole has been nominated for a Marsh Award. Winning this award would add to Harlow’s reputation as a sculpture town.

One of the interesting (and rather unfortunate) things about this sculpture town brand is that the logo for the town includes no sculptures and not even a hint of the very important factor that sets Harlow apart as a destination brand. It is crucial that a destination logo be a representative of that area’s brand. In this case, the town logo design features a rather generic skyline and images that make the area appear to be just another small Essex town, with no indication of its artistic presence.

However, destination brands take time to develop and perfect, so there is a good chance that a new visual identity (including logo design) is in the works for Harlow. With new neighborhoods popping up all around the town center, all of them with sculptures and other public art planned as part of the area, it is easy to see that this town is growing and determined to make art a part of its growth. The town has even developed a committee dedicated to planning and maintaining the town’s sculptures.

What makes your business unique? As we can see from Harlow’s example, it is crucial not only to identify what differentiates you from the competition, but also to ensure that your business’s visual identity and logo design portray this. Branding has quickly become a necessity in modern times, and indeed this one element can make the difference between success and failure. A half-hearted logo design (like the one belonging to the town of Harlow) does nothing to build a brand. Only a professionally designed logo will build your brand and represent you well.

Come Out And Play In Georgetown

What do you know about Georgetown? No, not the University; the destination. Unfortunately, most of us know very little about this historical area near Washington DC, and part of that deficit is likely due to a lack of destination branding for the area. Few of us are planning to take our next vacation there, but this may be changing soon.

Having a professional destination branding logo design and logo design is essential to drawing tourists. Luckily, someone in Georgetown got the memo, because the neighborhood now has a new logo design and newly redesigned website designed to draw in tourists, along with their wallets. The new logo features the red, white and blue of the American flag, referring to the area’s historical significance in our nation’s history. A red star also refers to the patriotic nature of the area.

Because the name is familiar to many people in the United States, it takes center stage in the design in a modern, sans serif font. The same font is used below for the new tagline: Come Out and Play. The curlicues formed of dots are meant to look like the work of an old-time calligrapher, while the star is representative of the star-shaped bolts that are common in the Georgetown neighborhood. Because these shapes also have obvious patriotic connotations, the star is an excellent choice in the image.

The committee behind the development of this logo says that they considered a variety of elements, including more traditional “historical” fonts, but this design was selected because it represents the past, present, and future of Georgetown best.

About the ‘Come Out and Play” tagline: it is an unlikely choice for this neighborhood, and we are a little surprised that something more historical was not chosen. On the other hand, the unexpectedness may, in fact, become a huge part of the newly designed brand. You may think of Georgetown as a place to explore the history, but this tagline suggests that it is also a place to have fun. Most of us want to have a little fun while on vacation, so this is a tempting suggestion.

Georgetown’s website has been criticized for being, well, awful, so we were glad to see that the new one is much more pleasant and easier to navigate. In addition, it has a real-time tool allowing people to find parking, which apparently can be a huge issue in the neighborhood. This website promotes the neighborhood while making it a little easier for visitors to get around, which gives the new Georgetown a huge advantage over the old.

We hope this brand is effective, because a lot is invested of it. In fact, it took a year of working with consultants for the neighborhood to settle on the perfect logo and image. It can be difficult to measure the success of a destination brand, but an increase in traffic and the resulting increase in revenue will certainly indicate that the neighborhood is moving in the right direction with this new logo design and website.

Disney Vacation Club Goes Global

If you are not aware of the Disney Vacation Club, it is basically a membership club for timeshare owners at a Disney Vacation Club Resort. Members are awarded points based on the size of their share and money spent at other Disney parks and resorts. They receive rewards of some kind for their loyalty to the Disney brand.

The Disney Vacation Club obviously had a vacation logo that worked; the vacation club has grown quickly and now includes more than five hundred sites throughout the world with timeshare owners from more than one hundred countries. This is a truly international experience… but it is not well represented by the old logo design.

The Disney Vacation Club logo shows a tropical vacation scene with mountains, palm trees, and an ocean with waves. The sun is in the shape of Mickey Mouse, adding a little bit of the Disney brand albeit in a somewhat nonsensical way. You can see longitude and latitude lines, which indicates a global presence subtly. The Disney logotype sits above the travel logo, while the rest of the name is placed below in upper-class letters with serifs.

While the image tries to be playful, it really is not. The scene just doesn’t work for some reason. Maybe it is the latitude markings? Further, the blocky font with serifs feels too serious. Consider: these vacations are aimed at families with children, or at least adults who want a youthful experience. There is no need to get all official. This logo design was meant to change the way that people think about a Disney vacation, but it just doesn’t.

The new logo is at least a little more interesting. The main logo image is of a globe topped with Mickey Mouse ears. This device actually works well and is very attractive, but we are a little confused by the heavy silver around the shape. It just doesn’t make sense. Another criticism is of the play of light on the image. It feels a little too Web 2.0 for us. In a few years, even in a few months, this device will be out of style, and then Disney will have to be back at the drawing board. Ryan March, editor of the Disney Vacation Club Disney Files magazine comments that “…it’s hard to go wrong with shiny,” but this seems to go a little far.

All criticisms aside, no one can deny that the new logo design is more attractive and more appropriate for this global vacation company than the old one. While it is not perfection, it is certainly progress. The new logo seems to suggest that this business will help you see the world, Disney-style. That is probably very close to the intended message.

Is your small business bogged down by a logo that is unattractive or simply does not represent you well? If you need a change in brand or a change in logo, contact a professional logo designer. There is no better time than today to get started on a new business image.

Adidas Logo Design We’ll Be Seeing A Lot Of…

The Olympics may be about unity, but one retailer is using the event to crush the competition. In the upcoming London Olympics, you (and people all over the UK) will be seeing a lot of sports giant Adidas.

The Olympics were once a showcase for the world’s finest athletes. They still are, but they are in addition a showcase for the world’s highest-earning brands. All of the logo designs that you see in the Olympic Games will be the images of global corporate giants. Adidas is claiming their place at the top of the sports fashion world by becoming the official outfitter of the London 2012 Games.

Nike is currently the most popular sportswear brand in the UK, which makes it the number one target of Adidas. Adidas is planning to sell £100 million in Olympic themed merchandise, which will certainly give them an advantage and place their logo design in plain view in the UK.

This plan is not a secret, either. Adidas Group CEO stated publically that, “The Olympics is a springboard for our plan to take UK leadership by 2015.” In this comment to Marketing Week, the CEO specifically mentioned Nike as the main competition.

The race is on… and it is still close. While Nike has around 18% of the UK market share, Adidas has a close second of 15%. Sportswear is a £4 billion market in the UK, so this represents a large amount of profit and millions of British customers wearing the logo.

In addition, Adidas is sponsoring AdiZone facilities, sports centers that allow free public access to sports pace and gym activities. These encourage people in the UK to get involved with sports, but also to get invested in the Adidas brand. There are currently around fifty AdiZone centers in the UK and Adidas hopes to have more than one hundred operating before the Olympics officially begin.

Adidas will also be promoting itself heavily through social networking and other digital media. Many potential Adidas customers are young and computer savvy, so this may be an effective means while costing significantly less than the Olympic sponsorship.

Even if you do not own a single Adidas item, you will be seeing plenty of the logo design over the next fifteen months. In addition to being the official outfitter of the Games, Adidas has donated hundreds of clothing items for Olympic volunteers, all of them made from eco-friendly recycled materials and prominently displaying the company logo. The UK team uniforms will be designed by Stella McCartney and made by Adidas, tying the brand in with a chic British designer.

Adidas has a history of competitive spirit. As we have blogged before, the brand began after a fight between two brothers. One went on to found Adidas while the other founded Puma. The two brands still keep headquarters in the same small German town. The competition between these brands is legendary… but Adidas now has its eye on larger competitors. May the best brand win!

BP In Hot Seat Once Again

Is there any UK business less popular than BP? We think probably not. The 2010 Gulf of Mexico oil spill has made the British Petroleum name and logo design synonymous with ecological disaster. Now a report from Swiss company Transocean, owner of the rig involved in the spill, places blame for the incident squarely on BP.

Of course Transocean is partially motivated by the civil suits and criminal charges that may be filed against BP and other companies involved in the disaster, but this is hardly good press for BP. They have already been the subject of endless negative media exposure and even a fake BP logo design contest sponsored by an environmental advocacy group.

When media disaster strikes it can be difficult to decide how to respond, even if your brand disaster is less devastating. This is why it is so crucial to develop a disaster plan for your business, however small it may be. You need to make the important decisions now, while there is no pressure.

In BP’s case, their method of managing the disaster has been to accept responsibility, compensate victims, and speak openly. This, however, is not always the best strategy. If the tragedy had been less public, a different strategy might have been effective.

Your brand disaster policy will have to leave flexibility for dealing with unique situations as well. However, it can identify things like policies on employees speaking to media, identification of an official spokesperson, and alternate meeting spots in case your regular store or place of business is not available. You should also take the time to teach yourself critical skills such as how to write a press release.

This should not be a difficult or time-consuming task. After all, there is a good chance that, with careful management, you can avoid attracting negative press. Nonetheless, spending a few spare hours developing a plan can make it easier and less damaging to deal with any potential problems. It is insurance that will protect your business in the unlikely event of a brand disaster.

While BP is taking responsibility for their role in the disaster, Transocean and other involved companies are not. This can be an advantage or a disadvantage. While some people may believe the claims of innocence, it also can be interpreted as shirking responsibility. On the other hand, BP’s statements accepting responsibility can be used against them in the courts as a confession of sorts. Meanwhile, most impartial third parties, such as the United States Coast Guard, have stated that the blame can be assigned to all of the companies involved, not just the most visible and publically well-known.

While it is important to have a plan for dealing with brand disaster, you also should take precautions in ensuring that your business is entirely safe and that your employees are treated well. This oil spill was not a random event, but rather the result of inadequate safety precautions and a laissez-faire attitude toward environmental impact. Don’t let this happen to your UK business!

Logo A Go-Go

Gogo has only been in operation for a few years, but they have changed the way we travel. No more paying ten bucks to watch a lousy Disney movie or flipping through the in-flight magazines. When we fly now, we watch movies on our laptops, update Facebook statuses, and surf the internet, thanks to in-flight internet service. Gogo was one of the first businesses to offer this service and is currently available on several major American flight carriers.

However, even the most successful businesses must modify their brand occasionally to meet the needs of a changing customer base. These changes in brand come at a time when Gogo is expanding their services as well. No longer offering just internet, the service is now expanding into new in-flight entertainment options such as discount shopping and streaming media. This makes the old logo design with the old tagline—inflight internet—a little inappropriate.

Gogo may not be secretive about their changes in services, but the travel logo designis still top-secret—except, as you can see, it has been leaked at several different websites. While the old logo bore a sphere representing the globe and a green streak to signify an airplane, the new one has a cloud with an arrow, which is a more original way of giving the same message. The writing remains the lower case, but the new writing is cursive and more modern. The colors are also more modern. In all, this new logo has a web 2.0 feeling that will likely appeal to the modern traveler, while the old design was simply too dated to work well.

The brand new tagline is significant as well. Instead of a tagline advertising internet, the company now boasts, “In the air. Online.” This is a better representation of the newly expanded range of services. However, it is less direct than the old tagline, which was very descriptive. We hope customers can figure out what the new tagline means!

We like the new logo better just because the old one was so, well, weird. It had a very dated, Atari-era feeling. The colors were completely irrelevant to the industry and also a bit out of style. The black globe was just weird. The new logo is more relevant, friendlier, and more approachable. While the old one fairly screams, “Unfriendly technology!” the new logo is amicable and welcoming.

One of the stranger parts of this rebranding move is the way it has been carried out. Instead of unveiling their new brand and logo design with fanfare, the company has instead leaked it out to a variety of sources. This leak usually comes with a link to new website… which is using the old logo still. It’s a little baffling, and we suspect that it simply was not thought through. On the other hand, everyone is talking about this logo design, even before its official introduction. That’s a lot of free publicity, possibly enough to make up for any confusion.

One Organisation, Two Brands

Because we think that improved access is always something worth celebrating, we thought we would dedicate a post to the one-hundredth anniversary of the RNID, or Royal National Institute for Deaf People. This organisation was founded in June, 1911 with the aim of supporting deaf and hard of hearing people in the UK. This has become even more important as sound-based media such as telephones and radio have become a central part of life in the UK.

The organization celebrated its anniversary with a new logo design, a new name, and a completely new visual identity. The name of the RFID is now “Action on Hearing Loss,” which better describes the modern goals of the organization. However, this is merely a public name; the organization will maintain its royal patronage and keep the legal name of “Royal National Institute for Deaf People.”

The new name (the public one, at least) represents important changes that the organization has undergone in the past century. Deafness is no longer the sole challenge that the organization addresses. Many people have found medical and scientific remedies for their hearing loss, but they still need public support and awareness of their challenges. In addition, maladies such as tinnitus are part of the organization’s scope. When a brand no longer covers the scope of a business’s activities, it is time for a change, whether that brand belongs to a business or a royal organization such as this one.

In bold cyan and magenta tones, the new logo design is eye-catching, to say the least. In addition, it underlines the positive—Action on Hearing—while striking out the negative—Loss. This color scheme will be used in the many icons that the organization uses as part of its awareness campaigns.

Our one criticism is this: the RNID logo, which has also been newly redesigned, bears no stylistic semblance to the Action on Hearing Loss logo. After all, because these are essentially two names for the same organization, doesn’t it make sense to have some over-arching brand—or better yet, a single logo design that represents both names? The new RNID logo is deep blue, in more pointy capital letters, with yellow sound lines. There is no similarity between these two logos. A person would never guess that they represent the very same organization.

The RNID logo is an evolution of the former one, which has been in use since 2002. We are supposing that the designers wanted to prevent confusion by keeping a logo design that was very similar to the old one. Even so, we think this will cause more confusion than it prevents. From a visual standpoint, these look like two very different organizations and represent two very different brands.

Even so, we are always happy to see design making a difference in the lives of people around the UK. The new identity—the first one, that is—is bold, fresh, and demands action. If more people become aware of hearing loss and other hearing issues, then this will be a success regardless of any brand confusion.

Strange Bedfellows: Habitat And Argos

If you enjoy buying at Habitat, you may be in for a shock. The designer furniture brand is being bought by a very different kind of company: Argos.

Habitat was begun in the 1960s and has since led a style revolution in British homes. For the first time, a UK home was not just a place to rest one’s head, but a reflection of one’s sense of fashion. Argos, on the other hand, has revolutionized the industry by driving prices ever lower. However, the owner of Argos, Home Retail Group, is rumored to be buying Habitat, a move that will surely bring changes for both brands. This deal will give Home Retail control over Habitat stores in the UK and the right to use the name.

You may be seeing the Habitat brand in far less tony stores soon. Home Retail also owns Homebase and may use the Habitat name and logo design as the basis for an upscale line in those stores.

However, being owned by a furniture brand is not always the beginning of the end. It should be noted that until recently, Habitat was owned by the same Swedish family that owns Ikea. Obviously, there has been no brand confusion, because Ikea is the most popular UK furniture retailer while Habitat struggles to keep their doors open.

One of the key problems with the Habitat London brand is that there are too many alternatives. While designer home furnishings were a revolutionary concept when the store first opened, they are considered a necessity for many people in the UK. Fashionable furniture and home accessories are now sold all over the nation, often at lower prices that Habitat offers. The only thing that seems to consistently distinguish Habitat from its competition is that it is more expensive.

Home Retail Group has been struggling in a poor economy. Unfortunately, when people have little spare cash, they are unlikely to buy a new sofa or electricals. Profits at Argos fell considerably last year, for example. While Home Retail has a considerable part of the market share for home furnishings, that market is in a free-fall, having lost a total of almost £2 bn in sales.

The clean, crisp Habitat brand and logo design are one of the UK’s best, with a friendly and informal charm that is nonetheless upscale and relevant to its industry. The Argos logo design is, on the other hand, a bright red atrocity designed to shock the eyes rather than pleasing them. Clearly, Habitat has a better brand here, and we would hate to see that brand absorbed into a lesser one. Only time will tell exactly how this merger will happen and what will become of the brands and employees involved.

There is, however, hope for the Habitat brand outside of the UK. A French home goods company may be buying international rights to the brand, and this is a more upscale brand that will be a good fit with the carefully crafted Habitat image.

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