I think I'm spending to much time on a piece of cheap filler material, but bear with me here. This is something of an ongoing topic that appears in The Mail every now and then. Any company which changes its logo is always "mocked", "ridiculed" or similar - I don't think I've ever seen a positive story about a re-branding. I suppose it's the core Mail value that change = bad.

You can guarantee that in the comments (and often in the article itself) that there will be the hypothetical question about why they should waste all that money on a new logo when they could have just spent it on ____ instead.


Maybe it's reading into it too much, but I think that thought process reveals a deeper malaise in the mind of the paper and its readership. A complete lack of understanding that sometimes you have to invest in something in order to reap a greater reward further down the line.

Of course it's also a chance for the section of their know-it-all readers who own a copy of Photoshop Elements to blart on about how they shouldn't have wasted £xxxx on employing expensive design agencies as they would have done it for a tenth of the price.

Today they're attacking ITV's recent re-branding:

ITV logo hits rock bottom: Channel subject of ridicule after new motif is unveiled



I think it's quite a nice new look myself. It's more fresh and modern looking than the old design but not so dramatic that it's going to hugely offend anyone from the wide demographic they have to cater for. The Mail hasn't gone to any trouble to consult any design or marketing experts, the entire article is based on a handful of Twitter comments countered by a press release from ITV.

A lot seems seem to be being made of the claim that it looks like an arse. I suppose it does a bit if you cover 3/4 of it with your hand and have a juvenile mind.

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I disagreed with the burglar’s policy, of tying me to a chair. But I did admire his convictions.

It's the Mail. Change is always a Bad Thing.

It's a rehash of a story back in November 2012.

http://www.dailymail.co.uk/news/article ... s-W-V.html

doesn't the DM own shares in ITV?

Parent company owns approx 20% of ITN if memory serves me.

Marketing is one of those professions that people don't allow their ignorance of the subject to inhibit them from voicing an opinion, usually the subtext is 'I don't understand it - therefore I don't like it'.

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That subtle admixture of the absurd and the surreally plausible...

And of course there's the, 'Anybody could have come up with that idea, my kid could have done better'.

I have had to deal with clients who decided to have a logo competition and invite entries from local schoolchildren/general public and from that experience I know that the statement is definitely not true.

Friend of mine said that the worst thing about the spread of information tech was that he would produce a design for a company logo, and when the company needed a top up of headed paper or business cards they would do it themselves, using his design, but changed slightly to make it utterly shitty and useless. Often adding clip art...

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Where there is great doubt, there will be great awakening; small doubt, small awakening, no doubt, no awakening.

Definitely.... the epitome of that was the fuss over the London 2012 logo, with people submitting their staid, generic efforts where they'd "done better in 5 minutes" to BBC News and Mail Online.

I wasn't a massive fan of that logo itself when I saw it, but the overall branding that went with it looked fantastic during the games.

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I disagreed with the burglar’s policy, of tying me to a chair. But I did admire his convictions.

It grew on me.

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Where there is great doubt, there will be great awakening; small doubt, small awakening, no doubt, no awakening.

I think it was Douglas Adams that came up with the best riposte to that: "But they didn't".

According to my fine art mistress, that was Picasso.

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Brigate di Transizione

It did and will always look like Bart Simpson being sucked off by Lisa.

The one-eyed phallic shaped mascots seemed to have been quietly moved back into the shadows during the games.



Can anyone remember their names? No googling, you will only be cheating yourselves.

Think they were about when the torch was going around...