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January 08, 2008

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Reminds me of when the Lucent logo came out - a paintbrush stroke of red circle. I'm sure they were thinking a lot of similar things with the circle, but to us it looked like a big fat zero.

I saw this today and was underwhelmed. Truly as groundbreaking as the old Savin (http://www.savin.com/) or Ricoh (http://www.ricoh.com/) logos. Except ooh, with a 3-D bouncing ball. CRAZY STUFF!

I know these things are focus-grouped to death, but it's just not all that dramatic.

Trademark nerd diversion: Is HALOID now available as a trademark? My vote is yes, though since it sounds like "keloid", I can't say it's appealing.

Jessica: Don't know about TM availability, but I'm ready to do the Haloid tagline:

- "The curiously strong salt substitute"
- "Just like Halo, only cheaper!"
- "Celebrating the life and art of Harold Lloyd"

I don't think they've quite hit the spot with this one. It looks a bit childish to me. And as for the bouncy ball? I'm not so sure about "forward movement". Whenever I played with one of those things as a kid, they pinged off in all directions.

So how about a new slogan: "Xerox. We've no idea what we're going to do next."

I always think that an organisation changing its logo is exhibiting weakness. However much they bullshit, the urge to be fashionable devalues the company's perceived stability and robustness. Often it results in the necessity to repeatedly update the logo at 20 year intervals for evermore. If only they can hang on through the period when they believe their logo to be unfashionable, they can come out the other side into a much-envied position of potential unassailable market domination. Some car manufacturers know and strive for this.

In the UK I always use Boots the Chemists (founded 1849) as the best example of a logo which exudes stability and yet has been updated over the years: but never with a fanfare. www.bootsexports.com/main.asp?pid=3033 has some fascinating history. What’s the US equivalent? Ford springs to mind.

John Russell: If I'm not mistaken (as I so frequently am), Coca-Cola's logo has remained unchanged since it was created in 1885.

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