He Said She Said: Memorex Logo
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He Said:
I must say that I never thought there was anything wrong with the previous Memorex logo. Sure the colors might have been a little dated (pre 2000), but I enjoyed the simplicity. That is why I believe this new logo is a nice transition into the modern era. Of course it has some clichéd trendy elements, ala an all-lowercase sans serif typeface, but I thoroughly enjoy the focus on simplicity. I am sure one of the biggest supporters to this new logo will be their printers. “HORRAY one color logo and no trapping on a light yellow!” However, I seem to gravitate towards the light gray execution of the logo on the packaging more than the burnt orange. The softer corners and clean lines allude to the shift in target audience, as they call the “savvy female shopper.” With this change in logo and packaging, it makes the brand feel more align with the Apple iPod / elitist crowd which has been a common movement these days. Although I don’t know if I completely agree with the rationale of the new logo, overall, the implementation of the new brand is obviously well planed out, and the renovated brand breathes fresh life into a new direction for Memorex.
She Said:
Memorex recently unveiled a new logo and brand position that attempts to attract more adult female consumers. The previous logo was certainly more masculine and high tech, with jagged edges within the typography and the obligatory technology logo dynamic ring to connote, you guessed it, speed! The new logo still communicates technology, but in a much more modern way, with open letter spacing and an overall clean, geometric design. The rounded letter forms (m,e,o) evoke a softer feeling and the color is more friendly, but I would argue that that is not necessarily enough to attract more women. When combined with the new positioning, advertising and packaging, it could work. I am definitely over the ever so popular sans serif Avenir-esque / Helvetica-esque typeface and icon within the “o” (so obvious), but overall, I would say this is an improvement. What do you think?
He Said She Said: Walmart's New Logo
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He Said…
Walmart's old, stodgy logo needed a makeover...bad...The new typeface is more approachable, and friendly. Although I see the rationale behind the "spark" icon, its seems completely generic, and resembles a loading sign for a YouTube video...all and all the new logo is still a step ahead of the old. Eventually this logo will become so ubiquitous that people will start to say the opposite; "that loading sign looks like the Walmart logo."
She Said…
With change comes resistance and with resistance usually comes criticism. In my experience, the gut reaction to most logo evolutions/changes is primarily negative, especially when the previous brand has been around for a while. Me on the other hand, I am a bit of an optimist. I feel that the new Walmart logo is, at least, a statement of recognition that they must evolve and grow in order to create more positive associations in the mind of consumers. With a competitor like Target, who exudes modernity and eco-friendliness, it is imperative that Walmart regroup and find a way to reconnect with customers. The logo change, although conservative and somewhat generic, has its successes. The typeface is clean and modern with hints of customization and approachability, while the abstract mark could be representative of a plethora of symbols. A few that come to mind are a new idea, a spark or catalyst, the sun (friendly, warm, inviting) or a hub that connects you all your necessities in one place. Overall, I would say that this new logo is an improvement and a step in the right direction. Now let’s see if they implement a new brand strategy.
Check out Brand New by underconsideration.com for more commentary on the new Walmart brand.
He: Nick Irwin, Graphic Designer
She: Kristin Everidge, Graphic Designer
