Updating your company's logo: prepare to hit or miss
In Richard and Davis's article " "Decorative Color as a Rhetorical Enhancement on the World Wide Web", the authors say "Omnipresent on the World Wide Web, decorative logos appeal both to ethos and pathos because they attempt to generate a positive aesthetic response through the decorative and to link these emotions to a specific organization.”
This made me want to look at some logos to see how they reflect Richard and Davis’s statement. I found a site: http://money.msn.com/now/best-and-worst-corporate-logo-changes
 
The site said that Gap’s attempt to change their logo was a huge failure—and I have to say I agree. To me the ethos is lowered because in the new logo, “Gap” is floating in a white space, as is the blue box. They aren’t grounded, and even though the text is now stronger because it is sans-serif, it loses character.
 


 
I thought the WeightWatchers logo change was interesting. Again there is a change from serif to sans-serif, but it is done in a more elegant way, and the characters have more..character (see the “W”). What makes this new logo distinctive is that it actually fades away as you read from left to right. To me this is an effective change that appeals to ethos and pathos. It demonstrates the purpose of the company- to help you lose weight. The new colors are reflective of the popular opinion that green and blue are associated with health, nature, and natural—all positive qualities to find in food.


 

0

Add a comment

Gutters, Technique, and Transitions
Judge by the Cover: Trap and Trance
Judge by the Cover: Trap and Trance
The Pervasiveness of Mickey Mouse
Seriously: A James Joyce Comic
Un-novel?
Gutter Space
Craigslist usability
Craigslist usability
Usability Nightmare: Hidden Login Links
Nielsen's Hypocrisies
Comics in Visual Rhetoric Class 2013
The Limitations of PowerPoint in Today's World
Red, White and Black=Target
Creme Brulee, Anyone?
Creme Brulee, Anyone?
Top 8 Mistakes Made in PowerPoint?
Lack of Usability: ESPN
The Cultural Significances of Black, White, and Red...
The Cultural Significances of Black, White, and Red...
Usability Blunders
Helping Hand of Another
Data Sets Displays and Cognates
(Y)OUR MAP IS WRONG
(Y)OUR MAP IS WRONG
Teaching and Engaging versus Marketing
Teaching and Engaging versus Marketing
Is pecha-kucha the future?
Is pecha-kucha the future?
Middle Schoolers, Pecha-Kucha and Edward Tufte
Understanding Visual Rhetoric in Digital Writing Environments.
Logos
Keep Calm and Do What, Now?
Transparency
Visual Rhetoric in Persuasive Digital Images
Visual Rhetoric in Persuasive Digital Images
black and white advertising
Kept My Locus
Street-art and Style
Street-art and Style
Black, White, and Red
Academic Videos
Problems with PowerPoint
Accidental Obscenity
Accidental Obscenity
Crocaducks and Duckatoos
Searching "Black, White, and Red"
The Double Meaning of Dali's Clocks
Snip. Snip. Snip.
Snip. Snip. Snip.
Ehses and the Antithesis that creates choices
Students and technical guidelines
Typeface Fail
Typeface Fail
Kress and van Leeuwan and Western Horseman
Kress and van Leeuwan and Western Horseman
Given, Ideal, New, Real
1
Misuse of Typefaces
Meta-Discourse on Composition and Visual Design
Over-analyzing typeface?
Over-analyzing typeface?
Why visual rhetoric has come to stay
Why visual rhetoric has come to stay
1
Understanding the Rhetorical Situation
Understanding the Rhetorical Situation
The Anatomy of Typefaces
The Anatomy of Typefaces
Does type font really sway an audience in all circumstances?
Typeface Choices
Typeface Choices
1
Cover Art as Rhetoric
Graffiti and Visual Rhetoric
Graffiti and Visual Rhetoric
Page Composition: Are Kress and van Leeuwen Correct?
Page Composition: Are Kress and van Leeuwen Correct?
Color Issues
Color Issues
Elementary Document Design
American Spi(ri)t
Let's get to work . . .
1
Lady Rhetorica says:
Blog Archive
Contributors
Loading
Dynamic Views theme. Powered by Blogger. Report Abuse.