17 Jul Top Logo News Burns
Search results today for “logo news,” reveals pages of articles concerning the recent split of News Corp into two separate entities each with a “new” logo. While some say good some say bad regarding News Corp, commenters are having a field day with the new 21st Century Fox logo.
The new 21st Century Fox Logo (below) is white set on black featuring a simple font and an “x” hiring formed by crossing spotlights. A brief video animates two light rays into play which form the “x.” The short animation contains ambient sound with an occasional robotic blip bleep (just get it over with and watch it here). Here in a post from the Verge “x” marks the spot for some snappy burns calling the logo a “broken 360” logo (referencing xbox 360) and “cheap and forgettable.” I had to laugh when I read the following:
Looks like the Xbox logo got drunk. It should have gone home.
While some comments embrace the simplicity of the new logo the vast majority of comments hold this logo in bad light. What do you think creative readers?
On the other side of the split is the News Corp logo which features the now trademarked handwriting of Ruport Murdoch (below). A Brand New article containing 83 comments contains some burns of its own describing the new logo as “Dawson’s Creek… now on News Corp.” Yet, the opinions here are a little more even as some classify the new logo to be an improvement on the brand identity making it more personal. However, some find the “personal” classification to be unsuitable for this company. Interestingly enough, readers argued over whether knowing the companies history played a part in considering the logo’s overall impact. It is on this one note where I must chime. Regardless of a companies history a brand identity must be immersed in the present. If a business becomes reliable on consumers who already know the brand will such re-branding prove wise in establishing new relationships?
Back to the brighter side, reading the witty comments under the various related articles is sure to give you some delightful chuckles. And if you or your company is considering re-branding you will find yourself in the right light with Andiamo Creative.