Cooper Black Tires
A few weeks ago I saw a long time graphic design inside joke pass away. We morn the loss of Bass and Rand logos (for good reason) but should we morn the passing of a logo that made us chuckle the first time we understood it. I’m speaking of the Cooper tires logo, which was for many years set in … drum roll please … Cooper Black. Obviously I’m not the first to realize this little joke.
Was it a great logo? No. Did it need to be changed? Yes. Is the new design better than the old? In some respects, yes … and others a resounding, NO. To position themselves as a progressive company, Cooper Tires would have to get a new and more sophisticated look. I would assume that much of the “high performance” tire sales are dependent upon youth and those wanting to be youthful. Unless it is used in an ironic way, I don’t think the very bulbous Cooper Black appears youthful. Does a double “milleneum swoosh” and an oblique typeface communicate any better? If the original designer was too lazy to pick something that didn’t have the word “Cooper” in the name, the new designer was equally lazy by using swooshes. I know that ripping on “millennium swooshes” is as tired as the swooshes themselves, but why are we still using these? Here is Cooper Tires explanation from their press release. “Cooper’s first logo redesign in more than 50 years harkens back to the oval logo while conveying a modern sense of performance and speed.” It just says played out and unoriginal to me. Their new logo already looks TIREd to these eyes.