It reminds me of Hellenic Wide a little bit, which is one of my favorite typefaces (you can see it on my weblog).

when I read Speak Up, I meant.

but it’s not really a logo, then is it? it’s just a type face. I don’t understand branding.

It’s a logo. A logotype.

so it’s a type of logo. ok. a logo type. got it. is it both lines of text? also- using a logo is a way to brand oneself, and is branding, right? I said I didn’t understand it.

Ben, I might have misrepresented the logo slightly by putting the two different colors next to each other. The red is the main color and it changes to the blue when you rollover.

“Didn’t I try to Sell you B & A Guys on BRAND NEWS at least a WEEK before Arm, Launched BRAND NEW???!!!”

DM: Because creating a new custom blog (and identity) just takes a week? Besides, I think Logo New(s) works just fine.

Here are the comments of JonSel and Debbie on the Recent Rebrandings post. I will let their quotes speak for themselves.

JonSel said: The notion of “bigger concerns” is really important. This column should really be titled Logo Critiques, since that’s what it is about. We’re not discussing the bigger concern of a corporate rebranding (when relevant). As I said in the last rebranding column, many of the logo changes we look at are not truly rebrands, but simply new corporate identities, in the visual sense only. Yes, they help shape perceptions of the company, but the “Brand” (cap B and all) is so much bigger than that. Frankly, the Brand helps shape perceptions of the logo.

I think we ought to just get off the pretense of discussing branding at all, since we just don’t have the background knowledge to intelligently comment on it. I wish that, if David insists on keeping this as a “rebranding” discussion, he would at least take the time and effort to post more than just the logo and a snippet of the press release. He could at least go the distance of Tony Spaeth over on Identityworks and provide some background business context for the move. Without that, we’ll always be talking surface and we should just quit pretending otherwise.

Debbie said: “Bravo, Jon. It is about time.”

Since everyone else is speaking for me, let me do some of that as well.

I don’t hate “branding” necessarily. What I am frustrated with is the misuse of the term, especially by those that should know better. When applied correctly, as a way of understanding how a company and its audiences coexist in a marketing and cultural symbiosis, then it has real value. Corporate identity is simply one part of a company’s overall brand. Frankly, I don’t consider myself an expert in branding, and I don’t sell it as a service of my company.

And just to make it clear I don’t take myself too seriously, corporate identity has more than its share of hocus pocus as well.

JonSel:

“When applied correctly, as a way of understanding how a company and its audiences coexist in a marketing and cultural symbiosis, then it has real value. Corporate identity is simply one part of a company’s overall brand”.

Actually, Corporate Identity has very little to do with Branding, or a Brand.

Corporate Identity is a Management Tool used to accurately address the Goals and Aspirations of a Corporation.

Branding as a Practice refer to a Promise. Shaping perceptions related to experience with Products.

Branding is a marketing term it’s mission is to analyze, strategize, develop and position products, services and corporate mission. Branding focuses on equity, image, promise, mission, values, style, culture and customer experience.

Corporate Identity can and has Existed without Branding. Depending on ones approach. Whether Functionalism or Formalism.

Branding as a Practice cannot Exist without Corporate Identity. Ultimately whether Corporate Identity, Product Design, Products or Service.

All Communication, Marketing, Advertising, revolve around the Selling of Corporate Identity, which is the Trademark, Service Mark, and Brand Mark.

“Corporate identity has more than its share of hocus pocus as well”.

In the respect that All First Tier Identity Consultancies are NOW Bullshitting Clients by calling themselves Branding Consultancies, I agree.

My only Grievance with Identity Practice as a Profession.

Branding has DESTROYED Corporate Identity.

Corporate Identity Practitioners Don’t Make It up as they Go Along.

I Guess that’s the Reason No Two Branding Consultancies Actually Agree on what Branding IS or ISN’T.

Statement of Fact!!!!!

There is No Commonly Shared Belief System for Branding.

The Make it up as they Go Along.

At least with Corporate Identity. There’s a Commonly Shared Philosophy and Methodology.

Corporate Identity is a Management Tool used to accurately address the Goals and Aspirations of a Corporation. However, the Corporate Image is composed of all planned and unplanned verbal and visual communication that emanate from the Corporate Body and leave an impression on the observer.

The Corporate Identity (Symbol) is one of the major influences on the Corporate Image, it is all planned and all visual.

There’s a Commonly Shared Philosophy and Methodology. Consultancies Agree what Identity Practice IS or ISN’T.

IT SURE ISN’T BRANDING???!!!

DM

Allow me to Educate the Uninformed HOW BRANDING WAS BORN.

The Design Business is NO LONGER called “The Design Business.” Creative Professionals describe their Consultancies as being in The Branding Business, The Brand Building Business, The Positioning Business, The Strategic Communications Business, and so on. They say that they offer Expertise in Branded Environments, Information Design, Interaction Design, Branding and Marketing Communications, or a combination. There are several reasons for this. The most important one is that clients are looking to design for help in developing and managing their customer’s entire experience with their brands. To support this, Ad Agencies and Design Consultancies are aggressively muscling in on each other’s territories.

Design and Marketing Communications Firms try to differentiate themselves from one another is with New Descriptors. This is one way to capture the attention of client companies who are looking for new resources to deliver miracles to differentiate their own offerings from their competitors.

DM