few years, so it’s not my first time seeing logos being created and talking strategy to build your brand.
But after seeing the “blue circle” I couldn’t help thinking of the emperor’s new clothes. Here you have a story of someone who has convinced the emperor that they created them a magnificent garment and only the uneducated wouldn’t be able to see the beauty. The emperor does not want to seem stupid and claims to see the clothes and so do all his aides who dared not to argue with him. It’s not till he goes outside that a young boy points out that he is naked.
I have to believe the team that chose this blue circle sat through an amazing presentation where someone shows out how versatile and how brilliant the concept would be. After hearing how great it was they were probably totally psyched to launch this and were going to sit back and wait for the accolades to come rolling in.
The problem is with these “concepts” is that while you were able to listen to the creative director; you have to remember that not everyone viewing the logo is privileged to the same presentation. Instead they are just seeing it for themselves and don’t have that helpful lead in.
Time will tell to see how they use this going forward and if it really will do what they need it to do for the newspaper.
But tell me what you think, do you like the new blue circle logo for USA Today or do you think they were sold a bill of goods by a creative team?
Sandy Miller has been helping clients with marketing and advertising projects for over 15 years. In that time I have seen lots of changes but nothing as exciting as the introduction of social media.