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Creativebits is a blog about creativity, design and Macs. We also have a critique section where you can post your work to get opinions and a forum to discuss any design related topics.
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I hope they didn't pay more than $14 for this.
"Art -- the one achievement of Man which has made the long trip up from all fours seem well advised." - James Thurber
lol
the kerning is nice.
Would be nice if you included a link to where you lifted the image from - Brand New!
Edited to add:
Sorry just realised the link is there.
I'm a fan of vintage advertising and logos...so I think the older one has more style and pinache. The new one is OK....I guess...
Is there a particular concept behind this? I'm trying to figure out the stylized triangle/A...
They should have kept the old logo!
http://stevefakeballmer.wordpress.com/
I am not Steve Ballmer pretending not to be me!
If it ain't broke, don't fix it. Too much rebranding going on. Why on earth did Electrosol change their name? Good way to lose brand recognition....
What is it with these lackluster rebrandings going on? Is design going the way of Hollywood?
Leaky Penny
Check out what I've been up to lately!
http://petersonjoseph.com
I'm going to print it out and eat it.
-Unknown Artist
i think what happens today is design by committee which tends to suck the life out of a project. plus so many people fancy themselves "amateur" designers that they think they know how to do this themselves and they drag design studios' ideas down to their level.
If they had gone through multiple logo reworks in the past, this wouldn't be such a big shock - it's definitely something to have to try and get used to, because I really am used to their old retro-feel logo. Although I'm not particularly fond of their old logo, either - but it's easily recognized regardless.
Too many amateurs around who call themselves a designer just because they can use a bit of software. Terrible on so many levels.
Steve
------------------------------------------------------
Graphic Designer and Founder of fu•gu
http://www.fuguagency.co.uk
man I must be such a noob, cuz I don't think it's that bad! It looked nice embossed on the stainless steel
Indeed, you are!
http://stevefakeballmer.wordpress.com/
I am not Steve Ballmer pretending not to be me!
Neither one is amazing to me. The new one is better because it has a more contemporary look, imho. But this is panic design in my estimation. Somebody got this contract and they were afraid to take a chance with it - so they came up with this safe, non-threatening update. Or the client picked the safest of the options presented.
Red wouldn't be my choice for a refrigerator. The old style is a classic type face that nearly everybody connects to that kind of machines. The new style is easier to read but not nessecarily easier to associate.
the brand name is still strong but the logo is poo, idiot.
hot triangule for cooling devices? Good logo for heaters.
OK marketing people love awful contrasts and work to claim attention, no good design is needed.
yes I'm brazilian xD
maybe your response is part of why they chose the red triangle. frigidaire is far more than refridgerators today.
Kitchen
Cooktops/Stovetops
Wall Ovens
Wall Oven/Microwave Combination
Warmer Drawers
Ranges/Stoves
Hoods/Ventilation
Microwaves
Refrigerators
Dishwashers
Freezers
Laundry
Washers
Dryers
Pedestals
Combination Washer/Dryers
Air Conditioners & Dehumidifiers
Window-Mounted Air Conditioners
Built-In Air Conditioners
Dehumidifiers
ok I think the main business of brand that uses FRIG on name is refrigerators. you don't need to agree with me.
the problem could be wrong branding.
If we take use of "modern" concepts of coporate visual identity, we also could use different colors/shapes to distinguish segments.
if you put SAMSUNG and FRIGIDAIRE refrigearators to make a comparison, the people could be feel the first better, I don't know if it's because SAM's logo is blue but could happen, who knows.
yes I'm brazilian xD
my point was that they may have undertaken the redesign precisely because they are no longer just refrigeration and they want to appear as more than that.
not saying they were successful here with this redesign, but it's a mistake to not recognize that they're more than refrigeration today. it wasn't necessarily about "disagreeing with you" so much is it pointing out the facts of what the company actually does.
The old one is a classic - I love it! The new one looks like a 30 min job from a first year designer with little creative skill...
From a design perspective the old logo gives more freedom to be creative...the new one is very limiting. :(
I wonder how much they paid for it? lol
If you put the old logo in the context of the time it was designed - there's really nothing special about it. I think you folks have a retro-attachment to it because your grandparents (or whoever) had a Frigidaire with the old logo on it (or you've seen it in the movies or something). So far as a logo - it's nothing more than straight type. Just like the new one. The only reason it stands out now is because it's outlived all it's competitors who updated their logos years ago. You say "classic" - the folks at Frigidaire (who've been looking at it everyday for 50 years) say "tired".
As always... jmho.
while i don't disagree with your general premise here, i often wonder why it really matters what the reaction of the logo owner is vs what the reaction of their user/client base is. which is more important? the folks at frigidaire feeling "tired" with the mark? or the users feeling nostalgic about it?
for example, one of our premiere architecture projects has a gorgeous night shot of the exterior that we use in a lot of our marketing materials. my boss sometimes says, "i'm really tired of that photo, can we find something different?" my response is almost always, "the person we're sending this to has never seen this photo. to them it's going to be impressive and beautiful."
it's all about perspective sometimes.
Well there are obviously more sides to the story, such as... how many refrigerator buyers care one way or the other? Most of them aren't designers. When I purchase an appliance, the logo means nothing when it comes to spending the money - and I am a designer. Owners are owners - sometimes they want something new. While your personal situation makes sense, I think most people have seen the Frigidaire logo. Some think it's retro-cool, obviously - but I bet just as many (if not more) think "out of touch" or "1950s" company. We're designers - we have to believe in what we do. We can understand the retro-cool aspect, but we also have to consider the negative impression it might be sending as well.
But again - neither one sends chills up my spine. These are both pretty safe, staid corporate logos to me. The diner type in the old one might look a little edgy now - but it was very common in the context of the time it was designed.
That's a true statement - it was nothing special in the context of when it was designed. And no, nobody in my family has had a Frigidaire...so I was just making a comment based on initial impression - I'm not against new, but only when it's better than the old. This isn't.
I think I am keen on the old logo. Something about the new one doesn't strike me right. All I keep thinking is...why is the triangle A not blue?
I'm really just sick of seeing so many wordmarks go to the font gotham right now. A few years ago it was my favorite font. And when it became Obama's font I got really excited. Now its everywhere and I'm just sick of it now.....
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Did anyone else read their copy?
“Frigidaire will unveil a boldfaced new logo and look to celebrate the introduction of 250 new appliances with specific time-saving features engineered to help mothers spend less time doing routine housework and more time doing what they love. The appliance leader stands behind its claim, offering a “More Me-Time” Guarantee: moms will save a minimum of eight hours a month by using a combination of select Frigidaire time-saving appliances or they can return them for a refund of their purchase price.”
Is it any wonder that the new logo is such a failure? The company is seriously out of touch.