RE: PH Footnote: Loco for the logo

RE: PH Footnote: Loco for the logo

Monday 27th November 2017

PH Footnote: Loco for the logo

As the furore around F1's new font continues, we take a look back at some of the best (and worst) automotive rebrands



Formula One has changed its logo, and not for the better. Cue pandemonium.

The old one wasn't exactly a marvel of graphic design - though the bold 'F' on the left and its speed strakes on the right, creating the '1' in the negative space in between, had become familiar to spectators around the world. Familiarity is no reason not to improve something, of course, but fans and drivers alike have been left unimpressed with the replacement, comprised solely of two curved lines and a vertical one which, according to Formula One's Head of Marketing, is meant to represent a pair of F1 cars racing wheel-to-wheel towards the finish line. Well, if you say so.

Lewis Hamilton branded the old design "iconic" and having appeared on the podium for the last 23 years behind jubilant drivers from Michael Schumacher to the current world champion himself, it's hard to argue with that assessment. F1 is far from the first brand to reinvent itself though, and from London 2012 to the BBC Three, organisations across the board have managed to court controversy with a clumsy stroke of the designer's pen. Here we recount the best (and the worst) of the automotive sector's rebrands.


Le Mans 24
We'll start with the obvious one. It was but a few years ago that the world's oldest and most famous race rebranded, replacing a much loved (but admittedly rather dated) logo with a fresh new look. Taking a similar negative space based approach as F1's outgoing design, Le Mans' current look is certainly a success.


Jaguar
Jaguar is another automotive institution to have recently rebranded. In a bid to shed the stuffy, middle management image it gained during the Ford years in favour of its rebellious new "good to be bad" ethos, the British marque retired the "leaper" hood ornament from the front of its cars. It was replaced with a redesigned version of the "growler" - a term we're guessing they skipped the focus tests on...


Chrysler
Less likely to have affected readers on this side of the pond was Chrysler's turn of the decade refresh. Having barely scraped through the recession - thanks to a helping hand from Uncle Sam - and needing to double its sales to survive further, its takeover by Fiat was the perfect opportunity to switch from the awful 'pentastar' to a sleeker, modern take on its classic winged badge.


Mazda
Mazda has a long and interesting history as an automotive manufacturer, one which is reflected in the various badges its products have sported through the years. The most recent change came at the end of the 90s, when the previous rounded diamond - so shaped to avoid confusion with Renault - was replaced with the current "dynamic wing" logo. Symbolising Mazda's desire for 'growth' and 'improvement' it's a simple but remarkably modern design, given its age. We can't imagine anything else adorning the nose of the Furai.


Formula E
We finish with something slightly different: a logo in desperate need of a redesign. For a racing series somewhat lacking in genuine excitement, image takes on another level of significance - hence last season's futuristic redesign for the cars themselves. Which is why it's such a surprise that Formula E's dire logo has persisted. Looking more like the desktop icon for a piece of accounting software than the emblem of the racing series of tomorrow, it could surely be easily improved upon. Then again, as an indicator of what to expect from the product it represents, perhaps it's not so bad after all...

Author
Discussion

PhantomPH

Original Poster:

2,967 posts

156 months

Monday 27th November 2017
quotequote all
I modified the new one to be more like the old one and I think I am owed some money from the design team. Much prefer mine. biggrin


sidewinder500

34 posts

25 months

Monday 27th November 2017
quotequote all
Yeah, you're definetly right, yours looks better by a mile!
Now work on better looking cars, exciting races and championships fought out till the last race!

PunterCam

695 posts

126 months

Monday 27th November 2017
quotequote all
Both F1 logos are st, so don't really care there. Apparently they've decided to go 90s with the new one - if that's what people want then fair enough. The Le Mans redesign is awful though - it's gone from a classic to utter pish.

I don't understand how people think logos date anyway - get a good one and stick with it. Morons are going to complain anyway.

cmoose

41,948 posts

160 months

Monday 27th November 2017
quotequote all
Amazing to think of all the pitches, meetings and general body count involved in signing the new logo off and it fails a basic recognition test.

It's an OK looking shape, but I very much doubt that the average Joe, when presented with the logo and given no info whatsoever, would recognise it as indicating F1. But then F1 is run astonishingly badly, so it's comforting this extends to the choosing of a new logo!

lestiq

655 posts

100 months

Monday 27th November 2017
quotequote all
PunterCam said:
Both F1 logos are st, so don't really care there. Apparently they've decided to go 90s with the new one - if that's what people want then fair enough. The Le Mans redesign is awful though - it's gone from a classic to utter pish.

I don't understand how people think logos date anyway - get a good one and stick with it. Morons are going to complain anyway.
I always liked the original F1 logo thought it was pretty clever. Not a fan of the redesign, +1 to the version at the top of the comments, much better. As for the the Le mans logo, I'm still shocked, it just looks half arsed and completely underwhelming.

We used to have design agencies with talented artists working in them, think back to all those glorious posters we used to see. Well, when every kid at uni can use adobe illustrator its no wonder that large firms have no-one to turn to for important designs professionally, nowadays all you have is freelancers with far less weight and support behind them.
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Frimley111R

8,780 posts

165 months

Monday 27th November 2017
quotequote all
PunterCam said:
I don't understand how people think logos date anyway - get a good one and stick with it. Morons are going to complain anyway.
It's a design and all designs date. Google some old one (https://www.google.co.uk/search?q=old+logos&rlz=1C1CHBD_en-GBGB711GB711&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjUmtDhvd_XAhXGVhoKHV0FB40Q_AUICigB&biw=1920&bih=900) and you can see even world leading logos change over time, even if subtly and the previous design looks very dated

howardhughes

191 posts

135 months

Monday 27th November 2017
quotequote all
As a designer myself It's a very delicate area when creating a new concept for corporate Identity.
There are challenges both with designer and client.

The Old F1 logo in my opinion was a clear and clever idea.

Very much like the FedEx logo. "if you look at the white space between the "E" and "x" you can see a right-facing arrow.
This "hidden" arrow was intended to be a subliminal symbol for speed and precision"

This is very similar to the F1 Logo using the number "1"

A long time ago Shell spent millions of pounds trying to update their symbolic 'Shel' logo.
In the end they kept the current logo.

Hence term ''if it ain't broke don't fix it'

Lexual

494 posts

144 months

Monday 27th November 2017
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the 'F' could look like the final bend to the straight and the '1' could be the chequered flag..




CDP

5,507 posts

185 months

Monday 27th November 2017
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Remember these?






RacerMike

1,847 posts

142 months

Monday 27th November 2017
quotequote all
article said:
Jaguar
Jaguar is another automotive institution to have recently rebranded. In a bid to shed the stuffy, middle management image it gained during the Ford years in favour of its rebellious new "good to be bad" ethos, the British marque retired the "leaper" hood ornament from the front of its cars. It was replaced with a redesigned version of the "growler" - a term we're guessing they skipped the focus tests on...
Not strictly accurate. The leaper is still a core feature of the brand identity, and is used practically everywhere. The badge, by contrast is only used on the grilled of cars.

A physical leaper hasn’t been used on any jag for over a decade due to pedestrian safety regulations. Bizarrely the US still got it in the early 2000’s as it was still ‘ok’ under federal law.

The rebranding was largely a switch to a 3D colour profiled leaper (from the outline below) and a change in font for the ‘Jaguar’ text to a more modern typeface.


cptsideways

12,697 posts

183 months

Monday 27th November 2017
quotequote all
Looks like its fallen over

ambuletz

6,814 posts

112 months

Monday 27th November 2017
quotequote all
soon as i saw that logo i thought it reminded me of wipeout. i'm a fan of the series.

its basically the icarus logo but rotated anti-clockwise slightly.


Blayney

2,574 posts

117 months

Monday 27th November 2017
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Looks like a T junction.

Vocht

1,142 posts

95 months

Monday 27th November 2017
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How about this one?


keith2.2

536 posts

126 months

Tuesday 28th November 2017
quotequote all
PunterCam said:
Both F1 logos are st
PunterCam said:
Apparently they've decided to go 90s with the new one - if that's what people want then fair enough.


PunterCam said:
The Le Mans redesign is awful though - it's gone from a classic to utter pish.
PunterCam said:
I don't understand how people think logos date anyway - get a good one and stick with it. Morons are going to complain anyway.
ummmmm....

AJM6

47 posts

128 months

Tuesday 28th November 2017
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The Jaguar one always makes me smile - reminds me of the time Samantha Jenkins wanted to show me her ‘Growler’ behind the bike sheds in 1983......

krismccloy

135 posts

80 months

Tuesday 28th November 2017
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Looks more like a modernized MCL F1 logo, Personally don't mind the new design.

JZZ30

861 posts

46 months

Tuesday 28th November 2017
quotequote all
Vocht said:
How about this one?

laugh

simonrockman

5,598 posts

186 months

Tuesday 28th November 2017
quotequote all
Then there is the typeface (note, typeface, not font)



What's going on with those "a"s? and the strange kerning where the C in Circuit runs into the U making it top-heavy. It all feels a bit Eurostyle. There is no way it can be used as a body font.

The others are interesting

F1 Turbo




F1 Torque



The only one I like, as a headline typeface is Torque, and even that looks as though it's being read by the bingo caller who did the announcements at the US GP.

Simon

PhantomPH

Original Poster:

2,967 posts

156 months

Tuesday 28th November 2017
quotequote all
Christ, I find those all difficult to read - even large on my screen. Lord help me when they are used in smaller sizes!