There have been a few logos updated in recent years with an outcome that warrants no true improvement. For example, the classic UPS logo designed by Paul Rand. Some argue it had to happen due to the outdated element of a UPS package secured shut with a piece of string. While this is a logical reason for an update, it lost its charm in the process. There’s also the case of a generic Wal-Mart logo being changed to another generic Wal-Mart logo.
However, this is all beside the point. My real rant begins with Sherwin Williams paint company. Their Green Initiative states they “understand the concerns about protecting the earth’s environment.”
Do you think their logo represents a corporation who is empathetic with the destruction and pollution of planet earth? To me it says, “Buy our paint and paint everything in sight.” Better yet, paint the trees, ground, water and sky!
Here’s an excerpt of defense from their website:
Our historical logo is one of the most recognized company logos in existence. Created in the late 1800s, the logo’s purpose was to represent the company’s desire to help beautify and protect the buildings of the world. It was a symbol of a young company’s enthusiasm, idealism and hope regarding its future and the possibility for achievement that hovered on the nation’s horizon.
Very quickly, our ‘Cover the Earth’ logo became a figurative emblem signifying quality, integrity and service—the very same things it stands for today.
Their logo says nothing visually about buildings or beautifying them. They are holding on to it for its iconicism but at what cost? If you read through their Green Initiatives, they are trying to be smart, promote techniques that create less waste, and make paint with sustainable raw materials. Their logo does not represent these new ideals and deserves a fresh look.