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What’s in a logo?

logosNews from not one but two major organizations that they’ve redesigned their logos. I’m wondering what it all means.

First is SURTEX, which has overhauled its brand image to “confirms its leadership role in the cutting-edge world of art and design licensing.” To that end, they’ve updated their logo, website and marketing campaign. They call it “a moxie makeover, reflecting the very industry that SURTEX fosters: the hip, fast-paced world of commercially-successful art and design.”

Next is JPMA, which has redesigned its certification seal for the first time since it was introduced in 1976. According to the press release, “it was important to keep the familiarity but create an improved, updated and more modern version of the current seal. The new logo accomplishes this goal while keeping up with the demands of the industry and today’s parents,” and said the colors and shape ensure “continual product label placement.”

We work in the business of branding, so we understand how important it is. We remember the Tropicana debacle. Mostly we just like looking at new logos, though.

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