Thursday, September 13, 2012

USAT | Scrubbing the old logo for a new one

"That Tide box is pretty prescient, as you will see on Friday."

-- Anonymous@3:14 a.m. today, noting my use of Tide detergent's logo in my post about plans for USA Today's print redesign, set to be unveiled tomorrow. This past winter, a reader who'd seen prototypes of USAT's new flag said it could be made round -- a departure from the current blue rectangle.

17 comments:

  1. If you can locate today's publication, there's a telling little blue circle on the front page along with a note about the 30th anniversary.

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  2. A simple trademark search on TESS will show the new logo:

    http://tess2.uspto.gov/bin/showfield?f=doc&state=4002:o7a4lp.2.15

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  3. New logo is LAME. Hopefully they didn't pay a marketing firm to create it. It screams Microsoft Publisher.

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  4. Thanks 7:28. Not revolutionary. "The mark consists of a circle to the right of which are the words USA TODAY."

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  5. From the same people who brought you the groundbreaking, cutting edge NBCUniversal logo....

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  6. Yuck. Looks like some Blade-Runner style darkness-everywhere logo of the future.

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  7. The new logo SUCKS! Plain and simple. How many closed doors meetings to come up with this trash? I'm embarassed.

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  8. Wow you folks really are haters. The whole campaign was slick, cool and exciting. I can't wait until tomorrow's edition rolls off the press. Great job everyone!!!!!

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  9. Hey Bolger, What time did The Columbus paper get off Press last night? I need a good laugh

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  10. The logo looks great in print and really looks great online. The balls will not be blank circle's of color. Graphics will appear in them, changing every day. You know you love it. It's okay to say so!!

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  11. Please ignore the lack of content, we've been concentrating our efforts on our pretty balls.

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  12. 2:40 your comment is like the old logo.....yesterday's news! Callaway and crew you rock!!!! USA TODAY rocks!!!!!

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  13. More exclamation marks = weaker product.

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  14. Here's USAT's official video on the logo: http://www.youtube.com/watch?v=cMD7GeYptos

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  15. 4:09 Was it just me, or is that video silent? No voiceover? No music?

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  16. Touche, 2:40 (and no exclamation points here). It may look prettier, but until the ego-driven, incompetent editors are kicked out in News (I can't speak for the other sections), it will still be the same poor excuse for journalism. Such a shame.

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  17. I do have to say that I associate Tide with high quality and am loyal to it. And it stands up to independent testing from the likes on Consumer Reports.

    USAT has always been a downmarket confection and will be as it life approaches the end.

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