- 1.Logo Design in the News – Pitney Bowes
- 2.Logo Design in the News – Hillary Clinton
Welcome to a new feature on the Grapevine blog that appears monthly. Each month will feature a new logo design or redesign. I’ll discuss logo design elements and the perceived effect they might have on the company branding. Each feature will include some background and history, gathered from company websites or news articles. All comments about the logo design or redesign are simply my opinions as a graphic designer.
This month’s Logo Design in the News is from Pitney Bowes. Pitney Bowes is a familiar brand name. Can you recall what they do or sell? Pitney Bowes has been in business since 1920, and they built the entire business around the postage meter. I find it fascinating that they were in business for 10 years before they introduced their first logo in 1930. I wonder why it took so long? That same year they offered their first employee stock purchase plan – Business was growing!
A couple more decades passed with milestone events, like a New York Stock Exchange listing in 1950, and the introduction of the ZIP Code system in 1960. You can imagine that the ZIP Code system had a huge effect on their business.
40 years passed between the first Pitney Bowes logo design and the second in 1970. The new logo design symbolized the intersection of paper-based and electronic communications. I find it curious this logo design doesn’t show a progression of growth or line of recognition to its predecessor, no letters for initials, no name, totally different color. This is not typical – usually a company with longevity would update or modernize their logo with an attempt at maintaining established recognition and branding.
From the 1970s through their 90th anniversary in 2010, Pitney Bowes size and revenues continued to grow, and they participated in over 90 acquisitions to expand their offerings – Business was STILL growing!
Now in 2015, Pitney Bowes has unveiled another new logo design – again choosing a completely different design and style from earlier logos, only keeping the blue color in the new logo design. From the Pitney Bowes website:
“Today marks another significant milestone in the company’s transformation,” said Abby Kohnstamm, EVP and Chief Marketing Officer at Pitney Bowes. “The new brand strategy will clarify our role in the changing world of commerce, emphasizing the interplay between physical and digital communications and also spotlighting emerging technology areas such as location intelligence, customer information management and cross-border commerce where Pitney Bowes provides industry leading solutions. Importantly, the new brand differentiates Pitney Bowes and makes us more relevant to a wider audience around the world.” – See more HERE.
I like the new logo design and the way they’ve applied the new styling to their marketing materials and website. But I question the decision for yet another completely new logo design. In spite of the parallel lines in each logo design, I feel there’s a loss of visual continuity between designs, and a need to reestablish visual brand recognition for each design. It takes a lot of time to build that recognition and it’s a shame to set it aside for each new logo design.
What do you think of the new logo design for Pitney Bowes? Like it or leave it? Let me know in the comments!