questions wrote:VC10er wrote:Aside from the tail, whom ever has been working with the Globe has done a great job using something which was fundamentally flawed as a “symbol”- it may have looked very new in 1991 on the tail, but when it’s in a box- I hate it.
I agree. The globe in a box looks awful, like a cheap afterthought slapped on! I know there are naysayers, but I believe some good creative types could create a partial globe (without using the box) that would would not look like an lemon wedge. By using color to create dimension and depth a partial globe could appear to the eye as a partially visible sphere, similar to a less than full moon.
YOU ARE ABSOLUTELY RIGHT! It’s true the globe is more of a decorative element than a true “symbol” in a classic sense. I don’t know if it was an “afterthought” - it could just look that way. But I agree that there’s a very good chance that everyone thought it looked great on the tail. And Continental really did need a FULL brand overhaul given how truly horrible their reputation was before- they had nothing to lose and everything to gain by creating a bold brand new image to work in lock step with the major and successful change from “worst to first”. Put the right designer on it, and they would have been able to develop a symbol that was better than the globe in a box! In fact they didn’t even need to use the globe as-is inside a box.
Not a great example of design: but today AA has a decorative tail but a different symbol as their logo (a logo I dislike the new AA armpit sniffing eagle symbol.
Etihad has a gorgeous decorative tail but didn’t attempt to put the gold facets in a box.
There are many ways to skin a cat when it comes to design. I can easily envision a globe inspired symbol without the box but still function in one color. Something with the statue a symbol should have.
The people at Landor SF were able to do a one color version of the “bp” green-sun identity- an identity that Created powerful consumer preference. Post launch, research a year showed drivers were willing to drive up to 10 additional miles to go to bp over other stations to refuel!