Tuesday, June 4, 2013

Matta rebranding - that 70s show


... From this....
To this...

Societe Georges Matta has rebranded! The new logo is - from what I see- quite 70s in interpretation, very far from the human interpretation of writing the name in the old logo. Geometric, rather impersonal, a little bit on the "cold" side (despite the use of a warm color). Of course, the question is - why rebrand? Are they going after a new target audience which includes hipsters, retro fans, people wishing for more upscale items perhaps. Even their new campaign (which I did not manage to shoot yet) obviously goes minimalist in angle, with a lot of white background, a very thin typography and - that - logo. On the whole, I got tired of rebranding, because it ends up almost always a blotched job.... Maybe they will rebrand everything and forget the plastic that covers the furniture on delivery, of the coat of the supervisors at the factory will still have the old logo, etc... There is always a missing item in those rebranding jobs.

4 comments:

Jay said...

Ermm you disregarded rebranding as a whole based on this job?

The whole approach is tired and generic. But that's not such a bad thing, it's a safe direction towards something clean and minimal.

And naturally rebrands take time, it's a huge costly step, but sure is better then sticking to that uninspired old brand...

Tarek Chemaly said...

Not just based on this... All rebrandings have been mixed jobs in Lebanon with some branches rebranding and others not, etc... Case in point - Zaatar W Zeit!

Jay said...

It's how rebranding is everywhere around the world, it's simply not feasible for to be as seemingless as we all wish it to be.

Thats said, I believe zwz did a good job, disregarding how dry it looks, it immediately became distinctive.

Tarek Chemaly said...

I did NOT say ZWZ did a bad job per se, I said they did an incomplete one. I am NOT arguing about their new image (in the blog archive you will see I was a supporter of their new image) my problem is that you can go with TWO identities at the same time in the market. http://beirutntsc.blogspot.com/2012/07/zaatar-w-zeit-dangers-of-rebranding.html ....