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.

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