When corporate Amercia buys itself a new logo or rebrands, you can bet that Tony Spaeth will review the work on his site identityworks. So here’s a hat tip to him..
This month it’s Cisco.
Identityworks: Reviews – 2006 – Cisco:
Cisco brand officer Gary McCavitt had long struggled with the bridge-in-a-box logo, a mark difficult to use, difficult to put on products, and dated in personality. In October, 2005 he retained the typemaster (and logo designer) Joe Finocchiaro to explore alternatives; and Joe, recognizing the importance of the project, generously proposed adding corporate brand designer Jerry Kuyper to the team. CEO John Chambers approved Gary’s design initiative, imposing one condition: “the DNA of our bridge must be retained.”
I find the progression very interesting. The “Systems” part of the name was superfluous. Everyone was calling them Cisco anyway. They retained their well known colors and the “bridge DNA” is definitely there. Spaeth also notices that the bridge strips actually look a bit like DNA too.
The new logo is defiantly more consumer friendly. Wether this means that Cisco will be more active in the consumer market remains to be seen. Yet I wonder how hard-core techies will view this logo change. Maybe they are used to the techy-boxy feel of the old logo which is imprinted on their network routers and so on..
Personally I like the new logo as it now looks more like a bridge and less than the drapes in a villa!