Opinion BY Armin

Fair Sans Serif

I’m a little late on this one, as the news actually took place back in March but is certainly redesign worth talking about even if not entirely fresh. What seems like a funny name to anyone outside the financial industry (or at least to me) Fair Isaac Corporation — named after the 1956 partnership of Bill Fair and Earl Isaac not an ethically and morally superior guy named Isaac — is one of the strongest monikers in it. Well, it’s shortened version is: FICO. Which may be familiar to anyone that has had to delve into the frightening territory of credit scores, since FICO Scores are the most commonly available and tend to be pretty accurate. But Fair Isaac Corporation does more than that, offering a full range of business consulting services that are perhaps not as quickly associated with their name as the credit scores, so the company has been repositioned simply as FICO.

Designed by Ammunition — with Brett Wickens as creative director, Jeremy Matthews as design director, and Michael McQueen as designer — the new wordmark is, to what I’m sure will be most people’s disliking, strikingly simple. Uppercase sans serif, tightly spaced. No more and (hardly could be) no less. What to most will seem as booooring (spare us in the comments if you can) is one of the most appropriate solutions for a company this size in an industry this screwed up. As has been mentioned in past, recent threads, when it comes to organizations handling business and money what is expected is a solid and strong identity that will convey security and experience. This four-letter wordmark surely does that and you could even hint that the way the “C” embraces the “O” is downright friendly and cuddly. So, it may lack visual luster but, above all, it’s a fair logo.

DATE: Aug.03.2009CATEGORY: Finance 54 COMMENTS

Joshua’s comment is:

swish... the old one looks like a toothpaste, i voted flawless.

On Aug.03.2009 at 06:56 AM

Lauren’s comment is:

Interestingly, because of the precise closeness of the C to the O, I see infinity in the two characters together. If you blur your eyes a little, they look like a loop.

Which is nice.

On Aug.03.2009 at 07:06 AM

Chris R.’s comment is:

I'm fine with the wordmark, but the execution of those buildings (particuarly at the large size) looks totally dated.

On Aug.03.2009 at 07:56 AM

kyleobriendesign’s comment is:

It was very smart to use typography for the buildings. It brings an adaptable element to the identity since the word mark is so utilitarian. I would let them manage my money with that identity. Also, there is a nice grid on the cover.

On Aug.03.2009 at 08:27 AM

Gabriele’s comment is:

The workd speaks for itself... in italian "fico" means "cool". I'm not that sure, by the way.

On Aug.03.2009 at 08:28 AM

Chris Thorpe’s comment is:

While it lacks the visual flair of many contemporary logos, I think this is a striking update—it appears as though the logo has always appeared this way, and its lack of flair may be a major strength, allowing the logo to age gracefully. It also looks really nice when reversed out, as it is on the podium.

While the lettering fits well together, I would consider revising the distance of the upper stem on the 'F' from the 'I'—it feels to close, even at small sizes. Other than that, the colour choice is appropriate and it definitely allows room for growth and development.

On Aug.03.2009 at 08:59 AM

Mongoose’s comment is:

Incredibly basic, but incredibly solid. Armin says: "When it comes to organizations handling business and money what is expected is a solid and strong identity that will convey security and experience.", which in simpler terms means "Boring and Bank-y for the win."

It is kinda boring, but the C and O interact well- something you see more of lately, or maybe Brand New just has me noticing it more. Blue is a solid choice of color.

And the old logo had a bit of datedness, the italics and that star that was almost quirky but just faintly off. 'Fair Issac' is a nice name, though, it's a bit sad to see it go away, in the way there's no more Standard Oil or International Business Machines.

I give it a A-. Rebranding as 'FICO' is wise, and the logo is just what it should be, if there's little to get excited over.

--Mongoose

On Aug.03.2009 at 09:00 AM

Jeffry Pilcher’s comment is:

This kind of thinking is exactly how companies in an industry all end up looking like each other: "When it comes to organizations handling business and money what is expected is a solid and strong identity that will convey security and experience."

Arbitrary "rules" and preconceived ideas lead to stale solutions.

On Aug.03.2009 at 09:10 AM

Jeffry Pilcher’s comment is:

In plain, direct terms: Logos in the financial industry do NOT have to be "solid," "strong," "boring," NOR do they need to convey "security," or "experience." Why? Because you CANNOT write a creative strategy for an entire industry.

The fundamental theorem of branding is all about differentiation. You will never achieve any differentiation if everyone drives off the same strategy.

I've designed logos for financial institutions -- exclusively -- for the last 10 years. If every one of them all used the same strategy, I would have stopped 9 years ago.

On Aug.03.2009 at 09:18 AM

Andrew Klein’s comment is:

I immediately thought the FDIC logo...

On Aug.03.2009 at 09:56 AM

Kevin’s comment is:

I think the wordmark is brilliant. The CO "ligature" is really lovely. However the application throughout the rest of the materials and website, is dull and uninspiring. I agree with Jeffry that just because its finance, doesn't mean it has to be dull.

On Aug.03.2009 at 10:03 AM

Benga’s comment is:

Very simplistic and straight to the point. I must agree with Armin
, the way the letter "C" forms an embracing circle around the contour of the letter "O" is actually really clever. To restate what Chris Thorpe’s said about the letter "F and I" being to close to each other, i agree, and think that a little bit more spacing is needed between the two letters, to give each letter a bit more breathing space. I wonder if the really tight spacing will be a problem, if the logo is apply on a smaller scale? Would the spacing still be visible or would it disappear? Just somethings to things about.

On Aug.03.2009 at 10:06 AM

Bill Dawson (XK9)’s comment is:

It appears that the goal was to create a solid mark, devoid of personality or artifice. Mission accomplished.

On Aug.03.2009 at 10:22 AM

Bill Dawson (XK9)’s comment is:

In context, it reminds me a bit of George Tscherny's work from the 70s. GRACE, etc. I say that with the utmost respect.

On Aug.03.2009 at 10:26 AM

Goffredo Puccetti’s comment is:

Interesting identity.
The cityscape made me immediately think of the cityscape designed by Pentgarm's partner Peter Seville for the japanese magazine Zero 3 and published in their compendium.

I can confirm that 'fico' in italian means 'cool'.

G.

On Aug.03.2009 at 10:28 AM

BWJ’s comment is:

Solid and well executed. The C and O are positioned beautifully in relation to each other. But I do wish the client could have stepped out from the corporate blue color palette...that choice alone brings a solid identity back into the realm of a boring and expected brand that just blends in with the rest of the financial industry.

On Aug.03.2009 at 10:28 AM

PALE FACE’s comment is:

YES!

For the subject matter at hand, this logo says there are no IFs, ANDs or BUTs about the company. This is who they are, this is what they do, and this is THE company to do it.

My hat's off to the design team. To make a logo that is strong, comforting and straight to the point is not always easy (as this site shows). I think mark will have some longevity.

On Aug.03.2009 at 10:33 AM

Thomas Breure’s comment is:

I also have to say solid and well executed. Although the wordmark isn't that exciting the total identity (when i look at the cover) is great.. to my opinion very reliable within the business they're in

On Aug.03.2009 at 11:37 AM

Ryan’s comment is:

Armin,

Your poll options are ambiguous and therefore useless.
In the future please don't have one of the options be a question.

Something simple and clear would be better: Up/Down or Good/Bad

On Aug.03.2009 at 12:00 PM

Guido Durazzo’s comment is:

Is "fraud" supposed to be higher than "smart decisions" on the last picture?

Doesn't look like something you would want printed in bright letters behind your spokesman.

On Aug.03.2009 at 12:01 PM

Alex’s comment is:

The C-O pairing is an absolutely ingenious touch. One of those small details that pull the whole logo off.

On Aug.03.2009 at 12:01 PM

Laurent Pacalin’s comment is:

As the chief marketing officer of FICO, I very much appreciate your comments and very positive feedback about our new name.

The FICO brand means empowerment, innovation and value, qualities that we’ve earned over time, that mean a great deal to our clients and partners, and that distinguish us in the marketplace. As correctly noted, the use of the name FICO is a simplification of the company’s identity and not a change in strategy.

FICO stands at the intersection of Main Street and Wall Street. And, as we celebrate the 20 years anniversary of the FICO scores that enabled equal opportunity lending we wanted to amplify what resonates with both our consumers and customers: Consistency and predictive analytics.

Laurent Pacalin
CMO FICO

On Aug.03.2009 at 12:38 PM

Brandon Oxendine’s comment is:

Haha Ryan, relax. I think the polls are somewhat of a fun addition, so they're cleverly written. Not just about statistics. I love the verbiage in the poll section for each post.

And on the identity. It's better than it used to be. Interesting how they keep the italics for the "myFICO" (bottom left corner of the website). Sort of a nice throwback to the old logo.

Website is a bit sloppy in the code too. Some pages scroll forever. Not to mention it's pretty boring.

On Aug.03.2009 at 12:42 PM

Rachel Cary’s comment is:

The identity leaves me a little cold but the brochure cover is flawless. Design at it's best: simple but clear concept that is 100% supported/communicated by every detail. Nothing superfluous. Hats off to the cover designer. Would love to see the inside pages.

On Aug.03.2009 at 01:11 PM

Brent Morris’s comment is:

I give it a 620.

On Aug.03.2009 at 01:23 PM

Mark’s comment is:

I like the restraint.

I think it's a pretty effective logo,shame it's in an industry that is so screwed up.

On Aug.03.2009 at 01:24 PM

PALE FACE’s comment is:

@ Brent Morris --> 620 FTW!

On Aug.03.2009 at 01:58 PM

Johnny Socko’s comment is:

@ Andrew Klein: I had the same thought.

However, the logo is rather buried on the FDIC website. Here's a better view of it (although I've also seen it in blue, which makes it even more similar to the new FICO wordmark):

http://commons.wikimedia.org/wiki/File:FdicLogo.png

On Aug.03.2009 at 02:58 PM

Cait ’s comment is:

Eh, anything in all-caps sans tends to look the same after a while. I think its very well done, if only because the c and the o are so well executed.

On Aug.03.2009 at 04:18 PM

Steve Rose’s comment is:

I like it. It shows the name very well, and little else. I find nothing wrong with that. Blue is a good color for this purpose, and being generally good does not make it specifically bad. To those who find it boring, I'm not sure I want excitement from a financial institution.

The whitespace in the F-I combination looks to me like a sidewards city scape.

On Aug.03.2009 at 04:36 PM

Quinn’s comment is:

If it weren't for the C - O subtle combination I would say that this was just another broing logo, but that little touch really pulls it off. Not so hot on the color scheme though...

On Aug.03.2009 at 05:48 PM

Fares Bounassif’s comment is:

I'm rather new to this, but I would think the color choice is probably the only lacking aspect of the design?
The CO looks great and, as Steve Rose said, the FI does look a little like a cityscape, which fits in nicely with the brochure design.l

Except maybe a less typical color palette would have made for a more original, more noticeable design. Blue all caps sans serif tends to just go unnoticed, and other 'unexciting' colors could work better... maybe even a tint of the same blue? Although, I'd definitely prefer avoiding standard blues in any logo design.

On Aug.03.2009 at 06:00 PM

Fares Bounassif’s comment is:

I'm rather new to this, but I would think the color choice is probably the only lacking aspect of the design?
The CO looks great and, as Steve Rose said, the FI does look a little like a cityscape, which fits in nicely with the brochure design.

Except maybe a less typical color palette would have made for a more original, more noticeable design. Blue all caps sans serif tends to just go unnoticed, and other 'unexciting' colors could work better... maybe even a tint of the same blue? Although, I'd definitely prefer avoiding standard blues in any logo design.

On Aug.03.2009 at 06:01 PM

Darrin Crescenzi’s comment is:

Very similar praise to the "CO" ligature in the Discovery Channel rebrand. We've officially discovered the secret to garnering Brand New reader approval!

:)

On Aug.03.2009 at 06:12 PM

Glenn Sakamoto’s comment is:

Simple is good.

On Aug.03.2009 at 10:00 PM

brandsimplicity’s comment is:

Perfect solution executed beautifully.

On Aug.03.2009 at 11:14 PM

Roma’s comment is:

Definitely a stronger mark, than the original logo. I agree with Cait, I love the C and O relationship. All the negative spaces are as strong as the actual forms, the verticals of the F, for instance.

I do however think it is difficult to design a logo that is non-traditional for a finance company. The mark needs to create a sense of trust, authority and strength, fun or whimsy don't seem appropriate when creating a brand for a company dealing with peoples livelihoods. Having said that the all caps san serif font feels less expected for this type of company.

On Aug.03.2009 at 11:50 PM

Emma’s comment is:

Reminds me of this quote by Milton Glaser

“Just enough is more.”

On Aug.04.2009 at 12:04 AM

Billy Carey’s comment is:

Love the logo, love the colour choice. Like the new mark, the colour is a perfect and modern update which looks familiar, sends the same message and at the same time looks fit for today.

Really nice logo. Would like to hear others opinions on what colours would work better from those that don't approve of the update in that regard.

On Aug.04.2009 at 04:28 AM

Koyo’s comment is:

Simple, nice and well done.

On Aug.04.2009 at 08:02 AM

Sand’s comment is:

Whoa, I'm late on this... happy long weekend.

Nice logo. A strong MANLY wordmark... you know, allcaps. Evokes strength and stability.

I like the idea of the typographic building graphics but i thought they were just segmented lines from the looks of the manual. Nice idea, poor execution.

How hard could it be to screw this up? pssh did we miss the last few financial brand redesign disasters? (lending tree)

On Aug.04.2009 at 08:18 AM

Kevin Zwirble’s comment is:

So simple, yet so bold & powerful. Great play between the letters. The application seems expected, but is executed well at the small size, I think the backdrop looks abit jarring. Other than that kudos!

On Aug.04.2009 at 07:55 PM

fiftyfootelvis’s comment is:

Nice. Not ground breaking but exactly what was needed.
It's good to see someone exercise some control.

If only the financial industry had done that.

On Aug.04.2009 at 09:39 PM

Kawika Holbrook’s comment is:

Effective logo, even more so because of its resemblance to the FDIC logo. Consumer confusion would work in FICO's favor, there, helping further legitimize the scores as almost coming from a government agency.

On Aug.05.2009 at 04:59 PM

Eli’s comment is:

Honestly, this logo is beautiful and it will age very gracefully, let's just hope they don't change it every 10 years.

The buildings effect works well at small scale (the print document), but not so much at large scale on the wall there.

On Aug.06.2009 at 04:47 AM

Reality’s comment is:

I feel like the guy in the gallery who is staring at the building EXIT sign and trying to find something profound to say about it, lest anyone think he doesn't "get" the exhibit.

This is a simple logo. Four capital letters that look OK. The qualities attributed to it by some comments here would probably surprise the designer. I like the simplicity of the logo. Certainly contrasts with the flowery language used to describe it.

On Aug.06.2009 at 06:19 AM

JF’s comment is:

@ Reality: LOL, yes there is certainly a lot of truth in what you are hinting at, to be fair.

The logo is unimaginative and will look a little lame when placed alongside some more expressive competitor logos. I would hope that FICO's approach to other areas of its business is a little more creative.

The building graphic is quite good, if not that original. I have no problem with the colors either.

In any case, I would think they are already setting aside the budget for a redesign in the near future.

On Aug.06.2009 at 02:04 PM

Clinton ’s comment is:

This is a nice identity executed well by designers who aren't trying to show off and prove how cool they are by rehashing something they downloaded off ffffound.

On Aug.06.2009 at 08:48 PM

Mary Reid’s comment is:

@ JL
If having an 'expressive' logo was the only ingredient for success then logos like abc, mobil and chanel would have disappeared long ago.

Personally I feel this logos simplicity, directness and modesty is a breath of fresh air.

My favorite of the year.

On Aug.07.2009 at 12:38 AM

David Sanchez’s comment is:

For an international Audience FICO might appear strange, as in brand awareness. For a US Audience FICO is ubiquitous in the daily life of citizens and their economic transaction. Very proper brand identity refresh.

On Aug.07.2009 at 01:15 PM

DS’s comment is:

FICO must be feeling the current economic climate very challenging. The new logo really does look like an in-house effort. Congratulation to the lady on the canteen staff for winning that logo competition!

On Aug.08.2009 at 07:49 AM

Lyndon’s comment is:

I agree with the majority, this is smart, water tight solution, perfect move in the current economic climate.

On Aug.09.2009 at 11:59 PM

Gar’s comment is:

I agree with the general comments from many people here and the designers I have heard discuss the change. The logo is not offensive, though not very imaginative either. It perhaps does suit the current economic climate, where the cost of professional design is difficult to justify to the board. It looks budget.

On Aug.11.2009 at 03:47 PM

Lisa’s comment is:

An 'imaginative' logo is the last thing you want to see when you are betting your life savings.

I can't put my finger on it, but I like this logotype a lot, it is weighted beautifully, the 'CO' relationship, it just feels right.

How hard can it be?
Well if this web site proves anything, Hard! :)

On Oct.15.2009 at 11:50 PM