Opinion BY Armin

Gimme an “m,” now Gimme an “m,” now …

From very modest beginnings in 1902 by Edwin Thomas Meredith with the publication of Successful Farming, Meredith Corporation is now the “leading media and marketing company serving American women” with more than 20 subscription magazines — like Ready Made, Better Homes and Gardens, Fitness, and (my favorite) Wood — as well as 12 local broadcast stations from Atlanta, GA to Portland, OR across Fox, NBC and CBS, plus a booming marketing and strategy consulting business that takes advantage of all these channels. (How awesome and convenient that the founder’s last name is the first name of a woman? You can’t really ask for a better twist). With an absurd, old logo the need for a new identity is pretty obvious.

To help visualize its evolution, Meredith is introducing an updated corporate logo. It features four interlaced letter “m’s” that reflect Meredith’s ability to distribute content across multiple platforms and bring to bear all its marketing services capabilities on behalf of clients. The colors, typeface and fonts are inviting, social and friendly, all attributes that align well with Meredith’s brands and culture.
— Press Release

Designed by Lippincott, the new identity is colorfully refreshing and vibrant. The icon, despite clearly being an “m,” becomes a great abstract emblem that can become immediately recognizable. It also tells the perfect story: multiple channels coming together to create a whole. It may seem elementary, but it undeniably hits the spot. The typography is simple, although to some it might be downright boring and for the Gotham/Avenir haters it just plain offensive, but it lets the logo be the center of attention. From the logo to the collateral materials, the new identity strikes a good balance between portraying a certain softness and establishing that they mean business, so where most women-focused corporations end up looking like bad pharmaceutical products, Meredith succeeds.

DATE: Aug.24.2009CATEGORY: Corporate 76 COMMENTS

Dale’s comment is:

I think it's pretty awesome.

Something about the letter spacing that, at first glance, makes me want to tighten it ever so little.

But that lapel pin is pretty slammin'! I like.

Overall I believe it is a very refreshing redesign.

Keep well,
Dale

On Aug.24.2009 at 07:32 AM

awesomerobot’s comment is:

I agree with Dale, the "MERE" feels a lot looser than the "DITH" but I really dig it overall.

On Aug.24.2009 at 07:38 AM

Jacob’s comment is:

Oh, I love that lapel pin! It's the same shape but a completely different take on the execution, taking into account what can be done with a different material. Very nice.

On Aug.24.2009 at 07:53 AM

ScottyM’s comment is:

Not so much a complaint, but I find it interesting how the lapel pin shows an "interlaced m" as the icon, while the graphic interpretation does not.

I'm wondering why they didn't try the interlacing with the graphic version? Looks good, as is. But the lapel just brings up an interesting twist.

BTW, I'm not all that keen on just using "meredith" with no "corporation" ... there's a women's college of the same name.

On Aug.24.2009 at 07:54 AM

Chad Kaufman’s comment is:

I absolutely love the icon in all of its Celtic-Basketweave-Plaid-Floral glory.

The overlap of the M's create a plaid that totally remind me of the 40s-50s dresses that I always think of housewives wearing:

And how great is that lapel pin!?

Unfortunately for me the type doesn't just feel simple—I believe it should stay simple to let the icon sing—as mentioned in the post, but it feels a bit unresolved. As mentioned in the comments above about the letter spacing, and there is something just slightly un-geometric about it that disconnects it with the icon. Could also be the size that we are viewing the logo as well.

Overall it is a great, and much needed upgrade.

On Aug.24.2009 at 07:55 AM

Fish’s comment is:

Sweet lapel pin! Identity and collateral looks very fresh, nicely executed.

On Aug.24.2009 at 08:00 AM

Josh’s comment is:

I had the same connection to patterns that Chad did. If it was a conscious decision, it was pretty brilliant.

Also, that lapel pin is awesome. The way they impossibly link is a far better representation than the slightly overlapping colors. If the colors didn't have the transparency going on, however, it would lose the connection to those plaid patterns.

On Aug.24.2009 at 08:17 AM

Bobby Hays’s comment is:

uh, those brochure graphics look extremely similar to our site's graphic:
http://www.pcmhc.com
I am not insinuating that a large design firm ripped off the graphic from a little website like this one, especially since my design skills are rudimentary at best. But it is nice to have some reassurance that it was a good idea!

Also, i agree, the lapel pin is sweet.

On Aug.24.2009 at 08:21 AM

Alex’s comment is:

I live across the street from Meredith's corporate headquarters in Des Moines. This logo is a vast improvement over the old one, but I may be biased since I drive past a sign bearing their logo every day. The "M" from the old logo always made me think they were some kind of stock brokerage a la "Wall Street". The new logo feels much more appropriate for Meredith.

On Aug.24.2009 at 08:45 AM

felix sockwell’s comment is:

very nice identity. anyone who might deem this "simple and weak" probably doesn't understand what corporate identity design speaks to. well done, Lippincomrades.

On Aug.24.2009 at 08:46 AM

Rob O.’s comment is:

I certainly prefer the new logo to that of the old one, but I just dunno...

The cleverly-constructed icon is ingenious and I truly wanted to like it (especially because of the subtle Celtic-flavored nod) but it's just a very generic icon. Especially without some backstory - just taking it at a glance - it's just nothing special. I think there might've been a way to pull of this same feat but end up with something much less common.

On Aug.24.2009 at 08:48 AM

Mog’s comment is:

I wouldn't say those brochure covers "extremely similar," bobby. They obviously draw more from the "plaid" pattern established in the new logo, and nobody can own a square 3x3 grid anyway. (Not that yours is a 3x3 grid anyway; the overlapped red and blue squares in the corners, which seem crucial to the idea being expressed, make it more complex.)

On Aug.24.2009 at 08:49 AM

James’s comment is:

pretty nice... the weaving effect is a neat metaphor... I would have like to have seen a more graphic interpretation with overs and unders instead of the translucent effect they went with. As far as corporate typography that is cutting edge.... but its kinda done for me... that gotham typestyle is more useful for captioning photos than for a strong logo type.

On Aug.24.2009 at 09:15 AM

Mark J’s comment is:

The logomark looks fresh, exciting and well executed. The type is okay but really doesn't do anything to help the mark. It also seems to clash in terms of hierarchy on their printed materials using the same type all over the place in similar size and typeface so it doesn't stand out much on their collateral.

Still overall the mark itself is a huge improvement on their previous logo.

On Aug.24.2009 at 09:16 AM

Carlo’s comment is:

The icon is lovely - I just wish they weren't so generic with the colors, which remind me too much of generic Altria. And I'm not crazy about switching to a lowercase "m" - why? That doesn't seem to do justice to a corporation of this size and stature.

On Aug.24.2009 at 09:29 AM

Impossibly Stupid’s comment is:

A vast improvement in the logo. I'll echo Alex in saying that the old logo looked like a stock chart that's tanking. The lapel pin is a nice touch, but the four m's get lost slightly in the weaving. I'd very much like to see the one color print version to see how/if they intend the m to come out.

On Aug.24.2009 at 09:35 AM

jonathan’s comment is:

Super nice icon, pulling those m's together like that. Really solid, branding is solid, but safe. Little bit of disconnect between the super colorful icon and the gray type, but overall a pretty nice job done here. Lippincott is on fire.

On Aug.24.2009 at 09:38 AM

Jared Ray Scott Ramey’s comment is:

well will you look at that. FINALLY someone got it completely right. these are few and far between. I really like ReadyMade and their style, and there is a part of that in this logo. but there is also something corporate in there too, which is vital to keep them from looking to trendy. the colors are really something and the typeface is spot on to match it. kudos to them for going with something other than black.

seriously, these guys knew what they were doing. very well done...

On Aug.24.2009 at 09:42 AM

Dale Campbell’s comment is:

I guess the only setback with the icon being as it is - is that they would have to always print 4-color, right?

I guess that isn't a terrible thing...especially from a cost standpoint. Just wanted to see what you guys thought of it...

Keep well,
Dale

On Aug.24.2009 at 09:44 AM

Patrick’s comment is:

I'm digging this logo and collateral. Judging by the reception, more companies should unveil a lapel pin with their rebrand.

On Aug.24.2009 at 09:58 AM

Lee’s comment is:

I think the mark is striking and subtle at the time. The more I look, the more variety in color I find. Also, I like how the typeface is an alternative to black. Brown helps to bring the mark to the front whereas black may have been too strong.

On Aug.24.2009 at 10:15 AM

Anthony N.’s comment is:

I like the logo itself, but the colors give me a headache. I much prefer the silver version on that pin.

On Aug.24.2009 at 10:33 AM

Kevin Zwirble’s comment is:

I think this is a very strong, timeless look for them. Great job by Lipponcott on the icon. I think it'll def. work by itself in the future...ala that sweet lapel pin.

On Aug.24.2009 at 10:39 AM

damon’s comment is:

I never get tired of overprints..I don't know why but they always look so fresh and cool.

I particularly like the woven look as well, although it does have a bit of a different feel than the colourful overprint version.

obviously it's a vast improvement over the original....I would have liked to see a woven version as their main logo...all told it's pretty nice though.

On Aug.24.2009 at 10:40 AM

Brandon Davis’s comment is:

It seems to be a better executed version of the new Mechanics Bank logo (both logos could be read MB ala the Mechanics Bank logo if they wanted).

On Aug.24.2009 at 10:58 AM

Josh’s comment is:

Well first off the lapel pin isn't even real. At least in that photo. Illustrator!

The identity is fine for an institution such as Meredith. A magazine / media company in Des Moines Iowa. When you have many heads you can't have the most clever logo ever. I think its kind of an unspoken design law. Little boutiques and small brands can have clever hidden people and multiple dimensional qualities, but big brands need simplicity and let's just say it...boring. Can't shake the cage too much.

Though if Target has taught us anything, you can do amazing things with a couple of circles.

On Aug.24.2009 at 11:04 AM

Kareem’s comment is:

I like the Meredith rebrand. The old logo was fine, but a new logo with the addition of color adds a bit of punch.

On Aug.24.2009 at 11:22 AM

Santa’s comment is:

It's beeyootiful. Not sure if they intended for it to resemble a 4 leaf clover, but I'm sure it's going to bring a lot of good luck. Also that pin on the suit is pretty nice.

On Aug.24.2009 at 11:35 AM

Benga’s comment is:

Why the logo icon by itself is striking and elegant, and i was able to visualize the "multiple channels coming together to create a whole" ideas, i feel like the font choice is a little bit to simple, it does demand as much attention and the kern is a bit too much between the letters "dit". The font size can be increases a bit more and perhaps bolded as well, to make it stand out more.

While the icon looks very memorable and and easily recognizable, i do feel that the Brochure covers and the Press kit folder and materials applications do look considerably "simple and weak". The square boxes with the photos, look disconnected from the whole "multiple channel" idea. Perhaps a bit more explorations is needed to get the right look and feel.

Benga creative

On Aug.24.2009 at 11:45 AM

Brandon Oxendine’s comment is:

GORGEOUS. Oh man. Love the pin, love the lowercase logotype. Love everything. Wow. Quite nice.

On Aug.24.2009 at 11:47 AM

Brandon Oxendine’s comment is:

Sorry for the double comment, but anyone notice this could have totally been executed using Gotham, but (most importantly) it's not!. So refreshing.

On Aug.24.2009 at 11:49 AM

Chris Kojak’s comment is:

This reminds me of Joomla - http://www.joomla.org/

On Aug.24.2009 at 11:51 AM

Raphael’s comment is:

I see this one:
http://www.ericstrohl.com/v3/index.php?id=87
One of my alltime favorites.

On Aug.24.2009 at 12:07 PM

Thomas Breure’s comment is:

I like the identity in total but I'm not a big fan of the logo itself.

The little "symbol" isn't really special and the use of colour is way to outdated if you ask me.
I have to agree with the spacing of "MERE" and "DITH", that could be better.

But overall, I do like it very much.

On Aug.24.2009 at 12:32 PM

EMD’s comment is:

My middle name is Meredith. As is my fathers. I am a distant relative of the founder of the Meredith corporation. I wish I wasn't so distant, so I could reap the rewards of the family name.

That said, this is a nice piece of work by Lippincott.

On Aug.24.2009 at 12:46 PM

Abe’s comment is:

“leading media and marketing company serving American women” - oops, should I not be a subscriber to ReadyMade & DIY? I love their magazines, oh well.

I honestly love this redesign, both the icon and typography work well for me.

Great post!

On Aug.24.2009 at 12:54 PM

Bill Dawson (XK9)’s comment is:

Absolutely beautiful. I wish I had done this.

On Aug.24.2009 at 01:03 PM

BB’s comment is:

Don't let conservative talk radio get a hold on this, they'll see a Swastika!

On Aug.24.2009 at 01:11 PM

Rico’s comment is:

I love the new mark, although the colors remind me a lot of the Microsoft Windows logo.

On Aug.24.2009 at 01:23 PM

Gareth Coxon - Dot Design’s comment is:

Really like this, works well, there are some kerning issues as some have pointed out. But overall it works, like the roll out to the other material. Manages to be colourful yet subtle, good work

On Aug.24.2009 at 01:30 PM

Mark’s comment is:

This is a well executed logo, it looks much more friendly than the previous cold and corporate one. Well done!

The four interlaced "m"s are quite clever.

On Aug.24.2009 at 01:46 PM

Glenn Sakamoto’s comment is:

Looks great!

On Aug.24.2009 at 02:09 PM

Joseph Maguire’s comment is:

One of the finest marks this year. Looks irish, looks knit, looks like it's part of fabric. But more importantly it definitely shows diversity, and the color palette says food and farming and life. I think this is a 10/10 as far as rebranding goes.

Great work!!!

On Aug.24.2009 at 02:22 PM

Kevin’s comment is:

Am I the only one growing slightly tired of the all lowercase trend in logo typography?

On Aug.24.2009 at 03:04 PM

Matt2’s comment is:

Here's my problem with all-lowercase: I see the first five letters, "mered", and think "merde".

I agree all-lowercase is getting cliched, as if we should be so familiar with the brand it's become a commodity. This works for "pepsi". It doesn't work for "meredith". I'd give them leeway if the m's in the logo matched the m's in meredith, but that's not the case, either.

The logo, though... pretty and effective.

On Aug.24.2009 at 03:41 PM

Robert’s comment is:

My first gut response was 'sigh' not another symbol using color overlays, so 2007.

That said, the concept is strong, the type is crafted well.
The brochures are incredibly banal, but tie in very well with the symbol geometry. The photography is cliched.

I am torn.
I like parts of this identity, but other parts seem expected.

On Aug.24.2009 at 03:54 PM

Von K’s comment is:

I like this a lot. It's undeniably an upgrade, it's simple, flexible, conceptually sound and unlikely to become outdated any time soon.

Robert, hopefully creating a flexible mark that works well was given priority over any stylistic deign trends.

That said, I do agree about the photography but, if the lapel pin comp is any indication, this identity isn't completely fleshed out yet. Hopefully the photography will get the same amount of attention the logo/lockup got.

To all the kerning nazis--seriously? The kerning is maybe only very slightly off, but it's arguable at best. Criticizing kerning on design blogs is really starting to get old, especially when it's really not a big deal, like in this lockup. Every time I read one of those comments I just picture someone unable to critically examine any aspect other than basic technical typography, but who wants to come across sounding like an expert.

On Aug.24.2009 at 04:45 PM

Dagron’s comment is:

Reminds me an awful lot of this company's logo: http://www.selectminds.com

On Aug.24.2009 at 04:48 PM

Aditya’s comment is:

I hate to be the bitch here, but I think the symbol is predictable.

Take the first letter of company name, rotate and repeat multiple times, until you make a floret. Then add rationale expounding said companies multidisciplinary nature.

I agree it is pretty, but its looks are only skin-deep.

On Aug.24.2009 at 05:23 PM

Bill Dawson (XK9)’s comment is:

@Josh This is not "boring." This logo is clever and expertly executed.

I'd be curious what kind of logo you might design for them, and how you'd "shake the cage." If the cage was their old logo, it's been shaken into a beautifully illustrated new identity.

On Aug.24.2009 at 06:03 PM

Bill Dawson (XK9)’s comment is:

Yes, everyone is entitled to their opinion. And yes, it's a natural inclination for designers to critique. But seriously, anyone who finds fault in the new Meredith mark and it's applications...

... is wrong.

On Aug.24.2009 at 06:05 PM

Aditya’s comment is:

Chill Bill.

Repeating and overlapping the same form to convey multiplicity is not that clever (to me).

On Aug.24.2009 at 06:50 PM

Jacob’s comment is:

That logo is attractive, but holy cow, it drives my eyes nuts. They don't know where to focus.

On Aug.24.2009 at 07:50 PM

Tez’s comment is:

love the logo but for some reason I feel that the 'm' and a couple of the other letter forms in the wordmark could have used a little modification to further emulate the 'm' in the logo.

overall one of the better updates this year though and I like the clean execution. How cool is that lapel pin?

On Aug.24.2009 at 08:00 PM

Quan’s comment is:

Looks rather familiar
http://www.ericstrohl.com/extranet/jay/images/153.jpg

On Aug.24.2009 at 11:00 PM

matt’s comment is:

Don't let conservative talk radio get a hold on this, they'll see a Swastika!

That may be the single most stupid, complete non-sequitur comment I have ever seen on this board.

On Aug.24.2009 at 11:07 PM

Nicolas Franz’s comment is:

Honestly a great job! Should be seen here that the improvements outweigh any criticism. The graphic style advanced without thereby ignore what really matters, that the new proposal better reflects the profile of the products and the DNA of the company.
No doubts.

On Aug.25.2009 at 12:04 AM

Maxim Barkhatov’s comment is:

Well seeing this really upset me, as I have been working on a similar identity mark for myself.

http://img526.yfrog.com/img526/3283/screenshot20090825ataug.jpg

On Aug.25.2009 at 12:45 AM

cole’s comment is:

I see the gingham cover of BH&G's eponymous cookbook peeking through all of that celtic-basketweave-plaid.

On Aug.25.2009 at 01:59 AM

SQL’s comment is:

Separated at birth ?

http://community.joomla.org/translations.html

On Aug.25.2009 at 05:19 AM

S. Ahenkora’s comment is:

Design déjà vu...; stock images, colours, more colours, why is it that we have so many of these kind of designs?

Is this it?

On Aug.25.2009 at 06:35 AM

kingmu’s comment is:

EXcellent upgrade!

On Aug.25.2009 at 07:47 AM

StagingLt’s comment is:

Hate the colors. The lapel pin looks outstanding, and is a much stronger take on the icon (both physically and visually), even without the color. But then the icon would've had gradients in it... oh no! (rolls eyes) And it would've worked great.

On Aug.25.2009 at 08:29 AM

AAaron’s comment is:

Visually this is strong, but conceptually average.

I think the gingham texture is just everyone trying to find more meaning than there actually is. Its just 'step and repeat' not Vogue 1958!

On Aug.25.2009 at 09:17 AM

Lauren B’s comment is:

Nothing to innovative or "mid-blowing" about this design. Having said that I do really enjoy the vibrant radial "m" icon-- it's eye-catching and memorable (just what a logo mark needs to be). Nice play on typography there.

On Aug.25.2009 at 02:11 PM

Neil Martin’s comment is:

A very nice logo, but I think the typography could be worked on.

Maxim, now that you've seen this logo, will you change yours or stick with it?

On Aug.25.2009 at 06:30 PM

Maxim Barkhatov’s comment is:

Neil, although my mark shares the same foundation as the Meredith mark, I believe that it uses it to build more than one conceptual level and communicate multiple messages, thus making it a mark completely of its own.

I've really thought about changing my symbol after seeing the Meredith mark and several of the marks linked to by other readers, but I am happy with what I've created. The reason being is that my mark starts where Meredith and the others end.

On Aug.25.2009 at 09:59 PM

Shauna’s comment is:

I like it. The icon is nice, it's colorful without looking like it's just color for the sake of color and it's simple without being boring. Also it makes a nice looking lapel pin.
As for the text I really like the gray it looks a lot softer, the font is nice, it doesn't draw attention to itself while looking good if you do take the time to look at it.

On Aug.25.2009 at 10:31 PM

Joseph Cotten’s comment is:

If Joomla! weren't open source, I'd complain about the marked similarity to their logo.

http://www.joomla.org/

On Aug.25.2009 at 10:53 PM

e|v|l’s comment is:

I love just how clean and simple the logo and mark are. It takes a lot for a company to get to such a simple solution. The more clean and simple the harder it usually is to get to or have the client get to I have found. I really do like this quite a bit.

On Aug.26.2009 at 04:01 PM

Jen’s comment is:

Don't like the logo/mark by itself, but I really love how they used it in the collateral. And the plaid effect is probably unintentional, but it sure is cheery.

On Sep.02.2009 at 11:28 AM

ejpeg’s comment is:

It made me think of this: http://www.catawiki.nl/assets/2/2/8/2/282e95c0-0bc7-012c-4d62-0050569428b1.jpg

A carpet-beater. Is it because it's for women?

On Sep.03.2009 at 10:01 AM

Nicholas’s comment is:

Woo-ee that is some improvement!

first of all the type: way to retain what was NOT fucked up with the type on the old wordmark. And dropping the "Corporation". THANK YOU. Brown has become a trendy color for corporate identity, sure. For a holding corp., and a "female" brand its a unique and underused choice, so, Score.

That alone would have been a very great update, passing quietly under the radar...but Lippincott won't go out without a punch. Bam! That is a smartly dressed, mod-retro, cheerful logo. And the overprinting echoing the brown in the type, m'wah!

On the applications images that mark scales very well, and that checker-grid really "pops", especially as that lighter green fades away in the lower right...damn, they thought of everything!

I will take an optimistic, deceptively simple emblem like this over any gradient infused or green-washing corporate ID any day of the week.

On Sep.10.2009 at 05:06 PM

cartucho r4i’s comment is:

wow! very nice material and impressive design of that jacket. I really like that. Thanks a lot for the picture. Good post.

On Dec.22.2009 at 08:07 AM

Jonathan’s comment is:

Reminds me of this one: http://www.coletaylor.com/

On Jan.07.2010 at 10:53 AM

Mesothelioma’s comment is:

I'm not sure that I like the logo. The wordmark is fine but I'm just thinking that the combination of the M's leaves a lot to be desired.

On Jan.07.2010 at 01:37 PM