Back in September of 2008 we reported on the evolution of the MapQuest logo and the feeling of the majority was that it was too little too late to make up ground against Google Maps — two years later, MapQuest is betting that it’s not too late with a complete overhaul of their identity and their mapping experience. As a subsidiary of AOL, MapQuest will be integrating the local brainpower provided by its sibling service, Patch; you can read the full details of what MapQuest is setting out to do in their blog. The new identity has been designed by Wolff Olins.
Video explaining the update to the logo and the service.
In addition to the new user experience, MapQuest has also revitalized the company’s branding to coincide with the new site aesthetic. The goals of the new logo were to make it simple, clean and modern while remaining vibrant and fun. The new icon can mean different things to different people — some people see the monogram (the M and Q), some people see the “M” to the power of the “Q” — or maps to the power of your quest, while others see a character that can help guide you along your journey.
— Press Release
When I first saw the new icon, I first saw M to the power of Q and thought of it as a nice little monogram, but then the video pointed out and animated for my benefit the MQ as a little character with feet and a winking eye, and now I can’t unsee it. And I’m not sure if that’s a good thing, because as a character it’s a little bizarre: is it a dog? A bear? A big-nosed kid crawling on the floor? It sure is ripe for visual commentary. Poking around on the new mapping site, the character appears tapping its feet while content loads, kind of cute. But let’s assume the mascot effect is lost on most people, this is a fairly nice typographic logo with a very distinct flavor in its color and typeface choices.
The question that plagues MapQuest, more than whether this is a nice identity or not, is if it can ever shed its Number Two role in the online mapping world even with the introduction of new features and smoother experience. I’ll still use Google Maps first, but having spent a few minutes on MapQuest I have to say that if Google Maps disappeared, MapQuest would be a solid replacement. But that’s a big if.



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POSTED BY: Armin
CATEGORY: Technology
COMMENTS: 91
I see an M and a magnifying glass.
I see the Jeep character from the old Popeye comic strip. The purple green combo is outdated, overused and feels late 90’s dot com to me. But is still an improvement from the old logo! Overall it’s just okay.
Lime green and gray again? Geez, enough already!
Wow, something very unsettling about this logo. I see a baby elephant/creature and I don’t want to. Wouldn’t exactly call it creepy, but certainly not logical.
Why would I want a baby elephant thing giving me directions?
A comment to Under Consideration: using Quicktime Videos isn’t a wise choice, as it totally crushes most browsers. Flash (Vimeo, Youtube, HTML 5) would be far preferable.
different things to different people? a character to help guide them on their quest? what kind of branding is that? i think it’s a poor excuse for not pushing a concept further.
I see a crawling baby with a pacifier
Yeah, as soon as I saw that ‘Q’ I knew it was a Wolff Olins product. I checked out the new map layout on mapquest.com and I actually like it more than Google Maps. Kudos for changing things up, Mild un-kudos for the execution by WO. They’ve done worse, but of course they’ll have to do something amazingly, shockingly bad to top their current worst.
Who uses Map Quest? Looks like an extinct elephant to me…
That iPhone mockup doesn’t make sense. Apple would never allow it.
Did Wolff Olins not do their homework, or are they misguiding their client?
@Scott - So purple and green should never be used in a logo because it looks “outdated”?
They had to do something. They’ve been getting their arse handed to them by far superior Maps.Google technology and usage rate.
Whatever, they’ll be extinct within the decade.
Mapquest actually seems to get the ‘new’ roads and developments sooner than Google does, but I love how Google shows what side of the street your destination is on. The new logo here is an upgrade, but it would have been fine as a type only logo. I want a map, not a character.
I have no issue with the service itself, but I’ve never liked the old logo and think the new one may actually be even worse. The animal imagery grabbed me immediately and I don’t see a connection between that and maps.
Hey Armin, why are you still posting .mov files? :(
I’d like to watch your videos but I’m not going to install some proprietary Apple crap to make it happen.
Michael,
I think UnderConsideration just copied the video URL from the press release page on MapQuest.
benny,
The app is in the iTunes Apps Store now. The only apparent change to my eyes is the logo on the iOS home page.
The video is very apple-esque. (see ipad/iphone4 vids)
@ Tom. why wouldn’t apple allow, they already have map quest app available in store.
Wolff Olins claims another victim
Side note - Is anyone else getting a spam message when posting an image? Maybe cuz I’m hosting it on my site that it’s not allowing my post to show.
Florian, you’d prefer to use proprietary MS or Adobe crap? :)
David H: you’re probably right…still, a conversion to a non-QT format would have made it easier to view.
I didn’t like the monogram until someone pointed out the character, which makes it much more likeable and interesting. Not revolutionary, but some kind of playful ant-eater sniffing out the good stuff online. Nice.
I like the type but not the colors. Overal, not bad but I would’ve expected something more extreme (either good or bad) from Wolff Olins.
@ Courtny - I’m not saying that purple and green should never be used. Just that so many tech companies use it. It’s over used, especially in tech companies. I actually used to like the colors together but so many tech companies have used it that it kind of ruined it for me I guess. Just my opinion.
I agree that the new logo is terrible. I keep seeing a three-toed sloth. Would love to have seen the M and Q hint at roads and a map flag marker, respectively.
Wow. Wolff Olins strikes again. Ick.
Purple and green? It’s like we’re visiting bad design from 1989 again.
Ah, is all I see if a pacifier baby now!
I definitely think mapquest needed a redesign of their logo but I don’t think this is a huge step above. It’s not eye catching enough for me. The whole marketing reminds me of too many things that are NOT mapquest:
- purple reminds me of Yahoo!
- I keep wanting to read the logo as “moo”, no idea why but not sure if that’s a good thing cuz then I think mootols… cows… etc…
- the video is iconically Apple! I can’t get over that…
In my opinion mapquest didn’t do anything revolutionary with their logo or marketing. Their website got a redesign but the internal search isn’t any better. Google gives me a list of possible locations as I type it in. Mapquest only works if you type in the exact correct address - it’s not exactly friendly.
I also think I’ve used Google maps for so long and it works each time so I’ve learned to rely on it… so why even bother with mapquest - redesign or not. It’s like you said: “… too little, too late…”
At the very least it got people to check out their website.
Dear MapQuest,
Make your mobile mapping software faster than google maps. Then I might use it.
Thx.
No .mov files. Got it. As you were.
I am kind of underwhelmed by this. I wouldn’t say it is an improvement over what they have, its more of a lateral move. I see the character, but I dont think it works. The mark and the name don’t flow and it seems very off balance. Not to be completely negative, I do like the font they they used, and I like where they were trying to go. They just didn’t pull it off.
The mark is playful and the overall identity is a nice upgrade from the previous version. They had me with Font Bureau’s Antenna.
While I don’t think a new identity can solve their bigger competitive problems, Mapquest does have to try their best to stay viable. Focusing on design, especially the redesign of the Mapquest user experience, is a positive step.
It’s unfortunate that any work by Wolff Olins elicits automatic hatred on this site. Their work is consistently provocative yet appropriate.
This is… terrible.
Just weird. A three-legged beast is just plain ol’ strange. I am confused by the whole thing.
The icon is superfluous and I can’t really see it helping MapQuest. Mapquest is not commonly referred to as “MQ”, nor is the length of its name burdensome. Given its former logo, I also doubt that MapQuest is seen as a formal entity that needs a friendly face.
It is good to see that MapQuest is updating their look (even if the colors are dated). The execution is well done, but the strategy behind the design is flawed.
If Google Maps was ever down, yes, I would use MapQuest.
But a three-legged “M” with an awkward “head” does not make me any more enthused to use it over Google Maps.
The lowercase q can be read as a g be some: mapguest
An uppercase Q avoids confusion, the all-lowercase trend continues..
crap logo, crap colors, crap type.
wolff olins, what a track record you’re building…
Tommy Schwieger
Someone truly dropped the ball here. A logomark as a mascot? I haven’t seen one of those in an age. Well other than local softball teams. The color scheme is a standard (reminds me A LOT of monster.com) nothing fantastic here. I don’t think it is as bad as others say however.
The site looks good i will give them that. But the fact that so many people just here are seeing so many different things in the logomark ( almost none to do with location search ) it distracts from the overall message and can ultimately confuse the marketing message
And on a side note, did they get Apple Computer to film the video on their redesign? I swear it’s the same video.
I think this is actually a logo for Man Quest, a males only dating service.
Sorry, could not resist.
Just awful really. Map sites/apps are such fertile ground for quality design. You’re not trying to sell baked beans or garden tools - this is a fantastic, innovative online tool and I want to use a product that looks and feels like it’s got just as many 20 year old tech whizkids working on it as Google do. Instead, this looks like the logo of one of those mid-90s CD-based encyclopedias. Typeface is okay, but the colours kill it too. 3 out of 10.
I’m even further than Jason into the uncanny valley. That logo just creeps me out.
Americans trying to get the grasp of european design. This sux!
Good gravy…another green logo? I thought the new logo was a marked improvement, until it blinked, and then I just got creeped out.
Its a joke. Any random 14-year old can do a better job.
And this is Wolff Olins. Thank god I dont work there.
Baby elephant? Magnifying glass? Crawling pacifier sucking infant? Vomiting dog? Smoking monkey? Very valid observations. What has once been seen, can no longer be unseen.

And by the way, what’s a mapquest? Don’t you mean Google maps?
I see a three-legged beast smoking a cigarette. But I don’t get all the hate for this logo—looks like an improvement, to me.
Unrelated to the design, I would really like for MapQuest to NOT suck. I just went to their new site and was pleasantly surprised to see that it showed my general location here in the Philippines by default. So I did a search for KFC. No results. Jollibee (the #1 fastfood restaurant here). No results. “Pizza.” No results.
Did a search for my address, “77 A1 Aglipay Street, Grace Park, Caloocan City.” MapQuest returned: “77 Angle Park Terrace, Edinburgh, Scotland EH11 1”.
Did just a plain ol’ search for my city, Caloocan City, which is a very large city that’s part of Metro Manila, and it found: “White City Close, London, England W12 7”.
Way to go, MapQuest. Goes to show that logo design is really only a very small part of branding. Want to improve your brand? Improve your crappy service.
This is awful.
And I don’t get how those colors can be a “very distinct flavor”… I’ve seen that same green in 4 of the last 10 posts here at BrandNew.
Stop supporting Wolff Olins in everything he does.
I see a large nosed man on all fours (the fourth leg is behind the second) ready to be joined into a human centipede (hopefully, he’ll be the front).
Creepy with a capital creep.
Hopefully their maps will not lead me in the completely wrong direction or down a side street to get back on the same road!
The website looks very functional and user friendly. The Q would have been neat to use as a real magnifying glass and with a more squarish M could have been a map and magnifying glass that would show maps in the M.
Well, at least it doesn’t look like its from the Flintstones anymore. I love the idea, I like the usage, but there’s something still a little…well, creepy about it. I can’t put my finger on it.
I did a redesign of the MapQuest logo when I was in college:
http://paulachang.com/work/mapquest
Not great either, but thought it would be interesting to share anyway. :)
Dont help them Chris! They dont deserve any better. But youre right.
I, too, immediately saw a magnifying glass. But what doesn’t make sense is why is the “Q” in the icon capital but it is lower case in the name? Consistency!
I like the colors and don’t think they are dated at all. (How can a color be dated?? That is just the silliest imaginative concept that designers out there have) (:@
Hmmmm. Green & Purple says FedEx ground to me. The Q reminds me of a search magnifying glass icon, which I guess is good. I only see the character in the “walking” ‘m’, which does remind me of Polar Bears which makes me think of global warming and Alaskan oil spills, but I digress. I’m not crazy about it. I wonder what the other concepts presented looked like?
The green chunky mark also reminds me of Quark, at least the logo from a few years ago http://tinyurl.com/36wrx7
Regardless, they’re just trying to catch up to Google Maps!
I think we can all agree that the old logo sucked. But I’m not sure that this is much better, it’s just sucks in a different way. For starters, the mark + logotype/lockup (whatever you want to call it) seems horribly unbalanced to me. I also find the addition of the TM and circle R very intrusive. I know that every logo has to have them, but they seem to stick out on this design for some reason, could just be me, and I’m not sure how they would resolve that. Perhaps this will grow on me, but at this point, I continue to think that Wolff Olins is wearing the emperor’s new clothes.
And I too am tired of the lime green = tech trend (often paired with grey) that seems to have taken hold.
@Richard - i see the same, saw it almost immediately… and the M looks like mountains with a slight shadow…
I could not help myself…
http://img813.imageshack.us/img813/8051/hahahal.jpg
It is undoubtedly an improvement (anything would), though it’s not pretty. The logotype feels almost inelegant and brutalist, the colors, a little 2001 ;) (and yes, popular color combination’s, like any visual element, can become overused to the point of saturation, eg. web 2.0 light blue, eco green). And the icon, well it’s cute..ish, though also feels a little bulky and clumsy.
The App icons are weak.
Hmmm.
I right away saw the magnifying glass as well and thought it was very clever. I’m not a fan of purple and green (too much hint towards Hulk & Lex Luthor comic appearances) but sometimes it works well.
I’m not a huge fan of the way the wordmark looks and the “p” and “q” not minding each other, but mirroring.
Still could be a design that grows on me after a while.
wow. Wolff Olins is either doing some of the worst branding work out there at the moment or it genius.
can’t decide.
When I see a logo like this, it gives me hope…. that if professionals are dong this kind of thing, then mine might not be so bad :)
I see dead people in the new icon. Ditto unfunction’s fancy schmancy illo. The monogram feels awkward next to the wordmark and a little redundant. However, I instantly got the exponential-to-the-power-of maps-thing. It’s a definitely a progression but MapQuest has a new challenge: capture customers who already have smart phones with Google Maps pre-installed. Oh, JK on the dead people part.
BTW … keg party at Lester’s house tonite! 77 A1 Aglipay Street, Grace Park, Caloocan City. Bring some Pepsi too.
Yeah, not fond of the redesign. I went from, “Eh,” to, “It’s unbalanced. Eh.” And I actually saw the Q as a magnifying glass which seemed rather cliched to me.
I like it! it’s different, it’s simple, it’s clean it’s effective, I also see a character in this logo.
At first I hated it but now I like it.
Has anyone realized just how much they ripped off GoogleMaps for their site redesign? Pretty pathetic.
> http://i50.tinypic.com/2v0xr20.jpg
And I also hate the trend of companies unnecessarily initializing their name. It’s not like MapQuest is even long.
I’ll stick with Bing Maps (http://maps.bing.com)… way better than this crap and better than Google Maps IMO…. especially all the new features they are releasing soon.
They call this a logo? My 4 year old daugther that cannot yet write would do a better mascot. If this was supposed to be approachable and cute and funny they should have looked at kids’ drawings first and think a LOT. I don’t mind the colors and the mapquest typography, though. I guess they tried to stand out fron their competition (Google Maps, Bing Maps).
The old Map Quest was nothing special, but it had some history to it, and I think it was better than this new “identity”. 0 out of 10.
Nothing spectacular.
The use of the logo as a mascot is totally schlocky and a waste of time. Nothing can save MapQuest, sorry.
The Midwestern United States is an afterthought to all of the map websites, so I always consult two or three online mapping services so I don’t end up being sent into a ditch. Mapquest is often the most accurate service around here. My Garmin GPS is usually the least accurate, with Google and Yahoo! in between.
I see a drunk man
In the video they show the new user interface and look for the site which are greatly improved, but this new logo is something of a monster… in fact it reminds me of monster.com
I’m a fan of this new ID. simple. cohesive. functions well.
I’m with Dennis.

Their cool new “map toolbar” is woefully out of date. Pulling data/reviews from citysearch circa 2005? I could not find even half of the bars/restaurants in my neighborhood. Not good.
Ok the joke is over. Wolff Olins needs to come out and tell everyone that they have no idea what they are doing. Failure after failure that leaves clients cleaning up their mess. What Wolff Olins clients get for their money is disgusting.
Seeing this Gavin Graham guy trying to explain this monstrosity is embarrassing. Wolff Olins should be ashamed. For the good of design this shop should be dissolved.
Unfortunately both a baby and an elephant (what first struck me) are graphics that seem antithetical to getting anywhere, anytime soon. Same may be true of MQ (and Wolff Olins, for that matter)
OMG! MEGAFAIL!!!!!!
http://www.wolffolinsblog.com/post/758447945/new-mapquest-just-launched-we-had-a-bit-of-fun
Having fun with your customers product? Thats disrespectful…
A bad concept cant be saved.
that previous logo was too 90s this is more modern and less of that sloppy typography trend that hopefully will never make a comeback. excellent job and fits in with todays internet audience.
Pra mim a fonte que forma o ícone não casou com a tipografia do nome.
Sorry, I can’t get on board with this, the typeface and lettering works, the purple is nice, but the MQ icon is just awkward.
Beautiful typeface, but that freakish character has to go. I don’t know what that is and how it relates to mapquest.
A big-nosed kid crawling on the floor?
Lawl. When I saw the icon that’s instantly what popped into my head. And like someone else mentioned the green and purple combo was a Wolf Ollins dead give away…
How do they keep getting work??
I think that they designed it like this, then someone said that it looked like a crap elephant/baby/dog and they were like ‘oh yeah we meant to do that, it can be your bizarre, disjointed brand mascot’.
So I guess their parent company AOL and their new branding gave way to more Wolf Ollins regurgitation. But I swear to friggin’ god if they’d gone with that same tired technique of using the negative space logo with the images speaking for the brand instead of the brand speaking for itself (i.e. NYC branding, London 2012 Olympics branding, AOL branding) with the same excuse about how images reveal themselves or how it evolves the brand, I probably would’ve jumped out of a window.
~J
ugh I thought the “just having fun” video was funny at first but now it’s a big mistake it sadly reinforces the character image. Ugh BIG mistake Wolf Ollins BIG mistake.
DROP the MQ icon and you’d have a winner! I believe they will eventually go to a wordmark to clean up this atrocity.
The video was almost too Apple like. Is Map Quest a part of apple now?
Yeah all i can see is a strange little dog. I do like it but would have thought a company as big as Wolff Olins could have added more to it. The colour scheme is very… dull.
I swear…this company(Wolff Olins…I think they are 4%&@# with us..LOL
Finally. Put it up on the site already.
I was handed the following not to type in:
“Puny designers tell Hulk pants outdated. Clash with skin. HULK smash blog!”
the Q reminds me of the old quicktime mark
Well, I rather like it. The colors are MEH but you know, there’s nothing new under the sun, is there? As for the logo/icon/character… I do see a big-nosed kid crawling on the ground now that you mention it. But really the first thing I saw was the Q. It didn’t read as “Q”, but rather, a magnifying glass. Surprised they didn’t mention that in the video.
Loved the post! It helps sometimes to know that there are lots of us out there taking the slow road to the top. LOL