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BY Armin
One More Name and this Logo will Implode
“Two of the most powerful names in wealth management,” begins the About Us page on the newly formed entity that is Morgan Stanley Smith Barney, “have joined forces to create a new industry leader.” It continues, “In a financial world that’s being remade, Morgan Stanley’s global wealth management business and Smith Barney have joined forces to offer you thinking and resources to fit the times.” How about we tell it like it is: “Things have gone horribly wrong and this is the best we can come up with.” As challenging as it may be to run an organization of this complexity is designing a logo that consists of 24 characters making up two names that both need equal attention. The new wordmark derives mostly from Morgan Stanley’s old logo with a subtle evolution and the result is surprisingly decent and even adventurous: Notice the right tapering of the “h, m, n” giving the wordmark a gentle fluidity. There is also something nice about the double “ey” ending, like a happy rhyme. Certainly, by today’s visual standards this is as boring a logo as one can get, but for the industry and the need to appear conservative this is, actually, as exciting as it gets.
DATE: Jun.09.2009
POSTED BY: ArminCATEGORY: Finance COMMENTS:
TAGS:
![\"Morgan](\"http://www.underconsideration.com/brandnew/archives/morganstanleysmithbarney_logo.gif\"){kind=logo}
\n\n\"Two of the most powerful names in wealth management,\" begins the 
Books about logo design, the designers that create them and the meaning of branding.
