Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

This is a very old entry — images are small, formatting is off.

 

The Softer Side of Memorex

Reviewed Oct. 1, 2008 by Armin

Industry / Consumer products Tags /

Memorex Logo, Before and After

Before I did the obligatory Googling if you had asked me what Memorex does I would have said recordable CDs and DVDs, period. I would have never guessed that they also sell TVs, DVD players, and all sorts of other audio equipment. This is perhaps as much my fault for not staying on top of my consumer electronic brands but also a reflection of the saturation point that Memorex achieved with their ubiquitous packs of CD-Rs and DVD-Rs. This past September, Memorex — self described as “one of the most trusted and recognized consumer brands in modern marketing history.” — unveiled a new identity that, apart from signaling change it shifts its focus and attention to a female consumer.The S

Through research, we found that women were largely neglected by current electronics brands. Our specific target consumer is a savvy female shopper, between ages 25 and 44, who is constantly on-the-go and has an expressive sense of style.
Press Release

Memorex Packaging

Memorex Logo, Large

Today Memorex will introduce a new signature, or logo, featuring simplified and solid lowercase letterforms that are friendly and approachable. The new Memorex signature features a circle icon or “o” as the focal point, representing connections between family and friends. This new signature embodies the three core elements of the refreshed Memorex brand personality: vitality, simplicity and connections.
Press Release

With this strategy, the logo and the new packaging do feel like they fit the target very well. The packaging is softer and colorful and, to be honest, I (a guy) even prefer it to the old clunkers. The logo is nothing grand and the typography is a little excruciating to watch as no character has any relationship with the other, but it does achieve a mnemonic device to help distinguish Memorex — it’s certainly not the first logo to replace the “o” with something else, but in this context and for this brand it seems relevant. And in contrast to the old logo, which had a heavily techie feel, this change was extremely necessary to reach their desired audience.

Thanks to Peter Markatos for the tip.

 

Comments


Share ›

Spotted Around the web

New Name and Logo for BHP

New Name and Logo for BHP
 
Spotted Aug. 22, 2017

Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
 
Posted Jan. 4, 2017

Curated Good for Stencils

New Logo for WSP by Sid Lee

New Logo for WSP by Sid Lee
 
Spotted May. 16, 2017
 
 

About

Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

Many Thanks to our Advertisers

When choosing between competing products and services, please consider our advertisers, who help support Brand New.

Typography

Brand New uses Mercury Text ScreenSmart and Operator ScreenSmart from Hoefler & Co.

Webfonts by Hoefler & Co.

Join our Mailing List