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Before Google Maps became the de facto on-line mapping destination, MapQuest was the biggest player in town, or at least the most commonly referenced in the late 1990s and early 2000s — Yahoo! Maps was a contender, but in terms of a cool Web 1.0 name and functionality, MapQuest was it. This past August 26, MapQuest launched a Beta version of a redesign of the service, including the de-bevelization of its logo — here is a quick overlay and comparison of the logos. This is as close as it gets to a miracle in twenty-first-century identity design. What’s great is that, underneath a decade of bevels was a pretty decent, fun logo with a hint of both Jetsons and Bowl-a-Rama, which is more than can be said for many logos. The new logo may not be the epitome of logo design, but it sure is perfect for its context and as an evolution of its web legacy. It’s too bad about all the rest of the AOL flotsam and jetsam that destroys the MapQuest page; no matter what improvements have been or not been made to the map… one minute spent there is one minute more than necessary.
Thanks to Mark Husson for the tip.
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Yeison Agudelo’s comment is:
impresive? not?
On Sep.07.2008 at 10:14 PM
Jeff Greco’s comment is:
A good mark, though I prefer the all caps approach. Capitalizing the Q seems as web 1.0 as... well, I guess something like MapQuest itself.
On Sep.07.2008 at 10:26 PM
Jerry Kuyper’s comment is:
Jeff, I think large cap/small cap is the best description of what form the new logo is taking.
I can read the new logo from across the room. It would seem having a clear, more legible logo would have been number one on the criteria list for a company that it is helping people find their way.
Mission accomplished.
On Sep.07.2008 at 10:57 PM
Mongoose’s comment is:
Well, let's see. It's a lot less angular, overall- the E U T especially show more rounded forms. That said, the bevels of the old one were rounded, so it's not so dramatic a change.
I like how the holes in APQ stand out more, that negative space becoming very forthright. The large/small caps is a nice style, and the letterforms still have a nice energy without the jaggies. Still, it has a little.. mm. feels a bit on the too-simple side, yet. A careful, CAREFUL use of a second color might perk it up a bit.
A- for nicely evolutionary if not revolutionary, a big increase in legibility, and a primo Q.
On Sep.07.2008 at 11:53 PM
Stereo Radiation’s comment is:
Keep in mind Mapquest also supplies maps for printed atlases, and a cleaner edge would enhance legibility, particularly when the logo is printed at basically 6 point type.
Aren't there people hard at work trying to ban CamelCase?
Google Maps is the best. True Dat, Double True.
On Sep.07.2008 at 11:54 PM
dg3’s comment is:
Funny how the big boy of maps back in the day is no longer a factor these days.
Does anybody use them anymore?
On Sep.08.2008 at 01:39 AM
gina’s comment is:
Yes...50 Million people still use them and they are still the #1 Mapping site in the US
On Sep.08.2008 at 01:51 AM
Ivan’s comment is:
One thing off-topic: I'm amazed with the new beta functionality that shows you the Gas Prices :) Unfortunately, no information for Bulgaria.
On Sep.08.2008 at 03:56 AM
dg3’s comment is:
Yes...50 Million people still use them and they are still the #1 Mapping site in the US
That says more about AOL than it does MapQuest.
They don't have the Street View of Google or the Bird's Eye of MSN (my favorite feature). They're as basic as they come, and only recently improved the look of their awful maps.
On Sep.08.2008 at 04:53 AM
Sal’s comment is:
Great. Simplified, but then they go and add that played out reflection on their website.
On Sep.08.2008 at 08:52 AM
darrel’s comment is:
Can't knock anyone for cleaning up their logo.
On Sep.08.2008 at 10:15 AM
jRod’s comment is:
Better than the existing version, and they didn't throw in some lame compass or arrow, so they get my vote. Great jorb.
On Sep.08.2008 at 11:06 AM
Peter Whitley’s comment is:
I don't know much about MapQuest but it doesn't look like they felt their identity needed an adjustment. They just needed a bit more efficiency from the mark. Works for me.
The forms are interested when you consider it in context of being the first real functional free mapping web tools. Using the internet to map driving directions seems impossibly mystical to me...I have no idea what data they're looking at or how they interpret it...and I could imagine THAT being the cornerstone of their identity. "We're dark magicians!" Instead they wrapped their incredible science with Flintstones paper like you'd wrap a new computer with the funny pages.
I'm glad they didn't make some bold new thing. Being a Dungeons & Dragons goob, I love *-Quest anything.
[img src="http://www.skatersforpublicskateparks.org/skatepark_photos/d/4289-1/mapquest.jpg/>
On Sep.08.2008 at 11:15 AM
Peter Whitley’s comment is:
Gah! Syntax confusion.
Jeff’s comment is:
Peter -
If their map plays up tempo jazz and bongo drums and marks my route with a silver needle-like jet, I'm so there.
On Sep.08.2008 at 11:27 AM
Jeunesse’s comment is:
Absolutely abysmal.
Kids this is what is commonly known as "Polishing a Turd"
On Sep.08.2008 at 11:34 AM
ben’s comment is:
I like it. don't use it much, if at all- but it's eye catching and easy to read & not easily confused with other logos. Now it's clean too- perfect for its usability.
On Sep.08.2008 at 12:18 PM
max’s comment is:
I just don't get it. What's all the fascination with crappy fonts?
It's just as well. Every time I search an address the Google maps pop up first so I'll never have to look at it.
On Sep.08.2008 at 12:47 PM
Mingshi’s comment is:
Can't relate to the Matt Groening font at all...
On Sep.08.2008 at 01:03 PM
Dylan Mullins’s comment is:
Not much needs be said of this. They removed the terrible aspects of the design, leaving it only half-terrible.
On Sep.08.2008 at 01:41 PM
Joel’s comment is:
I agree with everyone that thinks the new mark is better, but not great. An obvious example of "less is more" in design.
But the real branding challenge for them is using this to help capture back market share for mapping traffic. I think they still have a fair amount of mindshare. I still hear people use their name as a verb - e.g. "I have the address. I'll just Mapquest it." Much like people use google as a verb for "search for it online." Whether or not they are actually using mapquest to search is another question. I bet a lot of people use the term "mapquest" while they are actually using google maps.
Mapquest obviously doesn't have the search engine power and subsequent ad revenue that google has, so how could they ever produce a service that matches google in both quality and quantity - it's a tough row to hoe. At least they're still trying.
On Sep.08.2008 at 02:00 PM
Tom Hackett’s comment is:
I bet a lot of people use the term "mapquest" while they are actually using google maps.
I just Googlemap it!
On Sep.08.2008 at 03:03 PM
danny’s comment is:
this logo always reminded me of Bevis and Butthead for some reason...
On Sep.08.2008 at 03:06 PM
Glenn Sakamoto’s comment is:
Ugh.
On Sep.09.2008 at 01:11 AM
illusio’s comment is:
I there with Tom. Google Maps with the street view capability rocks. As for the new MQ logo, the font looks like a bastardized version of Hobo. Why can't MQ get past this old and stale brand?
On Sep.09.2008 at 01:35 AM
Dylan Mullins’s comment is:
@Joel, regarding: "But the real branding challenge for them is using this to help capture back market share for mapping traffic."
Not going to happen. Their app is light years behind Google Maps now.
On Sep.09.2008 at 01:34 PM
Peter Whitley’s comment is:
Joel, that's an interesting and likely true observation; that MapQuest is feeling the pressure of diminishing market share. "Time for a facelift!"
At least there are no gradients and lens flares. That could have been a tempting direction for nervous share-holders eager to see MapQuest "step up the tech."
While people may hate the face, it's totally ownable. That's great for MapQuest. If they ever provide additional public services...e.g., TicketQuest, MovieQuest, DinnerQuest, HospitalQuest...they have the perfect groundwork for a distinctive line look. Maybe they're just thinking ahead.
On Sep.09.2008 at 02:42 PM
rickyaustin’s comment is:
It's a better version of the same mark. It's alright I guess.
On Sep.09.2008 at 05:32 PM
Jason’s comment is:
Blue Buddha’s comment is:
While I guess it's visually better, I'm still not going to use their service. Every map I've ever gotten from them has been wrong, so much so that one sent my husband across the border into Mexico by telling him to go 8 miles west, when in fact it was .8 miles east. Stupid!
I always thought the lettering looked like it used to look good, but was photocopied over and over into near oblivion and they just said, "Meh. Go with it."
On Sep.12.2008 at 12:47 AM
Nik Daum’s comment is:
Well it's a step in a better direction. At least they didn't make their logo shinier and more beveled like everyone else seems to be doing.
On Sep.14.2008 at 01:50 AM
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