Opinions on corporate and brand identity work.

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

 

I’ll Toast to That. Not.

Reviewed Sep. 2, 2011 by Armin

Industry / Non-Profit Tags /

Toastmasters International Logo, Before and After

Established in 1924, Toastmasters International (TI) is a non-profit educational organization that teaches public speaking and leadership skills. TI currently has more than 270,000 members in over 13,000 clubs in 116 countries. Among its notable alumni are actors Leonard Nimoy and Tim Allen, but it helps people in any profession and walk of life to gain competence in communication that, in turn, gives them the confidence to lead others. In August TI introduced a new identity, the first change in 70 years.

Toastmasters International

Toastmasters International

“Ray” device used on business cards and letterhead. More rays here.

For such a large organization with such an important role to play in the confidence and development of its members I really wish this had been a much better identity. It was hard not to improve on the old logo, which looks like a faux logo you would find in a superhero comic book. But the new one is just sad. Other than its use of Gotham the logo would indicate that it was done at least three decades ago. The globe is boring, the strokes around it are worse than those in sports logos, and the colors are a downer. This could have been such a fun identity and brand to revitalize with some fresh thinking and execution. I strongly believe this didn’t have to be a “slick” or avant-garde identity, as TI benefits from appearing as an organization with easy access as opposed to one that needs a secret handshake or a fat checkbook but there are many more interesting ways to communicate that, and a swoosh-based globe is not one of them.

Thanks to Tom McMahon for first tip.

 

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