(Est. 2000) “Gol Linhas Aéreas Inteligentes S.A (“Gol Intelligent Airlines S.A.”) is a Brazilian airline based in Comandante Lineu Gomes Square, Sao Paulo, Brazil. The company is the second largest Brazilian airline company by market share and fleet size, after TAM Airlines, a subsidiary of Latam Airlines. Gol competes in Brazil and other South American countries with Chilean LATAM Airlines Group, Brazilian Azul and Colombia-based Avianca Holdings S.A.. The company’s name is not an acronym or abbreviation, but an actual word: gol is a Brazilian Portuguese and Spanish word borrowing from the English word ‘goal’”.(Wikipedia)
AlmapBBDO (Sao Paulo, Brazil)
Images (opinion after)
Well… this is awkward. The old logo wasn't good, at all, but at least it was discernible as to what it said: GOL with a useless drop shadow on the "O". The new logo, trying to capitalize on a connection/link concept has resulted in a strange blob of things that were once letters and furthered the confusion of the name to make it read more like GOOL. This is really painful to look at and to accept that someone proposed it and someone else approved it. The one nice thing about it is the typeface for the tagline but even that it's me trying to find something nice to say. Most bad logos look great on livery because it's a logo on a damn plane! But this one doesn't benefit from the application. The tail looks kind of cool because the "OO" has been blown up so big that it looks like abstract shapes. Whatever the opposite of goal is, this identity is what that is.
Thanks to Guilherme Appolinário for the tip.