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New Logo for Consumer Reports by Pentagram
 

before

after

Noted Sep. 22, 2016 by Armin

Industry / Consumer products Tags /

About

(Est. 1936) “Consumer Reports is the world’s largest and most trusted nonprofit consumer organization, working to improve the lives of consumers by driving marketplace change. Founded in 1936, Consumer Reports has achieved substantial gains for consumers on food and product safety, financial reform, health reform, and many other issues. The organization has advanced important policies to prohibit predatory lending practices, combat dangerous toxins in food, and cut hospital-acquired infections. Consumer Reports tests and rates thousands of products and services in its 50-plus labs, state-of-the-art auto test center, and consumer research center. It also works to enact pro-consumer laws and regulations in Washington, D.C., in statehouses, and in the marketplace. An independent nonprofit, Consumer Reports accepts no advertising, payment, or other support from the companies that create the products it evaluates.”

Design by

Pentagram (New York, NY; partner: Michael Bierut)

Related links

Consumer Reports news page

Relevant quote
At our core, we are a purposeful and optimistic organization focused on improving lives. Our new vibrant color palette, with an emphasis on green—a universal sign of “go” and of growth—better reflects this positive spirit.

Consumer Reports news page

Images (opinion after)
New Logo for Consumer Reports by Pentagram
Logo.
New Logo for Consumer Reports by Pentagram
Monogram.
New Logo for Consumer Reports by Pentagram
Magazine, before and after.
New Logo for Consumer Reports by Pentagram
Magazine.
Opinion

I wouldn't defend the old logo if my honor depended on it but it was a decent, interesting, chunky wordmark that was easily identifiable for its red "o" that — whether there was a concept behind it or not — served as quick exclamation point of sorts for the magazine to stand out in shelves. When the deepest thing you can say about a new logo is that it's colored green because it means "go", then you know there is barely any ambition to it and the result in this case is just that: change for change and without adding anything of value. The "CR" monogram is okay in that it's not screwed up in any weird way and there are no weird type mutilations of rounding one corner and not the other but it's pretty much lifeless. The wordmark, ditto. (If you watch today's Linked video of my Brand New summary given at the Brand New Conference, you'll see some additional thoughts on my feelings about these bare-bones geometric sans redesigns.) The new magazine cover looks very cheap and more like a healthcare brochure. Overall, a significant step back that removes any kind of personality in exchange for minimal graphic competency.

Thanks to Andrew Twigg for the tip.

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