(Est. 1906) “Rayovac is a brand of consumer products owned by Spectrum Brands Inc. Rayovac® products lead the world in battery power and innovation. Backed by a long history of bringing the latest innovations to the marketplace, Rayovac offers a full range of high-performance batteries to meet the power needs of today’s consumers. From long-lasting alkaline batteries to advanced rechargeable technology to mercury free, enhanced hearing aid batteries, Rayovac’s state-of-the-art products offer more power for the money. The company also manufactures a wide selection of high-quality flashlights.”
Images (opinion after)
The old logo was more or less fine, maybe less, but the one irredeemable element it had was the itsy-bitsy "C" at the end. Obviously I'm exaggerating, it's not that small but in contrast to the rest of the letters it's as if they spent all their budget on "RAYOVA" and had to make do with half a "C". Anyway, the premise of the logo remains the same but the typography has been slimmed and the bolt is much better integrated into the "O" and it makes for a great standalone icon for social media — even if it looks like some version of The Flash. The readability has improved tenfold and the letterforms are more balanced and make more sense; those old "A"s were really top heavy. They still haven't figured out the best approach for the "C" (and I don't know if there is even a proper approach) but it's a lot better. The most uplifting thing about the logo is that it retained the uppercase italic quirky aesthetic instead of the lowercase geometric sans serif which we know could easily have been the case.