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New Logo for Rogers by Lippincott



Noted Mar. 6, 2015 by Armin

Industry / Corporate Tags /


(Est. 1921) “Rogers Communications is a diversified Canadian communications and media company. We are Canada’s largest provider of wireless voice and data communications services and one of Canada’s leading providers of cable television, high speed internet and telephony services. Through Rogers Media we are engaged in radio and television broadcasting, televised shopping, magazines and trade publications, sports entertainment, and digital media.”

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Marketing magazine story

Relevant quote
Some elements of the previous Rogers brand, most notably the mnemonic that accompanied all of its TV and radio commercials, have been retired, said Hooper. The red that figures so prominently in the brand has also been tweaked to match that of the Canadian flag (Pantone 485 C), while secondary colours like aqua and yellow have been added to its colour palette.

The logo that accompanies the Rogers nameplate — which is known internally as the "mobius" — has also been tweaked to make it feel more contemporary, said Hooper.

Marketing magazine story

Images (opinion after)
New Logo for Rogers by Lippincott
Logo detail.
New Logo for Rogers by Lippincott
Icon, before and after.

At first glance it's hard to make out what the changes are (which begs the question, "Why bother?" as a starting point). The icon has been flipped horizontally so it now has what you could read as a clockwise orientation, with the weightiest form of the shapes tilting right. The spaces between the shapes have been opened up, making it more readable at smaller sizes. So I would say the icon is an improvement. But I would also say that life could have gone on with the icon as it was. The big fail here is the wordmark. The previous one wasn't amazing but it had a clear intent in being different and had good volume to it. This new version is as bland and generic as you can get, just one minor step above Arial. Those "R"s and "S" are not pleasant at all and the diagonal cuts in the "G" and "E" are token design touches at best. (Sorry, Lippincott friends! You win some, you lose some).

Thanks to Derrick Mealiffe for the tip.

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