(Est. 1998) “Rotten Tomatoes® and the Tomatometer® score are the most trusted recommendation sources for quality entertainment. As the leading online aggregator of movie and TV show reviews from professional critics, Rotten Tomatoes offers the most comprehensive guide to what’s Fresh. The world famous Tomatometer score represents the percentage of positive professional reviews for films and TV shows and is used by millions of fans to help with their viewing decisions. Rotten Tomatoes designates the best-reviewed movies and TV shows as Certified Fresh™. That accolade is awarded with a Tomatometer score of 75% and higher and a required minimum number of reviews. In 2016, Flixster and Rotten Tomatoes became part of Fandango’s portfolio of digital properties, serving moviegoers and entertainment fans.”
Pentagram (New York, NY; Emily Oberman, partner)
Growing into a reputable brand, the Rotten Tomatoes identity is now utilized for publicity, promotion and events, and the logo needed to look professional and credible, while still retaining a bit of the madcap spirit familiar to fans.
The update introduces a modern look and feel that distills the brand's joyful, wacky attitude in a streamlined design that works well across online and mobile platforms. The refresh brings a little order to the freewheeling discussion with a sharper font and cleaner presentation, and includes a monogram that can be used as a social media icon.
The wordmark places the letters of each word on a single baseline, but the “e” in “Rotten” still pops up, a nod to the bouncing typography of the previous logo. The splat has been relocated to the word “Rotten,” where it appears reversed from the center of the “o,” balanced by the tomato that doubles as the second “o” in “Tomatoes.” For the logo, the designers modified the geometric typeface Maax (designed by 205 Type Foundry as a “sans serif for all tastes”), which has ripe round letters and a friendly personality akin to the zany Ad Lib typeface used in the original logotype.
Images (opinion after)
The old logo was fun and certainly didn’t lack charisma but, I hope we can all admit, that if that logo were presented today it would be eaten alive. (Also, how crazy is it that Rotten Tomatoes is 20 years old?) The old logo was far too much like a Nickelodeon show and being that it’s now used as a key metric in movie promotion it was too unpolished. The new logo is a lot tamer and perhaps less fun but it’s much more efficient, readable, and balanced with the two words now being equal size and each line of text getting a graphic icon (whereas before only “Tomatoes” got graphic icons and they were both tomatoes) — bonus points for the word “Rotten” including the rotten “splat” icon. The extra bold typography has plenty of personality and the bumped-up “e” carries on some of the wackiness of the old logo. I hadn’t thought about how difficult it is to convey “tomato” as a flat graphic but that may the one thing I don’t like about the new logo. The social media avatar is kind of weird with the “RT” mashed into each other. The new icons are good, in particular the splat (which, by the way, also looks good on the wordmark). Overall, this is as if they gave the old logo Ritalin so that it could behave better amongst grown-ups and it actually benefitted from it.
Thanks to James I. Bowie for the tip.