So... Basically the Sobey's logo without italics... I have to say, big upgrade to lose the "daddy" clipart though. Because that was cringeworthy.
I thought the daddy was the only unique and memorable piece of the logo. I was hoping they could've simply updated it.
But the font and illustration (the old one) weren't working well together. So if they were going to go all corporate-modern I'm glad they went all in.
Fair point! One of the graphic designers Shelley here at our office echoed your sentiments:
"i feel like they for sure needed to either update their icon or somethingggg but i think they’ve lost a little individuality. maybe they should have redrawn their icon to match their new wordmark too? although they still have the daddy as their favicon i noticed lol. so i guess they can use him when the wordmark won’t do."
Yeah I feel the same. I’m more than okay with a weird logo icon like the daddy if it has personality and salience (seems like a rare quality for any brand to have). Oh well!
I just look at this and see a constant watering down of a brand. Sure, the logomark may have been divisive, the more casual logotype not 'hip', but damn, it was a brand! It now lacks all personality what-so-ever.
I understand GoDaddy is going through a transformation since getting bought out and hiring a new CEO 6 years ago, but the brand transformation has been to this milquetoast nothing-ness. It's just so weak. Reminds me of the Rotten Tomatoes rebrand.
Have a point of view!
time to short godaddy stock
Check your kerning team G>o vs D>a>d
No Under Consideration article? ;)
Same feeling about the old mark being cringey.. Glad they've got rid of it. Too bad that they lost in terms of branding and they look like every other bootstrapped startup ;))