Friday, October 23, 2009

Frigid Ire?

You can add this one to the long-running list of ill-advised logo redesigns. Frigidaire has axed their recognizable script logo to pave way for something more "modern." As is often the case, here "modern" is code for "generic." We get it, Obama used Gotham to win the election. That doesn't mean it will sell refrigerators. Brand New also points out that the new logo is now broken up into two words: "Frigid" and "Ire." How appealing is that?

Frigidaire seems very concerned with appearing outdated. Aaaand then you read their press release.
Ahem: "Frigidaire will unveil a boldfaced new logo and look to celebrate the introduction of 250 new appliances with specific time-saving features engineered to help mothers spend less time doing routine housework... moms will save a minimum of eight hours a month by using a combination of select Frigidaire time-saving appliances."

How is that for modern?


KT said...

the date on that press release might as well be 1955.

Sarah Martin said...

I don't understand this redesign. It would be like GE redesigning their logo. What happened to keeping the classics?

Meghan Colvin said...

redesign FAIL.

sarahheartsdesign said...


On a side logo redesign note, I saw a two page ad for Vanity Fair bras. Have you seen them? The ones that mimic the older ads. I like the concept of that BUT what caught my eye was the script for the newer logo. Ick. It looks like some cheap font that would come with Microsoft Word whereas the older one looks classy and classic. Ironically, this ad is on pages 8-9 of the new Real Simple magazine (Nov. issue) in which the editor's letter is all about how change is good. Um, not always. I'm a huge fan of the layout of Real Simple. Overall I still love it but I'm not a fan of the little icons all over the top of the pages. I feel like it's clutter and it was put there in the name of "making things better," when in fact I believe it is distracting.

My Tuesday Manifesto: if it ain't broke don't fix it.

What makes people think these things are broke? I suspect it comes down to marketing, advertising, money, money, money....MON-EY.