For some reason my first thought was a pair of droopy balls.
Bookseller Waterstone's has decided that its brand frontage paradigm needed a bit of a 21st-century makeover, and has managed to come up with a happening, mamtastic alternative to its dusty old logo. The Waterstone's logo, before and after Yes indeedy, after paying an unspecified amount of hard cash to whalesong and joss- …
It was classy, dignified and despite just being a single letter, was instantly recognisable. When the revolution comes, assuming it doesn't end in a hung revolution, I suggest Venture Three is first against the wall and we auction off places on the firing squad.
Dumbing down. In spades.
You have the move from a serifed, upper case "W" (with its attendant feelings of quality and stateliness) to a sans-serif lower case version (which says "footballer's jersey"* to me). Likewise the move from the name to the url loses the capitalisation of the proper name and the apostrophe (horrors).
Still, it makes sense. It's an accurate reflection of the continuing drive toward the mass market at the expense of quality at the once brilliant Waterstone's. Very sad.
*Anyone know why international football teams have gone for all lower-case names on the back? It looks completely crap IMHO.
but "dumbing down"? No. An attempt a promoting a less austere and elitist facade is what I imagine the motivation behind this effor to be. Bad design decision? YES!!! Awful 'design'. Truly woeful. Still, it could have been worse. They could have used the hackneyed sketch font that is doing the web 2.0 rounds at the moment. What is wrong with Helvetica? Or if you want to be different, but still use an old face, Akzidenz Grotesk? Or the much more modern Meta? All are clean, simple and, like the old logo, timeless. This effort look out of date next week. Venture 3 do have a penchant for rounded faces and families--see their work for HMV. I understand that they want to get rid of Nipper!
I believe it has something to do with the brain being able to parse lower-case words more quickly than upper-case words (i.e. helps the ref/commentators/etc). It is for this reason that all UK road signs were changed from all upper-case to leading-capital only way back in the 60s (search for "Transport Font").
Of course, this could be pure coincidence.
Back on topic: Old W is better, but besmirched by Wikipedia. New w is crap, and will provide much fodder for ne'er-do-wells to draw nipples on.
Is this a new logo for the whole company, or just the internet brand?
I ask because their blogs, marketplace and store finder all use the old Serif logo and refer to "waterstone's". The only place they are reliably using the saggy tits and "waterstones.com" is for their web presence.
In which case, the new logo makes much more sense - differentiating the stores from the (presumably cheaper) web store...
I, for one, sir, applaud and commend you for avoiding any and all attempts for the more matronly ladies in your aquaintance to ever be exposed to you, either by accident or intent. Saving your sight and mind for the younger (yet still legal), buxomer generation is a goal of us all.
This looks like a pair o' granny melons so much I still expect her to shout at me to close the door...
RIP to Grannies' perkiness everywhere.
If you can get paid millions to simply change a font...
Dear Mr Waterstone, I have an amazing offer for you, its quite literally the outfit of the millennium, noone will ever where anything like it. Of course, it can only be seen by those with a great level of intelligence, but I'm sure that won't be a problem for you....
The doe-eyed black-wearing Nathan Barley with shades just like Bono's just earned more that you ever will in your entire life by doing that re-branding.
Think about it.
It's about time we had a REVOLUTION!
I just can't work out who should be first against the wall; but corporate re-branders can have VIP tickets!
Don't know how many of you take notice in a drinking establishment such as Wetherspoons but their new uniform looks amazingly like Waterstones 'old' W - when I first saw it I thought I had wandered into the wrong place - that was before some busty wench gave me a generous amount of god's juice