Can't be bothered making the obvious dick joke
It's fine. The old one is a bit cheesy like something you'd find in ab 80s porn mag but I can't see the problem with its replacement.
Throwing caution to the wind, the IT outsourcing and services giant Capgemini is celebrating its 50th anniversary with a daring visit to the Strategy Boutique. The Gallic operation's wordmark is now expressed in a cursive script, and controversially features a radically redrawn corporate spade. "We love our spade," gushes …
It's a blue Lady with a large dark afro right? Or maybe a weirdly shaped mushroom?
Now a spade is supposed to be a digging tool, and this is a floppy spade, which is by defintion useless. Does that mean the company is being honest by associating themselves withbeing useless and not being fit for function? Honesty in Marketing? I'm shocked i tell you, Shocked!
I was working for EDS when they changed from a square surround for the "E" to a round one, because "e" was then the magic letter and making it round would be the panacea for all the company's woes. It was possibly the worst result of dropping a dodgy E that I ever saw.
If you like to gamble, I tell you I'm your man, You win some, lose some, it's all the same to me.
The pleasure is to play, makes no difference what you say, I don't share your greed, the only card I need is...
Some kind of limp, flaccid blue corporate logo,
Some kind of limp, flaccid blue corporate logo.
Went from a private contracting company that respected the talent to being a resource of a faceless corporation.
We had 20 days off every year. Ours to use as we wish while working with the client with whom we had a relationship.
CGA chops it to 15 and has an onsite resource, who collected $0.10/hour for each resource on site, would check if we were at our desks when HE expected us to be. The Client knew where I was every Tuesday afternoon at 15:15, heading home to take an evening shift at the local volunteer ambulance corps.
I actually like the new logo. Not that I agree with the associated marketing waffle because I hate that kind of bullshit, but visually it looks more fluid and modern.
The old logo was rather staid (yes, old) with that upright serif font. I'm not a designer or graphics expert but I would place that somewhere in the 90s.
That said, the logo does not maketh the company. I have had good experienced with Cap Gemini engineers, admittedly ages ago, but their senior management was intolerable. I doubt the new shiny logo will make much of a difference there (would be cool if it did, actually :) ).
Whenever some company or other rebrands, it always makes me think of Dilbert's response to Lucent Technologies adoption of a red ring as their brand mark.
When I listened to the internal webcast announcing this (yes, I'm one of their rented meat sacks, hence the ac), I have to say that my 'brand bullshit meter' blew its safety valve pretty early on.
The Ace of Spades logo was really simple to explain: it's the best card in the pack meaning we are the best consultants in the pack. The client nods, smiles, calls you a tosser silently in his head and you quickly move on to real business. Now, I have to somehow explain that something that looks like a large, soggy blanket being draped over a post somehow has something to do with more energy.
Not yet. But they will in due course.
Probably some "creative" agency has walked away with half a million quid for the deflated spade. But for a large company, the real costs are changing all the signs, logos, employee uniforms, reworking the Powerpoint style, the ad campaign to broadcast to the world the vital news of the new melted logo, the internal propaganda videos and materials etc. Altogether the costs of changing a dull blue logo to a dull blue logo will easily reach several million quid.
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