Graphic designers would be lost without i
'Work is an activity not a place' got tired on LinkedIn about three months ago, but Citrix just based its new logo on the idea
Citrix has “unveiled fresh thinking about what employee experience means” and launched a new logo to prove it. Ooh! Fresh thinking. All of us here at The Register love that. What you got, Citrix? “Work is no longer a place,” says Citrix executive veep of strategy and chief marketing officer Tim Minahan. “It’s happening in …
COMMENTS
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Wednesday 16th September 2020 06:38 GMT lglethal
Ahhh I think i found the problem - "Citrix executive veep of strategy and chief marketing officer Tim Minahan"
Any firm that lets marketing anywhere near strategy, is bound to go through more rebrandings then a perpetually stolen cow.
Lets all say it together "Rebranding is not a strategy, it's a distraction...". So i guess the question we need to ask is, what have Citrix senior management done that they need a distraction for...
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Wednesday 16th September 2020 08:29 GMT gobaskof
Rebranding, an explensive way to rearange deck chairs?
Maybe I am cynical (I am) but changing logos to represent the brand changing is simply an expensive way to burn money. I am not talking about when companies update their logos because they look 20 years out of date. I am talking about these bold strategy ones. I volunteer for a small charity group which is owned by a larger (useless) charity the Canal and River Trust. CRT are the privatised version of British Waterways, but they were privatised into a charity, and most of the higher ups are a bunch of suits that give less than half a crap about canals. CRT were sad that no one recognised their logo or knew who they were. They decided it was a clearly because their logo wasn't snazzy enough and spent an insane amount of money on a new one, replacing all of the uniforms and signs to have the new one. There are things we have needed for years which we still may never see. But the 6 month old signs? They had to go.
I suppose at least businesses have the money to throw and these rebranding exercises. The sad thing is suited numbskulls that move into Charities to help them run their business bring these "innovations" with them.
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Wednesday 16th September 2020 08:54 GMT hmv
Re: Rebranding, an explensive way to rearange deck chairs?
As a resident of a seaside city, I believe you are unnecessarily trivialising the importance of getting deck chairs /just/ right. I would say nobody is dumb enough to buy a product just because the company has a snazzy logo but the existence of Trump voters would seem to indicate that I'm wrong.
On the other hand when a /company/ has spare dosh, redesigning a logo will at least keep the Marketing department happy and out of trouble.
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Thursday 17th September 2020 12:33 GMT gobaskof
Re: Rebranding, an explensive way to rearange deck chairs?
True, but if you survey says no one has heard of you or recognises your logo (that is less than a decade old), perhaps you need a new strategy not a new logo? Maybe you could invest in better promotion of your charity activities, or invest in your actual charitable mission?
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Wednesday 16th September 2020 23:03 GMT skeptical i
Re: "the subtle gesture of the dot moving over the X to depict a human-like form"
I was reminded of the scene in _Braveheart_ wherein the executioners were describing how Robert the Bruce would be drawn, quartered, beheaded, and various bits of him tarred and stuck on posts as a warning to others. Not sure that's the message Citrix was aiming for ....
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