Enterprise IG Rebrands as The Brand Union
December 4, 2007 by Susan Gunelius
Filed under Marketing
In an attempt to align its 21 offices around the world, Enterprise IG has rebranded itself as The Brand Union. With a the new name comes a new logo. What do you think of it? According to LogoBlog:
The Brand Union’s new symbol is a unique representation of the letters or counterforms that spell the words ‘brand’ and ‘union’. Their arrangement speaks for the bringing together of people, their ideas, touchpoints that brands need to thrive and above all, unification. The use of the blue and gray colors symbolizes sobriety and clear-headedness. The fresh values set by The Brand Union are: ‘Curious, Gutsy, Grounded and Inspiring’. The Brand Union is developing the principle of being master brand builders; striving hard to be unified, as the name implies.
Enterprise IG (or The Brand Union now) has worked for many big-named clients including American Express (NYSE: AXP), Toyota and more. They are well known in the branding and design world, and the new logo for The Brand Union was created by an internal team. What happened? 
My first thought upon seeing this new logo was, “look away.” It’s hypnotic, but not in a good way. I’m not even sure if the new logo is an improvement over the old one. At least I could read what the old one said. I think the new logo for The Brand Union communicates a brand message of confusion and disarray. I don’t think it’s modern or fresh or “curious, gutsy, grounded and inspiring” as the company claims. It looks like someone created it while watching Pink Floyd’s The Wall (if you know what I mean). What do you think?
While I find that it’s hard to read, from an artistic perspective I love it. It would make a beautiful skateboard deck.
It doesn’t come across as an established international branding agencies best work. It looks like they were trying to pull off something and either rushed it or flat out failed at producing the concept.
I think they would have been just as effective printing the logo using invisible ink. Are these guys serious and who signed off and accepted the logo as is? I don’t know anything about marketing, but the logo is absolutely forgettable and a little too covert.