Memorex Unveils New Logo to Appeal to Female Demographic
October 1, 2008 by Susan Gunelius
Filed under Marketing
Memorex launched a new logo last month that is meant to appeal to women who the company believes have been under-represented in the consumer electronics market. The new logo is meant to convey the, “three core elements of the refreshed Memorex brand personality: vitality, simplicity and connections,” to women between the ages of 25-44. Packaging will be more colorful and the “o” made of circles in the logo is meant to depict connections between family and friends.
Here’s the old logo (left) and the new logo (right). What do you think?
According to the Memorex press release, the new logo uses, “simplified and solid lowercase letterforms that are friendly and approachable.” I never understand the theory that lowercase letters are friendlier. What do you think? Do you prefer the old or new logo? Do you think the new logo is more appropriate for a female audience?
Frankly, I don’t particularly like either logo, but if I had to choose, I’d pick the new one. I don’t like the italicized font in the original. I much prefer simpler logos, and the new logo is simpler, but I don’t think I can get over the lowercase letters.
Your thoughts?
Hat tip to the Brand New blog for this story.
Images: Memorex
I can’t find which logo it looks like, but it reminds me of a brand of Tampons, so I guess if they ARE going after the lady types, mission accomplished… it is better though, I hated their old logo and I don’t personally take issue with lowercase letters.
Lani,
I’m laughing at your comment because the first thing I thought of after reading that the new logo is supposed to appeal to women was tampons, too!
I wonder how many Joss sticks and CDs of Whalesong their brand consultants (I’m sure there was more than one) went through to put this together?
I will admit that I like the way they’ve added the touch of allowing a visitor to customize the look of their site.
Not a fan. No female is consciously or subconsciously going to think “connections to family and friends” because of the circles that make up the “o”. It looks like 100 other logos that tried to become softer…like Wal-Mart.
Ok, it’s definitely more modern, but let’s hope their brand awareness is good. The designers have fallen into an easy trap that any brand manager worth his or her salt should think about: what about people NEW to the brand?!
Oh yes. Look. It’s Mem Rex. Doh.