Standard Life gets a Logo Redesign – A weak attempt! |
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One of the oldest investment firms of UK, Standard Life has revitalized its corporate identity with a new logo design. The move came after Standard Life announced the repositioning of its brand in hopes of bringing their products and services to life. With Headquarters established in Scotland UK in 1825, Standard Life was acquired by Barclays Bank last year. Their latest rebranding effort has been backed by a thorough consumer research and insight. The new logo redesign encapsulates their recently launched online personal pension as well as the enhanced employee wealth benefits platform. |
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• “Standard Life” – The New Logo Design: |
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The new logo was designed by the UK design agency JKR. The blue and yellow colors from the old logo were kept, but the logo was redesigned. It is accompanied by the tagline “The Way Forward”. The new logo reflects the diversification and investment that Standard Life is making in customers, intermediaries and technology in 2011. |
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• Comparison – Old Logo VS New Logo:It won’t be wrong saying that the new “Standard life logo” looks quite dull as compared to the previous strikingly classy and functional logo. The new version just looks too tight in the blue box while the yellow flash seems to be irrelevant. Although, adding more of the blue color could have made the logo livelier but unfortunately the new version badly lacks any imagination. |
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| They have repeated one of the old elements…the yellow triangle bug but its wrong placement makes it look like a plane taking off or an accent on the letter ‘e’. Also, there is nothing unique or authoritative about the typeface…it seems to be a silly blend of “Facebook” and “Visa” logo fonts. In short, the new logo lacks personality, energy and innovation.
However, the company owners seem to be very positive about the redesigned logo, as David Nish, Standard Life Chief Executive said: |
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| "We have refreshed our visual identity to provide a clear outward signal of our brand repositioning and the forward thinking approach we are taking to people’s long term savings needs. We want everyone who deals with Standard Life to look forward to the future with confidence and optimism." | |
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May 13th, 2011 at 1:38 am
And on top of that, they added gradient…..wow!
Other than that, conclusion is, it is a facebook logo rip-off.