i have no idea what this brand is supposed to be but… tbh i don’t see anything wrong with the right one
logos are supposed to be simple-ish, use minimal amount of colors and be scalable and it sure does a better job with it’s reduced color palette and vector shapes
the one on the left should be reserved for e.g. illustrations
I kinda agree with it from an ease of printing perspective and easy perception from a distance, but they completely changed the proportions and got rid of the contrasting dark blue/red color-scheme that would catch people’s eyes. Looking at them side by side I’m still not convinced they’re even the same company, and that’s a failure for brand recognition in my mind which is the only reason logos even exist.
It’s probably part of an ongoing trend. There’s been sort of a renewed interest in legacy branding in some parts of the brewing world. I would say Miller kind of kicked it off 10 years ago when they rebranded Miller Lite using an updated version of their 1973 can. It was very successful. I actually did a marketing study on it for a project at work around that time.
Since then, several old beer brands have been resurrected. Hamm’s, Heileman’s Old Style, PBR, just to name a few. If you start seeing Fallstaff at your local liquor store, you’ll know we’ve come full circle.
If you look at the people in advertisements, you see the demographic that the company is targeting to buy their product. If you think that’s what the new captain looks like, maybe it will be a successful change for the company, even if the loud voices on the internet don’t like it.
Generally it’s not much savings if any to do more than 1 spot color instead of full process cmyk. It might even be more expensive since it’s a new setup for the printer. Given the volumes they’re printing at it’s probably basically a wash.
I heard somewhere before that often these simplistic logo changes are due to how they look on thumbnails, mobile devices etc. Unsure of the evidence there but it made sense to me. I still hate it though.
Say we’re cool with the aggressive simplification and even the costume change. Why the fuck is it drawn worse? What is that facial expression? You could obviously have captured his salacious grin, in the screen-print blob version, or at least got his fucking facial hair right. Is that cashew fruit under his mustache supposed to be a chin divot? It looks like he’s going “Oohh.” What is his right hand even doing? Is he holding that saber like a cane? Gripping the pommel, rather than resting a hand on it? You could have made him hold the sword, upside-down, and it’d imply an air of danger, rather than indicating he’s unaware how a sword works.
And let’s talk about the costume change. You want a more readable logo? Something you can shrink, without losing the shape of everything? Your mascot wears gold-trimmed clothing. There’s literally a fucking outline around his coat. It’s not a color limit thing. You kept yellow in the boots and such. But now he’s wearing a modern suit-jacket over a polo shirt. What the fuck? This isn’t an aspirational figure. This is a rude depiction of your target audience.
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