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Sysco is the largest distributor of food-service related items in the U.S., with approximately 9,000 trucks delivering all sorts of food (frozen, canned, produce) as well as tableware and kitchen equipment to restaurants, fast food chains, colleges, hospitals and hotels. Last month Sysco unveiled a new identity to replace its 38-year-old cube logo used since its inception, which was quite a work of art (not) in its attempt to make the most clever interpretation of the acronym for Systems and Services Company. The new logo does away with the acronym and turns it into a proper name by going with the friendlier “Sysco” building on the familiarity of the name and surely the lack of anyone asking what SYSCO stood for. The new logo is meant to emphasize Sysco’s commitment to sustainability and delivering quality products. I very much like this new logo — I would have probably chosen another typeface (Gotham for all you haters!) and drawn the leaf differently but it doesn’t really matter — as it creates a memorable logo from a very simple typographic treatment. I hate the tag-line being shoved in there so tightly and being so dependent of the logo. A great improvement overall.
Thanks to Hsu Cennatian for the tip.
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vectr’s comment is:
I agree that the leaf should have been drawn differently. For some reason I can't shake the impression it's a toenail clipping.
On Dec.12.2008 at 08:28 AM
Dale Campbell’s comment is:
I don't necessarily mind the leaf, but can't say that I completely disagree with you.
I have always gotten a little sick to my stomach whenever I see that super ugly condensed block-looking icon on a truck out on the road, so it's nice to see something a little more fresh.
Not to crazy about the "Good things come from" text sort of piggy-backing on the main treatment, though...seems a little faddish to me.
I do agree that it's an improvement.
Thank you very much for sharing,
Dale
ScottS’s comment is:
It's definitely an improvement on the former, however...not loving the typeface choice or the color palette. Light blue and light green seem a too weak to me. The tag feels too big sitting atop the logo as well, almost like an afterthought. Again, I think it's better than what they had, but it just seems more like an early concept and not a finished product.
On Dec.12.2008 at 09:11 AM
Drew Davies’s comment is:
Sorry to see this one go. From my childhood, it's one of the first logos I remember understanding as a "logo", and thinking they were so clever to fit all the letters of SYSCO in the logo.
Now that I'm a professional, I'll agree with you that the old logo probably isn't the greatest thing in the world. But this new logo is so meaninglessly bland that I already forgot about it. I would argue that it lacks any interest or memorability at all. I could point out a zillion logos that all look exactly like this one, but I'll let other commenters do that.
p.s. A leaf? How does that symbolize SYSCO in any way, other than indicating they're as willing as anyone to jump on the "green" bandwagon?
On Dec.12.2008 at 09:46 AM
jRod’s comment is:
although its well executed, it really doesn't have anything to do with food systems. honestly, i would like to have seen a modern interpretation of the cube. hold on to the brand you have already established. there are fewer and fewer companies doing that and so many doing the same thing that we see here.
this logo has lengthy boardroom discussions written all over it.
On Dec.12.2008 at 09:52 AM
Nick’s comment is:
I'd agree with the majority; the logo is an improvement. Drew's comment that the logo is 'bland' has something to recommend it - I'd like to see a more polished version, which would have involved a less regular typeface.
And the leaf? - I honestly didn't think 'leaf' when I saw this. How about a simplifed leaf in the style of Coda?
On Dec.12.2008 at 10:20 AM
heather van de mark’s comment is:
The tagline really bothers me (the location, the tightness, what it says), it's unnecessary, poorly planned for. And I have to agree with Drew that the leaf feels like a complete sell out to green marketing. I think that's going to date them in the next five-ten years. I think the friendlier title case should have been used in the original dark blue. It feels more industrious, which they are and they shouldn't try to hide it.
On Dec.12.2008 at 10:23 AM
Chris Rugen’s comment is:
Bleh. Institutional logo A folds over and is inserted into generic logo trope B, forming disingenuous friendly corporate identity C.
"Next!"
More say-nothing restyling for yet another corporation looking to raise its hand only when everyone else does. Though they probably fulfilled creative brief bullet point #1: make Sysco look friendlier.
So... good work everybody?
On Dec.12.2008 at 10:27 AM
Jeff’s comment is:
That thong th-thong thong thong.
On Dec.12.2008 at 10:53 AM
Von K’s comment is:
This one has been begging for a new logo for a long time now. I worked at a place right out of school and Sysco was one of our clients. One of the rules about the old logo was that, in certain places, it HAD to be set at a 45˚ angle!
Are there any examples of this new logo in use?
The new logo is prettier, but I do agree that it seems like the product of many, many boardroom conversations (from my experience, this is probably exactly how it went).
It's an improvement, but let's hope this is a middle-step toward something that's well-executed and less corpro-logo-bandwagony.
On Dec.12.2008 at 11:04 AM
Mark’s comment is:
it's okay.
but I need to see it on it's own without that freaking tagline crowding, it's distracting.
Sure going to miss that quirky box though.
*puts finger over the tagline*
yeah, it works.
thumbs up
On Dec.12.2008 at 11:13 AM
Blue’s comment is:
The new design is tepid. Anodine. Weak.
The original design is sound, it's the execution that lets it down.
Ryan’s comment is:
I agree with ScottS's comment - colors are weak for such an established company (in the distribution industry).
On Dec.12.2008 at 11:24 AM
Lauren ’s comment is:
I'm seeing Myriad. Which is actually kinda offending my senses.
If it *is* Gotham, the characters involved are awfully similar to Myriad. See here now!
Matt’s comment is:
I agree with Drew Davies - I wish they had not changed this logo. How clever it was to have the letters of the company contained within a box and still be legible.
The only improvement is it is more visually appealing due to its soft appearance.
On Dec.12.2008 at 11:26 AM
Eric’s comment is:
The logo reminds me of the new Wal-Mart identity or any of the other countless "let's make our company more friendly by using something sans-serif and looks like it could be related to Myriad and throw in some sort of graphic element that means nothing until we explain it". The old logo could be redesigned, but I feel like a lot of companies are rebranding for the sake of change and all taking the same direction.
It's not bad, but the tagline needs to disappear.
On Dec.12.2008 at 11:28 AM
Lauren ’s comment is:
Gotham Bold. Sorry Armin, I just can't pass up an opportunity to hate on a default typeface in such a huge company's logo ;)
On Dec.12.2008 at 11:31 AM
Bethani’s comment is:
Why the leaf? Why that damn leaf? Sysco really has nothing to do with green//leaves//environment etc. I mean, perhaps they deliver a couple thousand heads of lettuce but they also deliver hot sauce, napkins, and beans. Just another company jumping on the brand bandwagon. Someone brought up Walmart. I had a chance to see the new Walmart Brand Guidelines a few weeks ago. There was nothing really strategic in there. Mostly "We're adding this sunburst thing because we're trying to appeal to thirty-something hipsters and boomers" not just low to middle income families. Eh, I'm over this green thing and this happy thing. Just give me a simple logo in a nice font instead of over stylized, "lets ad a leaf and a circle and a swoosh" stuff.
On Dec.12.2008 at 11:36 AM
David Sanchez’s comment is:
Brand consultancy Easterly (http://www.easterly.com) work on the ID.
On Dec.12.2008 at 12:26 PM
Bruce’s comment is:
It's definitely fresher than the old mark, but c'mon, did they have to use Myriad? Blech!
On Dec.12.2008 at 01:00 PM
Mark’s comment is:
great, the tagline comes default with the logo,who's "genius" idea was that? because it's not working, it looks like an unnecessary add-on. >:(
On Dec.12.2008 at 01:13 PM
damon’s comment is:
I kinda like myriad to be honest, I also don't wonder if paul rand is rolling in his grave ever either, which I suppose differentiates me from many of you.
generally speaking the logo is friendly, which is a nice thing for a large delivery and food service company, I'm not sure I love the leaf, but I think any food/plant related imagery would lean towards trite at the best of times. I would also agree that the execution of the leaf leaves something to be desired.
I also feel like the tagline should have been resolved differently...that solution might have been fine for typesetting something once on a cover or some other application but for your permanent lock up, I think it's maybe a bit off.
On Dec.12.2008 at 01:14 PM
Brad’s comment is:
I think the new design is cleaner, but lacks the stability and memorability of the old. It would be interesting to see all of the design concepts that were presented to the client throughout the process. There is no way of telling what benefit or damage the client/committee may have had on the outcome of the final design.
On Dec.12.2008 at 01:38 PM
Gregory’s comment is:
I also see boardroom meeting all over this logo... I was getting sick of seeing corporations try and half-assedly (what? it's a word) attach themselves to the "green" movement months ago, and now it's just laughable.
I agree with several of the posters above, the old logo, as much as it needed an update, was memorable and unique. With vintage and antique aesthetics coming back full swing, they should have just given it a face lift, not a tomb stone.
On Dec.12.2008 at 02:10 PM
Anonymous’s comment is:
SEEMS LIKE they almost could be partnered up with another recent Brandnew post:
http://www.underconsideration.com/brandnew/archives/stop_and_shop_for_a_new_logo.php
On Dec.12.2008 at 02:19 PM
Bendy’s comment is:
Great opportunity absolutely botched... looks like every other 'friendly' rebrand over the past 2 years.
In addition, does anyone else see a giant slash in place of the 'y'? S/sco...
On Dec.12.2008 at 02:28 PM
Nathan’s comment is:
I'm sorry it just reminds me of this. And that ain't a good thing.
Scott’s comment is:
Not an improvement.
Took a classic logo and made it ubiquitous. My suggestion would have been to update the previous version to improve its symmetry. But it was a little work of acronym art ... the Sysco type could've been drastically improved, but the icon was timeless and should've remained.
Besides, who are they trying to fool with the "quality products and sustainability" nonsense? They truck things across the country. They deliver goods that are used in every restaurant from Micky D's to Pizza Hut ... processed dough, flash frozen 'anything' ... you want sustainable, visit your farmer next door or the local shop.
This is national, franchise-happy stuff. You can't fool us with simply a new logo that looks like every other image from Giant to Syngenta to WalMart.
On Dec.12.2008 at 07:00 PM
John Mindiola III’s comment is:
Myriad. Yay.
On Dec.12.2008 at 07:20 PM
Michael’s comment is:
It's the graphic equivalent of bad radio.
On Dec.12.2008 at 08:47 PM
DG3’s comment is:
Yuck.
On Dec.12.2008 at 09:50 PM
Glenn Sakamoto’s comment is:
The 'leaf' and diagonal stroke are an awkward combination. A knock-off of GE's tagline (We bring good things to life).
Overall, a huge improvement over the former one.
On Dec.12.2008 at 10:42 PM
Kelly Hobkirk’s comment is:
Another watered down, nondescript tag line with a nondescript logo with a nondescript and non-obvious leaf. How memorable. Why bother having a logo and tag line at all?
Good things come from Santa too. And UPS, and GE, and Sunkist, and so on. The tag line placement could have been much better.
I did not see the leaf until I started reading comments. I thought it was a lime slice. Maybe I need a drink?
On Dec.13.2008 at 06:39 PM
Autonomous’s comment is:
Love it or hate it, the old logo was memorable. W/ 9000 trucks as mobile billboards an ugly cube you don't have to read as you're driving, is far superior and more memorable than a bland blue word. I'd hate to see the $$$ they spent on those meetings and refacing all those trucks. I do business w/ Sycso and can tell you their individual operating companies are frugal and hate this logo. Corporate on the other hand simply pisses dollars away. In mho this was a lame attempt to jump on the green ban wagon while more importantly reining control back from autonomous operating companies, by watering down their individual identities, in an attempt to position the company for SALE.
On Dec.13.2008 at 09:37 PM
Nisio’s comment is:
I'm from Europe so it's my first time seeing this logo, I much prefer the older logo. It had a bit of character. The new one is a little bland imo.
But here's what I think is an important question: how will it date?
Not so well methinks.
Ed’s comment is:
Should have kept the old logo, but tweaked the letters inside of the rectangle. Update the typeface. Done.
New logo is mild and timid. Light blue is just insult to injury. I foresee Sysco going back to the drawing board in a few years, probably even reverting back to something more similar to the old logo.
On Dec.14.2008 at 12:09 PM
Lawrence Anderson’s comment is:
Well, the old one seemed dated and awkward, but the new one seems generic. I say it was a good idea to rebrand, but this isn't the ideal solution. Also, as stated before, the tagline is just too much.
On Dec.14.2008 at 06:09 PM
Trevor Woods’s comment is:
It's so boring I've already forgotten about it.
So trendy, in such a horribly, disgustingly bland way, there's really nothing at all to make it stand out at all.
On Dec.15.2008 at 04:44 PM
Mongoose’s comment is:
I'll be seeing a lot of this logo I'm sure, as my new job deals with a lot of Sysco products. More of the frozen crap than I'd like, too. Grrr. I'll drag this place kicking and screaming into the gourmet age if I can. I'll...
Uhm, sorry. So. Sysco, wisely keeping the blue, their core color. I know that in their cheap-packaging desires, that green won't be green half the time, but the same blue, or black. I'm surprised the cube is gone- it was ugly, but I'm wondering how many iterations on it were done as part of the redesign before they gave up.
The leaf as greenwashing, the Font of 2008(tm) appearing again.. but.. as much as there is to complain about, it is better. 'Sysco' over 'SYSCO' is a big improvement, I feel; and the brighter blue and green make for a softer, cleaner look. Better in cliches is still better.
B-.
On Dec.15.2008 at 11:22 PM
George - LogoDesign.org’s comment is:
About time! The old Sysco logowas hid-e-ous, glad to see they changed it! Definitely an improvement.
On Dec.17.2008 at 11:05 AM
Trevor Woods’s comment is:
George^ would like it. the identity of LogoDesign.org is basically exactly the same.
On Dec.17.2008 at 07:30 PM
orangetiki’s comment is:
Wow I can actually read it. But I did enjoy piecing together the logo in my head. No more 8(
On Dec.18.2008 at 03:48 PM
texuk’s comment is:
I think it is a great improvement - the old logo was redundant having the name in the box, which was hard to ready anyway and then the name of the company next to it was muddy.
From what I have read the old logo was no longer relevant as Sysco is more than just a provider of boxes.
I find it funny with people who call the logo timid and then go on to suggest a redesign of the old logo. How brave is that. And if you can't recognize the font maybe you should not comment.
Daren Guillory’s comment is:
The old logo is memorable, sure, but in a disgusting way. You can't get any more corporate than dark blue.
The new one is less memorable, but more fresh, which is what I think they were going for. It's not great, but it's not terrible either.
It might be more important that they be perceived as delivering fresh food to their consumers than being "green" in the sense of being environmentally responsible, as others have suggested.
One implementation of this logo is on their corporate website. Designed by Savage in Houston, Texas.
On Dec.21.2008 at 05:30 PM
steve’s comment is:
as a kid, i recall seeing the original sysco logo on big silver trailers while traveling on the highway.
i hadn't an idea what they did but i always found that logo interesting...oh the box is a Y!
the quirkiness of the mark makes it very believable.
perhaps it was just too much of a relic to carry on but stripping it down and putting arbitrary graphics in its place isnt the answer either.
mikey v’s comment is:
The logo is a lie like the company. Such a bad effin company. The logo is a softer approach than the archaic looking one they had. The company is good for nothing and should be disregarded as far as food service. Theyre ruining the chance for little guys to make money. and theyre ruining the chance for small restaurants to put out good food. I will never ever use sysco for anything but plastic wrap and cleaning chemicals. The electric bills they pay a month is clearly not going green....over 100K a month...screw their leaf too!
On Jan.27.2009 at 12:38 PM
Serviceburo’s comment is:
Honestly, this thing just looks like a redesign for no good reason. You can make all the arguments you want about not liking it (I've never been terribly fond about it) but I think the point that most are missing here is that they've thrown out years of brand establishment. Comments about "9000 plus moving billboards" show exactly that - we've all seen and become familiar with the logo - unless the company itself is undergoing a radical paradigm shift it's just a pointless waste of resources.
Isn't recognition one of the most important factors in making a logo successful? It seems to me they've thrown the baby out with the bathwater.
On Jan.27.2009 at 11:46 PM
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