NOTE: This is an archived version of the first incarnation of Brand New. All posts have been closed to comments. Please visit underconsideration.com/brandnew for the latest version. If you would like to see this specific post, simply delete _v1 from the URL.
This one comes with little background or explanation, and it may be somewhat old — a quick test, if you are interested, is doing a Google image search for “[blank] logo” and if the logo is fresh it won’t come up as it hasn’t circulated the web enough. But enough about searches. Let’s talk swooshes, gradients and bold, uppercase italics with strokes around them. AdvoCare, “a premier health and wellness company offering more than 70 exclusive nutritional and skincare products” has definitely undergone a transformation… Perhaps to demonstrate the power of their products? The old logo looked more like car insurance or healthcare for senior citizens, whereas the new logo has caught the case of Logo Sportsitis — where icons and type become pointy, italicized and multi-stroked — to appeal to the health- and fitness-conscious. (Although maybe to a fault?) Unlike other sports logos, that are at least carefully crafted, AdvoCare’s looks cheap and like a knock-off you wouldn’t want to put into your digestive system.
Thanks to Lance Ford for the tip and Colorado Avalanche comparison.
Jump to Most Recent Comment
Neven’s comment is:
Yikes. I'm afraid to say it, but this toothpaste-meets-off-brand-sneakers look might actually be an improvement over the dull old design. Still, what an improvement. The typeface choice couldn't be any blander. The stroke is very poorly implemented. The overall shape is boring and instantly forgettable.
Ok, ok, I do like one thing: the tagline on the bottom looks clean and solid. There, it's not such a disaster.
On May.15.2007 at 12:23 PM
Paul Riehle’s comment is:
And Now.... the starting line up for Your Advocare all-stars!
Not a good move, old one was boring and uninspiring and this one is the completely wrong direction.
On May.15.2007 at 12:40 PM
Dave’s comment is:
Sports logos sure are getting stale, aren't they? Remember when sports icons used to be able to stand on their own without the use of type? No more.
On May.15.2007 at 12:54 PM
Flydianslip’s comment is:
Certianly is very similar to the Colorado Avalanche. I saw the resemblance even before I read the article. Glad someone else saw it.
On May.15.2007 at 01:40 PM
Frank’s comment is:
But hey, the new logo features a gradient, sort of.Doesn't that make them up2date and web 2.0 compatible ?!
On May.15.2007 at 03:04 PM
C-LO’s comment is:
See the new and improved Advocare skincare products check and knock out pimples faster then Eric Londross.
Also why did they change we build champions to health, hope(place comma here) and a future? They wanted to look like the team and not the training camp?
Otherwise this logo is completley misleading, an abomination of typography, and the letters remind me in the original Batman movie where they tiled the camera when they filmed the villians because they were crooked.
On May.15.2007 at 03:05 PM
Jeff Gill’s comment is:
1. I wish Serpentine could be removed from the face of Earth.
2. C-LO, when I was in elementary school (and perhaps when you were), there was to be a comma after every item in a simple list. However, by the time I reached high school the comma before the conjunction had been dropped. I haven't read or seen any recent publication that says it ought to come back. Have you?
On May.15.2007 at 03:35 PM
Crev’s comment is:
Jeff and C-LO, in a sentence that contains a list, a comma does not have to be placed between the last two items in that list. However, that doesn't mean that it can never be placed there either. In some instances the last two items may seem to stick together as one noun. For example:
For dinner we had hot dogs, macaroni and cheese.
Without the comma, this sentence seems incomplete and awkward. With it, I reads better:
For dinner we had hot dogs, macaroni, and cheese.
Yum, delicious grammar.
Oh, yeah, this isn't a grammar review website; on to the logo. My money is on Advocare taking home the cup next season. No words, just way off.
On May.15.2007 at 03:56 PM
Jeff Gill’s comment is:
Wise Crev points out the Third Way!
On May.15.2007 at 04:09 PM
Paul Ducco’s comment is:
yes the cheap sports look is strong in this one.
bad direction.
On May.15.2007 at 06:44 PM
Von Glitschka’s comment is:
The designer responsible for this needs to be sent back to the minor leagues.
Just wait until you see 'LogoMaker.com' Kiosks popping up at your local 'Office Depot' locations. HP bought out 'LogoWorks.com' for that business model. So bush league logos like the one above will only become more prevalent over time.
On May.15.2007 at 07:43 PM
Michelle French’s comment is:
The original sucks. The new one is Sucks 2.0
“Swooshery” should be banished.
On May.15.2007 at 10:20 PM
Sasi’s comment is:
Where can I buy this toothpaste?
On May.15.2007 at 10:33 PM
Andrew’s comment is:
Reminds me of the last two presidential elections... Is there a third choice?
On May.15.2007 at 11:36 PM
rich melcher’s comment is:
re: the logo...
It's typographically and aesthetically uninspiring. However, it is "inspiring" in that (poorly designed & cliche) major sports franchise sort-of-way. This is likely perfect for the target market. Upon visiting their website, it appears that Advocare is a multi-level marketing business (like Amway, Herbalife, etc.).
Thus, the end-product consumer is actually a secondary market. Their primary market is the network of "independent business owners."
Having known people heavily involved in MLM's, they'd enjoy this sort of thing. Most of these "business owners" were likely down on their luckprior to signing up. Once on board they're fed a fairly steady stream of motivational propaganda...the logo affirms that the seller is turning his/her life around.
re: the comma...
it's commonly known as a serial comma (i.e., relating to a series). The serial comma even has its own wikipedia page.
I'm a staunch supporter of the serial comma...it makes logical/organizational sense to me.
On May.16.2007 at 02:51 AM
Tony Goff’s comment is:
Reminds me of ever other body building nutritional supplement out there which I guess is what it’s aiming for...
On a related note there’s been a move over here in the United Kingdom to seriously over the top football coverage with terribly glossy, bold, three dimensional logos spinning around the screen with sports stats whooshing in and out all over the place. Not sure if that’s directly from America (which is my guess) but it’s a definite continuation of the new breed of sports logos and their "in your face" brashness.
On May.16.2007 at 06:06 AM
Anonymous’s comment is:
aweful. just aweful. it afronts my eyes.
i can jsut see some exec saying "uit have to be big and bold...can we italicize those letters...you know, give it more forward movement."
and that red outline on the A...ahhh! my eyes hurt!
On May.16.2007 at 09:14 AM
C-LO’s comment is:
To Jeff,
It IS proper english to use commas as 1,2, and 3. that's how I was taught. Here is the refrence from the Purdue writing lab to prove my point.
http://owl.english.purdue.edu/handouts/grammar/g_commaess.html
I feel bad for your copy editor.
On May.16.2007 at 09:49 AM
Dylster’s comment is:
Gag. Serpentine. Gag. Swoosh. Gag...
On May.16.2007 at 10:13 AM
C-LO’s comment is:
I will admit however that the 1,2 and 3 is widely accepted for some strange reason. But to me it's as poorly spelled as B-B-Q, Gangsta, and Xtreme
On May.16.2007 at 10:26 AM
Von K’s comment is:
I was taught 1, 2 and 3 was preferred, but 1, 2, and 3 works when the last two items feel like they need separation.
The logic behind 1, 2 and 3 is the "and" is doing the same technical job as a comma while signifying the end of the list.
Oh, and I think everyone agrees this logo is bad. Cheap-looking and not distinctive at all.
On May.16.2007 at 11:27 AM
C-LO’s comment is:
p.s. don't mind me if I sound hostile. It's nothing short of pure pain here this week (not to use excuses). I'm reading back on what I said, and I don't want to seem like a jerk. I apologize to the forum if I did act like what some people refer to as "rhyming with gashole"
On May.16.2007 at 12:43 PM
Jose Nieto’s comment is:
Not to be pedantic, but...
From the Chicago Manual of Style:
6.19 Comma needed
Items in a series are normally separated by commas. When a conjunction joins the last two elements in a series, a comma—known as the serial or series comma or the Oxford comma—should appear before the conjunction. Chicago strongly recommends this widely practiced usage, blessed by Fowler and other authorities, since it prevents ambiguity. If the last element consists of a pair joined by and, the pair should still be preceded by a serial comma and the first and.
It's a good idea to go to a (the?) source for these issues.
On May.16.2007 at 01:13 PM
Crev’s comment is:
That's according to the Chicago manual of style. The Times style manual and AP stylebook would disagree.
Basically what I am saying is that there is no hard and fast right or wrong on the issue; at least not until the grammar overlords make a decision on this issue.
Does anyone else find it at least mildly funny that the logo is so incredibly awful, that instead of discussing it, some of us would rather talk about grammar basics?
On May.16.2007 at 02:20 PM
Jose Nieto’s comment is:
There's basically nothing to say about the mark -- it's of sub-Logoworks quality.
Besides, grammar is fun!
There's no need to wait for "grammar overlords." When in doubt, err on the side of clarity -- hence CMS's recommendation.
On May.16.2007 at 02:30 PM
C-LO’s comment is:
Chicago Manual of Style agrees with the Purdue University Writing Lab, so it's 2 with 2 without. Anyone else find refrence to this grammar question post it and we will see who wins.
On May.16.2007 at 03:31 PM
rich melcher’s comment is:
It is a delight to be amongst a group discussing the merits of the serial/Harvard/Oxford comma.
Pertinent to Crev's mention of The Times style manual and AP stylebook, these sources would indeed likely discourage the use of the serial comma.
From my understanding, omitting the comma was viewed favorably when setting type in the narrow columns of publications...especially newspapers. Typesetters needed every pica and point they could muster.
As a result, I believe most style guides written by scholarly sources will promote keeping the serial comma. Most style guides written by publishers will likely consider the serial comma unnecessary.
On May.16.2007 at 03:42 PM
Crev’s comment is:
Rich, very good point.
C-LO, without even looking, I would bet that by this method the pro serial commas will win because of the large number of colleges and universities that will actually publish their style manuals verses the smaller number of publishing/journalistic sources that would publish theirs.
For the most part, Institutions of learning tend to be pro serial comma; whereas, journalistic institutions tend to frown upon its use unless clarifying ambiguity (as Rich mentioned above).
all in all, it really is not about winning. I feel they are both valid methods and I personally prefer not to use it unless it is necessary for clarity. Or, I could just be lazy.
On May.16.2007 at 03:53 PM
Jose Nieto’s comment is:
For what it's worth, trade book publishers (in the US at least) use Chicago, not AP or Times. Rich's explanation of narrow column settings makes sense. Still, I'm with C-Lo: I find that the lack of a serial comma almost always creates an ambiguous expression (are the last two items a unit?) even if you can figure out the correct interpretation from context.
In taglines, which have no context and are usually phrases rather than sentences, I would always use the serial comma. The last thing you want in a tagline is ambiguity.
On May.16.2007 at 04:20 PM
Mark’s comment is:
I was actually liking the new logo at first, because I though it had something to do with automobiles or car racing,until I found out it was for a health and wellness company.
Huh?
Did they really need to go this far for company that does business that deals with nutrition and skin care?
way to confuse people who aren't familiar with your company,duh
On May.16.2007 at 05:06 PM
Mark’s comment is:
I was actually liking the new logo at first, because I though it had something to do with automobiles or car racing,until I found out it was for a health and wellness company.
Huh?
Did they really need to go this far for a company that does business that deals with nutrition and skin care?
way to confuse people who aren't familiar with your company,duh
On May.16.2007 at 05:08 PM
Jeff Fisher LogoMotives’s comment is:
Michelle and I must be on the same wavelength - my immediate thought about the new - but not improved - logo was: Swoosh 2.0
On May.16.2007 at 05:14 PM
rich melcher’s comment is:
Just to go on record: I am an unrepentant, serial "serial comma-ist." ¡viva la serial comma!
The benefits of using it far outweigh assuming the reader's interpretation is the same as the author's (or typesetter's) intent.
Plus, it makes for nice rhythm.
While concise, direct, efficient communication is important, it is an art to be praised when said communication is also eloquent.
FWIW, if serial comma usage seems a bit open to interpretation, check out all the styles for spacing around em & en dashes—a can of worms indeed.
On May.16.2007 at 07:55 PM
Devon Shaw’s comment is:
Urgh. Strikes a little too close for comfort to Degree Deodorant.
I'm not impressed.
Tony Goff’s comment is:
That reminds me of Sure Deodorant, possibly another case of same company, different country, different name.
On May.17.2007 at 08:28 AM
C-LO’s comment is:
Yeah I said "lets see who wins" just to be silly. But it is good to see how many people put their input to the topic. Esp. with the old lettersetters trying to skip commas for space. Good discussion.
On May.17.2007 at 09:56 AM
disgruntled designer’s comment is:
in defense of this logo - and i am hard-pressed to do this - it just looks like all the other cheap sports-oriented shyte that is out there already. sometimes it's good just to fit in with the crowd.
hmmm rich, i also seem to love commas and use them like crazy. glad to see other designers feel the same way. viva the comma and ellipsis.
On May.17.2007 at 04:17 PM
Danny Tanner’s comment is:
Hah. Their tag line is "we build champions"
On May.18.2007 at 03:08 AM
Exigent’s comment is:
Meh. It works. Go A's!
On May.18.2007 at 03:10 PM
maria’s comment is:
WTF? sports? eeewww
On Jun.05.2007 at 09:05 AM
DesignMonkey’s comment is:
Say what you will about HomeStarRunner.com's frequently childish humor, whenever I encounter a logo like this, all I can think of is this:
On Jun.19.2007 at 12:33 AM
pnautilus’s comment is:
Oh, I know, let's hire LOGOWORKS! - qouth the marketing manager to the exec VP.
On Nov.07.2007 at 07:04 PM
Mark’s comment is:
this logo is crap, too much junk piled into one logo.
On Nov.07.2007 at 09:03 PM
Comments in Brand New, V1.0 have been closed.
