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The once-textile-manufacturer turned-ski-manufacturer Rossignol — which was purchased by Quicksilver in 2005 and looks like it’s now being sold — has now evolved from a snowsport brand to become a “Mountain Lifestyle Brand.” This shift is reinforced by their current rebranding, replacing a forgettable, gradient-enabled and beveled “R” with a return to their original and energetic script “R.” The new one-color solution is graphically much stronger and contrasts well with the revised DIN-inspired typography. From their release:
Embracing the power and familiarity of the classic “R” (born in 1965), the new logo presents a strong, simple message: “This is made by Rossignol.” We want to emphasize that Rossignol’s products are made by people committed to perfection, and who have a deep understanding of the mountain lifestyle and environment. The “R” represents a unification of purpose, of direction and of reason.
The only lasting Rossignol logo I can remember involved a french colored rooster (unofficial logo below), which shows where the new “R” came from. I have no recollection of even seeing this previous drab “R” Rossignol logo in the marketplace — likely due to its generic, sports-logo-in-five-minutes approach. This was a much needed redesign, and while not perfect, cleans up its act and tips its hat to its own skiing heritage. You can read more about the shift in their press release.
Jump to Most Recent Comment
Jeff’s comment is:
Is anyone going to remember that way Rossignol's logotype looked in 1965 -- with all its market shifts -- for this new logo to have equity? Don't get me wrong, it's a much stronger logo, but NO ONE is going to see this logo and think "THIS IS MADE BY ROSIGNAL."
On Mar.05.2008 at 07:28 AM
L.E.’s comment is:
Good job. But who created the mountains? And the seas? Think about that.
On Mar.05.2008 at 07:54 AM
Bjorn Yeo’s comment is:
A return to simple is always good. Much more dynamic compared to the rather fussy "R" from before.
On Mar.05.2008 at 08:15 AM
John McCollum’s comment is:
I don't know anything about this brand's history, so I'm unable to judge what it's gained or lost over time in terms of "story," but I like the new mark from a purely visual and typographic standpoint.
I do think, however, that the old mark -- though sort of generic --conveyed "schussing down a mountain on skis." I think that the redesign missed an opportunity.
On Mar.05.2008 at 09:00 AM
John Mindiola III’s comment is:
much better, though it looks a little ninja-turtle-ish to me.
On Mar.05.2008 at 09:32 AM
stock_illustration’s comment is:
The older logo w/rooster had interesting typography in the name...I wonder if a rework of that might have been better (sans chicken). I like the looser look and forward motion of the scripty style.
On Mar.05.2008 at 09:56 AM
Ty’s comment is:
I'm torn, because I do like the new logotype a lot, but I am sad to lose the distinctiveness of the R, S and G. Good improvement on the mark though.
On Mar.05.2008 at 10:03 AM
FJ’s comment is:
The previous mark, lacking as it may have been did use the bevel in the "R" to reproduce the effect packed snow often creates along curves on a slope. While it may not have been especially beneficial to the logo as a whole, it did make a certain amount of sense. I do agree, however, that the "new old" R is much more recognizable.
As far as type goes, the previous one had a definite 90s ATM appeal but it, too, conveyed the idea of a slope and speed. The new one seems almost dated already and is rather hard to read. Imagine that printed on skis half-covered by snow: how legible will it be?
On Mar.05.2008 at 10:06 AM
Darrel’s comment is:
Only 2 colors. No gradients. No bevels. No 3-D effects. What gives? ;o)
(Nice update!)
On Mar.05.2008 at 10:13 AM
Oliver’s comment is:
'Pure mountain company' What the hell does that mean? Can their products only be used on mountains? Are their offices in mountains? Are their products made of mountains? I hate straps like that.
Anyway I've seen that R before... Maybe a fontdiner font? http://www.fontdiner.com/
On Mar.05.2008 at 10:31 AM
Don’s comment is:
The first thing I thought when I saw the new logo, before reading anything: "Hey, they brought back the old R!"
A great move - the boldness of the distinctive R in the circle is identifiable to the ski crowd. Simple and straightforward without any goofy bevelly trying-too-hard nonsense.
On Mar.05.2008 at 10:52 AM
Darrin Crescenzi’s comment is:
I've been skiing Rossignols for a long, long time, and I completely understand where they are coming from with the shift from being a pure performance brand to being a "mountain lifestyle" brand. Now that they make twin-tip pipe skis and even snowboards, they are dealing with an entirely different monster.
The interesting thing about action sports is that the uniform you wear for performance is the uniform you wear for lifestyle as well. Unlike basketball or football or whatever, sports which have a seperate apparel aesthetic for off-field versus on-field wear, snowboarding (and increasingly skiing) does not. If you live in a mountain town, you wear the same thing to the bar that you do on the hill. This makes it nearly impossible for these winter sports brands to find a market without being on the forefront of fashion as well as performance.
I really like the new logo and wordmark from an aesthetic standpoint (I've always loved Rossi for not falling into a grungy-type rut like so many of their competitors), but I have to say that this feels like something that snow sports superbrand Burton would have come up with like 5 years ago.
On Mar.05.2008 at 01:17 PM
NICELOGO.COM’s comment is:
As for this technical snow brand I believe they're stepping back to the rootsy "R" because they may have not reached the core youth skiers and snowboarders as successfully as others - so why not adjust to the market that embraces you? I like the new redesign. Simple and clear. A message that says "Hey remember us?!?"
On Mar.05.2008 at 03:42 PM
Glenn’s comment is:
What's old is what's new again. Welcome home, Rossignol.
On Mar.05.2008 at 03:50 PM
tim’s comment is:
i like the new 'R' logo, but prefer the old type.
Like FJ said above, the old type would work better on skis. The new right aligned lock-up is cool too, a nice change from the common stacked, centred fare.
Is the 'R' in a circle proportionally right for the type? hmmm...
On Mar.05.2008 at 03:56 PM
Bb’s comment is:
I think the new (uhm old school) logo is well done. I just have to not think "Radio Shack" gone squiggly.
Apparently the standards for the logo and identity system are pretty loose. Look at the Web site. The logo is chopped off on the top and right. Also the logo comes in different flavors (colors) and is seriously distressed, faded, worn etc... on the clothing "logo line". Though interesting I think this muddies up the clarity that a well branded company needs.
Well I guess if the youngin's like the trendy sweatshirt designs with logo faded in, maybe it's not so bad.
On Mar.05.2008 at 05:06 PM
Bb’s comment is:
I forgot to add, that even though the logo gets "chopped" on the web site, it's "chopped" fairly consistently".
Make the rules and then break them.
On Mar.05.2008 at 05:08 PM
Wünderwoman’s comment is:
Nice work. The new logo is much more professional and well-crafted!
On Mar.06.2008 at 12:24 AM
Plamen’s comment is:
The "new" logo just turned 1 year... why the late review?
On Mar.06.2008 at 08:52 AM
Plamen’s comment is:
Sorry, 1.5 years: http://www.rossignol-presse.ch/logos.htm
On Mar.06.2008 at 09:02 AM
jj’s comment is:
what font are they using for ROSSIGNOL in the new logo?
On Mar.06.2008 at 10:02 AM
BWJ’s comment is:
The new logotype and lockup are really nice, very well balanced. Even the script "R" was executed well, with a clean and modern feel. I'm a fan.
I think this will elevate the perception of Rossignol for anyone encountering it for the first time and for those who haven't seen it in a while.
On Mar.06.2008 at 11:12 AM
David B.’s comment is:
I guess I'm one of the few here who prefer the previous logo... The new mark is cool on its own, but that secondary type is pretty lifeless! And the old mark has the "ski run" in the S which I think is kinda cute. OK, I'm a dork...
On Mar.06.2008 at 01:31 PM
von k’s comment is:
Equity or not, this mark is better.
The tagline is strange, though. Why not drop "company" or something?
Also, reminds me of this:
john smith’s comment is:
I don't feel the new logotype. The "R" is now about racing, not mountain...
But it's a change, they wanted it so it's ok... many times it happens. Things go backwards.
On Mar.06.2008 at 04:39 PM
Armin’s comment is:
> Sorry, 1.5 years
Plamen, I wasn't aware it was that old. I know I turn away anything older than three months, so I'm not sure why this one escaped me. Maybe it was the web site was new and that's why I thought we could write about this. Oh well.
Thanks for pointing it out.
On Mar.06.2008 at 08:47 PM
Patrick’s comment is:
Wish they would have brought back the rooster. With all the "slick" logos in snowsports these days, a classy, vintage "European" logo would stand out. Plus they could have built something around "le coq" and milked the tongue-in-cheek expression for all its worth.
On Mar.06.2008 at 09:41 PM
marnie’s comment is:
I'm with those who criticize the loss of the slope. That new/old R does nothing for me. I think an opportunity was missed here.
On Mar.07.2008 at 12:17 PM
smr’s comment is:
I think that the new design is more successful than the old one. The "L" in the new design desparately needs to be aligned optically with mountain and company.
On Mar.07.2008 at 04:49 PM
Michael P’s comment is:
As a life-long, avid skier myself, I love the fact that they're embracing their roots with the old "R". Not crazy about the new type choice though. Seeing them resurrect the rooster would be cool.
On Mar.10.2008 at 12:29 PM
Floyd’s comment is:
Furthering what Bb said about the loose standards .... It appears they really don't know what to do with that tag line. If you look at the press materials, it appears in the typeface illustrated here. But all over their web site, it's in something that looks like Ralph Steadman's handwriting.
On Mar.10.2008 at 12:30 PM
damon’s comment is:
I like it way better, but I also think the glyph is too big in the circle there, and I don't really get why they broke company onto a third line.
It would have been cool if they could have found a way to keep the rooster icon....a good contemporary update of that graphic could have been pretty neat.
not too bad though
On Mar.10.2008 at 01:14 PM
C-Lo’s comment is:
That R is so much better then the old one. The type works. Just like the old one. So I will say, it has my blessing. Go forth young logo
On Mar.10.2008 at 03:26 PM
Marcello’s comment is:
Nice logo, but I agree with Oliver that the "Pure Mountain" tagline is likely to leave people scratching their heads.
On Mar.10.2008 at 03:34 PM
Joseph Maguire’s comment is:
100% mistake.
It was edgy, It was youth focused. It was bold. It was fashion.
Despite the Bevel look which could be just deleted.. This mark is how I see the brand.
Their new mark that is shown here:
It now is 50s, retro, uptight, not modern, and is probably appealing to an older demographic than prior. Its more Jetsons than it is Burton. I think this one is a gigantic mistake unless their going after an older market now.
Bruce’s comment is:
I also immediatly though of Radio Shack. Which isn't a good thing. The rest of the logo is an improvement, I just hate the "R". That said the old "R" wasn't great either.
On Mar.13.2008 at 06:27 PM
Topher’s comment is:
I like the first logo much better. The new one looks dated. I don't think this was a good re-deign at all.
On Mar.14.2008 at 12:07 PM
Diezyseis’s comment is:
Honestly... they need to bring the Rooster back in FULL FASHION... but that wont happen with the new tagline of 'Pure Mountain Company.' But hopefully they will still keep it around.
I have a couple newer hats with the rooster embroidered, and I see that they have a few t-shirts on the market. I think they are saweet - since it is an old school principle and the rooster has its own inside qualities!! BUT - I found a trucker cap at the bottom of a clearance bin in a ski shop about 5 years ago (paid $3.00 for it), and it is an AWESOME Rooster cap/Logo. I cant find one like it anywhere!!!! It is almost un-recognizable as a rooster, but thats because the rooster is tweaked and hidden behind the text, and appears to be all twisted up or 'fallen' from a major ski wipe out! I love that hat... but only wear it from time to time, since I cant track down a replacement! It is sooo unique!
As for the new logo... it is a good idea to brand as a 'pure mountain company' to those mountain people who understand that concept! And I agree with Darrin - you wear the same thing to the bar that you wear on the hill - when that is your lifestyle!
On Dec.12.2008 at 11:32 AM
nick_moncao’s comment is:
http://www.message_elc4tc.com/
On Dec.29.2008 at 03:50 PM
Comments in Brand New, V1.0 have been closed.
