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I am not into crafts, not because I have any of the sometimes insulting preconceptions about it but because I’m just not good at it. Unless preceded by the command key, there is no copying and pasting for me. Nonetheless I love going into craft stores, there is something pretty incredible about all the collected, individual materials, knickknacks and doo-hickeys arranged in neat bundles or stacks begging to be put together — and, perhaps, there is no haven more crafty than Michaels. Established in 1973, it grew to sixteen stores by 1984, went public and was operating 500 stores by 1995, became a private company again in 2006, and is now celebrating the opening of its 1,000th store in San Antonio. To mark the milestone and thirty-five years in business Michaels is also introducing a new logo.
“Our new logo and tagline are an outward symbol that signifies how we have listened to our customers,” said Aitken. “She wants to create memories, enjoy and be inspired by her creative activities and spend more meaningful time with her children. She is looking for a place that pushes her imagination, allows for self-expression and personal enrichment through innovation and new, creative products. And Michaels is the place Where Creativity Happens.”
— From press release [links to Microsoft Word document]
It’s very interesting that in the press release they refer to their customer as “she”… what about my feelings?! But I digress. The old logo, set in an unflattering oblique version of Bookman (which in contrast to a true italic it simply takes the Roman forms and slants them) but saved by the swash initial and terminal to at least have some personality — I should disclose that I am a fan of Bookman and we’ve used it at UC headquarters before. It was pretty recognizable, specially as it screamed in those ubiquitous red-lighted letters in strip malls across America, something the new one will have trouble achieving, being that it’s so dainty and light. I do like the evolution of the logo from a stock typeface to a proprietary hand-lettered logo as it speaks to the task of creating and crafting by hand, but I wonder if it’s too whimsical or too much like a logo for pasta packaging? Overall, a bold move to change drastically a brand so ingrained with its customers.
Thanks to Julie Pardee for first tip.
Jump to Most Recent Comment
izzy’s comment is:
Damn it, i am a guy, and i love Michaels (scrapbooking makes me happy in between all the violent video games)... I agree with you Armin, my feelings are shattered. Obviously I am no longer welcome there...lol.
The logo without the tagline has some merit. Does anyone else feel the two typefaces somewhat contradict themselves?
On Sep.24.2008 at 09:32 AM
Kosal Sen’s comment is:
I don't know about this one. It's a little too sloppy for me. The myriad seems default rather than decision, and the script doesn't flow too well. Looks like more attention was given to drawing the individual letters instead of crafting word as a whole.
On Sep.24.2008 at 09:32 AM
Blue’s comment is:
Can't.Get.Over.Compulsion.To.Add.Missing.Apostrophe.
On Sep.24.2008 at 09:41 AM
Jw’s comment is:
I've always disliked the old Michaels logo, so I'm happy to see it go. I do think that the new version leaves a bit to be desired. Armin says pasta packaging, but my first thought was salad dressing, for some reason.
It's hard to know what should represent the store, as it's all over the map, and people go there for very specific reasons most of the time. Bolts of fabric, fake flowers, and yarn are what I usually think of (though I did go there to get supplies for architecture projects as well), so how do you represent such varied methods of creativity?
Good, not great.
On Sep.24.2008 at 09:46 AM
Chazrock’s comment is:
I guess it's time to give up. Michaels [sic] has signed an exclusive deal with creativity.
On Sep.24.2008 at 09:51 AM
Jeff’s comment is:
Blue – SAYIN'. (Although the L in the new logo SORTA doubles as an apostrophe.)
The new logo will look nice on packaging, (assuming they have a Michaels brand products) but not on a store-front sign. As you noted, it's just way too light.
And the slogan could have been integrated better. Drop dat shiz down!
On Sep.24.2008 at 09:56 AM
Stereo Radiation’s comment is:
The sign for that store always reminded me of:
These people need to get to work on Hobby Lobby next.
On Sep.24.2008 at 10:20 AM
Rob’s comment is:
I feel like the "M" is really sloppy, but if you cover that up and look at the rest of the mark, its not that bad, and even has a slight resemblance to the old logo! They had a great opportunity to keep the curlies on the left side of the "M" which is so signature in the old logo!
That new "M" is horrible though! Throws the whole thing off balance.
On Sep.24.2008 at 10:22 AM
gakgakg’s comment is:
So generic and trendy! It looks like someone from a scrapbooking class did this. Michaels (by the way, where is your apostrophe?) prepare to blend in!
On Sep.24.2008 at 10:25 AM
meredith’s comment is:
yes, please work on hobby lobby, anything at all would be improvement
On Sep.24.2008 at 10:38 AM
Ragu’s comment is:
they took the NBA slogan
On Sep.24.2008 at 10:40 AM
Jean Claude vanMammal’s comment is:
This looks great! I love Italian food!
On Sep.24.2008 at 10:53 AM
Susanna K.’s comment is:
Maybe because I'm such a big fan of Bookman, I just don't like the new logo. It reminds me of Olive Garden.
I feel like the old logo, with all its faults, had some substance to it. This new one is kind of generic and bland.
On Sep.24.2008 at 10:58 AM
kirk’s comment is:
Ok, living in the sticks sometimes, Micheals is my only art supply store besides Walmart.
I hate Crafts, but what I hate more than Crafts is "Arts & Crafts" Art is not Crafting and Crafting is less than art.
I hate that they always get lumped together. anyway, the new logo sucks. It reminds me of Always Maxi pads or the new Lifetime logo. Very womanish.
danny’s comment is:
It makes sense that this logo in particular has a whimsical, handwritten feeling, but it would be better if it wasn't in the wake of a growing trend for just that (ie. liftetime, nature's promise, basically any natural food brand or candles).
The forms of the letters could have been smoother and played more with thicks and thins, as well as color. What happened to the color? It seems unfinished or not completely thought out in black and with somewhat haphazard curves, which makes me inclined to say that it is just following a trend instead of standing out.
its not nearly as bad as the Lifetime logo, but it still lacks heart, even for all its whimsy.
On Sep.24.2008 at 11:28 AM
Oregano’s comment is:
Scripty fonts like that ( very much reminds me of Inspiration by Rob Leuschke) are super-popular among scrapbookers these days. So the logo looks like something a scrapbooking Mom with a Mac came up with in 2 minutes.
Meh.
On Sep.24.2008 at 11:29 AM
kyle.’s comment is:
maybe the apostrophe isn't necessary. maybe the founders' last name is michaels (with the s) and they just slapped their name on it.
On Sep.24.2008 at 11:38 AM
head’s comment is:
they should have renamed it instead. if the store is for ladies, shouldn't it be called, say, "Michelles" or "Mikalas" instead of "Mikes"?
Just sayin'.
On Sep.24.2008 at 11:40 AM
Jill’s comment is:
I hate the new logo, and I'm a woman! I'm not averse to crafts (or even arts and crafts). But does it have to be so dowdy? This mark looks like it was designed for my parents generation, and my father just turned 80!
On Sep.24.2008 at 12:21 PM
Bendy’s comment is:
I think they were heading in a good direction, but it kinda ended up looking like a seafood/italian restaurant you'd find in a mall...
There was something that just fit about the old logo - I liked how the tagline nestled up under the logo. It almost looks too freeform... Like it's about to bloom into a flower and start selling me shaving gel.
On Sep.24.2008 at 12:42 PM
teampahl’s comment is:
I kind of wish that there was not a steady drom on the MHL esp since they are going for a hand written look, Punctuation dosnt bother me any
(ha ha ha)
On Sep.24.2008 at 12:42 PM
teampahl’s comment is:
"drop"... sorry "steady drop"
On Sep.24.2008 at 12:43 PM
Mark’s comment is:
first reaction:
What the hell?
it went.............backwards.
black WHY black?????
I'm sorry I'm not much a fan of badly done freehand style.
ugh, it looks more like a fashion store.
On Sep.24.2008 at 12:57 PM
cee’s comment is:
I really like the new logo. The custom script and humanist sans serif speak directly to what Michaels is all about. Great update.
On Sep.24.2008 at 01:00 PM
DrewDraws2’s comment is:
I agree with Rob that it's the "M" that really ruins this for me, as I find the rest of the script quite well done and appropriate.
I will admit though, that I adamantly despise Michaels, as the lighting and scented everything gives me a headache and they never seem to have the items I'm looking for, forcing me to go to a specialty store anyway.
On Sep.24.2008 at 01:10 PM
Mark’s comment is:
I'm going to miss that old logo, even though it looked slightly outdated, it's curls gave it a whimsical, approachable style that was easily recognizable, it felt friendly. I am fan of that Bookman typeface it's so unique. This new one looks WAY too forced, the M looks out of place, cutting the curls makes it look half assed, and incomplete, in fact that "M" looks familiar I could've sworn I saw it somewhere!
On Sep.24.2008 at 01:12 PM
Dylan ’s comment is:
It's very scrapbooky looking.
On Sep.24.2008 at 01:12 PM
mingshi’s comment is:
Would prefer to have the slogan bit as a script and not the logotype...
Now it looks a bit of a $99 logo...
On Sep.24.2008 at 01:22 PM
Miles’s comment is:
I never particularly liked the old Michaels logo on the signs, but I find I rather like it in print or on the web, especially next to the new logo.
I think the new logo would have been cool if they'd just done, like, a hand-drawn version of the old logo.
On Sep.24.2008 at 01:33 PM
emily’s comment is:
Michaels does not need an apostrophe because it isn't possessing anything. you only use apostrophes if the word is possessive. If there was an apostrophe, I would wonder Michael's ___ (Michael's WHAT)?
I shop at Michaels occasionally, and I strongly dislike this logo.. the whole store is overpriced, so there's two reasons to take my business to some other big box retailer.
On Sep.24.2008 at 02:24 PM
Miles McIlhargie’s comment is:
Great change. Organic, fresh, and most of all un-pretentious, which I felt the old logo was. It looks good on their new site too. But I am curious whether or not they will implement color options and what the palette might be?
On Sep.24.2008 at 02:44 PM
Mark’s comment is:
I was astonished by the press release, WTF? They only think woman are their only customers? Hell I find myself in the store (cause my mom wants to go there) sometimes, and buy stuff for like art classes etc. when I need to, but I guess I don't matter to them.
But the so-called meaning behind the logo is even more contrived. "Our new logo and tagline are an outward symbol that signifies how we have listened to our customers,"
huh? That's basically all you come up with? talk about a non sequitur! Geez you COULD put a more thought into it that that.
it goes on..
"She wants to create memories, enjoy and be inspired by her creative activities and spend more meaningful time with her children. She is looking for a place that pushes her imagination, allows for self-expression and personal enrichment through innovation and new, creative products. And Michaels is the place Where Creativity Happens."
Well, geez I guess since I'm not female I guess I don't "get" it. But he doesn't mention the reason for the curvy font or the free style type script, not even bothering to tie that in. Nothing concrete, just a bunch of things that sound like they appeal to emotions, and then managing to place the slogan in at the end, wow I'm impressed,not.
On Sep.24.2008 at 02:50 PM
Yves Peters’s comment is:
"The old logo, set in an unflattering oblique version of Bookman (which in contrast to a true italic it simply takes the Roman forms and slants them) but saved by the swash initial and terminal to at least have some personality"
The original logo uses the Chauncey H. Griffith 1936 recut of Alexander C. Phemister’s 1860 original Bookman which has a lower x-height and a slanted roman, not a true italic. That true italic was only introduced in Ed Benguiat's 1975 ITC version which in my humble opinion is a sanitized and watered down version; a pretty dreary affair if you ask me.
Two years ago Jason Walcott of Jukebox Type revived the original Bookman in its crisp glory, including the delicious swashes which make the ITC swashes look tame in comparison.
That being said, although I really like the original Bookman with swashes vintage designs using it have aged pretty poorly. Whether or not the new logo is appropriate, the old one sure looked quite moldy.
ronlewhorn’s comment is:
Your mom goes to Michaels.
On Sep.24.2008 at 03:11 PM
Mark’s comment is:
The storefront signs for this logo will probably be a pain to make, usually they have 3 or four tubes of light inside each letter in a typical lighted sign (I've seen them exposed when the cover parts were missing on the storefront)this'll probably hold one or two at the most, unless they're smaller.
That is unless the sign is going to be back lighted. I can see problems already with the black color blending somewhat with a dark colored storefront. Some might have to be white colored.
a couple examples of the current store fronts
http://www.horizonelectric.net/images/michaels.jpg
http://www.humbugreality.com/family/blog/mandkadventures/2005/KaylynMichaels2.jpg
even if that problem is solved, I think they might have trouble with visibility and readability from far away.
I checked it myself, just from looking across the room at the computer screen, the letter forms became distorted in a mess, the "l" and "s" look like a lower case "b" the M was still recognizable, but the rest of the letters looked like "o"s and "f"s and "r"s I could read "Moforb" instead of Michaels. ouch.
Remember, these logos are going to be on small plaza signage in many shopping centers, included in a group of other stacked logos, it needs to be easily recognized and stick out against the other signs to be noticed.
On Sep.24.2008 at 03:17 PM
BJN’s comment is:
Count me with "the new logo sucks" vote. Especially the "my humps" cap M.
Is the logo really black?
I'll still go there a couple of times a year even if I'm not in the "she" demographic.
So Emily, are you suggesting the "Michaels" is plural? That's the only way to get around no apostrophe except designer's perogative. "Eat at Joe's" is correct possesive form. The "what" is implied. In Michael's case we'd assume it's Michael's craft store. Just as in Macy's case you can assume it's Macy's department store.
On Sep.24.2008 at 03:18 PM
max’s comment is:
Not as easy to read as the previous version. I've never been a fan of the "handwriting-font" approach for a business franchise.
On Sep.24.2008 at 03:34 PM
Mark’s comment is:
I think I finally remember what the "M" reminded me of, the similar "M" in the now infamous McDonald's script logo.
can only be seen here.
http://www.scribd.com/doc/214228/McDonalds-Logo-Usage-Guide
Gene’s comment is:
I actually like the lightness of the new design; I see the apostrophe as implied in the curve emerging from underneath in the "L".
Most new storefront signage is lit with superbright LEDs, which makes new thin designs like this possible. Logos no longer need to be chunky or thick to accommodate tube lighting.
That said, it's clear that Michael's is now 100% targeted at women. And maybe a few crafty gay men.
Mark’s comment is:
I think I'm getting the badly done script logo confused with the 50th anniversary one, which is the one I was thinking of.
it was this one not the other one.
http://www.dexigner.com/images/content/news/2062.jpg
The Micheals "M" reminded of that M in the now unused 2004 Mcdonalds 50th anniversary logo.
Ok I finally clarified it.
On Sep.24.2008 at 03:49 PM
Prescott Perez-Fox’s comment is:
I like the new logo's hand-made quality. Obviously that's the point and I agree with everyone is saying about the tagline not quite fitting.
The old logo is SO 70s and reminds of all the books around my house as a child. Glad to see it go.
Do we have any examples of the identity overall? What are the colours going to be? A logo is only so useful isolated by itself like that.
On Sep.24.2008 at 04:02 PM
Mark’s comment is:
EDIT, I made an error...this what I meant to say.
I checked it myself, just from looking across the room at the computer screen, the letter forms became distorted in a mess, the "l" and "s" look like a UPPER case "B" the M was still recognizable, but the rest of the letters looked like "o"s and "f"s and "r"s I could read "Moforb" instead of Michaels. ouch.
Remember, these logos are going to be on small plaza signage in many shopping centers, included in a group of other stacked logos, it needs to be easily recognized and stick out against the other signs to be noticed.
On Sep.24.2008 at 04:07 PM
Mike’s comment is:
A bit off topic but...they're building one of these stores in the city I live in. Unfortunately, they've already applied the old logo. I wonder when they'll make the change.
On Sep.24.2008 at 04:48 PM
amanda’s comment is:
um. what happened to the brand equity? michael's has been around for long enough to know not to take such a massive departure from their previously established logo. think evolution, people.
On Sep.24.2008 at 05:45 PM
Jamie’s comment is:
Terrible modulation and stresses in the script. Looks like something I would have done when I worked at Michaels.
http://dupasandwich.blogspot.com/2007/03/bowls.html
john’s comment is:
Holy smokes, Michaels is SO an artsy-craftsy-chick store. I feel like I should turn my manhood over to the manager when the omnipresent potpourri hits me the in the face as I walk in the door.
That said, I'm a bit lukewarm towards this redesign. Gearing it towards women is a huge "duh," but I'm not crazy about the proportions of the letterform sizes, much less the line weight contrast within the letterforms themselves.
Then again, I'm a potpourri-averse male. What the hell does it matter what I think?
On Sep.24.2008 at 06:42 PM
Colin’s comment is:
What gets my fingers stuck together about this one (okay, that was a stretch) is the slogan. It is basically a rip of the NBA's broad "Where Amazing Happens"
I've never been to a Michaels, but I assume no actual crafting goes on there. The creativity happens at home, I'd assume. I wonder if they explored "Where Creativity Starts" (or "Where Creativity Costs Money" or "You'll Craft Your Pants" or "Cavernous Creative Crafting Supply" or.. I'll stop)
On Sep.24.2008 at 07:05 PM
Faye’s comment is:
I was never a big fan of Michael's original logo but this revamp just throws me for a loop. I'm a chick, an artist, and very whimsical and playful with my own designs but this new logo just urks me. The script does not flow, the tagline, although good, the font doesn't fit well with the logo at all, and yes the typefaces do contradict each other. The re-do definetly needs a re-do, and the new logo is probably too weak to last.
On Sep.24.2008 at 07:12 PM
GSK’s comment is:
The old logo was awful - reminds me of bad 1970s paperbacks lined up on a faux-pine shelf in a gold-flecked rec room. I liked the new one at first, freewheeling, impromptu - but I think that was a "contrast reaction" because everyone's comments have changed my mind, especially Jill - "dowdy" is right - it looks like the name of a once-semi-glamorous, plus-size dress store chain now only found in strip malls near retirement communities.
On Sep.24.2008 at 07:13 PM
Gary’s comment is:
Agree with Mark's comments about signage fabrication. Did they even think about how this will need to be translated into signage?
On Sep.24.2008 at 09:03 PM
adam’s comment is:
the press release is soooo patronizing...
"so you are a housewife from the 1950s and you need some sort of meaningless hobby to distract yourself until your kids get home from school? well, come to michaels! dont be scared and think we are for professional artists by our scary, heavy serifs . . . we are weekend-warrior "artists" just like you!"
although it does look "scrap booky" and like yarn (which they sell) it doesnt have as much personality as the old logotype.
On Sep.24.2008 at 09:38 PM
dylan R mullins’s comment is:
tRue keening on some of the letter pairs leaves a little to be desired, but overall it certainly feels more happy and creative. To me at least.
On Sep.24.2008 at 10:03 PM
Jacob Cass’s comment is:
Reminds me of Michels Patisserie.
Nick Irwin’s comment is:
not horrible but I really wish it had some weight on it...needs to hit the gym
On Sep.25.2008 at 08:32 AM
damon’s comment is:
yah, if it were to work, it would have to be much thicker weight for sure.
and that tagline just doesn't sit properly under the logo like that.
On Sep.25.2008 at 10:06 AM
LadyN’s comment is:
The tag line looks awkward.
Michaels is pushing it away....that has to tell you something.
Me? I'm an AC Moore whore. :-)
On Sep.25.2008 at 10:26 AM
Rob’s comment is:
I agree with BJN.
Yesterday I made a comment about the "M" being way out of place, but BJN has a point. There's a concept behind it. Who cares if it looks bad? It's got curves! Nice execution for their new female-only brand positioning.
Rob B. ’s comment is:
1000 store. 35th year in business. Are those reasons to change your identity, particularly one that has been around and stable for such a long time?
I agree with others about the akwardness of the "M," that Italian restaurant/pasta/salad dressing feeling.
Quite possibly, another way to have gone was to keep the Bookman logo, update it to look less aged and run with it. Without such a drastic change to a well-developed and ingrained visual identity in the eyes of the customer. Just a thought.
But then again, I'm just a guy. And now I'm going to Ace.
On Sep.25.2008 at 11:01 AM
Josh Quinn’s comment is:
I am always surprised by how terrible supposed creative outlets logos end up. Like how poorly produced the commercials for a/v trade schools, or video game or fashion trade schools. This looks completely uninspired.
On Sep.25.2008 at 03:21 PM
Monostereo’s comment is:
Its hard to get an understanding of this one without seeing how it looks on a storefront. As it stands, I think it is an improvement. It feels more personal and less corporate.
As for all of the hubbub over the 'she' in the press release...c'mon! Have you been to a Michaels? It seems like the last few times I was there 80% of the people in the store were female. I'm guessing that they did the market research and found the same.
Perhaps this weekend we can all stop by a Michaels and see what the demographic is. Then we can all report our findings. But be sure when you are in the store to hold your hand up to your forehead and make and 'L' with your thumb and index finger. That way if two readers of this blog are counting at the same time, they can exclude themselves from the count and will get a more accurate result.
;)
On Sep.25.2008 at 03:39 PM
Fonto’s comment is:
I am truly amazed at the male whining about the positioning. Maybe us guy folks need pool up some capital and open up an arts and crafts store with a pole in it and charge a cover. Macho scrap-bookers unite!
On Sep.25.2008 at 04:52 PM
jRod’s comment is:
big improvement. carries the artsy/craftsy feel without being overbearing. i guess i need to buy a laptop and start doing all my creative work at Michaels. they sell those art desks over there dont they? i can set up shop there...
On Sep.25.2008 at 05:11 PM
thebullfrog’s comment is:
The new logo makes me a bit, uh, thirsty…
felix sockwell’s comment is:
not a fan of either but glad still to see the old one go.
as an employee of Micheal's for 5 years all I can say about Dupey no surprise.
ps- in high school we used to take turns sleeping behind the shelves of Eucalyptus. The smell was arousing.
On Sep.25.2008 at 06:13 PM
Sean Farrell’s comment is:
It is a little girly, but it does better suit the company.. even though its really a guys name
On Sep.25.2008 at 06:47 PM
Mog’s comment is:
Emily wrote:
"Michaels does not need an apostrophe because it isn't possessing anything. you only use apostrophes if the word is possessive. If there was an apostrophe, I would wonder Michael's ___ (Michael's WHAT)?"
Michael's STORE. Michael's Arts and Crafts, Michael's World of Wonder, whatever. In these cases, an apostrophe is appropriate. If there is no apostrophe, and the "s" isn't part of the base word (as in, "Mr. Michaels"), it's plural. Is the store selling Michaels? Are its shelves lined with lots of different Michaels? No? Then give it an apostrophe!
/grammar nazi
I dislike the old logo, but the new one is worse. Hate the "M," can't see it lit up on a storefront, yada yada. A wasted opportunity.
On Sep.25.2008 at 11:34 PM
Mark’s comment is:
hahahahahaha
A store selling Micheals hahahahaha.
Get your new Micheal today! XD
On Sep.26.2008 at 12:53 AM
Mark’s comment is:
We've got fat Micheals, purple Michaels, green Michaels, skinny Michaels, old Michaels, young Michaels, WE'VE GOT EM ALLLL!!!!!
Only 14.99 EACH!
Coming soon the store of Michelles!
hehe.
On Sep.26.2008 at 12:58 AM
thebullfrog’s comment is:
Girly-ness: Yes, the PR is patronizing unfortunately, but it's VERY on-target.
I (a guy) have been to the store and the clientele (and staff) is 95% female. Some frumpy house-fraus, some not. But it's a girly store.
Michaels vs. Michael's: I used to give them some slack, hoping it was a surname. But after looking it up, I found the stores were started by Michael Dupey and his dad. So it goes.
Mongoose’s comment is:
Well, like most people I'm not crazy about that 'M'. I do notice that the right descender on it matches well with the 'h' and the 'l' descenders, and that's a fairly pleasing balance.
The change from 'Arts And Crafts' to 'Where Creativity Happens' is utterly unsurprising and seems to fit their 'Now we're even more scrapbooky and womany!' market move.. which is.. well, it's true. As a guy, I go into Michaels once a year to spend ten dollars. I am not their target market.
It's not bad, but it is somewhat uninspiring. I think in losing that bright red, not so good.. mind, they can always do red treatments of either the name or slogan in a mix with black for punch.
I give it a C+. Modernized, slightly improved, but there's more that could have been done and that M is blah.
On Sep.26.2008 at 11:11 AM
Jehu’s comment is:
to Mark & Gene...
I work in an architecture firm that specializes in retail. I often do some aerial maps w/ retailer logos as well as rendered elevations.
I ran to this site today when I was asked to render a new Micheals and was immediately taken by the new signage.
The new logo as shown on the cad file has a heavier stroke than the one Armin is displaying,
thus making it more legible from a distance as well as allowing it to accept neon or fluorescent tubing. Once I complete the rendering, I will see about posting it up here.
kirk’s comment is:
this may have been said, i skipped, but are we sure its an apostrophe? the old logo didnt have it, maybe its a trademark or copyright or something. its too small to see there.
On Sep.26.2008 at 01:16 PM
Mark’s comment is:
Jehu,
thank you for that pertinent information, glad to know that problem was solved, looking forward to the renderings.
On Sep.26.2008 at 01:59 PM
LB’s comment is:
Ok, the old logo was a little clunky and 70s-ish, but there was something about it that I liked. It was solid. It made me think of those old hardware/hobby stores where you never knew what you might find.
On Sep.26.2008 at 03:17 PM
Glenn Sakamoto’s comment is:
This script logotype is really goofy – could have been better.
On Sep.26.2008 at 04:08 PM
Jehu’s comment is:
As promised: here's a detail of the new proposed signage.
I haven't been given details on color, but i'm assuming black. I know that the signage industry has a special film they can utilize (like the kind used on the windows of an autowrap advertising job) that appears opaque from the front by day, but will light up white (or any color)from behind by night.
As you can see, this logo is a bit heftier than the print version. It also seems to appear this way on their new construction documents.
Mark’s comment is:
woah, that looks pretty....
nice.
Very well done, in fact looks better than the logo itself!
I like how it's placed in the rectangle.
On Sep.26.2008 at 04:30 PM
Matt Barnes’s comment is:
True, the old logo says 1970s cookbook, but I feel like I should be ordering a tall coffee from the new logo.
On Sep.27.2008 at 01:24 AM
Patrick L’s comment is:
The old logo was a bit outdated, but the new one is too "upscale" to me. It looks like the logo from an uspcale restaurant or a trendy clothing store.
And i'm not sure that creativity happens there... You go there first, then it happens at home using what you bought.
On Sep.27.2008 at 02:29 PM
Mongoose’s comment is:
Jehu: Thanks so much for including the link to the signage!
I rather like the thicker letters there. Especially the 'M', which is greatly improved. Then again in counterpoint, the 'e' looks disappointing now. Ah well, que sera, sera.
On Sep.27.2008 at 05:46 PM
Myles’s comment is:
I have to agree that the heaver weight in the signage logo looks better than the skinny version. For some reason I kinda dug how they used to say they were an "arts and crafts" store. It had a bit of nostalgia to it. Good ol' summer camp...
On Sep.27.2008 at 08:21 PM
Justin Hill’s comment is:
It's nice that they updated Michaels' logo. The old logo is so seventies.
On Sep.28.2008 at 03:40 AM
timf’s comment is:
Emily, Mog, I believe that the Apostrophe can be omitted in titles and names where the possessive word is used as an adjective (though still possessive in a mystical-type bond). For example:
www.sag.org
www.nsta.org
So, they might be getting away with it... I dunno. maybe scrapbookers' grammar is more keen than the rest of us.
On Sep.29.2008 at 01:23 PM
Loyal Typo’s comment is:
I know its a litle late, but just wanted to agree with Fonto. Mikel's does need a pole.
On Sep.30.2008 at 03:08 PM
Jen’s comment is:
Let's celebrate our 35 year history by PISSING ALL OVER IT
On Oct.07.2008 at 01:30 PM
Melissa Galitz’s comment is:
I also do not like the new logo. Although it is "better" than the old, that wasn't too tough a task. I can barely look at the new "M" and don't get me started on the tagline... :)
On Oct.09.2008 at 02:57 PM
orangetiki’s comment is:
Wow someone took the time to illustrate the namesake. A little too girly (excuse the term) but it definitely brings them out of the past / 70's.
On Oct.09.2008 at 03:07 PM
Miles’s comment is:
The logo is not great and not a failure. It will appeal to their target audience, and since the original logo was very dated and average at best, it'll do fine.
As for the tag line, Where Creativity Happens? Uhhh, not really. Where Creativity Begins is more appropriate. You get the elements of creativity there, then take them to your creative place and thats where it happens. Minor detail, but a stronger tag line I believe.
On Oct.09.2008 at 03:43 PM
confused’s comment is:
I don't know why everyone seems so eager to add an apostrophe. It is called Michaels. They named it Michaels... with no apostrophe. If they wanted an apostrophe, they would have put it there. I REALLY doubt they just "forgot" the apostrophe for the past 30+ years.
On Oct.10.2008 at 10:32 AM
X’s comment is:
"Where Creativity Begins"
SOOOOOOOO MUCH BETTER.
"WHERE CREATIVITY HAPPENS" IS LIKE SAYING A SUPERMARKET IS "WHERE DINNER HAPPENS"
On Oct.18.2008 at 10:21 PM
Mere’s comment is:
Sadly, it's harder and harder to find any quality art supplies there. Pretty bad if it's the only store around.
On Oct.24.2008 at 12:48 AM
Mark’s comment is:
After seeing what Pepsi done to their logo, this one doesn't look so bad.
On Oct.24.2008 at 03:01 PM
Ismael Sobek’s comment is:
Ummmm ... ew. Makes me think of a knockoff bakery from Panera, or some kind of food product.
And @Stereo Radiation, does Hobby Lobby even have branding? :P
On Oct.28.2008 at 10:20 PM
Chris Raymond’s comment is:
I went to Michaels last night and asked the cashier how she liked the new logo. She looked at me and asked "What new logo"?
Well, the one on your name tag, I said.
She had no idea. But she did tell me she's been shopping there for 20 years and has worked there for 3 months. And that she does interior design on the side. Then noted, new logos or new names don't make any difference.
FWIW
On Nov.07.2008 at 09:55 AM
A-ko’s comment is:
bookman swash has been getting more and more popular lately. just in time for Michaels to do away with it. they might seem hip if they dont.
On Dec.08.2008 at 08:11 AM
EBHSR’s comment is:
I know I'm digging this up from the past, but I gotta say something as an employee of the company.
The new logo sucks. For all those still wondering, the new color scheme is no longer the white and red everyone was so accustomed to, it's now... black and white. Yup. We're so creative, we went back in time in terms of printing ability by about 150 or so years.
But it can be where creativity happens... people keep finding creative new ways to steal our product (though I can't blame them, considering what we charge for most things), I'm currently in the creative process of creating fake models of high-priced product so we can lock the real ones up in a cage, and the company has now creatively demoted me twice from the Irving, TX headquarters by eliminating more than one full-time position I've been in, all in less than 5 years.
MOST of our memos and correspondance has the new logo, but quite a bit still has the old. Our bags have been updated, as have the print-outs on the register receipts... which in and of itself is amazing, since our registers are remotely updated despite being only slightly better than a cotton gin when it comes to computing speed.
It will be AGES before the stores and signs are updated with the new logo, but at least they updated our nametags and newspaper ads. They also took away our bright red aprons and gave us black "hardware store" style half-aprons and a dress code to help us blend in with the customers.
And yes, more than 80% of our shoppers are women who don't know that the nearby Wal-Mart carries almost everything we do, and at half the price or less. I'd say about 90% of our customers are female. What's really amazing is that nobody in this area seems to have running water, because male or female, the question I get asked 60- 70% of the time is "Where's your bathroom?".
I'm shocked at how many men on here say they're both straight AND they scrapbook, but I won't get in to that.
But yeah, the company is being run into the ground at light-speed. Corporate fools keep cutting back sales floor hours so they can line their already far-too-deep pockets with more green, and it's resulting in a lot of stress for shoppers. As a lowly sales associate, even I can see that. In our store's case, they think it's appropriate to run the whole damned store with only three employees after 5pm. I needn't explain that.
Oh, and when you get in the check-out line that stretches back to the Framing Department, remember this:
Our CEO is on the Home Depot board of directors. See any register line similarities???
Thanks for stopping in today, and have a wonderful evening!
On Feb.14.2009 at 10:18 PM
eva’s comment is:
I am jumping in a little late on this but I have to chime in as I feel so passionate about how much this logo SUCKS! I am all for hand done logos, they are some of my favorites but this is not one ... it is just a slightly modified version of Inspiration (http://new.myfonts.com/fonts/typesetit/inspiration/). If you are going to present a handwritten style logo please be original or else it just isn't worth doing. Just my ¢2 ;)
On Mar.01.2009 at 10:35 AM
Comments in Brand New, V1.0 have been closed.
