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As far as brand associations and alliances go, motorcycles may inspire some of the most fervent, committed and passionate. You may have in your closet both nike and adidas sneakers but you don’t have both Harley-Davidson and BMW bikes — or a Ducati — in your garage. In 2007 the Italy-based Ducati had announced that, through the “Ducati Industrial Plan,” between 2008 and 2010 they would release ten new motorcycles (which I am guessing is a lot) and as part of this push they have released a new logo.
I am no Ducati (or bike) connoisseur so I’m not sure if there is a strong meaning to the old logo; I imagine it’s a road bisecting a circle that happens to form an uppercase D on the right side, but maybe there is more to it. The new logo maintains the old typography which is nice, given that an all uppercase sans serif italic does a good job in magically conveying seriousness, tradition and speed. The name is now contained within a red, beveled shield — perhaps to align the consumer brand with Ducati Corse, the subsidiary of the company that deals with its involvement in the world of racing — that also has a more obvious road running through the it.
It is an evolution of the historic brand name, which now includes a new red shield featuring a graphic symbol alongside the classic Ducati script, making this motorcycling logo even more eye-catching and unique and communicating passion, competition and performance.
— Press release
There isn’t much more insight than that in the press release, but you should follow the link to see a video introducing the logo that apparently suggests where the shape of the logo came from and that it is also perhaps shaped like a heart. As I mentioned, I’m not very familiar with Ducati, but I would think there were plenty of people attached to the old logo and icon and have been, instead, handed this UPS look-alike. It is not terrible, but it certainly isn’t too unique and if we assume that the logo must be three-dimensional to survive, then the feel of it is more of plastic than steel, making it seem more amateur than it should be. The new logo is an improvement in creating a wholly contained badge, but not quite an improvement in communicating the quality and tradition of the company.
Thanks to David Holm and Steve Radtke for the tip.
Jump to Most Recent Comment
Gus Lanzetta’s comment is:
Better than the old one, still very "meh".
On Nov.05.2008 at 08:35 AM
Nisio’s comment is:
Sorry but all i see is a guitar pick.
Aside from that it's the most uninspired mediocre thing I seen in a while. I even prefer Globo's RBS TV logo (it's horrific, but at least it has some character).
On Nov.05.2008 at 08:37 AM
Nikkel’s comment is:
I'm a fan of Ducati and I'm not a conservative person by any means, but I just don't like the new logo as much as the old one. Ducati's are very beautiful motorcycles and the simple typographic logo did a perfect job of identifying the bike and model without distracting you. I think the shield is too much and I can't see a way to be used on a bike without wanting the attention all for itself. Imagine a black monster with a bright red shield logo on it, as opposed to a simple white logo.
On Nov.05.2008 at 08:50 AM
John McCollum’s comment is:
Motorcycle people will hate this.
On Nov.05.2008 at 09:14 AM
Jonathan’s comment is:
circle with line through it = no
circular triangle with line through it = GENIUS!
this doesn't really do anything for me, but at least its not a marble!
On Nov.05.2008 at 09:15 AM
Christopher Mayeres’s comment is:
It looks like a guitar pick.
On Nov.05.2008 at 09:20 AM
jRod’s comment is:
yeah, not a fan of the new brand. as Nik said earlier, one of the things that distinguished the Ducati's from other brands was the very Euro looking badges with a simple word mark. at least they kept the font, but it gets lost in the clicheced "winding road" guitar pic. well, at least one company still does the Euro look, and oddly enough, its an American company called Buell.
John Mindiola III’s comment is:
If you're going to shrinky-dink the name, your graphic better fantastic, like a plastic red triangle or, um, hmm, wait . . . oh crap.
On Nov.05.2008 at 09:51 AM
Antonio’s comment is:
Awful. Reminds me of Coke.
On Nov.05.2008 at 09:58 AM
Matthew Moore’s comment is:
Looks like a guitar pic
On Nov.05.2008 at 10:30 AM
mitt’s comment is:
Looks like "My little pony" stickers
Ricardo Pitanga’s comment is:
the shape remembers me of an guitar pick.
something like this:
very strange..
On Nov.05.2008 at 11:17 AM
Chris’s comment is:
Their new graphic element looks very similar to Puma's element on their shoes. Coincidence?
Antonio Serrano’s comment is:
I'm not sure; from a design perspective (which is whay we discuss here) it's a step back. Shrinking the nice type and putting it inside a web 2.0, 3D thingy is almost a crime. Commercially though, I think it's an improvement. The regular user will see the road immediately and won't care about the small type. It transmits an "adventure on the road" emotion. I'm not sure regular people (Non designers) would have gotten the whole "road bisecting a circle that happens to form an uppercase D" thing. And I think it works nice when you put the shield on the bike's gas tank.
Still, I don't like that the typography was relegated to a second plane.
On Nov.05.2008 at 11:35 AM
George - LogoDesign.org’s comment is:
LOL @Nisiso & Ricardo Pitanga: It does look like a guitar pick!
On Nov.05.2008 at 11:41 AM
Rodrigo Müller’s comment is:
oh, poor brand... you could've been soooo much better.
On Nov.05.2008 at 12:03 PM
Not Required’s comment is:
To me it seems more like those keychain car logos you see rather a guitar pick. It is terribly uninspired either way. It looks less like a road than it looks like someone flipped and clipped the Nike swoosh. If they cost more than a hundred bucks for the new design they paid too much.
On Nov.05.2008 at 12:04 PM
Tom Hackett’s comment is:
Andrea’s comment is:
ewwww JRod... how dare you post a photo of a Buell! I just vomited a little when I saw your post. The Buell is very non-Euro, there is absolutely no comparison between Buell and Ducati, by their look and most importantly they way they ride. I can tell that you don't ride motorcycles, have you seen both bikes in person?
Anyway, as a huge fan of Ducati, I own a Monster, I think the logo is a step back. I prefer the simpler version. Ducati still rocks at making amazing bikes and I will continue to be a loyal customer of them.
Randy Hill’s comment is:
Things I like: I like the type and I like the road perspective. The color.
Things I don't like: The shape. Too much space at the bottom. The "plastic" look to it.
On Nov.05.2008 at 01:20 PM
Achim’s comment is:
... first seen on Design Tagebuch
like many other logos in the last couple of months
Hockey League, Philips, Euronews, Hotels.com, Rossignol, Dubai Airport, Compaq, Lancia, etc...
Feel free to link to dt on future articles where communication design and corporate design is spotlighted.
best regards
p.s. good job and keep it up!
David Sanchez’s comment is:
BELLICIMO! The new ID is.
On Nov.05.2008 at 02:22 PM
Bendy’s comment is:
Terrible... I loved the previous Ducati logo for how simple, yet symbolic it was. It fit their bikes.
The new logo looks like a budget car company crest, and kills the aggressive, forward-thinking attitude of the previous logo. Too smooth and too 'expected' for Ducati.
Boo.
On Nov.05.2008 at 02:40 PM
Joe’s comment is:
I'm actually quite surprised by the logo redesign only 10 years after Massimo Vignelli was tapped to do the last system (with classic sans serif and the "circle D"). The last look was understated and timeless, contributing to a identity system that gave their bikes a restraint rarely seen in their industry, and helped launch a real rebirth in the brand at the time.
The new logo leaves me a little cool. Take one part Ducati Corse logo (the shield), add one part long-time partner logo (Puma swoosh), and finish off with one part Apple OSX dimensional "wet" shading and there you have it. Feels a bit committee done, but more likely driven by modeling the success of Harley's "Bar and Shield" for wearables. As the Motor Company has shown, it's hard to buy a new bike every year but easy to by more "lifestyle" clothes.
I'm pretty sure no one will stop buying because of the new mark, but sad that a well thought out system that directly supported their renewed success needed to be updated.
It reminds of what has happened with logo development in professional US ball and stick sports in the last 10-15 years. Imagine what the Chicago Bears or Dallas Cowboys logos might look like if done today. Scary.
On Nov.05.2008 at 02:48 PM
Armin’s comment is:
Thanks, Joe, for pointing out that the previous logo had been done by Vignelli. I wasn't aware.
Here is a link to this project on his site.
On Nov.05.2008 at 02:56 PM
Geoff’s comment is:
Being a Ducati guy i am a little disappointed with the new logo. What was wrong with the old one?
This reminds me of the revised Xerox logo a few months back. Ducati as a manufacture is coming out with a "S" load of new bikes, using new materials and carving out a slightly new look. They've obviously got to move on as a manufacture and the rest of us diehards have to loosen our grip on the relics of the past.
A concern I have with this logo is that it looks a little cheap something Ducati's are not, and doesn't seem to carry the Ducati heritage along with it.
On Nov.05.2008 at 03:00 PM
mitt’s comment is:
Does it squeak when you press it?
On Nov.05.2008 at 03:31 PM
ScottS’s comment is:
It looks European to me, but frankly I believe I've seen that same swash a thousand times before. It really does look like a guitar pick, but even more so like the Vicks logo. They don't compete with Ducati, of course, it's just that that shape is really not all that unique. And Ducatis are. So I'm on the fence about whether or not I think this is a step forward or back.
On Nov.05.2008 at 04:27 PM
herm’s comment is:
that is going to look terrible on their apparel line. worse on the bikes.
On Nov.05.2008 at 04:49 PM
Derrick’s comment is:
Swoosh = fail
On Nov.05.2008 at 05:22 PM
matt’s comment is:
The typeface looks awesome, o wait, that's the old one.
perspective on the road doesn't seem quite right, but maybe that's just me. in any event, the shield is no good, let it go.
the type is supposed to illustrate movement, but its TRAPPED in a shield... it can't go anywhere, geniuses
On Nov.05.2008 at 06:07 PM
Paul’s comment is:
*starts playing guitar*
On Nov.05.2008 at 06:53 PM
Mark’s comment is:
Vicks ripoff
this looks like a step backwards.
On Nov.05.2008 at 08:14 PM
Mark’s comment is:
Geoff’s comment is:
Being a Ducati guy i am a little disappointed with the new logo. What was wrong with the old one?
This reminds me of the revised Xerox logo a few months back. Ducati as a manufacture is coming out with a "S" load of new bikes, using new materials and carving out a slightly new look. They've obviously got to move on as a manufacture and the rest of us diehards have to loosen our grip on the relics of the past.
A concern I have with this logo is that it looks a little cheap something Ducati's are not, and doesn't seem to carry the Ducati heritage along with it.
GEOFF
GEOFF
you're in luck check this out! bad logos UNITE! ;P
http://upload.wikimedia.org/wikipedia/en/d/d7/Ducati_Xerox.png
yes they have a racing team for Xerox.
On Nov.05.2008 at 08:26 PM
Mark’s comment is:
mitt, best comment ever :D
mitt’s comment is:
Does it squeak when you press it?
On Nov.05.2008 at 08:28 PM
Mark’s comment is:
about the circle d thing in the previous logo to me it look like a depiction of the side view of a motorcycles headlight, which is cool and unique too bad they scrapped it ;P
On Nov.05.2008 at 08:30 PM
iRob’s comment is:
Soo sad! this logo loog like a amateur work.
The plastic effect is terrible, and the entire website and guideline of ducati was based on the old logo...
I think is a terrible way!
That because in italy on communication area of brands dont work people with real competition on communication!
disgusting!
On Nov.06.2008 at 08:21 AM
koyo’s comment is:
Better than the older one.
On Nov.06.2008 at 08:34 AM
Goffredo Puccetti’s comment is:
As a graphic designer and a motorbike enthusiast I am extremely disappointed with this rebranding.
I have never been a fan of Vignelli's 'coffee bean' as it was nicknamed but that was part of a very well conceived corporate identity programme: Ducati had new owners, it was free from the links with Cagiva from whom it had received its previous visual identity and the system conceived by Vignelli worked very well.
This is simply a glossy Puma badge. Period. I was yesterday in Milan at the Eicma Motorbike fair and I spoke with people at the Ducati stand. The redesign has been done internally and the guys I spoke with were almost embarrassed with it. Yes, it is cheap and banal and it shows. Thank goodness it is the only thing Ducati got wrong. Their bikes are superb. ;-) of the time: fear of originality, play safe, follow the trends...
Goffredo Puccetti’s comment is:
Sorry, i truncated the last bit of my previous post:
it meant: after all it is just another sign of the times: fear of originality, play safe, follow the trends...
On Nov.06.2008 at 08:47 AM
iRob’s comment is:
generaly a rebranding have 2/3 years for introduction to new elements in the old logo and then ...the new logo....
Ducati are crazy!
On Nov.06.2008 at 09:26 AM
Luke D.’s comment is:
I get what they were trying to do, but it feels unresolved.
On Nov.06.2008 at 09:47 AM
exigent’s comment is:
This logo is so bland and trite. This seems like the standard, "we couldn't think of anything original so, hey how about a badge with a swoosh!"
I expect more from a brand that is supposed to exude high end sport performance.
Now sad.
On Nov.06.2008 at 10:28 AM
Rusty’s comment is:
I ride a ducati and love the simplicity about the logotype. The new logo is way too web 2.0. It's awful. If I bought new ducati my first change would be taking off all the lame ass badging. Excited about 10 new production bikes, but not where they are going with the brand.
On Nov.06.2008 at 11:34 AM
Matt Klaman’s comment is:
I see guitar pick as well, but then i also see some similarities in headlights and wind shields of bikes.
http://www.motospecialties.com/UploadImages%5C96981307B_01G.jpg
no?
On Nov.06.2008 at 01:39 PM
iRob ’s comment is:
Sure it look like a guitar pick, like the old logo of "ducati corse" but that is not a good reason....for change a brand...
I know probably they have think on "Ducati Corse" and probably the consideration of Ducati on racing is more appeling.....but they have a logo for that (http://it.wikipedia.org/wiki/Ducati_Corse) and that is not a right justification...
sorry for my english...
On Nov.06.2008 at 02:35 PM
ivan’s comment is:
In my opinion, DUCATI have made a breakthrough in bikes design.No comparison to any other brand. DUCATE has a long long history, DUCATI changed their identity many times, from retro to what we see now, but this font hasnt changed for a long time. Old logo appealed to them very much: just simple sign on the side of the bike. Personally I dont like the new logo. I see company's effort to make more traditional some kind of retro logo, but its huuuuge step backward - Their bikes are stylish, simple and futuristic - this logo is not.
On Nov.06.2008 at 04:57 PM
Ted’s comment is:
If it doesn't effect the bike's performance it really doesn't make alot of difference what their logo looks like. I would like some Ducati guitar picks though, lets hope that's part of the marketing. Guitar picks=Rock'n'Roll, Rock'n'Roll=Ducati, Ducati owner=Rock star
Ted
On Nov.06.2008 at 05:58 PM
Mr. Frankie L’s comment is:
At first, the new logo seems flashy and pops out more (duh!)...but it looks like a cute logo for a company that makes mopeds rather than motorcycles...How does the flat version look?
On Nov.06.2008 at 09:58 PM
David’s comment is:
Not really commenting on the design, but I'm surprised more people here aren't aware of the historical uses of "shields" in logo designs. It's not a Vicks or a guitar pick...
On Nov.06.2008 at 10:42 PM
matt’s comment is:
It seems commonplace for people to just criticize for the sake of it on here these days?
The new logo may as well be irrelevant - you could stick mickey mouse in place of the shield - ducati's brand image is second to none within the motorcycle industry and they will still sell their quota of bikes regardless!
On Nov.07.2008 at 11:36 AM
motogpfan’s comment is:
it sucks
On Nov.07.2008 at 04:07 PM
thad’s comment is:
The old one was better. Appreciate the typeface and the road in the circle vs the winding shield, which reminds me too much of swooshy logos which we OD'd on 10 years ago.
On Nov.07.2008 at 04:57 PM
richard’s comment is:
Huh. Didn't realize I played my guitar with a shield.
On Nov.07.2008 at 05:28 PM
anson’s comment is:
The old logo was cleaner and more simple. I'm of the opinion that a logo shouldn't require a name to recognize. This new logo could be on a Saturn, Scion, Kia, Subaru or any number of cheap compact cars. Yech.
On Nov.07.2008 at 05:33 PM
bodhi oser’s comment is:
Looks like they really liked the cover of my book. So they stole it for their logo.
Gentleman Agitator’s comment is:
As an American, I think it looks, well, American. That's not a good thing in this case. The best Ducati logos involve the "D" and wings with it. The last one was ok, but this one does not inspire Italian racing machine. And as far as the elements are concerned, it's the curved road shape that bothers me more than the shield. The curved road is so trite. Thumbs way down.
On Nov.14.2008 at 12:49 PM
erik’s comment is:
yo, for a definitive account of ducati logo develoment and all things brand, read "fast company," the very funny memoir by ducati's creative director, david gross. there are hilarious scenes about logo development w vignelli... and more.
On Nov.14.2008 at 05:07 PM
Ruben’s comment is:
I drive Honda, but as a designer Ducati has been always a favorite for me. Too bad mediocre logotype is what they have to offer, i agree with everything said above, but the most important factor is - its got nothing to do with motorcycles, tradition and design of Ducati. Sucks.
On Nov.16.2008 at 09:18 AM
Kelly Hobkirk’s comment is:
This new logo could work well if the shield looked more like a shield (and less like a guitar pick). I don't see the shield, regardless of its shape, resembling a 'D'.
On Nov.16.2008 at 09:12 PM
Yudhi’s comment is:
That really reminds me of our RTA logo
Blue Buddha’s comment is:
I'm not really going to post on the topic – sorry. But a sentence in the lead in made me chuckle.
See, I DO have a Ducati, a Suzuki AND a Harley Davidson in my garage. Oh yeah, and a really old Yamaha from the 60s.
On Nov.24.2008 at 06:44 PM
Bennet’s comment is:
While the new logo is not my favorite, the last two have not been either. I do respect where they come from though, even if the rest of the motor world does not see it. I have always liked the typographic used during the CAGIVA era from the 80’s to the mid 90’s. Since then the corporate has tried to salute Ducati heritage in each new logo since CAGIVA. The circle “D” with the plain typographic appeared in logos and memorabilia sold in the 70’s, I have a belt buckle with it incorporated in the larger design. Later the CORSA and the new logo shield are to me a salute to the bevel drive engines of the past where Ducati’s soul came to life. Pull up a bevel drive image and you will see the connection. If not I guess you might be like the guy at the parts counter that did not know that Ducati made bikes before 2001. I suspect that he was going to ask me if I wanted fries with that parts purchase. By 95 M900 100K+ and counting.
On Nov.25.2008 at 12:51 AM
exhausted’s comment is:
take a picture of a plastic crest instead. that would do the same, I hate it in a no conservative way.
On Dec.07.2008 at 06:36 PM
darryl’s comment is:
Who ever's responsible for this logo should be fired immediately. He/she threw away a simple, classic and beautiful logo and replaced it with something mind-numbingly average.
On Dec.21.2008 at 06:49 PM
Trong’s comment is:
nothing beats the sound and the ride, refinement and beauty of a duc. the new logo is a perfect example of someone who has too much power and control over a brand and yet has no idea what is good and what isn't. the old logo served it purpose well and represented not only the bikes but represented a street version of duc's elite racing teams. if i wanted to spit out the money for a race replica i would want a ducati corse logo, but when i buy a ducati i like the old simple logo which affectively and appropriately branded the company and the products. Jrod, buell is made by harley > no thank you. you can never compare the two; ducati stands as the best, most refined sbk out there.
On Jan.25.2009 at 01:32 AM
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NEW 2007 Specialized Ruby Pro Road Bike $1,700
NEW 2007 Specialized S-Works Stumpjumper Fsr Carbon Bike $2,300
NEW 2007 Specialized S-Works Tarmac SL Sram Road Bike $2,300
NEW 2007 Specialized S-Works Roubaix Dura Ace Road Bike $2,300
NEW 2007 Specialized Stumpjumper Comp Mountain Bike $1,000
NEW 2007 Specialized Tarmac Pro Double Road Bike $1,700
NEW 2007 Specialized Transition Pro Road Bike $1,700
NEW 2007 Cannondale Road Tandem Bike $1,100
NEW 2007 Cannondale F4000 SL Mountain Bike $2,300
NEW 2007 Cannondale Gemini 900 Mountain Bike $1,100
NEW 2007 Cannondale Mountain Tandem Bike $1,100
NEW 2007 Cannondale Prophet 4000 Mountain Bike $2,500
NEW 2007 Cannondale R1000 Road Bike $1,000
NEW 2007 Cannondale Scalpel 3000 Mountain Bike $2,500
NEW 2007 Cannondale Six13 Team 1 Dura Ace Road Bike $2,300
NEW 2007 Klein Q-Pro XV Road Bike $1,200
NEW 2008 Kona Dawg Primo Mountain Bike $1,100
NEW 2008 Kona Kula Supreme Mountain Bike $1,800
NEW 2008 Kona Stinky Mountain Bike $1,000
NEW 2008 Kona Kula Lisa Mountain Bike $1,000
NEW 2008 Kona Four Lisa Mountain Bike $1000
NEW 2008 Kona Blast Deluxe - Gold - SRP $900
NEW 2007 Cervelo Soloist Carbon Road Bike $2,200
NEW 2007 Cervelo P3 Carbon Road Bike $2,200
NEW 2007 Cervelo Soloist Team Road Bike $1,100
NEW 2007 Ellsworth Epiphany Mountain Bike $2,400
NEW 2007 Ellsworth Moment Mountain Bike $2,500
NEW 2007 Ellsworth Truth Mountain Bike $2,100
NEW 2007 Gary Fisher Cake 1 DLX Mountain Bike $1,400
NEW 2007 Giant Anthem 1 Mountain Bike $1,100
NEW 2007 Giant Reign X0 Mountain Bike $1,700
NEW 2007 Giant Tcr Composite 1 Road Bike $1,400
NEW 2007 Giant Trance 1 Mountain Bike $1,100
NEW 2007 Jamis Dakar XC Pro Mountain Bike $1,800
NEW 2007 Litespeed Bella Road Bike $1,100
NEW 2007 Litespeed Ghisallo Road Bike $2,500
NEW 2007 Litespeed Niota Ti Mountain Bike $2,700
NEW 2007 Litespeed Tuscany Road Bike $1,700
NEW 2007 Rocky Mountain Element Team Mountain Bike $2,000
NEW 2007 Rocky Mountain Slayer 70 Mountain Bike $1,600
NEW 2007 Trek 5000 Road Bike $1,100
NEW 2007 Trek Pilot SL 5.9 Road Bike $1,800
NEW 2007 Trek Tandem T 2000 Road Bike $1,400
NEW 2007 Trek Madone SSL 6.9 Road Bike $2,800
NEW 2007 Trek Top Fuel SL Mountain Bike $2,800
Get back to me with your full order if you are really interested in buying from us via email
regards, from management.
mobile number +448029269415
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