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Of all the industries or products to discuss logos about I never thought that ceiling fans would be one of them. While not a tremendously exciting rebranding, I think it’s important to highlight products and organizations that may be less glamorous or sexy — because fried chicken is so sexy. Hunter Fan Company, established in 1886 by a father-son team of John and James Hunter that started by making ceiling fans and now purveys other kinds of spinning blade mechanisms and air-influencing machinery, recently changed their logo in what they are calling “the biggest brand overhaul” for the company. I sure hope so. The old logo, if you can even begin to ignore the shameful volumizing, was a charming wordmark — perhaps even with a dash of cool a la Von Dutch — but it was definitely dated. With that name and that execution, and not being familiar with the brand, it felt like a logo moe in place on the side of a rifle. The new logo, which may not have the personality or exuberance of the old one, is at least more elegant, softer and like it would exude more confidence in hanging one of their products over your bed. My favorite part is the color combination, there is something very pleasant and contemporary about it — in combination with the script typeface it reminds me a lot of Harrods, which is a good thing. As opposed to the old logo, the new one looks to be a typeface out of the box instead of a more personable custom script. Even so, anything that rids us of bubblified logos is a win.
Thanks to Jason Williams for the tip.
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Punkin Bloat’s comment is:
"...and now purveys other kinds of spinning blade mechanisms and air-influencing machinery"
This description put me in mind of something between Jules Verne and the human processing plants from Unreal Tournament.
While I generally like the update and find the execution on the website to have a pleasing - if not excessive - airy greenness, I'm wondering how this application will play out on the mechanisms themselves. Hunter fans are everywhere and I can always spot that familiar oval either embossed in the metal housings or dangling from the pull-chains. "Howdy pa'dner"
Will they keep the oval? Will the new logo have the same appeal or visibility when stamped in brushed nickel, spinning above the heads of mojito sipping beachbums?
On Jul.31.2008 at 06:59 AM
Nick’s comment is:
simplified I like it ( i dont know about the green on "Hunter" green) But I am partial to the use of scripty fonts that work ( ie - Saks Fifth Ave, etc)
The only thing I am missing is some kind of underlining element and it seems a little thin
Overall I am glad to see someone get rid of Gradients and all the bubbly stuff!! maybe it will trigger a trend!
On Jul.31.2008 at 08:40 AM
Daniel Campos’s comment is:
Very good but de old logo was great too (if we begin to ignore the shameful volumizin).
On Jul.31.2008 at 08:43 AM
Jacob’s comment is:
I have a Hunter fan ... a $20 special from Lowe's that isn't the quietest thing around. But I digress. The fan has a little molded emblem with the old logo, so the bubblified logo, as you put it, actually had a three-dimensional execution on their products.
On Jul.31.2008 at 08:46 AM
ScottS’s comment is:
I think I actually prefer their former logo...I agree with Jacob that the 3D quality of it had a certain flair, a sort of turn-of-the-century handcrafted appeal. I could almost imagine one of the Hunter brothers pressing the emblem on the fan themselves, giving it a final polish with a cloth before crating it up and shipping it off.
This update, though elegantly executed, falls a bit flat. The lime green on hunter green doesn't help either.
I will miss the nostalgic quality of the old logo.
On Jul.31.2008 at 09:10 AM
Sideliner’s comment is:
On the original, I like the quirky "R" being blown across the wordmark, gives a feeling of wind.
On the new one, I'm wondering if they'll isolate that "H", as it almost looks like a fan itself.
On Jul.31.2008 at 09:16 AM
rickyaustin’s comment is:
I think it's nice.
Does anyone else feel like the H is a little unbalanced in this wordmark? I feel like someone chopped something off of the top left corner.
On Jul.31.2008 at 09:33 AM
John Mindiola III’s comment is:
i understand that uniqueness has cache, but that old logo, whether 3D or not, was ridiculous. the new logo bleeds sexiness, even in green. the website is slick, too, with a healthy amount of univers in the heads and buttons. even more than that, i like how they DIDN'T use the script anywhere else but in the logo. kudos to hunter. the new logo is all about the comfort and relaxation that fans bring us. the old one looked like it belonged on the side of a gun. bleh.
On Jul.31.2008 at 09:38 AM
Andrew Meyer’s comment is:
i like the new one a lot, but i will say that the type in the old logo is really lovely. as noted, the 3d quality it has is sort of nasty, but without that i feel like it has a charm that the new one doesn't have in the same capacity.
nice work, though.
On Jul.31.2008 at 09:55 AM
isuru’s comment is:
Nice work. Like the feel, and somehow the green is very soothing.
This may be a little off topic, or maybe not, but in a case like this, how do you sell a typeface choice as a logo? Or rather, the absence of an integrated mark or symbol? I guess being a designer, i have a hard time proving that a lot of work went into a logo design and a font choice is all i have let.
I am not reflecting negatively on Hunter, i do like their solution. I am merely curious to hear how other designers validate it? Do you sell the execution, brand building etc?
On Jul.31.2008 at 10:37 AM
Mondayne’s comment is:
I agree with the review except about the part mentioning Harrods. Harrods has lost all of it's Victorian charm and is crowded with tourists and tacky, blinged-up crap.
This logo connotes nothing of the Harrods I know and hate, and THAT'S a good thing.
On Jul.31.2008 at 10:51 AM
Apt Design’s comment is:
I love that their new logo does not try to be all flashy and 3D. Its great to see a company who realizes that good design does not mean throwing drop shadow and gradients on everything (maybe they learned that from their previous logo). Anyways, I think its a refreshing comparison to, say, UPS; and from a much smaller company.
On Jul.31.2008 at 11:48 AM
Glenn Sakamoto’s comment is:
Love the original – it had tradition and charm. The new logotype looks like a simple font setting and is difficult to read.
On Jul.31.2008 at 12:33 PM
travis’s comment is:
i think the new logo is great, it definitely exudes a sense of sophistication the old logo lacked. The clunkiness of the old logo DOES say rifles and hunting...even though it's lacking a "fan" identity, it would be so cheesy to be literal that way...Hunter is a name, and this logo compliments that notion.
On Jul.31.2008 at 12:38 PM
Emily Charette’s comment is:
At first, I was skeptical of throwing out all the equity of that oval shield and time-worn type. But, on second thought, the new logo retains some of that old-timey classicism and charm, and also manages to give an impression of "not your father's ceiling fan." I suppose this is proof of an entire brand overhaul and the redirection of fan designs and marketing efforts at women (and not old women, either) since they're the ones decorating their homes anyway. I'd love to see how this new effort plays out in product design and packaging. Nice job.
On Jul.31.2008 at 02:41 PM
Jessi’s comment is:
my maiden name was Hunter and I never identified with the Gun logo, it always felt like my Grandparents generation, you know the ones who bought everything from Sears. And is this where the color "Hunter Green" was named?
Smart choice to stick with the green and I also think if the H was isolated on the fan it would make a beautiful mark.
While ceiling fans for the most part drive me batty, I think the century fan in brushed nickel is lovely.
On Jul.31.2008 at 03:02 PM
mister_eaves’s comment is:
I congratulate the design firm and the client for bucking the trend (or continuing their own brand) of turning logos into "things." Physical, tangible, shiny, THINGS.
Horray for flatness!
On Jul.31.2008 at 03:09 PM
Whaleroot’s comment is:
It's great to see well-handled script. I'm just glad they finally moved away from Perkins.
On Jul.31.2008 at 03:13 PM
jacqueline c’s comment is:
I like the script and I like the colors, but I agree that the older logo had a lot more personality. Maybe too much, really. (As Punkin Bloat said: "Howdy pa'dner.") The new logo is simple and comfortable, and thank goodness for the lack of shading, beveling, and glowing.
On Jul.31.2008 at 03:21 PM
Blue Buddha’s comment is:
This is one instance where the bulbification seems totally justified. As Jacob commented above, that emblem is on their products in bulbous form and it doesn't really feel all that out of place.
All that being said though, their new logo is quite nice too. Green being my favorite color, using two greens only helps in this case. Plus, I'm quite glad they ignored traditional "air" colors like blues/oranges as you so often see on HVAC logos.
I guess if I'd never been familiar with the brand, I might think of billiards when I see this logo, new or old.
On Jul.31.2008 at 04:05 PM
Anthony Mackey’s comment is:
I'd have prefered a simple flat version of the old logo.
On Jul.31.2008 at 04:14 PM
XK9’s comment is:
DEAR "OFFENDED BY B.S. COMMENTS":
You took the time to insult me and my MillerCoors post. I'd be happy to reply to you directly if you send me your correct e-mail. Unlike your email link, mine works.
Sincerely,
XK9
Tim Whalen’s comment is:
The old logo seemed to induce the feeling of air moving, which was nice. The new logo seems to want to appeal to a more affluent and refined clientele, which I suppose is a step in the right direction. It will be interesting to see how it looks on the products themselves...
On Jul.31.2008 at 07:51 PM
Dale Harris’s comment is:
Whilst I admire the execution of the new mark, surely they could have retained some of the equity of the existing mark. All they have kept the is the fact that it is a script and it is green.
On Aug.01.2008 at 12:21 AM
stygyan’s comment is:
Curious thing: when I first saw the logo - not knowing anything about this company - I thought it was an alcoholic beverage brand.
It doesn't strike me as a fan company. There's nothing on it to inspire air, or movement, or fluidity.
That said, I like the second logo more than the first one.
But there's something wrong too about the color choice: shouldn't it be a blue combination? I mean, green doesn't simbolize cold or chilliness.
On Aug.01.2008 at 08:22 AM
ScottS’s comment is:
Just noticed how similar the former logo is to Land Rover's logo. Not that that means a thing, just wanted to call attention to the similarities. I like them both, actually.
On Aug.01.2008 at 12:08 PM
Daniel Bertalotto’s comment is:
For this brand, this is a perfect update.
It's an elegant, (air)flowing type that gives me the same consumer-confidence that I had when Coca-cola revised last revised their brand.
An absolute winner.
On Aug.01.2008 at 12:47 PM
Darrin Crescenzi’s comment is:
Simple, elegant, reliable. Bravo.
On Aug.01.2008 at 01:42 PM
erica frye’s comment is:
@isuru:
I prefer creating typographic marks, so I'm usually presenting that as an option from the beginning. (I do a lot of exploration to discover the type of mark they really respond to so I can make sure I'm exploring things they're receptive to and pricing the project appropriately.)
The advantages I pitch for wordmarks and other monograms/type-based marks are:
1) It's more unique, and therefore trademarkable, than yet another abstract sphere. Even if other companies have a similar name or monogram, you will always be able to defend your trademark if it's based on your name.
2) It's often less expensive and less time consuming to develop type-based marks than highly illustrative, conceptual, or abstract marks. (I try to avoid these unless a client is super-clear on the objectives and style; it's too easy to get sucked into 30 rounds of "I like it, but what if you..." adjustments.)
3) It's more flexible and therefore a better investment. Since a wordmark on its own can look pretty boring, I usually have to show them how additional brand elements and campaigns could be layered on top of a simple mark to change its appearance and help it stay fresh over time. It's important to note I work with small companies, so cost and endurance is a bigger factor.
On Aug.01.2008 at 02:00 PM
M10’s comment is:
To isuru (about the symbol or logotype question):
I think this choice must be made with strategy in mind, because there's a lot of pros and cons in using one over another. Give a look at
http://www.identityworks.com/issues/issues3.htm
Wünderwoman’s comment is:
Beauty!
On Aug.01.2008 at 05:14 PM
Amanda’s comment is:
I personally Love the green on green. I also really love the simplicity of this new rebrand. It is fresh and new. The do like the old Logo, sans the volumizing, however I think this is a good step forward.
On Aug.02.2008 at 01:52 PM
Davekos’s comment is:
yes it feels more contemporary now but the script is not strong enough. it needs a rather customized script.
On Aug.04.2008 at 04:32 AM
Arglefarb’s comment is:
Someone types the word "Hunter" in a cursive script, colors it lime green and floats it onto a sea of dark green and calls it design? It's a scam. We're selling ceiling fans here folks. The old logo conveyed solid, old fashioned quality and craftsmanship. In today's society of disposable everything, the next time you're sitting or laying under a "spinning blade mechanism" think about whether you would prefer it to be crafted for a lifetime of quality or created with an eye toward style over substance.
On Aug.04.2008 at 10:24 AM
Char’s comment is:
ahhhh beautiful!
I like it, less is more
illusio’s comment is:
Classy. The kerning on the "ter" could be a bit more loose. Hopefully, the brand guidelines allow the wordmark to not be encompassed by that rectangle.
On Aug.13.2008 at 04:36 AM
Anonymous’s comment is:
nice.
On Aug.18.2008 at 08:03 PM
Louca’s comment is:
Are you kidding me. the new logo is an insult to the word logo. it look like you typed the word try a few font used it as is and then did a good sells pitch. the company should be a shame of this new logo. about the old logo, however high purist you are, you'll remember it. it brings you emotion, what ever it is it do the work.it touches a point it just works on you. the type shows identity. the new one is flat, shy and ridiculous. I think the receptionist did it showed it to the marketing department and got a raise after suckin...all thei...
On Mar.09.2009 at 07:18 PM
Mark’s comment is:
eh....
it okay, I'm not excited by it but I'm not shocked about it either. I can't find anything to hate about it.
It's like they went from one logo to a similar but different logo.
It's nice, it's okay. it's not exciting though.
Maybe because it seems to predictable, I'm not sure.
On Mar.09.2009 at 07:23 PM
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