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Fido, a Canadian cell phone provider, owned by giant Rogers Wireless, has recently launched a new identity. Surpassing the old child’s play logo of cut paper and mangled typography would not be hard, but this new playful logo is quite welcome. The name is pretty great and it was certainly underused in the previous version, and without being cloying or overly cute, this new logo is simple and friendly. I guess you could draw the little dog house a hundred different ways and many of them would be appropriate, but I do like the unfinished doodle they selected. And the typography isn’t bad although unlike other large corporations I think this would have benefitted from a more bubbly sans like Kodak or Xerox. But other than that, I put my paws together for this one. Apologies for the tiny logo, but it’s the only image available Thanks to Evan Cancelliere for pointing me to a bigger logo.
Thanks to Gray McCarty and Marko Savic for the tip.
Jump to Most Recent Comment
izzy’s comment is:
Being a somewhat frequent traveler to Canada, this is a huge logo change, and I agree its quite welcome and playful. Does anyone else feel the type and doggy-house are somewhat disconnected? The unfinished doodle might have been better served with a slightly more unfinished typography? Maybe I am wrong and its early in the morning and I am thinking towards the weekend already :0)
P.S I also worry the brand equity is lessened by losing the color palette and replacing it with a very yellow pages black and yellow.
On Nov.07.2008 at 08:58 AM
edumira’s comment is:
fido-dido? I don't know the brand but it looks a bit like a pets food brand. Did it have any text with the explanation for the new brand?
On Nov.07.2008 at 09:19 AM
Armin’s comment is:
> Did it have any text with the explanation for the new brand?
Right! Sorry, I have a pretty bad cold and I forgot to link to the release. I updated the post, and here is the link as well: Press release.
On Nov.07.2008 at 09:25 AM
Jonathan’s comment is:
No I agree with you Izzy. There is a definitely a disconnect between the type and the house. The type isn't bad, I just really think there is a lot left to be desired here as far as branding goes.
On Nov.07.2008 at 09:27 AM
Chris Raymond’s comment is:
While the little drawing is cute, I just don't see how this logo works as a brand. It says nothing to me about what this company does--I would never guess wireless services.
If there was some clever way of expanding on the dog house sketch with something connected to what the company does, like audio waves or something emanating from the house, it would work better. But cuteness doesn't equal effectiveness in my book.
On Nov.07.2008 at 09:43 AM
Brad Blackman’s comment is:
This is nice, but it doesn't beat the logo for Nashville coffee shop Fido, which is housed in a former pet shop. They kept the doggy sign and all the coffee drink names are dog-related. A Rolover is essentially a caramel mocha (as in the Rolo caramel candy.)
On Nov.07.2008 at 09:48 AM
jRod’s comment is:
sorry, but neither one of these seem like a cellular provider to me. at least the new font is a step in the right direction, but as for the logo, its in the doghouse (excuse the horrific pun)
On Nov.07.2008 at 09:49 AM
David’s comment is:
Any idea who did the redesign?
On Nov.07.2008 at 09:58 AM
Jamie’s comment is:
I really like the change, but completely agree with Izzy that the font and image just don't seem to go together. The doghouse is done in a "light", loose, sketchy style...but the font is just so chunky and stiff.
On Nov.07.2008 at 10:06 AM
Jeff’s comment is:
Although the previous logo was even more out-of-place, this identity remains ill-suited for a wireless brand – Chris' critique is spot-on.
However the Web site does a good job of establishing an identity. I suggest everyone take a look before they judge. (Those default Illustrator brushes irk me, though.)
On Nov.07.2008 at 10:12 AM
Kevin M. Scarbrough’s comment is:
I agree that the type might be a bit thick, but I sincerely congratulate them on not stepping into too-literal territory. It gives them a lot more breathing room in the rest of the narrative of their branding.
On Nov.07.2008 at 10:17 AM
Armin’s comment is:
> While the little drawing is cute, I just don't see how this logo works as a brand. It says nothing to me about what this company does--I would never guess wireless services.
Chris, the logo does not have to "say" wireless services. If you are canadian you know who and what fido is. It works off from brand equity which allows the brand to make a leap of faith in trusting that its customers will inherently make the connection.
On Nov.07.2008 at 10:21 AM
Matheus’s comment is:
well, loyalty is not what crosses my mind when I see a dog house. If you wanted loyal meaning, why not use directly a dog? Much more effective.
On Nov.07.2008 at 10:25 AM
AGD’s comment is:
To answer to David, the new Brand identity has been made by Bos.
On Nov.07.2008 at 10:25 AM
Andy’s comment is:
The new one isn't bad, but definitely a bit disconnected as previously stated. I think I like the old one better. It wasn't as fun but it was more of a brand, a logo, something I would recognize. The new could just as well be a screendump from random website.
On Nov.07.2008 at 10:31 AM
ChrisM70’s comment is:
This logo is a dog.
On Nov.07.2008 at 11:03 AM
Rodrigo Müller’s comment is:
I like it, simple as it is, but agree about the disconnection between helvetica/doodle
On Nov.07.2008 at 11:04 AM
brian’s comment is:
Fido is so well known here in Canada that the logo doesn't need to say 'mobility'. Everyone knows what Fido is and what they do. This identity change was no doubt intended to reinforce the 'discount' nature of Fido's offerings and the colour palette is reminiscent of the very well known (and brilliant) No Name brand of low cost grocery items (example). It also follows the launch of another discount mobility brand by one of its competitors (Link) and seems to borrow its tone from them.
On Nov.07.2008 at 11:14 AM
Sam’s comment is:
As a Canadian, I find the "lo-fi" doodle and the black and yellow palette intriguing given recent events in the wireless industry in Canada. Most wireless services in Canada are wrapped up by a few large companies. Because of this, our costs for wireless are relatively high compared to other countries. This is soon going to change. There was a wireless spectrum auction this year which has/is allowing smaller companies to enter the fray and they will be offering competitive services at lower prices. I for one am looking forward to a cheaper wireless bill.
Oddly enough, black and yellow are also associated with some long standing 'bargain' brands (in-house grocery brands come to mind in particular). Not necessarily "cheap-o" products, but just more economical.
The new Fido brand seems to pull from this, in my mind anyway. There's a simplicity and minimalism to the new look website that seems to move away from the complex, 'rich', designs that can be associated with more expensive products/services. I wonder if this is a way in which Fido aims to grab a larger chunk of the middle-Canadian market and stay competitive...
On Nov.07.2008 at 11:17 AM
Daniel Campos’s comment is:
Cool! But de old logo is so good too!
On Nov.07.2008 at 11:33 AM
David R’s comment is:
I think the repositioning of Fido as a super budget brand (as illustrated by the Don Watt's no name brand inspired graphics) is a way more interesting story than whether the dog house is too sketchy.
The Canadian Design Resource just posted an article that touches on this wierdness. A little long-winded but it illustrates what a complete change of direction this was.
On Nov.07.2008 at 11:53 AM
Paul Lloyd Johnson’s comment is:
this looks like it's a no-name brand. not good.
On Nov.07.2008 at 12:07 PM
TobiasMik’s comment is:
The old logo is far more visually recognizable than the new one. It might not be very unique, but in my opinion it's far better than the old one because of the simplicity and clearness(!) And it's more a 'mark' than the new one.
But if 'budget' was the goal, then the new logo is right on the spot.
Amanda’s comment is:
Suck Fido, suck! Good Dog. ("Woof!")
On Nov.07.2008 at 01:44 PM
Anonymous’s comment is:
As a client of Fido, I can tell you how shocked I was at the change. And you should peek at the web site, it looks like a discount store, which is probably what they're trying to achieve; if you see anything well done on the site, it's a remnant of the previous iteration.
Fido used to be a nice wireless company with all these friendly people with friendly services (thus the name). Now, the only look they're going after is bargain-hunting clients.
kristin’s comment is:
I think the transition for Fido will be difficult as the original logo is so well known.
Also, I think font choice is a missed opportunity. It looks too much like Bell's new font. (There's a recent Brand New post on Bell's redesign that's worth reading.)
Fact is, none of the cell phone companies in Canada have anything on Telus (www.telus.com), as far as branding goes. Telus' brand and font are so distinct -- they set themselves apart from the others time and time again.
On Nov.07.2008 at 02:57 PM
John Leschinski’s comment is:
This was much needed. I can't wait to see what they do with their retail locations.
I don't think I can remember a cellular logo that is literal in it's design either. Cingular had an X man, AT&T has a globe, Verizon has a red Z. Why does this need to scream cellular phone when others don't.
On Nov.07.2008 at 03:22 PM
Darryl C’s comment is:
Not a good rebrand in my eyes. I thought Rogers/Fido did an inhouse rebrand which is why it turned out the way it did.
Anyone could have done this work, it looks like someone took half an hour out of their day or maybe did this in their lunch break, very amateurish and tacky, but then that's the way rebranding has been going lately, ie Telus (even if their rebranding effort was marginally better than Fido's).
On Nov.07.2008 at 03:30 PM
Anonymous’s comment is:
i hate the dog house. I don't even like how its drawn.
On Nov.07.2008 at 06:08 PM
Mark’s comment is:
drop the doghouse, it would look better.
On Nov.07.2008 at 06:46 PM
marko savic’s comment is:
I like the new typography and colour scheme. Like the all the other Canuck's have said, its very No Name. Everyone in Canada knows who Fido is, their advertising in the past has been fairly great (dogs who look like their owners – there's something in the Canadian wireless industry where Bell, Telus and Fido all use animals to sell phones).
Example commercial (first I found on youtube).
Losing that concept for advertising would be a much bigger deal than the rebrand. Given the concepts lack of presence on the website, its something I'm more than concerned about. Bell has got rid of the Beavers, if Fido loses the dogs, well, Telus still has fish. But given that, it would have actually been nice to see the dog, or even multiple dog silhouettes used as an adapting mark rather than the doghouse.
I am very opposed to the charcoal-look drawing, and its implementation on the website.
On Nov.08.2008 at 12:07 AM
Sergie’s comment is:
Even though i'm not fond of the redesign, i think it's a step toward the right direction. I guess they were trying to incorporate the sketchy style of their last logo into the new one, but the execution isn't professional. Seems like a small business logo rather than a corporation identity. I don't know how well people will receive it.
On Nov.08.2008 at 11:00 PM
Cale’s comment is:
Having looked at the logo for the first time ever, and not knowing what the company does, I would say there's really no connection to the telecommunication industry. I suppose that doesn't matter if the relevant audience knows your name well, however. Seems like they really could have done a lot more in almost every aspect of this design.
On Nov.10.2008 at 12:03 AM
marnie’s comment is:
Chris, the logo does not have to "say" wireless services. If you are canadian you know who and what fido is. It works off from brand equity which allows the brand to make a leap of faith in trusting that its customers will inherently make the connection.
I disagree, actually. I'm a Canadian, and if I saw the logo in a different context, I'd wonder why a pet food/toy company thought they could get away with using Fido's name.
If Fido is going after the budget market to compete with Koodo's, they've got a looong way to go, design-wise. I find Koodo's whole look and feel utterly compelling, even as I'm annoyed by it. The combo of bright eighties colours, the rip-off of the nutrition facts aesthetics and the ads that reference The 20 Minute Workout (Canada's weirdly soft core porn-y 80s aerobic show) work perfectly to capture their audience.
Fido's old logo maybe have been dull but it was instantly recognizable. Although, as others have said, if they were going for CHEAP, they nailed it.
On Nov.10.2008 at 02:25 PM
Armin’s comment is:
> Fido's old logo maybe have been dull but it was instantly recognizable.
And it was instantly recognizable to a cell provider because of its torn-paper edges and antiquated typography, I bet! Nope, it was "instantly recognizable" because it had associated itself with that industry in the right set of contexts. There is absolutely nothing about that logo that says wireless service.
> I'm a Canadian, and if I saw the logo in a different context,
My point exactly (that also supports the above reply): You won't see it in a different context. If you see an ad on the street, the logo will have cell phones around with words like "minutes" and "provider" not "keebles" and "healthy coat" with pictures of puppies. It's all about context and building the same associations that the old logo built.
On Nov.10.2008 at 04:51 PM
Mark’s comment is:
I want to pronounce it as "feedo" for some reason.
On Nov.10.2008 at 05:52 PM
Jacob’s comment is:
As a long time subscriber to Fido, I think the new logo and look are HIDEOUS. The old logo won no beauty contests, but the new one lacks effort (the doghouse is unsettlingly badly drawn) and the whole yellow colour scheme is awful.
The whole design scheme is fugly, too. The old one had dignity, but the new one goes the "No Frills" route.
On Nov.10.2008 at 08:09 PM
Moeed’s comment is:
Sorry Fido, but your attempt to copy Koodoo's branding strategy is a complete bust.
Everything about it sucks. Everything.
On Nov.12.2008 at 05:13 PM
Dan’s comment is:
Ever since Rogers (a bigger of Canada's wireless providers) bought Fido, they've been running the brand into the grave. This cheap-ass, discount look is just another in a series of baffling moves by said parent company.
The old Fido brand (logo alone, notwithstanding) had one of the classiest, well-put-together looks of any carrier in Canada. I can only imagine that Rogers didn't want to be upstaged by its little brother. Arf.
On Nov.14.2008 at 03:49 AM
manuel’s comment is:
I think this is one of the worse transitions ever. This is as worse as the AT&T re-branding of their logo. First off there was nothing wrong with the original, its use of colour and font worked well. Can you imagine having a nice beautiful piece of technology in your hands only to be ruined by this bad font and yellow dog house that some brand managers kid drew...it's horrible. No wonder Apple doesn't allow anyone else's logo on their phone.
On Nov.16.2008 at 12:59 AM
Kelly Hobkirk’s comment is:
If there was some obvious consumer connect such as 'Fido, your best friend in cellular' or something -- anything -- that tells a story about how Fido is a cellular service provider, then fine, but otherwise, I don't get it. I have to agree with the type to icon disconnect as well.
I wish someone in the U.S. offered cell service this cheap.
On Nov.16.2008 at 08:44 PM
Brad’s comment is:
The new Fido logo has a strong no-name-bargain-basement feeling, with that harsh yellow and black colour palette and "whimsical" dog house paired with the ubiquitous sans-serif typeface. The type alone is nice, but why oh why incorporate that cliché cheap brush stroke illustration style? This is like some bad 1980's cartoon-on-a-napkin throwback.
Bos, the company who designed the new look, really lowered the brand down to bargain basement quality.
On Nov.17.2008 at 11:33 AM
Strategic Genius’s comment is:
WOW! Big mistake Fido & Bos. You've gone from Holt's to Giant Tiger over night. Even Giant Tiger is cooler than Fido now.
You took the re-brand to an unnessisary extreame which in this economy is a risk you shouldn't have taken. Nothing here was thought out. Its ugly. Not making me want to switch - not making me want to stay.
This is a huge gain for other wireless brands/retailers to step up their game. Good luck Fido and Bos! Bankruptcy is imminent for both.
Eva’s comment is:
Biggest mistake ever. When I first saw their new ad lying in my mailbox, I totally missed the new logo and thought it was from some basement copy-and-fax shop down the street. Obviously, what Fido really should have replaced is the creative/marketing director.
On Nov.27.2008 at 12:21 AM
DJensen’s comment is:
(I haven't read the other comments.)
Fido is being rebranded as Rogers' answer to Bell's Virgin Mobile partnership and Telus' Koodo brands, both "no contract, ultra-cheap" telephone service brands.
Personally I think the rebranding screams "cheap" and not in a good or clever way. This isn't a reinvention so much as a... well, cheapening.
And No Name Brand yellow?
On Nov.28.2008 at 10:04 PM
Noel’s comment is:
I like it better than the old logo, but the new one looks too much like the No Frills logo.
Bold san serif lowercase font on yellow?
On Dec.28.2008 at 04:25 AM
Don’s comment is:
I'm one of the few who don't like the new updated version. It's a bit tough on the eye's with all that yellow, and the constant changing visuals on a white background.
The new site , to me , looks cheaply done.
I miss the dogs -- probably because I'm a pet owner.
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