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I am by no means looking into retirement yet, but it’s never too early to start thinking about it. At least that’s what the 49-year-old AARP — don’t call it American Association of Retired Persons— is hoping for. AARP, in their words, is “dedicated to enhancing quality of life for all as we age” by “[leading] positive social change and delivering value to members through information, advocacy and service.” To be honest, I’m not quite sure I fully get what they do, but over 35 million people (who are members) do and, if Baby Boomers do plan on retiring at some point, AARP is guessing another 35 million people will too by 2015.
In a push to position themselves appropriately AARP launched a TV ad in the last month featuring the soothing punk sounds of the Buzzcocks and multiple vignettes of people in retirement, people not thinking about retirement, people not even knowing what retirement is, but all having fun fun fun. It works. Despite its multiple bullet-point, why-choose-just-put-all-of-it pitch at the end: “Health. Finances. Connecting. Giving. Enjoying.” The ad is emotive — in that TV commercial sort of way — and gives AARP an attitude and personality. To further enhance the effectiveness and memorability of this ad, and those to come, AARP is working with DMI Music Branding Group to make sure those tunes are catchy. And on brand.
Speaking of brand… the last thing I am mentioning is the new identity, designed by Siegel & Gale. Not nearly as adventurous or risky as the TV advertising, the logo is, in contrast, staid and institutional. A slight disconnect, but nothing of grave concern. I imagine that maintaining the flag motif was a must and, while I’m not a fan of the final result, using the A as the point from where the flag waves was a good solution that simplifies the logo and reduces it to a single unit. Working with uppercase As is always hard, because they create a lot of open space at the top and this logo, with its heavy ligaturization, addresses this problem as best as possible, with a nice and even balance of white space to the heavy letterforms.
AARP is poised to become a cool brand with its TV advertising — targeting a younger audience — and still command trust and dignity through its more mature identity — convincing the older audience, ready to sign up. A tough balance to strike.
And, no, I’m still not thinking about retirement. Buzzcocks or not.
Jump to Most Recent Comment
richard’s comment is:
it does simplify things well, however, the direction of the mark has gone opposite to what it was. i know this is an American thing but we here in the states still recognize a "positive" direction one that heads to the right. Now this flag seems to wave in the direction of "going backwards" perhaps a nod of our political climate?
On Feb.11.2007 at 11:35 AM
deelaina’s comment is:
My first reaction is that the old logo looks newer than the new one. Maybe that's appropriate, considering they're advocates for old people.
BTW, I saw Dairy Queen has a new logo, too.
On Feb.11.2007 at 12:08 PM
Mark’s comment is:
looks more like a car insurance or airline logo,plus why are the letters so fat now? for readability reasons?
On Feb.11.2007 at 03:34 PM
C-lo’s comment is:
I agree with mark. It looks like a consumer company. Also with everything being only one color it really blands thigns up. The letters and the ribbon had a baby basically. "power to make it better" works though.
Also their commercails are completley in left field with pie fights, people in monkey suits jumping around, silly string, etc. etc. I seriously thought it was a commercail for a camera or something. But hey as long as it sticks in our mind, then the commercail works
On Feb.12.2007 at 11:37 AM
Tony’s comment is:
Gee Richard, if the flag waves to the left, doesn't that mean AARP is moving right, the (not political) direction of progress?
The tag line though... seems a bit close to nursery talk, we're going to kiss it and 'make it all better.'
On Feb.12.2007 at 01:23 PM
DadoQueiroz’s comment is:
It kind of reminds me of SHARP. It has an ARP, it's red and the Rs have some relation to one another. But as soon as I checked Sharp's logo, I realized they're not all that similar, after all. I'm thinking if Sharp's logo wasn't a bit bolder, though, because I immediately thought of it upon seeing the AARP.
On Feb.13.2007 at 09:55 AM
fatknuckle’s comment is:
I agree that the ribbon is moving backwards. I think that was an aesthetic consideration, though, so I understand it.
It could have been incorporated a bit more elegantly but on the whole, not-half bad.
I think this mark makes an interesting statement to baby-boomers perception that they are not the frail seniors of yore. With it's bold in-your-face treatment it speaks perfectly to that generation's perception of self.
On Feb.13.2007 at 10:12 AM
Kosal Sen’s comment is:
The flag isn't moving backward, it's the AARP moving forward.
On Feb.13.2007 at 10:31 AM
Todd’s comment is:
new logo is a much needed update and looks a lot better.
On Feb.13.2007 at 03:18 PM
Paul Riehle’s comment is:
I agree that the new logo is a better looking logo, but is it very memorable or compelling? Not really. But maybe that is a good thing concidering their main audience.
On Feb.13.2007 at 07:15 PM
DesignMaven----The Hostile Takeover of Corporate Identity’s comment is:
If I may Directly Quote a Very Good Friend and Mentor in a Private email, The Legendary Tom Ruzicka now 87 years young. Former Design Manager Bell Telephone System and AT&T 1968-1984.
"Mindful of that old saying,: "When you've hit gold, - stop digging !", I liked the old AARP
(Howard York's) logo better.
Tom Ruzicka
----------------
Since FIFTY (50)is the new THIRTY FIVE (35)
I'm not thinking about Retirement either.
I think the new Identity is Refreshing and engaging. I don't see it having the Same Longevity as SERGEANT YORK's Original Identity. Forming a Ligature with the "AA's" may represent ownership. It also reads "M" for Matador with a Red Slash or Sash through it.
Toro!!!!
Fashion of the Slash or Sash will soon Fall Victim To Novelty. Hardly Original.
See the Identity for ALSCO Developed and Designed by Lindon Leader. The Designer of the FedEx Identity while at Landor.
http://www.alsco.com
The tagline is perhaps Genuine. Takes up to much Real Estate.
It'll be interesting to see how this Identity is Staged in Ads.
Most important, how much space is required for the Identity in Advertising. Referencing the Space Surrounding the Identity.
I think the new Identity is successful and will serve AAPR well. Don't think it will have the Longevity of Howard York's Original AARP Identity.
DM
David E.’s comment is:
It's funny how the Buzzcocks have come to represent "hip people who are getting older" to the advertising world. It was bizzare to hear What Do I Get in an SUV commercial – the shock of that made for a really effective commercial. But now they're using their music for a retirement organization. What song are they using for this one? Maybe they should show 80-year-olds slam dancing and knocking their wheelchairs into each other.
As for the logo – yes, the letterforms are more balanced in the new one, but the lack of balance in the previous logo was the only thing that made it slightly interesting.
I agree with Design Maven – the original logo was the by far the best one. The abstraction of the flag in that one has thought and rendering skill behind it. It reads as a flag. In the second version, taking away one stripe of the flag makes it look like a wave. In the current version there's no thought put in at all – it's a four point bezier curve. Click, click, clik, click. Done.
On Feb.15.2007 at 01:04 PM
David B.’s comment is:
It's strange, but the old versions read as acronyms to me, while the new logo reads more as a word, albeit a strange word: "Arrp!" Like something Scooby might say when he's trying to change it up...
On Feb.15.2007 at 08:55 PM
fatknuckle’s comment is:
David -
Damn. Beat me to it. My thoughts exactly (no really, Scooby reference included...)
I was thinking that after I saw it on the masthead of their magazine. One of its inherent problems is that it is so heavy that instead of allowing the eye some respite, the letterforms all blend together.
Also seeing in its native habitat, that ribbon creates a wicked bad negative/positve spatial arrangement. Its termination at the counter of the is a pretty jarring full-stop.
Another note about balance that tagline just gets swallowed by those heavy letterforms, necessitating that odd spatial/lockup arrangement that Maven was referring to. Its also lost on the magazine masthead so not sure how they are going to apply it across the board.
btw Maven- love the new handle.
On Feb.16.2007 at 11:15 AM
no trendy name’s comment is:
i spotted this a couple of weeks ago when they unveiled some new materials and commercials. my first thought was that they look like a utility service and that is not what they are. also their site isn't very consumer friendly either. it's all sans serif and it looks the same with no real heirarchy or warmth.
i think the logo is not so hot, actually pretty bland/bad. it should be noted that on the web it has a gradation behind the ribbony thing and it looks really really really really really awful, and that's on the web. and the tagline makes no sense whatsoever. maybe you have to be old to get it? but really with a tagline saying "power" and a logo that looks like an electrical company, what are you saying? and i'm glad someone pointed out the flag because like i said it looks like a plug for the a. why not a serif and just a really strong wordmark? i think their masthead for their magazine is much stronger and a better solution to what their identity should be.
On Feb.20.2007 at 09:46 PM
randy’s comment is:
Good Lord people!!! Whats with the freaking negativity! We are all designers here. How about some positive critiques instead of rippin the designer to fucking shreds!
On Feb.23.2007 at 12:18 PM
Ardi’s comment is:
very nice retro look to it, intentional? as a eastblocker, USSR's Aeroflot comes to my mind. thats a positive association, btw.
On Mar.25.2007 at 08:20 PM
Cc’s comment is:
Thank you, one and all. Any critique (positive or neg) makes me a better designer.
On Apr.08.2007 at 01:59 PM
Mark’s comment is:
The funny thing is that the previous logo is still on the ads for the AARP insurance card and such.
Brand consistency anyone?
I'm beginning to like it more, but it would help to see it more often.
On Jun.15.2007 at 01:06 PM
XPADREX’s comment is:
Once again, the need to insert a tagline rises to the top.
Hey, AARP: the power to make it better was reserved for my mother's kisses when I had a boo-boo, not your Gray Panther Lite.
Taglines are truly horrible. Designers, please- discourage their usage whenever possible.
On Apr.09.2008 at 12:47 PM
Mark’s comment is:
Of course in dealing with taglines you don't want one to the point that it becomes almost laughable.
Like here we wouldn't want one like "old people ROCK!" or anything like that.
On Apr.09.2008 at 04:57 PM
PCARTER!’s comment is:
I can't stand the white line in the new one. It just ends in the middle of the "A" for no reason.
In my opinion they are both crummy, and not conceptual or unique in any way.
On Apr.25.2008 at 10:05 AM
Cc’s comment is:
Taglines give you context.
On Jun.09.2008 at 01:12 PM
JeffT’s comment is:
Better, but not good. I think I liked the two colours. Made it pop more.
On May.05.2009 at 11:56 PM
Comments in Brand New, V1.0 have been closed.
