NOTE: This is an archived version of the first incarnation of Brand New. All posts have been closed to comments. Please visit underconsideration.com/brandnew for the latest version. If you would like to see this specific post, simply delete _v1 from the URL.
Unless you are a car enthusiast or are one of the few civilians that can open the hood of a car and can name any of the numerous alien parts found in that Pandora’s Box, going to a car mechanic is one of the most horrible experiences. Right up there with dentists and taxes. Since 2001 I have not owned a car, and that lack has been even more adorable after my experience in Atlanta, GA where I owned a very used, $2,000 VW Jetta that broke down every other month. I found a 5-foot, arms-like-stones mechanic that talked loud and fast and from whom I never understood what was wrong with my car, other than it required hundreds of dollars to be fixed. This mechanic, however, wore a uniform and worked for Midas. I felt somewhat assured that this was the equivalent of going to a Genius in the Apple store. And it is this sense of security and confidence — and the reason for my long-winded story — that Goodwrench has strived to instill in GM owners since the late 1970s when it launched its Goodwrench program where all dealers of Chevrolet, Buick, Pontiac, Oldsmobile, Cadillac and GMC cars had to meet a level of efficiency and knowledge to fix all the cars that would inevitably need fixing.
Mr. Goodwrench
To help ease the pain of this experience, Goodwrench introduced Mr. Goodwrench, a feel-good fella who assured you that your car would be in good hands and back on the road in no time. And through the 80s, Mr. Goodwrench did its job and more, entering the lexicon as someone that could fix anything, not just cars. Even, in a less flattering turn, Mr. Goodwrench became slang for men’s private parts. During the early 90s, Mr. Goodwrench faded away and the actual mechanics became the Mr. and Mrs. Goodwrenchs, despite Tim Allen making an attempt to step up to the role.
Stephen Colbert looks for Mr. Goodwrench
In 2003 before Stephen Colbert was überfamous, he helped Goodwrench bring back the legend of Mr. Goodwrench by starring in a series of advertisements that had him looking for the elusive mechanic. The ads also helped extend Goodwrench’s involvement in NASCAR. But as cars have gotten more advanced and less prone to break down for mechanical reasons and more likely to do so because a computer chip somewhere in there would falter, it came time for Goodwrench to update their look.
Logo animation on the Goodwrench web site
The new identity is decidedly forward-looking and up to date. Perhaps a little too much, but reflective of the new inner workings of the car. A now cliched power button insinuating a “G” is the new icon and a workhorse-looking typeface — a modified Klavika for those interested — replaces the equally hardworking Futura, keeping the a quirky “e” in there for old times’ sake. While I do not particularly like the icon, I find the typography extremely appropriate, as it continues the tradition of using a tough-looking typeface. See the chunky slab that Mr. Goodwrench is holding above, and the sweet, nostalgic logo below.
As pointed out in Typophile and other sites, the logo is too close to the ubiquitous Quicktime logo, but I wouldn’t consider this a case of plagiarism, just a lack of major originality.
It will still be a while before I buy another car, if ever, but I would certainly trust a mechanic sporting this logo. Even if he (or she) talks fast and loud.
Thanks to Doug Goodwin for the tip.
Jump to Most Recent Comment
Bob’s comment is:
Not much to add, but at first glance I immediately thought of the Quicktime logo. Then I saw that you covered it after the jump.
In any case, it lacks originality.
On Apr.06.2007 at 11:20 AM
John’s comment is:
It not only reminds me of the Quicktime logo, but it's also very similar to a new logo launched by Thrivent Financial.
On Apr.06.2007 at 11:49 AM
JonSel’s comment is:
Gateway used the power symbol for it's G logo a few years back during one of their many attempts to figure out their corporate identity.
nyle’s comment is:
At first the logo reminded me of the Quicktime logo, but once you see the animation and see the logo move from straight to an angle it reminds me more of a key being turned in the ignition and I think it is actually rather clever. This is actually enforced by their tagline "We're starting something big."
On Apr.06.2007 at 12:07 PM
Kosal Sen’s comment is:
The power symbol refers to the powering on of computers and general electronics. When I think of Mr. Goodwrench, the name itself produces images of the oily-armed expert, equipped with steel and ready to probe anything with wheels. The power behind it was gritty, mechanical, not clean and polished. The symbol itself is so synonymous with power that I'm totally confused now. As if Mr. Goodwrench planned to join Best Buy's Geek Squad.
On Apr.06.2007 at 12:23 PM
Christian Palino’s comment is:
This one will take some mulling over. At first impression…
The updated typography is a good choice and they have managed to better appropriate a typeface to aid in communicating their individual voice.
There are kerning issues – obviously the kerning was largely carried over from the original, however this could have been improved, and should have. Given that a more condensed type is being used, the condensed spacing is, well… condensed. they have compounded an existing visual problem.
The logomark, formally, seems to communicate a sense of positivity and assurance – perhaps its the off-kilter "G", the idea of a modern power switch or some other connotation – but it feels positive, which is commendable. However, that being said, I am still not sold on the mark overall.
The beveling and shading is unfortunate (but the automotive industry has always been about shiny and metallic and will likely remain so) if it had to be done, it could have been done much better.
On Apr.06.2007 at 12:58 PM
Neven’s comment is:
Do most people associate their cars (and car repair) with electronic, push-button, computer-like widgetry? Probably not. Perhaps Goodwrench is looking to the future, or perhaps they'd like us to think of them as a high-tech operation, but the image may become unappealingly ironic in anyone who has to spend three hours in a smelly waiting room filled with old issues of Car and Driver and Sports Illustrated while their '98 Chevy is bleeding gunky grease on some high school dropout with plumber's butt.
On Apr.06.2007 at 01:10 PM
yumanti’s comment is:
I would have rather them use an actual computer’s power button with an dirty axle–greased fingerprint on it than this.Who approved this? Someone is lampin’ in the Bahamas right now off the money Goodwrench paid for this vanilla.
On Apr.06.2007 at 01:30 PM
ToddTodd’s comment is:
Well the GM name is no longer part of the logo, but other than that I really don't have anything negative to say about this logo.
On Apr.06.2007 at 01:51 PM
Paul Riehle’s comment is:
I do think the type if a good choice for what they do. The icon isnt too unique and only memoriable because ive seen logos like it for years. I think the animation could have played off of "turning" a bit more, like how a wrench would turn.
On Apr.06.2007 at 02:24 PM
James Bowie’s comment is:
I'm no car guy either, but I think the symbol is supposed to represent the business end of a socket wrench; the resemblance to a power button adds secondary meaning.
The animation on the Goodwrench site shows the "wrench" being turned clockwise ("righty-tighty").
On Apr.06.2007 at 03:50 PM
andrewmartin’s comment is:
Nice execution of a lackluster, ubiquitous and cliché mark. Very nice type. Props to the designer, shame to the art director.
On Apr.06.2007 at 04:10 PM
Paul Riehle’s comment is:
To James
I assume you were referring to my comment, yeah, I knew the animation was intending it to look like wrench being turned, but I think they are a bit too sudtle about it. I have never turned a (socket) wrench that slowly and with ease. And if it was truly a socket wrench it possibly could have wrenched back and forth a few times before coming to its static position, but maybe they did try that and it just wasnt coming out right, who knows.
On Apr.06.2007 at 05:38 PM
Bobby Henderson’s comment is:
I think the "aqua" treatment is what pushes the new Goodwrench logo into dangerous territory. If the logo had been embellished in a different (and more original) manner it wouldn't be conjuring up the Apple Quicktime logo with every view.
I'll also voice my opinion that the aqua style thing was already suffering from over-use for years. Comparing the trend time line of aqua to that of 80's hair band metal, aqua's cool, hip and new Mötley Crüe "Too Fast For Love" days are ancient history. The visual style, now illogically mimicked by Windows Vista, has clearly spiraled down into its final and very silly "Warrant, White Lion and Poison" days. Time for a trend as different as Nirvana was in 1990 to come along and wipe the slate clean.
On Apr.06.2007 at 07:35 PM
Ned Yeung’s comment is:
If Mr. Goodwrench's big claim to fame was the Start Push Button system, then maybe that new logo would be fitting, but this is not the case.
When I see that logo, the first thing I think of is a Push Button starter switch, and that doesn't make me think of GM or anything domestic, it makes me think of BMW or another import.
On Apr.06.2007 at 10:36 PM
stock_illustration’s comment is:
Not a fan of this aqua powerbutton, but I also wonder why the step away from GM? I assume it's a conscious decision, but frankly, the GM next to Goodwrench implied a large body of automotive expertise to fix your Chevy backing the mechanic... (I know, GM is on life support right now, and their quality isn't world class, but I'm talking perceptions). This new mark, without any context, doesn't tell me anything about the people behind the counter. I doubt everyone is familiar with the brand and knows Goodwrench is GM...why confuse things?
On Apr.07.2007 at 12:26 PM
Su’s comment is:
My overall impressions have been variously covered by previous comments, but this, however:
some high school dropout with plumber's butt.
...is just lovely.
It should also be noted that a few cars now do in fact come with "on" buttons, and it'll likely spread.
On Apr.07.2007 at 12:34 PM
Von Glitschka’s comment is:
The logo type is nice. I know some dislike the kerning but it's carrying over the equity from the previous mark so that is understandable. I think all kerning comments should come with an example posted of how it should have been done.
The mark itself looks as if the designer was inspired by the front of his MAC tower. It does however make sense in context of hybrid cars and such so I'll give them the benefit of the doubt there. It is taking a universal icon and claiming it as their own now though. So I wonder what the original creator thinks of that?
Finally a large firm pulls off the whole glassy effect with some precision. Unlike Carl's Jr. cheap Photoshop layer effects they actually modeled it nicely on Mr. Goodwrench.
On Apr.07.2007 at 01:29 PM
Alex ’s comment is:
Wow. I am surprised by the majority of reviewers opinion summaring that this mark is fairly-well designed and on target.
I see no visual connection to the service the brand delivers.
Symbol, typography, letter spacing could be so much more successful.
Libby’s comment is:
Waiting for Apple to sue on this one! I think they would win, too. Don't tell me a designer (working on a Mac, most likely) didn't rip this one off.
On Apr.07.2007 at 02:15 PM
Gene’s comment is:
I think that the logo would be marginally more successful at communicating the company's focus if they'd made the counter of the circle into a hexagon or something more evocative of a wrench.
This logo will be redesigned with five years; the sickening spread of the Aqua/Web 2.0 shiny 3D effect is already old hat. Designing a logo to fit the flavor of the moment is always big with executives... until they have to spend big bucks to redesign it later because it is out of style and out of favor.
What was the reason for eliminating the GM brand? Are Goodwrench customers wary of a mechanic that is a subsidiary of a car company?
One last criticism: what's the point of the vertical pipe separating the mark and the type?
Danny Tanner’s comment is:
Kinda get G. Kinda get ON. Kinda get wrench. But really?
On Apr.09.2007 at 01:26 AM
Christian Palino’s comment is:
Von Glitschka’s comment is:
The logo type is nice. I know some dislike the kerning but it's carrying over the equity from the previous mark so that is understandable. I think all kerning comments should come with an example posted of how it should have been done
Von G, I have enough time to post – and note that the kerning should be improved – but I'm not doing any spec work!
;) just dont have the time…
On Apr.09.2007 at 04:15 AM
Von K’s comment is:
I agree with some folks above--the power symbol should have been modified in some way. As-is, it's just the "power" button rotated. My overall impressions is an icon appropriated by Goodwrench, not a clever turn on a recognizeable mark.
Armin, your frequent car problems were most likely caused by the fact that you owned a used Jetta. The automatic transmissions in the MK III Jettas are especially prone to self-destructive behavior. Next time get an old Nissan or something. Save yourself worlds of pain.
On Apr.09.2007 at 12:39 PM
Tom’s comment is:
I wonder why the drop of GM from the ID? It still appears to be very much part of the GM family.
On Apr.09.2007 at 12:44 PM
C-lo’s comment is:
Looks very 21st Century / out of a sci fi movie. I guess when we have flying cars it'll look more in place then the older logo. I'd rather see that then the GM square on some hydrogen flying contraption. The lettering matches the logo; Good or not it matches.
On Apr.09.2007 at 01:49 PM
EnergonCube’s comment is:
Frankly, the name and wordmark alone are the strongest elements of this logo. I see no reason why a mark is needed here at all.
On Apr.10.2007 at 08:37 AM
Exigent’s comment is:
Speaking as a car enthusiast, I rather like the logo mark. It is forward thinking for the automobile industry in that every car is more computer than anyone would likely tend to beleive.
The typography is absolutely hideous... Not only does it look like the CEO's secretary scrolled down the type options and pulled this one out without thought to kerning... but it is well... just ugly. The original typeface would have been just fine.
As for the logo looking like a quicktime ripoff... I think not. It looks nothing like a Q, which should be reason enough. The new G also has a break in the circle, unlike quicktime. I will not be hopping on the Quicktime-look-a-like bandwagon.
I do however, find the mark unimaginative in that the mac designer looked to his power button and thought, "Hey this looks like a G, and nobody will know I totally ripped it off."
I'll give the new logo a C. Compounded by an "Eh".
On Apr.10.2007 at 09:44 AM
Exigent’s comment is:
Speaking as a car enthusiast, I rather like the logo mark. It is forward thinking for the automobile industry in that every car is more computer than anyone would likely tend to beleive.
The typography is absolutely hideous... Not only does it look like the CEO's secretary scrolled down the type options and pulled this one out without thought to kerning... but it is well... just ugly. The original typeface would have been just fine.
As for the logo looking like a quicktime ripoff... I think not. It looks nothing like a Q, which should be reason enough. The new G also has a break in the circle, unlike quicktime. I will not be hopping on the Quicktime-look-a-like bandwagon.
I do however, find the mark unimaginative in that the mac designer looked to his power button and thought, "Hey this looks like a G, and nobody will know I totally ripped it off."
I'll give the new logo a C. Compounded by an "Eh".
On Apr.10.2007 at 09:44 AM
Plamen’s comment is:
I am afraid I have to cite my own blog (sorry - not English) for the next 3 similarities:
Kim Siever’s comment is:
I think the animation would have been more effective. If the axis would have been centred on the straight line rather than centred on the circle.
Currently, it seems more like a switch at a console than it does a wrench.
On Apr.17.2007 at 05:42 PM
Justina Benitez’s comment is:
I really think that the new look gives out a different message but i see where you are trying to improve/ upgrade the logo. What if you can continue that look with a wrench? overall great feeling.
On Apr.17.2007 at 06:07 PM
Sebhelyesfarku’s comment is:
Only dumbass Maczealots would think that this logo is a plagarism of the Quicktime Q.
On Apr.18.2007 at 08:09 AM
Lou’s comment is:
I agree with 'farku. If a Q and a G look alike, then blame Guttenberg.
As for socket wrenches...sorry, old technology. I get why they are going where they are going.
It also appears that the blue they are using is the blue in the GM logo. Keeping the heritage with the color and with the letter "e"...it's all kinda nice in my opinion.
On Apr.19.2007 at 08:55 AM
jenn.suz.hoy’s comment is:
Looks like the next generation in Mac power buttons to me.
On Apr.20.2007 at 11:36 AM
jim mollica’s comment is:
DIFFERENTIATION?
INNOVATIVE?
USABILITY?
...Failed, Failed, Failed!
I am pretty sure the Executives and Researchers got their hands on this one. I have no doubt that the designers were more than qualified to create something which followed all the principles of identity. However, somewhere along the line they had their hands tied. Someone was scared. Someone was worried about history and investors. Someone wanted to play it safe. Now, we have to endure this awful cliché. The power button. Is this the new Swoosh? I see a pattern. Of course, not all is lost. They recognized that there is an image problem. Their financials reflect it. They opted to reposition themselves and seperate from GM. Good work on getting the image to the public. They are making it memorable, whether it is right or not, it will be memorable and show the public that they are hearing the call for change, improvement, quality. Next, I expect them to mimic European and Asian design success in regards to their vehicles. WE FOLLOW... That should be the new tagline.
On Apr.24.2007 at 10:49 AM
Mark ’s comment is:
that "G" is too distracting if they'd get rid of that, the logo would look 100% better.
do they really need the "G"? it acts like a hangnail to my eyes.
It doesn't really integrate into the logo.
On May.09.2007 at 02:55 AM
Simon’s comment is:
Reminds me of Five's Gadget Show, especially as it starts off vertical and then rotates clockwise to become a 'G' as well...
On Jun.06.2007 at 06:44 AM
nitin budhiraja’s comment is:
There are a lot of comments about the power button, resembling the 'G' in Goodwrench. They are all valid. To that point, there is no doubt that it does resemble a 'G' and it is the power button talks to their idea or (the design company's BS ing their way into the presentation room) of starting something big (on the website.) OK, I get that. Now, GM—the brand that it is, the scale, the stature—where is the innovation? Has this idea been seen before—YES. Has this been beaten to death—YES. Is this original—NO. So is there anything new they have established rather than just an updated and polished visual? NO. I think that's typical of the average American manufacturing—the quality is mediocre, the costs are high, and the philoshophy is absent. But who cares about the kerning, or the G resembling the power button been done too much. As long as its is presented in a better way (a little different than the last iteration by some other company, like a lot of hollywood storylines) it's OK! A truck owner in Kansas, Ohio, Alabama, Texas, doesn't give a damn about kerning or concept. And that's how comfortable things are. Nice and easy. No one's elbowing, no one pushing the envelope, just plain comfortable spoon feeding of simple ideas that don't use up too much of your cerebral activity. Good job Mr. Goodwrench.
On Jul.09.2007 at 04:44 PM
nitin budhiraja’s comment is:
and before I start up a storm, I am being sarcastic.
On Jul.09.2007 at 04:47 PM
Mikey’s comment is:
To all the people knocking on Goodwrench... I've been a General Motors Tech my entire career, and believe me there is nothing more intense than the impatient customer who thinks everything can be diagnosed with a computer. There is 5 years of schooling involved people. Thats more schooling than an accountant... yeah we may look like grease monkeys but guarantee a proper fix. For the sum of you, who do appreciate the Goodwrench dept, I would like to express myself and put it down plain and simple for those who dont. A technician today relies on computer type resources to help with repairs on your vehicle. If it wasnt for the internet and other online resources your vehicle which you wait a couple of hours for in our "dingy waiting area's", would take a couple of days if not weeks to repair. Its a good thing that the old general is generous to all the new customers with warranted vehicles that he will supply you with a loaner so you dont have to wait around for your vehicle for "2" hours. Wow at $40.00 a vehicle that could add up quick. Give the techs some credit. The comment made above by Neven is just total ignorance and obviously a comment made by a person who is selfish and non appreciating.. if you dont have a college diploma, you will not be hired by general motors to repair any vehicles. I must say for someone as brainless as yourself who would post something like that, you obviously dont know what your talking about. And if you were my personal customer and I knew you wrote something like that, Id have you waiting in a porta-potty rather than a heated room with a television and old car magazines that you probably have never read before and keep you occupied while you wait. Keep the bullshit comments to yourself and keep in mind that your vehicle is our pleasure to work on. Next time you want to bring your vehicle in for service, arrange for a shuttle lift home, all dealers have them, and they are perfect for people like yourself who are ignorant and unappreciative. Thanks for coming out. Maybe you should try our jobs out for a day and see the lack of respect you'll receive. You'll change your thoughts, and maybe even try to change everyone else's.
Going back to the initial topic, the new concept logo, I love it. I think its powerful and I hope to see it in my dealer soon. I will wear that logo proud and encourage our customers to continue using goodwrench service whether they have a GM vehicle or any other type of vehicle.
On Apr.27.2008 at 07:49 PM
Anonymous’s comment is:
EZTHILACV
667849301324 ZTROIIPCFER
chino’s comment is:
Looks like they dropped/combined the Gs:
joe marvin’s comment is:
the original mr. goodwrench was my grandfather, and I would sure like them too bring back some of those old commercials with some new touches. It would be really great if they would compensate some of us relatives times are tough and it would be cheaper than producing new adds.
On Jun.11.2009 at 09:35 PM
Comments in Brand New, V1.0 have been closed.
