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In 2007, Blackwater Worldwide, the world’s largest private security company, made the wrong kind of headlines when Blackwater contractors allegedly shot and killed 17 Iraqis in a crowded square in Baghdad. This resulted in protests, congressional inquiries and the Iraqi government refusing to allow the organization to operate in the country. And now, in an effort to improve public perception, Blackwater has changed its name to Xe (pronounced ZEE).
Organizations that change their name usually do so to “better define” what they do, or to “clarify” a shift in services, and this is often in tandem with a repositioning of services or a shift in core competencies. Anne Tyrrell, a spokeswoman for Blackwater, explained that the company was changing its name because “the idea is to define the company as what it is today and not what it used to be.”
The Blackwater name has being expunged from all of its business units: Blackwater Airships (which offers surveillance services for intelligence gathering) has become Guardian Flight Systems. Blackwater Target Systems (the unit that develops and builds targets) is now being called GSD Manufacturing, and Blackwater Lodge and Training Center has been named the U.S. Training Center.
Not everyone agrees with Tyrrell. RJ Hillhouse, a national security expert and author of the blog called The Spy Who Billed Me, said the company is “obviously trying to distance itself from their image as reckless cowboys that’s etched into the world’s mind from the…shooting.” With a new name, “there are a lot of people who probably won’t connect the dots,” she said. “In a year or two, people won’t remember that’s Blackwater.”
When asked about the name change, Robert Passikoff, president of the New York marketing research firm Brand Keys, Inc. offered this: “There’s an old saying about brands: ‘When you can’t change the product, you change the packaging,’” he said. “It’s common for companies to rename in an effort to distance themselves from bad publicity, but in Blackwater’s case, things have gotten so bad that the company had little choice but dump the brand.”
Tyrrell disagrees. She countered that Blackwater’s past was only one of several factors involved in the decision. “The company leaders came up with and considered several new names,” she said. “Xe had the best potential for brand identity but has no special meaning,” she added.
No special meaning indeed. The same can be said for the identity, which is a bizarre cross between the old Xerox brandmark and the logo for Xena: Warrior Princess. As a result, the only X this rebrand deserves is for a new identity that has gone terribly, terribly wrong.
Thanks to Reed Reibstein for the tip.
[Ed.’s Note: This is Debbie Millman’s first post on Brand New, hopefully the first of many]
Jump to Most Recent Comment
Nisio’s comment is:
Considering their business, I doubt there will be any real design crit on this. But for what it's worth, it looks confused and amateur. The rendering leads you to read the letters, rather than pronounce it, and even if you did, I doubt 'zee' would spring to mind.
Side note: I'd quit rather than work on a rebrand for blackwater, so for the designers concerned, I hope it was worth the soul-selling.
On May.13.2009 at 07:42 AM
Scott’s comment is:
The place is located in the middle of nowhere in the northern sandhills of North Carolina. The name change is without a doubt reflective of its bad publicity. The logo is a combination of both: they just want to be out of the public's sight.
On May.13.2009 at 07:51 AM
Jan’s comment is:
X11 anyone?
http://en.wikipedia.org/wiki/X_Window_System
On May.13.2009 at 08:20 AM
Emily’s comment is:
It would be great to get more than one sentence of design critique for the new idenity. Does the new logo succeed at all in looking more 'friendly'? What does it look like in different applications? Are they using other colors or just black? What about it is so...well... bad? Background is good, but design analysis is good too.
On May.13.2009 at 08:21 AM
josh’s comment is:
i can see why they wanted to change the 'buck hunter' style cross hair all american killer logo, but this bland? i think they went way too boring on the identity, but i guess thats what they needed.
On May.13.2009 at 08:26 AM
Prescott Perez-Fox’s comment is:
Great clip from The Rachel Maddow Show available here:
http://www.perezfox.com/2009/02/15/blackwater-rebrands-as-xe/
On May.13.2009 at 08:32 AM
Anonymous’s comment is:
Wow that's bad... and their website, ugly blimp/gradient/backroundy thing into their logo - awesome.
Who did the rebrand? I see Brand Keys mentioned above but did they actually do the redesign and everything? Just curious because if so, call me superficial, I wouldn't let any marketing company without a greatly designed brand, do anything for my company. I don't know anything about Brand Keys, maybe they are world renowned and do great work... but I'm not seeing it.
"Company Leaders" came up with the name so maybe it's done in house. Either way it's nothing more than bad.
On May.13.2009 at 08:38 AM
Keli’s comment is:
Forgot to add my name, comment is above ^
On May.13.2009 at 08:39 AM
bobco85’s comment is:
Wow. I mean, really, wow.
If you had asked me what the original logo was for, I'd have told you bear-hunting. If you ask me about the new logo, it makes me think scientific technology/research because the use of the "e" and the "x" are found together in calculus a lot!
What they did do with the rebrand was at least keep the serious "we kill people if you need us to" attitude and dangerousness of the company.
Fade into obscurity they want, with this kind of name and logo, fade they will get, but not with us.
On May.13.2009 at 09:01 AM
Dale Campbell’s comment is:
At least the old mark looks like it had some sort or relationship with the service provided.
This indeed looks completely bland. Had I not known what the new logo was for, I would guess some sort of electronics repair company or something...
On May.13.2009 at 09:12 AM
Kaz’s comment is:
I think they nailed it. That's exactly what they wanted, they are not only trying to get away from the bad publicity, they want to get away from any publicity, this kind of companies don't care about brand recognition, they want to keep a low profile because they get their contracts mostly from politicians and shadowy deals.
So what's better than a generic/doesn't-mean-anything name and logo?
On May.13.2009 at 09:13 AM
Nathaniel’s comment is:
I fucking hate Blackwater.
On May.13.2009 at 09:23 AM
debbie millman’s comment is:
To Emily: You're right. However, in reading the comments above, I think that Bobco85 summed up exactly what I should have provided.
To Armin: Thrilled to be aboard. Thank you!
On May.13.2009 at 09:33 AM
lodenmuse’s comment is:
Strong, soft, more manageable?
Xe, your hair smells terrific.
On May.13.2009 at 09:34 AM
emily’s comment is:
@nathanial: agreed. those people are the absolute scum of the earth.
that new logo sucksssssss. it looks like someone haphazardly threw the letter e into a weirdly shaped x. i honestly cannot objectively judge this logo because i have so much hatred for them.
On May.13.2009 at 09:56 AM
Jonathan’s comment is:
Wait, wait.. is it still 1996? Nothing good here, I can't even give constructive criticism. What the heck! Zee, I mean, Xe. Seriously? This is terrible. I mean I guess its good you dropped your old name.
My favorite part has got to be where she says it "has no special meaning" Haha.. classic.
On May.13.2009 at 10:08 AM
Proverbial Thought’s comment is:
COOL!!! Xerox has a new logo! Oh wait, no they didn't; who is this again? Haliburton? Well, I guess marks the spot when you kill 17 civilians; bu in this logo it is WELL off the mark.
Seriously... You X out 17 civilians, then choose an X for your logo? My god this is terrible! I guess if there message is, "We'll X out 17 more civilians for the right pay." then this logo is spot on. Otherwise, this image being a positive one.
The X makes me feel like playing Family Feud...
Name a fabulous logo redesign from 2009.
ummmm... Blackwater!
Survey Says...
koyo’s comment is:
I don't see any security in that new brand. And the older one was ugly too.
On May.13.2009 at 10:45 AM
jRod’s comment is:
@Nate: thanks for the in-depth report.
@emily: im sorry Blackwater killed your dog.
if you can't "objectively judge" the logo, then don't say anything at all. if you want to rant about your hatred for Blackwater, there are plenty of other venues for that. I don't have any love for them, but this is about the identity change, not "How does Blackwater make you feel?"
as for the logo, i think that its amazing the effort put forth to remove masculinity from their image. its a really bland image (not to mention tiny) and they can say it all they want, this is all about distancing themselves from the bad publicity. the sad thing is, they will probably get away with it.
On May.13.2009 at 10:48 AM
Howard Stein’s comment is:
HORRIBLY designed, but still looks dangerous and secretive.
It is HIGHLY irritating when the pronunciation is different to the appearance of a logo. Who on earth will look at this and see "ZEE"?
I can't ZEE it! I can X-e it.
Branding companies actually get paid for expertise they do not have. That is communicating with ordinary people.
I will redesign it for one tenth of what was paid and it will do what it is supposed to do.
Malcolm’s comment is:
I think Kaz said it best: a meaningless, bland identity would be exactly what they were after. What better way to hide from their past and their previous identity? In a year, the name Xe will have no baggage whatsoever. None. Mission accomplished.
On May.13.2009 at 11:05 AM
ChrisM70’s comment is:
Xe is the new Altria.
Whether it's killing people with tobacco products, or paid mercenaries who can kill indiscriminately without repercussions, a new logo (even a bland one like Xe) isn't really going to help you.
Evil is hard to rebrand.
Carlo’s comment is:
Sad when design/branding stoops as low as serving these purposes :(
I wonder who Xa, Xb, Xc and Xd are?
Ryan Paul’s comment is:
Howard Stein: I take issue with your statement: “Branding companies actually get paid for expertise they do not have.”
Clearly, you have neither the experience nor the expertise to appreciate the circumstances that drive a large-scale identity overhaul. I may not like the logo (I don't), but I can make a sound argument for why Xe went down this path.
There are many critical issues besides “design.” There are strategic objectives such as brand positioning, defining image attributes/goals, signaling change, making a clean break from the past. I can make an argument that the general public’s reaction is less important than the reactions of their other constituencies – potential investors, Wall Street, government entities (whom ultimately buy their services). It’s about the bottom line, remember? There's also a significant messaging component. Ultimately the design (the logo, in this case) is simply a manifestation of all these components.
That said, my main issue is what they’ve done with their nomenclature system (naming, in layman's terms).
They have gone from an orderly, easily understood group of companies that leverage the strength of a single brand (Blackwater Airships, Blackwater Target Systems, Blackwater Lodge & Training Center) to a mishmash of seemingly unrelated entities (Guardian Flight Systems, GSD Manufacturing, U.S. Training Center, respectively).
In doing so, they have significantly hampered the potential strength and cost efficiencies of a masterbrand strategy. They have also limited the potential for audiences to fully comprehend the breadth and scope of the services they provide.
On May.13.2009 at 12:11 PM
BJN’s comment is:
Here's another company that I wouldn't design for, and I won't critique the logo or marketing strategy on the off-chance such comments might be even a little helpful to them.
Somebody designed the Third Reich's swastika — it's not surprising that there's a design group happy to help market mercenaries.
On May.13.2009 at 12:23 PM
mog’s comment is:
This is the real "Veridian Dynamics" - an intentionally meaningless name for an altogether distasteful entity.
What's that old adage? If you're trying to hide what you're doing, you probably shouldn't be doing it? Well, if you're trying to hide yourself...
On May.13.2009 at 12:35 PM
Drew’s comment is:
"In doing so, they have significantly hampered the potential strength and cost efficiencies of a masterbrand strategy. They have also limited the potential for audiences to fully comprehend the breadth and scope of the services they provide."
--------------------------------------------------
Wasn't that the point?
What audience, besides the Federal Government, do they have to care about?
Ryan Paul’s comment is:
Drew: What audiences? There are plenty: federal government, foreign government, potential investors, shareholders, subcontractors, employees, potential employees, vendors, strategic partnerships/alliances.
On May.13.2009 at 12:50 PM
Mark Settle’s comment is:
When you don't want people talking about you, what better way to prevent them from doing so then by coming up with a name that is impossible to pronounce?
On May.13.2009 at 12:57 PM
James Re’s comment is:
Spread the word so that people WILL remember in a year. Twitter, Facebook etc get it out there.
And yea that logo blows, but all it needs to do is completely dissociate itself from their previous brand which it does perfectly.
On May.13.2009 at 01:21 PM
Josh’s comment is:
I loved the sharp punch at the end of the post Debbie. You've always got a way with words and I'm glad to see you're adding your knowledge and spark to Brand New.
As you said the marks speak for itself.
On May.13.2009 at 01:29 PM
EnergonCube’s comment is:
Well, the new logo is an improvement over the old. However, I've always loved the name Blackwater. It's seriously cool and perfect for their kind of services.
Too bad they had to f**k it up.
Xe (zee) sounds like a chump.
On May.13.2009 at 01:42 PM
David Sanchez’s comment is:
"No special meaning indeed. The same can be said for the identity, which is a bizarre cross between the old Xerox brandmark and the logo for Xena: Warrior Princess." - Ditto.
On May.13.2009 at 02:10 PM
oakstream’s comment is:
I've been told that the Blackwater logo, when displayed as a bumper sticker or on a t-shirt, was good for everything from protecting property to scaring off your girlfriend's ex's. Have a sneaking suspicion "Xe" just won't have the same impact. :)
On May.13.2009 at 02:16 PM
Kabir’s comment is:
I think it is a great rebrand. This is the kind of business where you do NOT necessarily want a high profile name & logo. The people who need Xe will know about it, and it just fades into the background for everyone else (perfect, considering they are contracted mercenaries and don't necessarily want a high profile).
Don't judge it on design - judge it on purpose.
That said, the Xe logo itself doesn't look so hot, and could use some work.
On May.13.2009 at 02:21 PM
Ryan’s comment is:
Did anyone watch this season's Apprentice where they had to create and name a superhero character for the retailer site Zappos, and Scott Hamilton wanted the heroine's name to be "EEE" (for their slogan "everything, everywhere, everytime") instead of a name that used the unique "Z" letter from their name?
Reminds me of that.
On May.13.2009 at 02:28 PM
SeeingI’s comment is:
Blackwater/Xe: "NOW, 50% More Sinister!"
On May.13.2009 at 03:03 PM
NicKLAUS’s comment is:
The new name reminds me of one of those villainous corporations that you see in Hollywood movies, the kind of company that ends up blowing up in a fiery inferno at the end of the movie.. kind of like how this logo is going down in a blaze of uncertainty.
I think that their name choice in the non-descriptive "Ze" was done because they can get away with people being unaware of what they do. I'd imagine that the types of people looking for "the Corporation formally known as Blackwater" will know where and how to find them regardless of what new name they're cloaking themselves with.
On May.13.2009 at 03:22 PM
felix sockwell’s comment is:
the lower case e has a sinister smile about it.... as if they love what they do ("X"ing off people). Confusing. Fitting.
On May.13.2009 at 03:40 PM
Blake Howard’s comment is:
I thought it was interesting that they've eliminated the perception of a parent brand by decentralizing the different arms of Blackwater (ie. the "US training center" and Blackwater Gun Ships to "Guardian Fight Systems"). This erodes the perception of one big bad giant organization running the show, and it protects other arms of their company from any mishaps (like the Iraq shooting) of the other "sister-brands".
At the end of the day, an identity represents an organization and how that organization operates and performs gives it meaning. Might be a new name, but look for the same old tactics.
On May.13.2009 at 03:40 PM
Darrin Crescenzi’s comment is:
@ BJN
Hitler himself designed the Third Reich's Swastika and color system. He always wanted to be a designer, having been rejected from art school on two occasions.
To your point, there are probably unscrupulous design firms who would happily take on Blackwater/Xe as a client, but I think odds are this was done by somebody within the company, be it a secretary or somebody's nephew.
On May.13.2009 at 03:42 PM
Von K’s comment is:
Ryan, I agree the new mishmash of names muddies the water. I think that's exactly what Xe is after, though. It's harder to connect the dots when you hear of atrocities committed by several different-sounding govt. contractors that it would be if they were all consistently branded.
On May.13.2009 at 04:03 PM
karan’s comment is:
No mention that http://www.xe.com/ is already taken for a forex site?
On May.13.2009 at 04:08 PM
Matt’s comment is:
Xe is the new car from Scion...
but seriously, even if you want your brand to fade away into the background, why not have a badass logo to go along with you? you don't need a bland and boring logo just to fade into the background. This name will do it itself, especially a name that doesn't sound like it's spelled. I'm sorry but Xe doesnt = Zee no matter which way you look/say/think it. Should've just named the company Zee if this is the case.
On May.13.2009 at 04:41 PM
Leland Witter’s comment is:
I'm pretty sure that Xe stands for Xenophobia
On May.13.2009 at 04:57 PM
Aniko Hill’s comment is:
This will be one of the most fascinating rebrands to see play out in terms of public perception. Just look at the controversy in the comments on this post! Whatever the intentions, the result of this new identity is clearly a complete departure from the original with no reference to the company's past except for maybe the black color. As we know, a brand is much more than a logo so we'll just have to see if the public goes along for the ride once all the touch points are rolled out.
By the way, interesting that the website currently has no logo (old nor new): www.blackwaterusa.com/
On May.13.2009 at 05:08 PM
Jack’s comment is:
i honestly cannot objectively judge this logo because i have so much hatred for them.
I fucking hate Blackwater.
Evil is hard to rebrand.
...an intentionally meaningless name for an altogether distasteful entity.
...there are probably unscrupulous design firms who would happily take on Blackwater/Xe as a client...
Good to see left wing douchebaggery is alive and well. Good lord, get a life, people.
On May.13.2009 at 05:16 PM
Nisio’s comment is:
@ jack
Yeah us crazy lefties and our principles! They're only mercenaries, it's not like they kill innocent people or anything.
Oh, wait.
Here's the thing jack, your statement implies that rightwing designers have no principles.
Nice.
Xav’s comment is:
Murder Inc. would have sounded a lot better but it was already taken...
On May.13.2009 at 07:28 PM
Takach’s comment is:
Whoever did this rebranding should be ashamed of themselves, and not just for creating an inferior identity. Blackwater is a company which supplies mercenaries to go kill people. And somewhere, there is a design team advocating for this company through the brand creation and whatever other materials they may produce. They may only be one cog in a machine here, but one cannot say that they are truly objective, or truly removed from what this company is doing overseas. I'm not sure how they are sleeping at night.
On May.13.2009 at 09:06 PM
Taylor’s comment is:
Well, It looks better than the bad high school-esque logo they had before!
On May.13.2009 at 09:10 PM
ZedZedEye’s comment is:
Sort of looks like a military stripe. On a "soldiers" arm, it would look very official. Being black, it would be void of any country's color... like a mercenary.
Tim Gengler’s comment is:
It's eerie how reminiscent this is of the basic setup for State of Play.
At least with Blackwater and their branding system, you felt an inkling of what was going on. Now, names like GSD Manufacturing and U.S. Training Center are about as generic as it gets, and Xe is primed to grow as big as they want without raising any public flags.
Then again, neither the old logo nor the current web site is impressive, so perhaps it's just a company with guaranteed clients who wanted someone cheap for a quick logo of the new name, rather than a work of criminal masterminding by the designer.
On May.13.2009 at 11:55 PM
Alex C.’s comment is:
I would have to say shame on the PR firm and designers who actually decided to aid Blackwater in concealing their culpability—horrible design skills aside.
LIke the APA, who has standards and guidelines for practicing psychologists, so too should should there exist a body that sets ehtical standards for design and PR firms. We hold more influence than we like to think, and we should practice with prudence before selling out to turn a quick buck.
On May.14.2009 at 01:48 AM
gradinko’s comment is:
This re-branding is sooo half-hearted. They should've gone straight for something like Mom's friendly teddy-bears for peace with a big shiny-pink heart for a logo.
On May.14.2009 at 06:17 AM
Jason A. Tselentis’s comment is:
This associates them with X-files in a whole new way. I'm not saying that's a good association; I'm not saying it's a bad one. It's just an association.
On May.14.2009 at 08:05 AM
craig’s comment is:
sinister indeed!
On May.14.2009 at 08:38 AM
Jack’s comment is:
Yeah us crazy lefties and our principles! They're only mercenaries, it's not like they kill innocent people or anything.
Yeah, it's not like they're performing abortions or anything. Those people we elect President of the United States.
Your hypocrisy is appalling. Your "principles" are dangerous.
On May.14.2009 at 09:38 AM
Von K’s comment is:
Jack--the president performs abortions? Whoa. This discussion is getting way off-track.
On May.14.2009 at 09:48 AM
Joshua Van Horsen’s comment is:
I love how the new design is representative of a suture pulling together the edges of a nasty wound. "We can heal from this!"
On May.14.2009 at 10:07 AM
Umar’s comment is:
The 'e' looks like it's got a smirk on it's face as it lurks in the shadows and watches the carnage unfold.
On May.14.2009 at 02:54 PM
Kevin’s comment is:
As a few people have mentioned, it seems the dissociation of the Blackwater name with the various subsidiaries is a very intentional, defensive move.
Make the parent company name meaningless and forgettable and use bland names like GSD Manufacturing for associated entities and commence fading from view and making the dots harder to connect.
With such negative associations swirling around Blackwater, typical means of strengthening a brand are exactly contrary to what they're hoping to accomplish. Diversifying their brands allows them to minimize the impact of the negative backlash.
This isn't all that uncommon, really. Monolithic brands are the exception for huge multinationals. A brand like Mitisubishi, who makes everything from cars to televisions to canned fish, all under the same name, is actually pretty rare.
It's a strategy that's just much more apparent when a brand is clearly circling the wagons.
On May.14.2009 at 03:14 PM
Mark’s comment is:
It's butt ugly.
It stinks of someone trying to cover their collective asses.
that is all.
Mr. T’s comment is:
I think the rebrand did exactly what they intended to do. Not only disassociate it from the original (and highly effective) brand "Blackwater" but also give absolutely no clue to what it really does — which is provide combat/security/mercenary services for profit.
But what Xe can't control is that no matter how hard they try to hide their past, eventually the public will peel back their new sheepskin and reveal the wolf underneath.
On May.14.2009 at 04:48 PM
Derrick’s comment is:
Well, it's a major improvement on the old one, which looks like something taken off the cover of a Deer Hunter video game.
On May.14.2009 at 05:59 PM
Bill’s comment is:
Here I see a very well established line and something very dark and crooked crossing it.
OR
I see two thin lipped men in close quarters. One whispering, the other with lips slightly parted at what he's hearing. Is that shock? Relish?
OR
I see the conning tower of a scuttled submarine as it heaves over to die quietly and secretly on the sea floor after a terrible international incident.
OR
I see a blade getting sharpened on a stone, or the hilt of a sword. Preparation for battle and nostalgia for the armed forces.
OR
I see a quill behind a black bar, as if to say "no reporters". as in "what happens in _____stan stays in _____stan."
OR
I see e. the symbol of energy or power. e=mc2. absolute power? Keeping power in the dark?
(I admit I started this post solely to poke fun at Blackwater. And I'm a little disappointed that it takes a somewhat edifying turn from here.)
You can dismiss this mark as bad and/or as a calculated effort to achieve total inertness. But don't forget that people have to work for this company, that people CHOOSE to work for this company and they need/deserve a symbol that, when they see it, reinforces why they show up for work every day.
So you have to look at this thing in context, yes, but in context from every perspective. Someone earlier was right to list the likely audiences with whom it needs to resonate with. Something tells me moleskin totin type geeks were not mentioned in the brief, but the employees likely were.
I'd like to hear how it was presented to employees, is there a nickname for the logo? the ol sword in the stone? the shiv and stripe? How is the staff responding to the rebrand? That matters a little more than whether we think the logo "sucks".
For the record I think it sucks. That e either needs to break through that line or back off. and that shiv, omg could it be less elegant?
:)
On May.14.2009 at 06:07 PM
tez’s comment is:
A little online research of the name suggests they got the name Xe from the chemical letter for Xenon. What is the origin of the word Xenon you ask? Its derived from Greek meaning "Strange". Hmm this name change just keeps getting stranger and stranger or should I say xe and xe.
On another note. I hate the logo. it looks unresolved random at best. That said if I go really subjective on this it does look very vaguely like a satellite with the "e" being the eye that watches us. no conspiracy theory bit intended though.
On May.14.2009 at 07:03 PM
mog’s comment is:
@Jack: WTF? All I said was that it was a "distasteful entity," and you accuse me of being a "left-wing douchebag?" If left-wingers have a monopoly on finding killing "distasteful," then I guess I should change my party...seriously, what?
At least I was actually discussing the intent of this design in my post ("intentionally meaningless...") and compared it to a recent post on this site (the Veridian Dynamics lolz one). You just quoted a bunch of people, called them douchebags, and then said that *they* needed to get a life? Ironic. And I'm not going to even touch your random anti-abortion rhetoric. This is *not* that kind of blog, seriously.
Anyway, back on topic. I'll second the earlier poster who was reminded of Scion, makers of the xA, xB, and xD (they switched to tC for their third car, since "XC" was taken by Volvo). "xE," therefore, is likely to be their next traditional vehicle (the "iQ" micro-car is likely to come first). The capitalization is different, but that's still what I came to thought.
I just don't "get" the "zee" pronunciation. I think it's a combination of, as an earlier posted suggested, the e-on-X design leading to reading the letters individually, but I think it's also the ultra-short name. We read "Xeon" and "Xenon" and "Xerox" with a "z" sound, but "Xe"? That's a lot shorter, and feels more...abbreviated, I guess?
I'll also echo one more poster: are they going to be able to get xe.com?
On May.14.2009 at 10:14 PM
Joe Moran’s comment is:
Remember reading about this back in February. Here's the Washington Post article.
VR/
On May.14.2009 at 10:40 PM
Miles Bacon’s comment is:
I needed a great laugh today. Perfectly great post. TY for ensuring this moment is captured.
On May.15.2009 at 01:11 AM
Johnny Socko’s comment is:
I much prefer the "friendlier" new logo designed by the Danger Room blog (http://www.wired.com/dangerroom/2009/02/blackwater-foll/):
Stuart McCoy’s comment is:
Call me a conspiracy nut if you want but I see the shadow of a Christian cross viewed from an awkward angle. Given Eric Prince's belief that the war in Iraq is a Christian Crusade I think there might be a connection, subtle as it may be.
On May.15.2009 at 10:32 PM
Adrian Vogel’s comment is:
I'm working on a "X-Logo" myself right now - now I have a perfect example "What not to do". Thanks Blackwater, I mean Xe, sorry "zee". Seriously, who came up with this crap and how did it survive a whole branding process?
On May.16.2009 at 05:40 AM
Que’s comment is:
Its ok I guess for a new start up but Blackwater is not a new company they couldve did better than this.
Why not just name the damn company Ze or Zee how the hell does Xe = Zee there is no way you would think Zee when seeing Xe its just retarded
carlos’s comment is:
what are that smooth lines for if they kill people? a blade, maybe?
On May.18.2009 at 03:34 PM
robbert’s comment is:
eX-Ee cute
If you remember that line about the banality of evil, then you'd have to say this identity is perfect.
On May.19.2009 at 01:08 AM
Michael’s comment is:
dark times indeed. the mark sucks but it prob. works since you couldnt possibly conjure up "mercenary" from it but perhaps it would be wise for such organizations to not "brand" thems with a mark considering the nature of their business and believe it iz a bizness and not a humanitarian op they run. god bless the US.
On May.26.2009 at 05:13 PM
Blue Buddha’s comment is:
I feel if you have to explain how to pronounce the company's name, the mark has failed. I never would have guessed "zee," but rather ex-eee. Guess I'm not really feeling this logo, bad or good.
I had no idea what the original Blackwater logo looked like prior to this post and was rather surprised to see it looking like something out of a Cabella's catalog.
On May.26.2009 at 05:56 PM
Panasit’s comment is:
That's the worst letter "X" from any typeface ever. The thing looks like it's going to tip over.
On May.27.2009 at 02:44 AM
ChrisL’s comment is:
I'm a little disappointed. The old logo made me think of a crazy dystopian SWAT/extreme sports team. Assault rifles, visor helmets, and numbered jerseys, y'know? When I retire on my 500 acre compound surrounded by 20 foot tall chain link and I need some hired muscle, I want some mother-effing Blackwater thugs. I'm just not going to think of Xe.
On May.28.2009 at 08:55 PM
Brian’s comment is:
Both are utterly ridiculous. But you know what, not every company want''s to be seen or remembered. So, regarding both old and new marks, I think they are totally efficient and appropriate.
Comments in Brand New, V1.0 have been closed.
