NOTE: This is an archived version of the first incarnation of Brand New.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.
If you take a holiday this summer, consider Pembroke, Bermuda, the legal incorporated home of some exciting de-conglomeration and branding. Tyco International LTD, a global leader in industrial valves and controls, metal conduit, armored electrical cable, and steel fence post tubing. A proprietor of fun brands such as ADT security and fire alarms, as well as niche-hits like Coev Magnetics, and Raychem, Tyco recently announced that it was neatly spinning off into three corporate-level brands, grouped by cateogry. So it goes. The spinoff gives us three consumer/industrial brands: Tyco Electronics, Tyco Healthcare (Covidien), and also Tyco Fire & Security/Engineered Products & Services (TFS/TEPS).
Tyco’s company history is similar to many others in the category, as this de-contextualized extract from the Tyco Press Room explains:Tyco was founded in 1960 when Arthur J. Rosenburg, Ph.D., opened a research laboratory to do experimental work for the government. He incorporated the business as Tyco Laboratories in 1962, and changed its focus to high-tech materials science and energy conversion products for the commercial sector.
Original Tyco logo, 1960
A well-crafted press release explains on the products and services of Tyco Electronics:
With a 60-year history of leadership, Tyco Electronics is a US$12.8 billion global provider of engineered electronic components for thousands of consumer and industrial products; network solutions and systems for telecommunications and energy markets; and wireless systems for critical communications, radar and defense applications. We design, manufacture and market products for customers in industries ranging from automotive, appliance, aerospace and defense to telecommunications, computers and consumer electronics.
The new lockup—crafted by Interbrand—is an improvement from the former wordmark. Hearty but nimble, the “TE” monogram intelligently suggests connections between electronic components with a tried-and-true IBM striped uniform. One can assume that the italic helps tie it to the former italic logo (but why?) or that this new mark is literally running from the IBM logo for fear of impersonation. The designers were right not to follow status-quo and dress it all in “Tyco” blue. The orange lends some electricity, contrast, and differentiation. For the embroidery-police, this one receives a citation—the guilty gradient is so subtle that it doesn’t claim to be innocent. Here is one solution. Thankfully, the gradient adds subtle detail here and makes the brash forms sparkle like a Leger. There’s some jazz here; squint to see the keys—you can almost hear “Piano Man.”
“Tell Everything”
When divorced from the wordmark, the symbol could potentially carry any meaning such as: Turkey Express Airbus, Thomas Edison, or even The End. Why not? Tyco makes a lot of products that protect and enforce infrastructure assuming that a WWIII happens sooner rather than later. Surely, the recognition strategy is for the long-run, which explains the diminuitive proportion of the symbol in the lockup.
Overall, the voice of the custom typography is corporate but friendly, bordering on a Casual Friday code, which is probably right on strategy for shareholders who are worried about the fiduciary implications of the breakup (and recent scandals). The wordmark deftly adds electronics to qualify what this Tyco is and does. The cute lowercase “y” compensates for the historical lack of a nice “y” in the former mark. This new “Ty” letter combo is still busted and doesn’t resolve the letterspacing issue.
This type is tricked out in a tentative way that begs us to wonder how many hundreds of hours were spent riffing on every clean half-humanist-but-not-Helvetica on the market straight down to the little Bliss notches. Even though champagne should be sent to Interbrand for crafting a custom wordmark, couldn’t they have made it all a little less tricky?
(Toys)
Wait a minute… if you were also a nerd who enjoyed alone-time in the 1980s, the name “Tyco” evokes strong and misty-eyed loyalty with mis-associations to H-O scale model trains and racecar toys made by the TYson COmpany: TYCO, owned by Mattel. No connection.
This mark doesn’t invent form, but it starts to. While it has potential to shine on various public-facing applications and has the added value of one-color reproduction on little electronic devices, Tyco’s new logo is a weak signifier for a company that deals in solutions, precision, and innovation. This techie look hardly meets our expectations by appropriating worn categorical conventions; it hits the correct keys and sadly delivers like a Billy Joel cover band in Bermuda.
Jump to Most Recent Comment
C-LO’s comment is:
Should an electronics manufacturer have a logo that looks like a computer error? For some reason I just don't get the T or the E. The lettering to the side is just "there" The "IBM Stripes" Worked because they were thin. You can still see the letters through the stripes. With this you've butchered the letters into the stripes themselves.
On Aug.07.2007 at 08:53 AM
L.Vazquez’s comment is:
When I saw the headline in my reader, I thought "oooh, Tyco redesigned their logo" and got all misty-eyed, thinking about the days of the Karate Kid, but anyway...
I'm on the fence with this one. I don't like the way the TE hangs there.
Also... Billy Joel cover band? Really? I meah, he's good and all (I was born in Allentown) but, a cover band? (and a splash page, aah!)
L.
On Aug.07.2007 at 08:58 AM
Doug’s comment is:
Until the article pointed out the letterforms, I'd have never seen the initials TE in the icon. If we're not seeing it, the average joe sure won't.
The new wordmark says 'friendly,' but it doesn't communicate stability and trustworthiness, two values that Tyco should be promoting.
On Aug.07.2007 at 11:09 AM
felix’s comment is:
it's smart... and well-executed.
this new covidien mark:
is also well-aligned to it's electronic arm.
On Aug.07.2007 at 01:22 PM
Todd’s comment is:
I like the symbol but like the older logos font better.
On Aug.07.2007 at 01:47 PM
drew kora’s comment is:
Can't say this one does much for me. It's not horrible, it's just sort of there. I don't hate it, but I don't love it.
...I like the old 60s tyco logo much more. clean that up and you're in business. cooool.
On Aug.07.2007 at 02:18 PM
UnitB’s comment is:
The blue hashmarks of the T create an E out of the negative space to the left. Distracting. Quite ordinary design, and the wordmark is too cutesy for my tastes. Oh, well. Just one person's opinion...
On Aug.07.2007 at 04:16 PM
Splashman’s comment is:
The sum total of my reaction: enh
On Aug.07.2007 at 08:03 PM
akrok’s comment is:
the "before" version is stronger then "after". basicly more solid, more techie and works in black and white, which can be good in case you need to send a invoice via fax, etc.
ciao,
akrok
Paul Walker’s comment is:
I find the 'after' to be better than the 'before'; but both the original & the infinity 'toy' logos are better IMO. The Custom type on the new logo looks great, but not entirely appropriate; while the 'TE' symbol is just generic, with completely unneccesary gradients
On Aug.08.2007 at 02:42 AM
Blake’s comment is:
I guess I'm not seeing a clear connection between the TE and the type. Something about that fontface feels more "light-hearted" then what the company does. I like the IBM'ish striped TE... while I can't quite marry concept and company, the simplicity is nice.
On Aug.08.2007 at 07:59 AM
Armin’s comment is:
I very much like the new icon. It's very hard to come up with a unique monogram that ever so slightly hints at the type of company it represents. This one says technology, speed, connection, integration, and I really don't know what Tyco Electronics does, but I get the impression right away. I didn't even make the comparison to IBM, the TE icon has its own merits and to IBM's detriment, I bet it wouldn't be as recognizable if it weren't for its equally iconic slab typeface. TE also manages to work with only six stripes, three for each letter, a true testament to the power of simplicity. I even like the subtle gradient.
The typography is fine. Maybe a little too friendly, as has already been mentioned. But it's not atrocious. It is, however, too bad that they chose to emphasize this part of the identity, as opposed to the icon.
On Aug.08.2007 at 09:47 AM
Von Glitschka’s comment is:
The idea behind the new mark is good but the visual aesthetic is lame. The typeface is so generic and the mark itself lacks any flair. That said I like it, I just don't care for the final execution of the art it's a bit too sterile IMO.
On Aug.08.2007 at 02:47 PM
felix’s comment is:
check mate:
sterile is a good atribute for an electronics company.
I accept your apology.
On Aug.08.2007 at 03:46 PM
Oly’s comment is:
The original from 1960 looks very cool. The recent redeisgn is a typical, forgettable, mediocre, f***ing dull logo. It says nothing at all and in doing so says an awful lot. It tells us that this company has lost its way, its has no real direction, it simply exists to generate cash within its various profitable endevours. The logos are simply things which are needed to fill a space in the top corner of a letterhead. They need to look presentable and not offend anyone.
@akrok "works in black and white, which can be good in case you need to send a invoice via fax, etc."
A Graphic Designers job is create something memorable. To do something that encapsulates the thinking behind a product/service. To inspire both the customer but also the staff. Do we really need to judge logo design by the ability of how well it will look when faxed?!? Think about it, why the hell would it matter if it looked bad when faxed, who on earth would care?? Who uses faxes anyway?
The shameful mediocrity of this logo just confirms to me that Wolff Olins did a great thing with the london 2012 logo. They have re-established what it means to be a designer. You're supposed to be different, you're supposed to be challenging, why spend your life aiming to create logos which 'work well when faxed' and please everyone, yet are neither loved or hated by anyone.
Anyone can draw a simple shape, pick a non-offensive typeface, choose some vaguely suitable colours and claim to be a designer. But the world is full of pretenders such as those who created this logo. A true designer is a thinker, and they inspire and they are different. Over and above anything else a designer should never produce mediocre work and im afraid to say this logo is just about the most mediocre piece of design I have ever seen. Yes it ticks boxes;
Does it suggest integration? Yes, the letters merge together
Does it suggest speed? Yes, it's italic!!
Does it suggest technology? Yes, the font is a sans-serif!
But what does it say to you???
Please, lets not study the physical design, instead look at the logo and ask…
What does this logo make you think about this company?
On Aug.08.2007 at 05:47 PM
Von Glitschka’s comment is:
I suppose you're technically correct with respect to the clean rooms and all. But to force the extreme literal it would have to look just like this logo below.
>
>
>
>
>
See, completely sterile doesn't work so well.
exigent’s comment is:
I prefer the original design over the "new and improved" version. Why is it that every company is edging their logomarks toward that web2.0 look and feel? I am saddened a bit.
The T&E formation is weak, but clever... but not clever enough for me to applaud the design.
On Aug.09.2007 at 05:20 PM
Danny Tanner’s comment is:
The buzz word "web 2.0" is becoming tired. I find it used far more frequently in design talk.
I don't really think it has a place outside of the programing/web area. Web 2.0 doesn't really have a look, or feel. Web 2.0 is more about user experience, multiple user interaction, shared content, etc.
Any look or feel reminiscent of a user interface probably stems from the common tools which are used to create identity systems and web/program interfaces.
Namely, the computer.
Sorry exigent, nothing personal. It's just the past 5 or 6 times I've read "web 2.0" on Brand New it's annoyed the heck outa me.
After giving this a good once over, I feel the "friendly" type balances the sharp geometry of the monogram. The monogram is simple, strong, and clever. It's trustworthy. It has enough of that "I'm an omnipotent, unemotional, electronics company," without over doing it. On that same track, this IS an electronics company. Is it desirable for them to be overly emotional? Not in my opinion. Emotions are unpredictable and uncontrollable. When I look for an electronics company, I want something rock solid, predictable, analytical, and because of these reasons, trustworthy. Something bold and fashionesk, like the olympics logo, would simply be inappropriate.
On Aug.10.2007 at 01:41 AM
Joe M’s comment is:
Listening note: Tyco's fashionable monogram was preempted by similar softly shaded shard shapes from these Swedish electronic musicians.
Pedro’s comment is:
The concept and execution of the icon/monogram is smart. Just wished it was the hero of the mark, not a secondary element to the logotype but overall very nice solution.
On Aug.11.2007 at 09:35 AM
akrok’s comment is:
"A Graphic Designers job is create something memorable." - Oly.
Sure, if you working with greeting cards.
On Aug.15.2007 at 04:40 PM
Phillip Labuscaigne’s comment is:
Like the older logo better
On Aug.27.2007 at 08:58 AM
J.’s comment is:
Funny, it is quite a copy of the logo of the Stuttgart Regional "Council" (Southwest Germany), (Hometown of Porsche, Mercedes, Bosch etc...)...
Maybe the designer got "inspired" when he picked up his last Porsche there. ;)
(Even the 2 blues can be found in the Tyco Logo)
zedzedeye’s comment is:
J...nice find.
On Sep.24.2007 at 08:41 PM
Comments in Brand New, V1.0 have been closed.
