Guest Editorial by Ryan Hembree

In April, Unum, a leading employee benefits provider in the United States and the United Kingdom, unveiled a new identity in an attempt to better communicate the company’s core competencies and focus. Formerly UnumProvident, the company’s new logo, designed by The Gate Worldwide, is visually superior to the old — while at one time the highly patriotic logo probably appealed to companies based largely in the United States who desired to “buy all things American” (and who doesn’t love the logo’s ode to “Ole’ Glory’s” stars and stripes?), the company’s products and services have expanded well beyond the borders of this country and into Europe. And in today’s geo-political climate, looking “American” might be considered a liability and unpopular with an international audience.

By Brand New on Jun.21.2007 in Finance › Link

Ditech, the infamous mortgage loan company, ditched the awful swoosh-mouse-cursor-Optima logo and upgraded to a clean sans-serif look. Along with the new logo, designed by L.A.-based Ground Zero, comes a new campaign slogan, “People are smart.” The irony is I can’t quite figure out what the new logo represents. Or maybe I’m not their kind of people.

By John Feldhouse on May.31.2007 in Finance › Link

I have always been disgustingly fascinated by the name “Fifth Third Bank”. Specially since I had no idea where it came from. I wondered, how stupid can a bank be that divides anything into two times more than it mathematically could? Having never had to satisfy that curiosity until today — since I bank at Pentagram-designed banks only — I finally learned that the name comes from the merger of Fifth National Bank and Third National Bank almost one hundred years ago, in 1908, forming Fifth Third Bank. In the same vein, the old logo has consistently struck me as both repelling and fascinating, with its ultra thickness, italicism and super curves. Luckily, with a redesign by Cincinnati-based branding agency Deskey, I have now come to peace with my paradoxical feelings: I just find it repelling, nothing else.

By Armin on May.28.2007 in Finance › Link