by Neil Kloppenborg
If you have a LinkedIn account, an internet connection, or even a PULSE, chances are you know about this latest logo redesign dust-up that has everyone clutching their pearls. Indeed, it risks driving a wedge in an already deeply divided country. When my boss asked me to research online buzz concerning this radical logo relaunch and its impact on the industry zeitgeist, given my robust professional network, it didn’t take long to determine exactly what he was talking about.
You might have thought you’d seen every possible agency and influencer opinion on this, but only now is CI Design ready to finally share our position on the matter. “The matter” I am referring to, of course, is the controversial logo redesign recently unveiled by Technology Integrations Integrated of Rockford, Illinois.
Most will already be familiar with this Fortune 10,000 company: afterall, they are the premier IT outsourcing solution of Rockford, Illinois, aka “The Silicon Valley of the Non-Chicagoland Area’’. They’ve been a household name for years, largely due to their memorable, albeit somewhat confusing slogan, “People. Better.”
Before we look at the new logo, let’s take a moment to admire the original:
Clearly this style caters to more old-fashioned values, tracking with TII’s overall brand promise (after all, their website still says Copyright 1999). You might not think this logo is much to look at by modern design standards, but guess what, Mrs. Designey-Pants? That shade of Plum Purple was PANTONE’S COLOR OF THE YEAR! Cyndi Lauper announced it at the 1989 Pantony Awards! Who feels stupid now?
As an avowed #SerifGuy, this logo makes me feel comfortable, non-threatened and still relevant. Wondering what harm a more modern, sans serif font could possibly do? If you ARE, then I’d say without hyperbole that you are the worst human being who has ever existed.
Now, on to the new logo:
It’s obvious why people are so upset by this. Yes, ‘Technology Integrations Integrated’ has been removed completely, but what really gets my old man off his porch is the wanton ‘PC-ening’ of those i-dots! Sturdy, god-fearing squares have been replaced by soft, non-offensive circles. Stefan Sagmeister is turning in his grave right now!
Of course, design is a subjective thing. I wanted to learn what impact the new logo was having inside the company, so I reached out to Bud Spunkwinkle, CEO of TII.
While waiting for Mr. Spunkwinkle to fax me a reply, I received a confirmed report that TECHNOLOGY INTEGRATIONS INTEGRATED IS REVERTING BACK TO THEIR OLD LOGO! This is quite a surprising development, mostly because they’ve already spent literally tens of dollars on marketing, not to mention the late fee that Kinko’s charges for cancellations.
Don’t think for a minute that this issue is settled; I suspect the upheaval is far from over. This thing could go all the way to the Winnebago County Chamber of Commerce (located just off I-35 North, next to The Cracker Barrel). More on this as it develops.
CI Design is an award-winning agency located in Milwaukee’s Historic Third Ward. Driven by curiosity and passion, we are a creative marketing engine dedicated to shaping stories that get results.