Monday, May 31, 2010


This week's perspective from Joe Chidley:

Good logos are hard to come by; good stories about creating a new logo are even harder. So I was impressed by Astral Media’s successful earned media coverage of its recent rebrand, which was done by Toronto agency Juniper Park. Fact is, rebranding pitches are among the perennial “who cares?” items for media, since they typically mean a whole lot more to the company doing the rebranding than to anybody else—unless, that is, they are complete disasters. So pushing a rebrand/new logo like Astral did makes for a potentially risky exercise, but they pulled it off. Part of that might have to do with the rebrand itself—a stylized A for Astral that’s more colourful and flowing than the old corporate identity—but I’ll leave the reviews to other commentators who might actually know their fonts from their feet. From a communications perspective, what was cool was how the Astral rebrand ended up in media coverage (including Globe and Mail and Marketing) as part of an industry trend about the psychology of logos—how they’re moving away from the steady, corporate visual identity to a less-standoff-ish, warmer look and feel. That trend vehicle gave the new Astral identity high visibility, sure, but it also placed the company as a thought leader in the space. Upshot: when you can get your story talked about in the context of a positive trend.

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