Probably a matter of different viewpoints, but for me, a logo is rather like a ‘standard’ (as in flag) – something which acts as a symbol to represent a whole series of different things, be they emotions, perceptions or whatever. For this reason, changes should happen as often, and with as much consideration as to, say, a regimental badge. Logos accrue validity through duration and exposure until they reach the point that just sticking a picture on an object can significantly increases the perceived value.. Good ones become iconic.
Paul,
You make these and your other comments solidly. In truth, outside of tiny tweaks to make a logo work with newer media forms, there is never a good reason for a healthy business and reputation to change one. That is the very first law of marketing and the reason one creates a logo in the first place. One wishes one's glories, past, present and future to be crystallized in a single company symbol recognized by all in an instant. That has a super-powerful effect, as poignant as a flag or bagpipes in battle.
On the practical side, one incurs enormous costs in changing on every sign and ad you have planet wide and doing so at the risk of alienating at least part of your existing market without a trace of a profit motive to make it worthwhile.
HOWEVER, perhaps Roderich's prediction and opinion is the correct one, to whit; that the REAL Morgan icon is the enduring Morgan car shape rather than the old wings logo.
Paul, However, to my mind, the Centenary is a celebration of all things Morgan, so: 100-years of the cars, people and company. It is a stand-alone event – a one off.
Therefore, I like the route they have followed
I agree with Simon on this. The Centenary is one-off event for all. It is not something representing the Company and its products but rather all elements of the whole community and a 100th birthday of them. It is appropriate that a different symbol underline that.
It is very retro, cute and tells a tale. It proposes to represent nothing more than the 2009 event.
Lorne
