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TomTom beats to the distant sound of whalesong

Faint whiff of joss-sticks

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LogoWatch We here at El Reg like to think that our LogoWatch strand has done much to rid the world of Powerpoint presentation-weilding Strategy Boutiques - redefining brand frontage paradigms and delivery mission-critical synergistic solutions to better represent the brand proposition companies represent to their end user demographic while blasted off the planet on Bolivian marching powder.

Before and after: the TomTom logoWell, it seems to be working, if the recent rebrand by GPS outfit TomTom is anything to go by.

While the company has evidently heard the distant sound of whalesong, the blurb for its new corporate identity shows admirable constraint:

TomTom, the world's largest navigation solution provider, today unveils its new corporate identity with a new logo.

The new identity retains all of TomTom's unique brand values for consumers. At the same time it better reflects the full portfolio of navigation, tracking & tracing and traffic solutions that TomTom offers consumers, businesses and governments.

The logo is an evolution of the current logo and consists of the word 'TomTom' spelled in black, capitalised letters and features TomTom's famous red hands embracing a transparent ball.

"TomTom has become a well-established global company and the leading brand in portable navigation solutions in just a few years," says Alexander Ribbink, TomTom's Chief Operating Officer. "The new logo reflects these changes and symbolises TomTom's care for its customers, its hands-on mentality and its passion for the best, high quality navigation products and services. It also supports our continued expansion into new markets like fleet management and traffic solutions, whilst strengthening our position as the most preferred navigation brand by consumers."

A faint whiff of joss-sticks, to be sure, but compare the above to Deloitte Consulting's ill-fated 2003 metamorphosis, when it rather brilliantly decided to rebrand as a kind of mineral water:

In a few weeks, Deloitte Consulting will become Braxton, and with that change comes a new visual identity: a new logo, new colors, and a new corporate look.

First, the new Braxton logo. The logo consists of two pieces: the Braxton wordmark, and the Braxton badge - a convex red shield containing an asymmetrical orange X. Where the lines cross is a yellow diamond-shaped "sweet spot." The badge was designed to convey a sense of belonging, symbolizing our strength and culture.

When selecting colours, our branding department researched several colour combinations, looking at what would be appropriate for a management consulting firm; what, if any, negative cultural issues could arise; and what different colours convey.

Our research found that subdued colours like blues, greens and browns are seen as conservative and old-world. In contrast, bright hues of red and yellow convey energy, optimism, and a sense of renewal. When the transition was first announced, we promised to add colour to the industry, and we have done so.

Finally, the X. As you may have guessed, the asymmetrical X shape is an allusion to the X in Braxton. It also represents the intersection of several ideas: The fusion of strategy and implementation, business and technology. Our industry is polarising around technology companies and strategy boutiques, leaving one important, unfulfilled client need: business-minded consultants, focused on implementing what they recommend. Braxton will be the only firm focusing exclusively on this need.

Collaboration between consultant and client. The X within our symbol is a direct representation of one of our key beliefs: that the most valuable breakthroughs occur when client and consultant collaborate on equal terms.

The yellow diamond shaped "sweet spot" represents the optimum state in business - the intersection of strategy, implementation, business and technology, combined with the idea of complete collaboration between client and consultant.

Yes indeed. You can thank LogoWatch for ridding the world of such drivel and making it a brighter, happier place where your children will not be exposed to the terrifying excesses of the Strategy Boutiques. ®

Bootnote

A free whalesong CD (including the hit track The Ross Sea Minke posse versus the Japanese whaleburger crew) to sharp-eyed reader Mat Butterworth.

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