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IntelliContact hit by rebranding madness

You are the 'i' in iContact

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LogoWatch It may be a "leading on-demand email marketing service", but that hasn't afforded IntelliContact immunity from infection by rebranding madness.

The IntelliContact and iContact logos

As you can see, 5 June is the big day for IntelliContact iContact, and this redefinition on the company's brand frontage paradigm is accompanyed by trademark Strategy Boutique guff whiffing strongly of joss-sticks. The blurb explains:

You Are the "i"

The "i" within iContact represents not us, but you. It represents a human communicating - while utilising online software to communicate easily. We will be giving the "i" personality and life and holding customer contests to design the "i" that best represents you. Just imagine YouTube videos with intergalactic battles among the many various "i" characters!

Ahem. There's more: the breathless iContact blog contains a link to a Word document which expands on the thinking behind the logo. Readers are advised not to read the file in one go unless they have had the necessary innoculations, and we accordingly offer the unprotected a couple of selected highlights:

The two arching communication lines are used to represent all channels of online communication in a single iconic symbol.

A slight reflection is used in the logo under the "i" character to allow for the slogan to be centered underneath the word "Contact" and to add an element of modernity and association with web 2.0 brands.

And in case you reckon this nonsense would have iContact customers choking on their coffee, think again. As one emotional commentator puts it: "This sounds beautiful to me. There's much power in simplicity and clarity, isn't there..." ®

Bootnote

Thanks to Jason Paul Kazarian for the tip-off.

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