Original URL: https://www.theregister.com/2006/03/20/quark_rebrand_two/
Quark unveils new, new logo
No 'uncanny' resemblance to Scottish Arts Council graphic
Posted in Bootnotes, 20th March 2006 13:17 GMT
LogoWatch Quark has thrown in the towel on the "fresh, inviting, and open" logo it unveiled last September to the usual over-excited fanfare of trumpets - only to find the new brand frontage bore an "uncanny" resemblance to that of the Scottish Arts Council.
No matter, pull a few previously-rejected alternatives from the waste paper bin, pick the one which most adequately reflects Quark's "more open and customer-focused" attitude and Bob's your uncle...
You can also simply rehash the original press release, given that both old and new images are resplendent in "Quark Green" (that's PANTONE 368 in case you're interested), which is "a symbol of growth, is invigorating and revitalizing, and breathes new life into a brand, in addition to drawing attention to it".
Yup, you've got our attention all right. According to MacWorld, the excitement regarding the new verdant logo spilled over into a further statement which read: "Quark has made a commitment to be closely attuned to its customers, and we appreciate the feedback we received from the design community in relation to our re-branding initiative.
"We have created a new logo that is both an evolution of our visual identity and a strong representation of the new Quark. Since the visual identity of the company represents our renewed commitment and focus on our customers, changing the mark to avoid any perception of similarity enables us to further define our unique identity. We love our new logo and we are pleased by the response it has received from our customers and partners."
Marvellous. Good, solid work by the Strategy Boutique there. ®