Speaking of when older was better, I’m pretty sure this is a case of shoulda left it alone. Super 8 has a new logo at left. Big deal, right? But since I have ‘Logo’ in the blog title, the law requires I include a story about one every six months. Anyway, the previous logo is here. (My official disclosure also: I’ve worked for Super 8 directly and knew they were changing their look.) Which, when you see the new room designs they have planned compared to the roachfests we stayed at last year, people would be pleasantly surprised—and disappointed that not every Super 8 will feature them. But after seeing the new logo today on Under Consideration, and while I know retro is in, the look just feels wrong. It’s almost a step back for where they need to be, especially given the direction they want to head towards.
As Jetpacks comments below, it has this circa 1965 feel. However, you can’t manufacture or design a retro look and have it be authentic. Works okay with musical genres if you contemporize it enough—but with logos? Not so much. The association people have with a brand or logo is based on a host of experiences, not the least of which is the context of the current zeitgeist they find themselves in.
As with anything usually, ‘retro’ doesn’t become retro until about 30-40 years later. Old Vegas probably thought it was the shit back in the day too, and, it was. But it’s gone, the last remnants now kept around as schlocky tourist bait for those who can’t afford the New Vegas—the one with Carrot Top at Luxor and a $50 cover.
Bigger than the logo issue though for Super 8 and all the brands in the economy stay category is overcoming public perception that only hookers, freaks and truckers stay at these places. That’s a PR problem that a new ad campaign may not be able to overcome, no matter how many shiny happy familes you show driving down the road.
(Tip to Sara at Plaid.)
Tags: Super 8
8 comments:
Vote: A step backwards. (Though it does make one think of a simpler time, when a logo like this would have only cost $8.)
Wow, it makes me think of a Slim Jim wrapper or something very truck-stoppy. It's the yellow/red combo I think.
Full of Fail. It says 1965. It says Waffle House. It says roaches, dirty carpets and semen-stained bedspreads.
I'm torn. On one hand, I have an itching for some Wonder Bread. On the other, it does have brand continuity with the old logo and the retro 50s look stands out from other motel signage.
Now could someone please bring back the 1960s Ring Dings with the real chocolate frosting?
Eh. Feels like the logo for some kind of value menu at Denny's.
Great. Now I'm jonesin' for Moons Over My Hammy.
It looks less like a motel logo than the backlit translight on the new slot machine at Harrah's.
It looks very NASCAR to me. I suspect the great unwashed will get it, even if we don't.
@jp-Full of Fail = new band name.
@bk-ironic you mention standing out. They’re about the only chain I can think of that literally puts its signs at street level. Good for homeless people to see who could never afford to stay there—not so much for passing cars though.
@anon–they also sponsor a NASCAR team and car.
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