Brand New has just posted a brief on the re-branding of the Capital One Logo. Why any financial company would want to use a big red boomerang to enhance their brand is beyond me. What is the message? It’s all coming back at you? Return to Sender? It worked for Nike, why not us? While not “officially” released, there is a brief notice about this upcoming new version of their logo that can be seen on the Capital One site.
Coming on the heels of the Xerox re-branding, which was also covered on Brand New about a week ago, one has to wonder what it is that drives these creative studios. Here, in their infinite wisdom, they’ve added a great big red marble. The marble motif has been used recently by such companies as X-Box, AT&T, & UK Total among others.
I guess the game of branding has resorted to schoolyard tactics, or, it could be that they are trying to appeal to our childhood nostalgia. There are some great comments on Brand New, if you’re curious.
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