SKAGGS Blog

Brand New pulled a hell of an April Fool’s joke yesterday. Showing a redesigned Ford logo, they claimed that they had unveiled some of it at the annual NY Auto Show.

Having not gone to the Auto Show this year (I have the past 2 years), I DID fall for it initially, even though I knew it was April Fool’s day.

This further proved my point that companies are ready, willing and able to do away with a design that (despite being FREAKING UGLY) has equity. The proof lay in the fact that I REALLY thought it was plausible. I really, really did. Don’t get me wrong, sometimes a change is needed if the company chooses to change course, but if the only thing changing is the identity—well, nothing will change.

Ford asked Paul Rand to rebrand them back in 1966. In my opinion it was a great identity. They neglected to move forward with it, and I’m glad they did. Could you imagine the hideous poorly-designed Ford cars of the late 80’s and early 90’s, and to a slightly lesser extent today with this identity on them?

I sure as hell can’t.