Straightline

I hate this kind of stuff. Maybe because I'm a graphic designer it hits just too close to my heart.

Geely has just introduced a new logo that's supposed to reflect the heart and soul of the company. This is what logos do, or at least that's what they're supposed to do. People, such as myself, spend untold hours slaving coming up with these icons. Companies spend big bucks knowing how important a logo—and its implementation, and how it will reflect upon the company with the public. It's all about image building and market positioning. Even though it may seem silly to many, there's a lot riding on this sort of thing.

And so we have Geely having a "design contest" here, and pictured above is the winner—and now the designers are open to either widespread praise or widespread scorn. It doesn't take much to figure out which will win out. By the way, their old logo is the small one on the right.

Geely Unveils New Logo and Critics Pounce

So what do I think of it?

I'm not sure, as I don't know that much about Geely; their heritage, the symbolism involved here, their mission and vision for the future, and so on and so forth. Being a Chinese automaker adds even more mystery as to the thinking going on here. Off hand I'd say it's interesting. I like the center design element. I'm not wild about the "ovalness" of the overall shape, as that's been beaten to death by countless other car companies. But I'm just really commenting on the "eye candy" aspect here, which is just a knee-jerk reaction like that of most people.