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Human Potential in the Age of Exponential Tech

Sherwin Williams – Update your logo!

sherwinwilliams_corp_logo.jpg I drove by the Sherwin Williams store today and was stunned by their logo. I immediately came home and Googled it.

In a word that is being increasingly driven by branding, I believe that companies need to be aware of changing perspectives and attitudes that might impact their image.

Let’s take a look at this logo and de-construct why I found it so appalling.

1) Consumers are becoming more aware of their impact on the planet. I recently read an online article by Time Magazine stating that climate change will be the defining issue of our generation. So, knowing that people are becoming more aware, I don’t think the image of drenching the planet in red paint seems appealing.

2) The Paint is red, and it looks sort of violent. Like by covering the earth we are killing it.

3) The tagline states: Cover the Earth. When I initially read this, my first question was: “Why?” Why do we need to cover the Earth with paint? I think it sounds selfish and ignorant. Also a little ominious.

All in all, this brand communicated a distinct toxicity that left me with a bad taste in my mouth. I can guarantee you that if I ever had to buy paint it would NOT be from this particular brand.

Sherwin Williams – I think it’s time for an updated logo that reflects your awareness of the impacts your products have on the planet!

Comments: 2

  • Cherrie

    March 25, 2008

    Fantastic summary of a truly dreadful logo… but “perhaps if we understood the historical context in which these concepts were developed…” … not. =P

  • Lydia Shelley

    August 13, 2009

    I agree. I was thinking the same thing. I mean, even changing the logo to green would be PC if not ideal. But if the paint were green, and the phrase “cover the world” suggested we were bringing back the health of our planet… it would at least be acceptable. I was appalled when I got behind one of their trucks at a light and really thought their logo through. I’m glad I’m not the only one who sees it as violent (the red suggests blood to me) and negative.

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