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Blimpie Gets a New Look

Posted on Feb 06, 2009 By Deron Sizemore in Logo Design | 7

Blimpie Before and After Logos

It came to my attention today that the sub restaurant Blimpie, has a new look. For those that don’t know, Blimpie is a competitor of Subway, though it seems someone within the company has set out to make them less competitive than they already are?

Why?

First thing that comes to my mind when I see this new logo is wow! The second is, why? I’m not real sure how someone in a position to make the decision about the direction of the new logo could possibly look at this and say “THIS IS THE ONE!” The thing that makes it even worse is that it was likely a group of people making the decision and you’re telling me there wasn’t one person in the room that could have stood up and asked what everyone was smoking when this one was chosen?

With a name like “Blimpie,” at the very least you would expect that the logo use thick, rounded (like a blimp) letters, similar to that of their previous logo. I don’t think the previous logo was great, but at least it had some character and it was memorable which I just can’t say about the new design.

I would really love to hear how the designer sold the client on this concept (or lack there of).

What Do You Think?

What are your thoughts on this change? I hope this doesn’t start a trend where everyone with a copy of Microsoft Word now believes they are a “logo designer.”

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Comments

1

Brian PurkissFebruary 6, 2009

At first I though the “new” logo was their old one!
The new one looks like some kid with PowerPoint made it!

It has no defining characteristics which gives it no memorability.
The first one, like you said, represents their name more so and is actually memorable.

If they wanted a redesign - they shoulda kept the same structure/style of their old logo. When you have a brand that people remember, use it! Don’t destroy it!

I just look at poor jobs like these as job assurance for me.
;-)

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2

Deron SizemoreFebruary 6, 2009

I agree, Brian. They really dropped the ball on this one. Like most other companies with the current state of the economy, they probably didn’t pay much for the logo or got someone in house to put it together in Word (that’s what it looks like) for free. I’m all for saving money, but if this is your best choice for a redesign, stick with old one. There’s a chance the new logo looks better in context rather than just on screen. I’ve seen logos before that look terrible online or by themselves but when used in context as other materials, e.g., signs, bags, flyers, etc., they don’t look as bad.

3

jbladeusFebruary 7, 2009

Frankly, i liked the old one more as it has a lot more personality than the new one which is blocky, boring, and generic.

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4

Deron SizemoreFebruary 7, 2009

I didn’t care for the old one much either, but it was definitely better than this new one. They’ve even changed the green color in the new on to be uglier!

5

AVFebruary 12, 2009

Yeah, Same font all together, name in caps, slogan with first letter caps.  Pretty breakthrough! The new green is rather somber, needs lots of sprucing up.  I wonder how much they paid on a designer / market team on logo mockups overall in order to arrive at this.

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6

Deron SizemoreFebruary 12, 2009

@AV - I’m guessing they didn’t pay much if anything. I’d be very surprised if they did pay for it.

7

FabianMarch 16, 2009

The old one had some character, this new one is a few subs short of a picnic.

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