Quark Rebranding (V2)
You might remember the Quark Logo Trouble a couple of months ago. It looks like they have decided to re-brand themselves once again. This time their logo looks similar to the Sony Ericcsson one. What is going on with Quark? It seems like they are having real difficulties with their image right now. They might as well go back to their original logo. What are your thoughts?
Posted in Branding 
Add to del.ici.us 
Digg It
Blogs that link to this post 
Permanent Link
March 17th, 2006 at 10:09 am
They just want a cool 3D-ish icon that will bounce up and down on your Dragthing - a la Macromedia MX…
March 17th, 2006 at 10:09 am
that its friggin ugly.
March 17th, 2006 at 10:43 am
The first thing that ran in my head was that I thought it looked like Ubisoft’s logo (different color though).
I think it’s more representative of the sad state of logo design more than anything else.
March 17th, 2006 at 11:39 am
Remove that green globe thing and leave the Q and I would think that would be an improvement.
March 17th, 2006 at 11:58 am
Very ugly!
March 17th, 2006 at 12:26 pm
“I think it’s more representative of the sad state of logo design more than anything else.”
Totally. At least now it’s not such a blatant ripoff of existing work, though.
This identity struggle seems indicitave of the problems they are having as a company, so maybe it’s more appropriate than it seems at first.
Lots of last minute, micro-managed updates that don’t really improve the overall.
Isn’t the new QExp. supposed to knock our socks off?
March 17th, 2006 at 2:11 pm
Yucky. They should have instead spent the money on improving Quark, not redesigning a logo.
March 17th, 2006 at 2:40 pm
I just puked on my keyboard
March 17th, 2006 at 3:26 pm
Reminds me of the Sony Ericsson logo.
March 17th, 2006 at 3:34 pm
They should have instead spent the money on improving Quark, not redesigning a logo.
Hear, hear.
Now if you don’t mind, it’s Friday afternoon. I’m going to go see if I can find someone to bounce up and down on my dragthing.
March 17th, 2006 at 3:41 pm
Sorry — I commented before reading the whole original post. Disregard my last comment.
March 17th, 2006 at 4:04 pm
The new one is just plain ugly, it doesn’t express nothing to me.
I guess what’s hapening is: they’ve lost their identity, so they’re lost, that’s going to reflect their products which is sad. When are they gonna’ have a concept that they actualy want to portray or be? It’s scaring me.
March 17th, 2006 at 4:24 pm
Given the short-ish redesign time, I’d say that this ‘new’ logo was probably the second best (first loser!) in the original logo redesign exercise. It is certainly egg on Quark’s face that a company that makes a design tool can’t seem to nail an original design. As for the logo itself…subjectively I think the drop shadow debossing is too deep/dark, and darned if the ‘Quark’ word doesn’t seem centred under the circle. I wonder if they will PR spin the redesign as “another example of Quark listening to its customers” (ha!).
March 17th, 2006 at 4:44 pm
I am absolutely dumbfounded. How can this happen? At the very least promote a contest among your hundreds of thousands of users (designers) to design the new logo.
Unbelievable. Has anyone contacted Sony Ericsson?
March 17th, 2006 at 5:48 pm
I like the “Before” much better.
March 17th, 2006 at 7:47 pm
I can’t find anything on the Quark website about the new logo, but their Sept. 05 release says “There’s a friendly sign of change at Quark: a new logo and visual identity that signal that the company is leaping forward into the future of creative communications” and their director of corporate communications Glen Turpin said it was “fresh, inviting, and open.â€
Apparently not fresh enough.
March 18th, 2006 at 3:24 am
[...] Adrants si Advertising/ Design Goodnes scriu despre noul logo Quark si problemele de imagine care nu i se mai termina. Daca in urma cu cateva luni, la lansarea noii identitati vizuale, niste scotieni au aratat cu degetul ca logo-ul Quark seamana mult cu al lor, acum se poate spune foarte usor ca noul logo aduce foarte mult cu cel al SonyEricsson. Bine macar ca nu se numesc Squark, caci iar ar fi trebuit sa isi schimbe logo-ul. [...]
March 18th, 2006 at 5:01 am
[...] Este es el nuevo-nuevo logo de Quark, y parece que no es otro calco En: Diseño, outbox — Marzo 18, 2006 [...]
March 18th, 2006 at 10:33 pm
What’s Quark? Indesign on OSX since 2001. I won’t go back.
March 19th, 2006 at 1:55 am
Eww (L) and eww (R). WHY?! The left one is better, but that’s not really saying much.
March 19th, 2006 at 9:30 am
the old one is much better!
it’s easy to understand
March 19th, 2006 at 10:27 pm
I don’t know what the deal is lately. Logos need a concept. What the hell is the concept here….or there for that matter.
Go back to drawing board and find a concept… the draw it. And communicate complex ideas with a simple amount of lines and space play. Come on people… quit letting the juniors have their shot. Will someone play ball here?
March 20th, 2006 at 11:47 am
definetely the “before” one
March 20th, 2006 at 1:39 pm
[...] Since Quark isn’t a company that gets down in the dumps about these sorts of things, they soldiered on and came up with this new logo. [...]
March 20th, 2006 at 1:59 pm
[...] » Quark Rebranding (again) - Advertising/Design Goodness [...]
March 20th, 2006 at 2:47 pm
Unbeleivable. What a nightmare! A case that could be shown to students in design… what not to do! A big company on the fall should have kept its old logo, after all! Confusion everywhere, Anti-branding. How to scare investors, too (are they a stock company?) So like someone else said, yes, it is representative of Quark!
March 20th, 2006 at 2:59 pm
Why does everyone feel the need to “3d” their logos? Look at AT&T…and now Quark…I say stick to the simpler the better. You never see nike complaining…in fact I actually seen someone tattoo the nike symbol on their back…can you imagine if they did that with this?
March 20th, 2006 at 8:33 pm
I agree with Stephanie’s comment. This is certainly not a Lovemark and from someone as important as Quark I would expect something solid, classic, and simple. Not something mired in a mess of complexity, trend-loving, and just general bad taste…
March 20th, 2006 at 11:09 pm
This discussion would be much more exciting if anyone was still actually using QuarkXPress.
A new logo doesn’t bring your company or your software back to where it was 10 years ago.
Look what arrogance bought you, Quark. Nice job.
March 21st, 2006 at 12:43 am
[...] Go Quark! Let’s create an original logo this time, shall we? [...]
March 21st, 2006 at 7:49 am
heh you are doind a good ad for quark though and i must say i havent seen any logo like this before.And as far it gose for me i really do not care what logo thye have!Never really heard of quark anyway…lol.
March 21st, 2006 at 1:13 pm
The new logo remindes me of the old Mr. Yuck campaign the Poison Control Agency did when I was young.
March 21st, 2006 at 11:51 pm
Well they are quite successful in reflecting their inherent failures in terms of addressing the quark users issues. I ditched Quark long back but I heard the software is a lot better in its new version. Too bad the branding is screwed up.
March 24th, 2006 at 3:46 pm
[...] For those not following the story and the buzz around the Quark logo, Advertising/Design Goodness had posted the story a couple of days ago on the new new logo. [...]
March 24th, 2006 at 4:43 pm
The first one is like the Scotish art Council, and the other one it´s like Sonny Ericsson.
Just becose they want to have a Q simbol. Bee kareful with Quantel logo .jeeje
March 25th, 2006 at 6:27 pm
could be a “Carlsberg” logo
April 8th, 2006 at 11:08 am
Hmmm It looks like this logo: http://www.qumana.com/
April 19th, 2006 at 5:08 pm
old one is by far much better. new one makes me think too much of videogames or a dinosaur for some reason…old one was also much more classy and elegant. and less messy for the eye.
August 14th, 2006 at 12:36 pm
very old fashioned and user-unfriendly product! So i think the (very) old logo is the best choice for this product of the last century
September 6th, 2006 at 7:52 am
Reminds you of http://www.monster.com logo too.
Poor Quark
March 29th, 2007 at 3:30 pm
It’s just flowing with the trend.
I personally prefer the old logo, it’s timeless.
April 13th, 2007 at 4:06 pm
Remember that song…”Somebody is watching you..” look like eye ball
June 22nd, 2007 at 6:39 am
Before one is really MUCH MUCH better…
July 25th, 2007 at 10:54 pm
complicated