I think the bottle definitely is an improvement. It doesn’t have that generic, cheap look anymore, looks more sturdy and should be more appealing to the average muscle joe macho type — and perhaps photographers since it reminds me of a camera lense. 
I also think the logo looks more harmonious now (better spacing, at least), albeit more generic.
I agree with you. the old logo had a character that is lost in the new one. I reckon they wanted to make the new logo more masculine, therefore introducing more squared shapes, but a man is not a robot. The old logo had a unique look, the new one is too generic.
The new pack is nice however, more masculine in a nice way. The new logo looks nice on the new pack as well. Overall I think it is a good change.
Oh no, I loved the old one :S
The logo was so unique, and so was the packaging/bottle shape.
Maybe they’re just testing it over Germany
Bottle +3
Logo -2
I think the logo design is a big step backwards, but it goes with the shape of the bottle (The “A”). The mechanism of the new bottle is not yet ready for the market, i think. The old mechanism was easier to use (with one hand). Also there is less in the new bottles. That really sucks.
sorry. that old logo was horrible. it bothered me too look at it. it was very 1996. and not in a good way. the spacing, the letters. ugh. almost anything would be an improvement. it seems all grown up now and not the work of some kid with free fonts they found on the web.
Same changes in France, with less flavor… A deception !
Yes, same changes in France.
The design of bottle is cool but, the system is clearly less practical, too bad…
the bottle reminds me of a motrorcycle acelerator, the black non reflecting plastic is more elegant and expensive looking than the old shiny one. The Logo is fine to me, heavier, a bit 70′s in a good sense.
Reminds me of Good Ole Lagerfeld Photo
I really like the new packaging and logo. It is *very* masculine – which is perfect for the market.
Definetly the old logo. The new is too “tecky”.
The product design is good though, although not great.
For me it has no appeal. Anyways, BlackXS from Paco Rabanne goes better with the ladies
Well, the bottle certainly matches the logo in both instances. i do like the new bottle better, and like the old logo better…but for consistency, they can’t swap one for the other without changing both.
Like the new one better. The old bottle and the A and E of the logo looked like penises, kind of.
I liked the old one but the new is more masculine. Certainly better for the market.
Grettings
I think we should look at the company that is producing this product and how we as consumers are interacting with them. Initially the logo being stylized was part of what set the product apart from its competitors (along with the add program). Now that we all know what AXE is we can associate the small high tech flat black canister with the product the label can take a back seat roll. They obviously don’t want to look like they are “trying to hard to be cool”
The original bottle just looks phallic, but this new one opens…like a rub-down.
Thing is, Axe/Lynx was the first of it’s kind in that catergory. Tag is just an imitator, copying the design and strategy exactly.
Worse.
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AFAIK there will be also rebrand in Poland
And I like this change…
Greetings