13 responded to this post

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 zegoma beach said on September 5th, 2007

I love it! It’s so much hipper now. I’m going to use them for all my shipping from now on.

(To paraphrase a commenter on the Old Navy rebranding last year)

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 Cam said on September 5th, 2007

I think the new logo looks like a petroleum company….lacks the speed of the previous

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 erat said on September 5th, 2007

The new logo is much more readable. I don’t know if I love either one of them, but the new logo is definitely an improvement over the first.

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 Christopher Hebert said on September 5th, 2007

The previous version is sharper – and the new one seems a little ‘slower’ – to my eyes.

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 Christopher Hebert said on September 5th, 2007

Also, the ‘lator’ element is jumping out more which, if you’re a courier, I would assume to be a bad thing.

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 Benjamin Jancewicz said on September 5th, 2007

I agree… it doesn’t seem as fast.
What’s the point of the icon?? It doesn’t add anything. It’s an interesting shape, but…

It kind of looks like a credit card. Or a ID card. Which brings to mind government and money. Not exactly good images for a shipping company…

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 Steve Keys said on September 5th, 2007

I’m the opposite – I like the icon but not a fan of the type.

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 Alessandra said on September 5th, 2007

I think the font is a little too round– however, I like the new icon. Could it have used more work? Sure, but it’s better than the old one.

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 Sam said on September 6th, 2007

I like the old one because it doesn’t look as gay.

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 Doug Bartow said on September 6th, 2007

Fairly uninspiring.

Sometimes being “not as bad as it could be” is a WIN. (sort of)

It won’t affect my air/oil filter purchasing decisions. FRAM’s orange still squashes it like a grape.

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 Andrew said on September 6th, 2007

I’m not sure if I really like either of them. But if I had to choose, I’d go with the old version. It really didn’t change too much in my eyes.

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 Paul said on September 10th, 2007

There are so many other issues besides just needing a refresh. What is the icon? A checkmark? It looks like a “J” which makes no sense. Not to mention the colors and use of stripes is somewhat reminiscent of the other Purolator (primarily an oil filter manufacturer). I think if I were to rebrand Purolator (the shipping company) I would try to move away from the red, white, and blue scheme, and maybe try some shipping related iconography, but then again, I’m not Canadian, so for all I know, Purolator was already a huge, widely respected brand, so drastic changes would have been a mistake.

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 Name Required! said on September 20th, 2007

More rounder?

I like the old one better, except, I prefer the blue in the newer one… And the check in the first one bothers me, just because of that awkward… break…

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