I think the new logo looks like a petroleum company….lacks the speed of the previous
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.
The previous version is sharper – and the new one seems a little ‘slower’ – to my eyes.
Also, the ‘lator’ element is jumping out more which, if you’re a courier, I would assume to be a bad thing.
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…
I’m the opposite – I like the icon but not a fan of the type.
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.
I like the old one because it doesn’t look as gay.
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.
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.
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.
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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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)