A new logo was designed again making use of a large “L” as the primary element. This time the letterform took on the shape of a stylized steel beam, with gradations giving the symbol the appearance of reflective metal. A stronger font was introduced in representing the name, as it should read. The “L” shape is also a recognizable identifier for the company as a stand-alone graphic. When reproduction specifications make gradations not possible, the “L” may be presented in solid black or gray. The new image gave the company a much stronger presence in the industry.
With the new identity I can still give my friend a bad time when he wears his baseball cap with the large "L" on it. I tell him it stands for "loser," even though the business represented by the letterform continues to be very successful.
This corporate identity makeover appears in the book Logos Redesigned: How 200 Companies Successfully Changed Their Image by David E. Carter.
(Note: My new book, Identity Crisis!: 50 Redesigns That Transformed Stale Identities Into Successful Brands, contains case studies from 35 designers and firms located around the world. Learn more about the book on the Identity Crisis! blog.)
© 2008 Jeff Fisher LogoMotives