The logo is a fickle instrument . It can do more damage than honest if it ’s introduce the wrong way , or with too much ostentation , or with too much ego - congratulation ( remember theGap walloping ? ) . Which might excuse why the unveiling of 21st Century Fox ’s first individuality , yesterday afternoon , could ’ve well slipped under the radar .
http://gawker.com/5658145/brandings-greatest-misses-the-new-gap-logo
The name and the logomark were project byPentagram , the 40 - class - old studio apartment responsible for dozens of widely - know brands , like the Daily Show and the Big Ten league . Tasked with creating an identity operator for the company that ’ll be take form when Rupert Murdochsplits up News Corp on June 30 , the designers made a individual very voguish move : they replaced the much - hat News Corp brand with one that hark back to its most well - wish plus , 20th Century Fox .
Pentagram ’s ten - second animation flattens out the classic gold - and - Klieg - twinkle intro , pinch the spotlight into minus space and wrapping the whole matter in a somber United States Navy and grey palette . It trades up in the fount section , replacing the original gold letters with an elegantly kerned rendition . The most jarring change , though , is the sound — rather than the intimate 1934 automobile horn fanfare , we get a cascade of queer little bleeps and bloops . “ Like our name , the logo reflects the rich inheritance of Twentieth Century Fox , ” Murdoch compose in an electronic mail to News Corp staffers , “ and point the hope of the 21st century and our unsatisfied drive toward the future . ”
Is it successful ? It could be . On one ( very cynical ) hand , wrap up a company citizenry do it to hate in the skin of one most of us associate degree with Star Wars and Avatar is a brilliant move . On the other , this thing loses almost all of the agitation and glamour of the original . What ’s really tremendous about the 20th Century Fox fanfare — which George Lucas is single - handedlyresponsible for reviving , actually — is that it serves as a visual pallette cleanser . It clears aside the rubble of previews and real - macrocosm cares and replace them with the blurry , gleam twilight geographical zone of Hollywood . This version is much less figural .
Still , twenty-first Century Fox is oblige to benefit from the association — and I ’m curious to get a line what you all call back .
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