Like many that came before them, Goodwrench has decided that it was time to update their logo. Sure, many logos are actually in need of a makeover to fit in with modern branding trends, but is it just me or does anyone else feel like this wave of re-branding is a just a combination of a recent trend and a general decrease in our society’s attention span? Not to get too deep or anything, I don’t really see the re-branding trend as a problem just yet, but at this rate it feels like some of the companies that are re-branding now are just doing it because other places are, and will end up re-branding again sometime in the near future. Branding doesn’t necessarily define permanent, but the idea is to create a long lasting symbol that embodies your company or business model. Despite the fact that many companies feel that revamping or even redesigning their logo helps them by keeping up with the times, there is something to be said for your original branding lasting the test of time. Sometimes even an older look can be beneficial because it proves that your company has remained successful over the course of many years and even decades. In some cases it can even spark up some nostalgia. In my near three decades on this earth, there has always been the world famous golden arches and I don’t imagine that will change anytime soon.
But on to Goodwrench, below you can see their branding over the course of the 32 years that they have existed. In 1977, their logo was merely text that was designed to look like someone’s signature and even includes the title ‘Mr.’ The original idea was to brand this division of GM’s automotive repair program with something that was personable and relatable. Remember, in the 70’s humans were more hands-on when it came to fixing cars whereas now it seems like the good old fashion handyman has been slowly replaced by technicians who can operate the sophisticated computers and machinery that diagnose and even repair many of our cars. In that sense, this original logo was a good concept. Simple, yet effective as it gave the company a more personable feel.
In 1996 they changed their branding to drop the ‘Mr.’ and adopted a bolder, blocky font-type. Dropping the ‘Mr.’ makes sense, thereby justifying the change in font. But again, this is another simple design and when they changed their branding to reflect the times, they could’ve done a better job of representing that in their logo. At least work a wrench into the design somehow! This logo was also often seen with the GM logo next to it, but that didn’t make it any more creative.
The new design is not what I would call an ideal branding solution as there are a few minor hang ups I have with it, but it finally strays from simply a font and is certainly a better representation of the modernization of the auto repair industry.
Most people will notice that the new logo looks like the indicator that accompanies the power button on a majority of our electronics, only it has been slightly rotated towards the right. If you see an animation of it on a commercial or website, the logo starts upright as if it were a power indicator and then gets rotated. With this turning motion (especially when coupled with the sound of a ratchet), the Goodwrench logo finally incorporates the implication of a wrench. Not that logos have to be literal, but it seems like the Goodwrench brand was dying for it ever since they moved away from the signature logotype. However, this concept is lost when you are simply looking at the non-animated logo. It is still recognizable as a power indicator, which is clever because the slightly rotated positioning also resembles a letter G. Unfortunately it also resembles the Quicktime logo a little too much if you ask me.
This can put a serious damper on the excitement of a new branding, but I will give them credit for moving away from simply a font to represent their branding. Not to mention, this logo would be a breeze to print on any of our promotional key chains.
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