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March 24, 2009

The Comeback Brand

recovery logo.jpg

Your take on the recovery logo?

  • Gasho

    If you gaze at it, there is an optical illusion of it’s being sort of squared instead of perfectly round on it’s outside edge. If it were a wheel, it would wobble wobble wobble down the road..

  • Karen H.

    What a change. Much simpler and more open than the Bush Era logos. Very 70s. Here are a couple from Bush:

  • d

    Clever but bland. (sort of like corporate America…? :-)
    I really like the implicit peace sign, the equiportioning (if that’s a word) of the environmental and industrial, the wheel-motif (“rollin’ rollin’!”), and the nice red cross (health care reform, anyone?) at the axle of the largest industrial gear. Very clever.
    The American-flag stars, though… zzzz. After the last 8 years, I have flag fatigue. america. rah. rah. rah.
    It’s also too… well… INoffensive. If yer gonna spend the money and psychic energy to emblazon something, do it in a way that makes an impact on the viewer.
    Like Sütterlin’s poster for the 1896 Berlin Industrial Exhibition. Now THAT guy knew how to get your attention!!

  • DanM

    They should have gone to the trouble of sizing the teeth on the gears so that they would mesh properly. It’s an off note.

  • Ksue

    I like it — the colors, the graphics, the whole thing. My interp that the success/recovery of our country is dependent upon us getting back to a base of environmental/clean food sanity (and away from Big Agra), plus putting our people back to work in a healthy manufacturing industry — no longer shipping those jobs overseas.
    The “” part also harkens me back to my childhood. My mother was diagnosed as a paranoid schizophrenic with delusions back in the 1950’s. There was precious little the M.D.’s could do for her 50 years ago. Her greatest help came from a self-help organization called “Recovery, Inc.” based in Chicago. I have fond memories of our trips to Chicago and visiting the museums while she attended their annual meetings.
    So for me, personally … this is a truly “feel good” logo.

  • Mark

    Some thoughts:
    -Adding green to “the red, white and blue” is interesting…
    -Red in the flag symbolizes blood…so it calls to mind “blood on the gears”…
    -We’ve really entered a new age when we see URL’s on official seals…
    -Others have pointed out the similarity to New Deal logos, esp the gears:

    -All in all, I like it, but it borders on being a little too Starbucks for me.

  • yg
  • mcc

    Somewhere, buried in what used to be the Obama campaign and what is now the Executive Branch of the United States, is a person who does nothing but carefully pick fonts.

  • yg

    lol, that’s not an esoteric typeface.

  • mcc

    Well sure, I just mean that it seems to mesh with the other fonts commonly used in graphic design for the administration in an aesthetically consistent manner.

  • Al

    not really — the administration/campaign has usually gone all H&FJ (Gotham, Whitney, etc). This is Trade Gothic, which is a classic sans, but I haven’t seen them use it before

  • Clem Guttata

    I’m not fond of the colors. The overall hue is too washed out for my liking. I’d prefer something bold, either more pastel or just plain brighter. When this goes up on a sign it’s going to already look faded. Instead of being reassuringly “retro” or “classic” it feels “dated.”

  • Books Alive

    The “Tiger” logo was introduced at the same time. Long acronym: Transportation Investment Generating Economic Recovery.”
    large tiger logo
    The circular logo works well on the Dept. website, too, with the in larger print, outside the logo. The darker hues don’t bother me, I like the green especially. The red cross didn’t stand out for the reason that it wasn’t bright.

  • Nina

    I can’t imagine the masses flocking to paste this one on their rear bumpers. It feels very old fashioned, like something already discarded.

  • richard dent

    Remember WIN (Whip Inflation Now)? That was Jerry Ford’s acronym/slogan. This recovery symbol is uninspiring and plays it safe.

  • Clem Guttata

    Ah, yes… (from Wikipedia) WIN “buttons immediately became objects of ridicule; skeptics wore the buttons upside down, explaining that “NIM” stood for “No Immediate Miracles,” or “Nonstop Inflation Merry-go-round,” or “Need Immediate Money.”"

  • Bill
  • Megan

    I wish they had stayed closer to the New Deal aesthetic, especially the fonts.

  • Ryan

    The government’s gone 2.0!

  • thomas

    Karen, the AmeriCorps logo is Clinton era, not Bush. Personally I’ve never disliked the AmeriCorps logo, but I never thought it was much of an accomplishment. In contrast, the recovery logo is quite good.

  • matt

    excellent logo.
    red, white, blue… and green!
    industry, patriotism, growth.
    “” will define our era, with the mature website address sans “www,” much like the three-letter acronyms defined the new deal.
    also… it’s important that there IS a new logo. this will be plastered on every available surface that’s been funded by the recovery package. talk about making your mark!
    this logo is the second generation of the obama campaign logo.

  • ids

    Leaves of three, poison ivy, looks like it’s going to be crushed, nowhere to grow under the stars, and about to get rolled into the gears. Nauseating.

  • Kris T

    Get the sprouts growing, get to the gears moving, come on people, look to the stars…let’s get this ball rolling. We’re American right? Time to recover from the mess of the last 8 years and get moving.
    IMO, the plant doesn’t look anything like a poison ivy, but I don’t actually like the center of the large gear–looks too much like a cross for me.

  • Mark

    Wow. Awesome find Bill.

  • d

    Hi Kris,
    It think it’s a Red Cross (i.e. to subtly represent health care reform as the axis of business)… the arms are equal lengths, which (in American contexts) the Christian cross never is.
    And okay, the rest of you all talked me into liking it. (still think it’s kinda bland…)


    I think considering how much “message” they had to pack into symbolic icons on a limited canvass, they did a pretty good job. Don’t know if it’s just my interpretation, but the red cross inside the cog there symbolizes health care for all

  • tribulation periwinkle

    Two of the stars are bleeding, the gears don’t mesh, and the plant is white (empty and dead):
    How many stars are intact? 6 out of 50? Like the percentage of banksters our tax dollars are supporting while we are stripped of every last resource? Some recovery….
    Gears are so manufacturing, industrial age twentieth century. Back to our future – planned obsolescence?
    What kind of plant is white? Monsanto genetically modified?
    This logo leaves me…out altogether. Ergh.

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