Bitter Grounds - espresso fueled ramblings

Saturday, April 29, 2017

I’ve seen a bit of chatter this week about Sears’ new logo so I decided to wander yonder and take a look. Here’s the old:

 Sears logo  1994 2004

Ok, yes, the new logo is better. Sears went with a clean, simple font that is nicely spaced.  At first I was underwhelmed:

New Sears Canada

After seeing the two on the screen, side by side, I have to agree, it's quite an improvement. The new logo is far easier to read, especially on a computer screen. The old blue logo was a neonesque nightmare on computer screens. So this is a nice move. It remains legible on small screens unlike the previous blue one which was a nightmare to look at.

I don’t think there’s a Sears in Toronto anymore, they’ve pretty much gone the way of the dodo in Canada and I doubt this logo is really going to help much. The thing is, when I think of Sears I think of a place my mum shopped  … and I’m in my 50s. The old logo screamed outdated and stodgy. Not that my mum is stodgy … this entire paragraph just didn’t come out right.  Apologies to my mum. At any rate, Sears feels old and tired - nothing about the store or their new logo has that come hither feel to it. The company has way too much baggage for a logo to make any real impact.

Text Size

"To make my meal in a box taste better, I decided to tweak the logo, rather than the ingredients."

- Jarod Kintz, This Book is Not for Sale


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I've left some content in their old categories. Instead of having readers hit the dreaded 404 Not Found error, I'd rather leave the pages where they lay. Here are the pages:
- Poster Design 2 - breaking out of a rut
- Something a little different - a poster for the site
- Slide show confusion - another candidate for Ring of Hell
- First Ring of Web Hell - the never ending slide show

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Where's humour

If you want to see previous Humour entries, I've saved them for you -> http://bittergrounds.com/index.php/they-asked-what

I've decided to move it under the umbrella of Memoirs, which is the kitchen sink of all things.

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