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24.03.09
How not to launch a new logo
A spate of recent travelling has meant major over-exposure to all the competing brands at train stations and airports. If you travel a lot with your ‘brand eyes’ open it's astonishing how many corporates are vying for your attention, all on backlit lightboxes, all living in some odd, credit-crunch-denial state where everything still gets claimed on air miles, banks are still open and life is ‘about all those little luxuries’ (or something like that). So why, within all this visual cacophony Euronews have chosen to tell us about, er, their new logo, I have no idea. But if you turn a corner in one British Airport (I forget which, sorry), you’re greeted by these ads. 
Obviously, launching new identities is tricky at the best of times. So why Euronews have chosen to do it in such an anodyne way is beyond me. Just when you think it’s over, you’re met by this in the lift. 
Er, thank you.
Having got out of the lift (luckily) I can still tell you nothing about Euronews, why they have a white circle as a symbol, or indeed why they are ‘pure’. I do know that this is one of the least persuasive ad campaigns I've seen for quite some time. If you want an entertaining journey through reader’s comments, Brand New reviewed the new logo last year. By Michael Johnson
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