Worldcolor’s New Look?
In a recent news release from World Color Press, Inc. the company announced its new logo and brand strategy:
The news release explained: “Our logo is the visual representation of our name and our business purpose. The stylized W connotes growth and progression and represents a webpress-like icon evoking our heritage and core competency. The name warrants multiple colors. The blue is part of our heritage and provides visual continuity. The green represents our commitment to sustainability. Finally the style of the logo is bold, demonstrating a solid foundation that is forward-looking and determined.”
Fair enough. With the recent changes in company ownership and with a new CEO it’s wise to conduct brand research to ensure the company is on solid positioning ground before it introduces a new logo and brand. As far as the logo, I think it does everything the news release claims.
My question is the follow-through strategy. Since they are number two, and RR Donnelley is number one, you would think the brand would differentiate them wouldn’t you? Judge for yourself:
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We all realize there are Web site design templates that are recycled by developers, but the colors and graphics should vary greatly to make it the company’s own. Formal reviews of these two Web sites reveal the same blue, same green, same overall design, and the same claims of quality. From a strategy perspective, who would you believe? The one who seated this framework in the first place or the one that seems to be copying it?
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Tom Wants To Hear About Your Branding Issues: Tom Marin, Managing Partner of MarketCues, wants to hear from you! Follow MarketCues on Twitter for branding and social media tips - as well as the latest trends. Tom also welcomes emails, new LinkedIn connections, calls to 407.330.7708 or visit www.marketcues.com. How can he help solve your branding issues?
richard commented:
Yes, new logo and name, but you still have the French Canadian input, and they do or will not change for anything!!
Dick Hertz commented:
Ummmm....look at the blue header and green banners on this page.
BillyG commented:
New name, new logo, new ceo but same old clowns running the circus. The culture and mentality of the company is still that of a big iron printer. Read the news people, more ink on paper is like more movies on beta.
Charlotte commented:
You can put a new coat of paint on a junker car, but it's still a junker car. You can rub and shine a turd as hard as you want, but it's still a turd. (Quebecor)Worldcolor might have slightly better banding now, but it's still the same old, bloated, inefficient company that holds on to bad employees.
Hunter commented:
Makes sense to me. One less thing to change once RRD purchases WC.
Rocko commented:
Since they hired Donnelley's former CEO to be their new leader, it's fairly obvious who is the "Me, too" company. Or should that be "Me two?"
