Humpty Dumpty

The Adrants blog is more direct in their criticism of the Intel brand change than I was, and extended this criticism to the commonnesss of the new egg-shaped logo: http://www.adrants.com/2006/01/intel-joins-three-billion-other-ovallogoe.php.

All the Kings men and all the kings horses can't put this one back together again..."Thanks to Hurt Elbow, we now have visual proof the new Intel logo leaps ahead of nothing and simply joins the 'logo ovalation' crowd. Check out all the unoriginal, copy-cat insanity here in one gigantic, orgasmic ovalistic circular logo-fest that either proves originality is dead or that all these brands used the same focus group"

In the interest of full disclosure, I oversaw the development of the new Intervoice logo in 2002 and armchair pundits criticized the use of the overused 'swoop'. I argued that it's not a 'swoop'. It's a 'Golden Bridge of Communication'. That wasn't a particularly compelling retort in their view so I just moved on...