– Brent Carlson-Lee I am a loyal Sherwin-Williams customer…despite the company’s logo, which is widely considered one of the worst in corporate America. Numerous articles have explored all that is wrong with the logo – namely that this logo first used in 1905 is woefully outdated and insinuates a pro-pollution stance. Many other articles have pitched a redesign. I won’t rehash those topics but rather explore why Sherwin-Williams hasn’t changed the logo. Cost Prohibitive – certainly there are meaningful costs associated with the rollout of a new logo, but this undoubtedly has not been the prohibiting factor for over a century given the company has refreshed the logo multiple times. Perfect Fit with Brand Positioning – a quick visit to the company’s website yields its mission statement …
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