The new Continental logo no longer repeats the name three times, so that’s good.
The horse has been freed to gallop or carry on rearing, liberated from the outer ring à la Starbucks, but I can’t help wonder if it would’ve been better to move the horse away from the type altogether, perhaps giving it a different platform on which to appear.
The typography has been given an update, too.
Here’s the old design.
Continental’s Dr Elmar Degenhart had this to say at the annual shareholders’ meeting in Hanover on May 15th (quoted in this PDF).
“You have, no doubt, likewise already noticed our redesigned logo. The revamped, more contemporary, fresh design represents the positioning of the corporation. The message it projects is this: Our technological solutions are helping people enrich the quality of their lives through mobility, and structure their living space in a sustainable way.”
I’m not sure I get the same drift.
On a side-note, it was interesting to see/hear the “sound logo” section on the Peter Schmidt Group website. I was listening to the Linde Ambient Sound while putting this post together.