Our local Long Island newspaper has been around for as long as I can remember — and so has their logo. However, it seems that this logo wasn’t good enough for their online news site, appropriately titled, Newsday.com.
If you look at the New York Times, or the Wall Street Journal’s online news sites, their logo is the same as it is on the printed paper — which is what you’d expect. It’s how you build and maintain a brand. But for some reason, Newsday feels their print logo isn’t good enough for online.
So, okay. Let’s say you think there’s a good reason to have a “dot com” version of your logo for your website. And let’s say you also have a really good reason why the new online logo should not resemble your established print logo, except for color. Even if that were plausible, why oh why would you use a swoosh?
What do you think this swoosh means? Is it indicating the magic change from print logo to web logo? Is it indicating movement towards the dot? (And if so, movement of what?) Unfortunately, it’s not just Newsday that is guilty of swoosh-abuse. Many companies add a swoosh to their logos, and their usage seems to be more prevalent online. And Newsday even added some shading to the logo to make it look “glassy” and “web 2.0.” But what, exactly, is this new logo trying to say?
I’m not sure what the bigger question is here, the logo switcheroo for the web or the addition of the swoosh. For both reasons though, I’d like to welcome them to the pages of Fight Bad Design. Hey, our ribbon matches the orange of their swoosh…