Newsarama: First off would be the obvious what precipitated the branding change?
Paul Levitz: It was talked about doing a new logo for
I dont know it may go back four or five years. There were some attempts at that time, and we werent happy with how they came out, and decided not to roll ahead. This one started about two years ago.
The question is always whats been articulated by a number of people on the boards its a tradeoff between the wonderful joy of familiarity things that people have lived with their whole life, and the need to be able to look ahead. The hope always, for a brand like ours, is that somehow you can have a logo that somehow acknowledges all the wonderful things that have happened in the past, and looks forward with a sense of Were as cool as tomorrow.
NRAMA: Nice balance if you can manage it
PL: And time will tell. But a couple of years ago, we felt that it was time to sit down and try again. We assembled a host of art directors and graphics folks, got a bunch of ideas from them, threw them up on the board, narrowed down from there to a couple of different directions, and then polished it down to this. A vast amount of both Richard Bruning and Georg Brewers time and energy went into the process as well.
