Brand USA has released its logo. Instead of something patriotic and an interestingly creative take on the American Flag, an iconic image recognized world over, they have released something pixelated, looking more like a color blind test.
According to the press materials, the logo, designed by The Brand Union, “captures the spirit of the United States: Authentic. Optimistic. Unexpected. Inclusive. Endless Possibilities. It features an arrangement of dots joining together to compose the letters USA. The dots and their varied color scheme are meant to represent the diversity of people and experiences that can be found in the United States. To further emphasize that there is no single, definitive United States, the identity is not tied to a single palette and can be appear in a range of color schemes.”
As a marketing firm, we know any copywriter worth their salt can take a couple of minutes and cleverly spin words to be an accompanying descriptor for something. But the copy should not have to do the hand-holding and force the emotion that should be felt upon viewing the logo.
For our money, the Bank of America icon does a better job creatively in capturing “Brand USA”. You don’t need a high paid copywriter to explain how the design, using the iconic red, white and blue is a “quilt of diversity”, and any other buzz phrases needed to add depth to the design.