“Many children no longer learn to write cursive in school, noted marketing consultant Laura Ries. People may recognize the signature, but they weren’t necessarily reading it, she said. The new logo, she said, is easier to process.”
While it may be easier to read it almost loses value in an era where everything is hyper-legible, one didn’t need to know the forms behind it read as Johnson & Johnson. After 130 years I would think its recognizable enough…what do I know. Maybe they will update Coke next.
This was my thought while reading the article.
My only thought is, the world is going to hell in a handbasket.
What a sad thing, being unable to read cursive.
Loved this comment:
One of the benefits of an iconic logo is that it doesn’t have to be read letter for letter for it to be immediately understood. Kids might not be able to write or read cursive, but they know Coca-Cola. Same goes for Barbie, Kellogg’s, Kleenex, Ford, etc. Someone at the company or a consultant just tricked J&J into paying them a lot of money.
I keep reading in various places how kids no longer know how to read cursive, yet script fonts are probably more popular than they’ve ever been. Then again, most of today’s script fonts use letters that are more like fancy printed letters than cursive. I can’t remember the last time I saw an uppercase cursive G or Q written in the way I was taught to write them.
In the dystopian future, humans will have to communicate in cursive – a primitive form of communication that will stymie the machines.
Speaking of cursive letters no one uses anymore and logos that might need to be changed because of it, here’s General Mills’ iconic G logo. Would anyone under the age of 20 even recognize this as a standard cursive G?
This makes my cereal taste funny.