IF THE SKATE FITS...

Forces reject logo for 'sissies': DND's latest effort to redo 'bland' design draws harsh reviews (Jack Aubry, May 26, 2003, The Ottawa Citizen)

The latest effort by the Department of National Defence to replace the Canadian Forces' logo has once again rejected by the public and soldiers, with one design proposal panned by military members as being directed toward "sissies," a newly released government report says. [...]

One new proposal, which was designed by an outside firm, removed the word "Canadian" from the logo and drew negative comments that it was "tacky" and "looks like a tie clip." Some in the focus groups also commented that they "see the French flag" in the logo because of its colour blocks.

"In the Canadian Forces (focus) groups, the perceived target audience was ... soft individuals -- perhaps sissies," said the report.

Redesigning the logo, which a military spokesman acknowledged was still a work in progress, is an attempt to simplify and modernize the Canadian Forces' identity.

The recently released report identified a third proposal, which was designed in-house, as the one most preferred by those tested, but it "still requires improvement." Viewed as a complete departure from the current logo, its strength was "the modern and fresh image projected" and its popularity among members of the Canadian Forces.

But others suggested that its arc-like shape gave off a message that was confusing, "too abstract and generic" and "missing something."

Still others said it was too difficult to understand, lacked a focal point and did not "communicate history."

A fourth proposal, which was also designed in-house, received a mostly negative reaction, with some in the public even suggesting that it "implies that we just lost the war" or "death and loss" and that its "colour is drab and weary." The report said the sepia monochrome colour was a major weakness of the logo, along with the accompanying negative theme of sadness and war.

Here's a logo they could use:

Posted by Orrin Judd at May 26, 2003 11:02 AM