A New Angle on Data
Thu May 15, 2008 – 10:27
Original Post:
A New Angle on Data / brand new
Unfortunately I have nothing to reference or go by for this redesign. (According to this blog post, it's feasible that Chicago-based VSA Partners did the work - given that First Data has been a client of them since 2001, and the logo is indeed VSA-ish, I would jump on board and agree.) Fortunately, it's great enough on its own that we can talk about it. First Data is one of those complex companies that make things behind the scenes work flawlessly through mind-bending systems, fancy computers and, surely, some type of mathematical equations. Or, in their words, "First Data processes transaction data of all kinds, harnesses the power of that data, and delivers innovations in secure infrastructure, intelligence and insight for its customers." What it boils down to is technology, data, and getting it from one place to another - the new logo manages to convey all this and more. The interlocked "F" and "d" signal connectivity and interaction, while the hard-angled shapes convey that this is a technologically astute company that - instead of softening its image like the rest of the rounded identities (xerox, docomo, kodak) - isn't afraid to communicate that it's authoritative and hard-nosed. The old logo was a heartwarming play on visuals and language, but felt decidedly vintage. If there is one major complaint I have about the new logo is the annihilation of the dot over the "i." Sure, it solves the boinking of it against the "F" but I just find this continued practice of de-dotting to be wrong. Nonetheless, In contrast to the remarkable new modern-day monogram introduced by First Data, it's a small quibble. First Data could transfer my data any day of the week.
Thanks to Joe Szczepaniak and Rachid Molinary for the tip.