With roots as far back as 1962, EDB and ErgoGroup combined in 2010 to form “the largest merger ever seen in the Nordic IT industry, and the fourth largest corporate merger in Norway regardless of industry.” In March the company announced a name change to EVRY, a leading IT company in the Nordic countries with 10,000 employees and 14,000 public sector and private sector customers. The new identity has been designed by Oslo, Norway-based Scandinavian Design Group.
The development of the new brand is also confirmation that EVRY is now a single company, where everyone has the same targets and ambitions regardless of which company they worked for in the past. We were keen to develop a name that has only a few characters, that will work in different combinations and that can stand on its own and convey our message without the need for any additional logos — and of course we wanted a name that will represent the company in the best possible way.
The name also represents what we stand for, and we are committed to ensuring that the company creates value for our customers and society as a whole through:
- Each and every employee, every single day
- Every customer for which EVRY creates value
- Every critical system for which EVRY plays a role
- Every colleague who takes responsibility and inspires others
- Every person who is affected by EVRY through the benefits for society in which we play a role
- Every opportunity that EVRY recognises and takes up
— Press Release
The previous logo looked exactly like a large corporate merger logo should; this one with a little Nordic starkness to keep it from being just an ugly mash-up of two existing logos. The problem with merger logos and merger names are twofold: One, they remind employees that there are two sides, even if they are playing for the same team and, two, they are harder to turn into consumer-friendly brands that are easier to recognize and remember (FedEx Kinko’s anyone?). Anyway, on to the new logo.
Like the name, the EVRY logo is catchy, playful, and friendly — perhaps too much of those qualities for an IT company but if you look at it against companies like Cisco or Oracle, it fits in with the trend of making those companies appear more familiar and accessible. The logo feels a little too informal and looks more like it was rendered with a Sharpie than ink, turning it from something calligraphic into a “Don’t Eat my Sandwich” Post-It in the break room’s fridge. The logo works well in big sizes and even as the tired image-holder device as seen in the report covers above. Overall, it’s an interesting new brand, sure to stand out.Read More →
With a history that dates back to 1883, U.S. Foodservice was formed in 1992 after the merger of various companies. Today, it is one of the largest foodservice distributors to restaurants, healthcare and hospitality facilities, government operations and educational institutions. They offer more than 350,000 brand products, deployed by about 25,000 employees through a fleet of 4,949 tractors, 333 trucks and vans, and 6,333 trailers according to Transport Topics‘ Top 100 Private Carrier report [PDF], which lists it at number 5. This past September U.S. Foodservice announced it would change its name to US Foods and introduced a new logo.
Based on extensive research, the new identity and underlying strategy mark the beginning of US Foods’ strategic transformation into a more creative and innovative food company dedicated to making things easier for customers.
In addition to changing its name to US Foods–which research showed is how most customers and employees already refer to the company–a new logo and tagline will begin appearing on trucks, products and in other areas. With vibrant orange and green food colors and a bold, simple design, the new image expresses confidence and a fresh outlook.
— Press Release
If you spend any time outside or on the road, you’ve probably seen the old logo passing by or backing up into a grocery store. The old logo, supersized on the side of a truck, is hard to miss and, to be honest, I don’t think it’s that bad, despite the overtly calligraphic texture it has. The new logo looks like a bad government program trying to get the population to eat more veggies. The hues of the colors chosen aren’t particularly appetizing and someone should have told the designer that when you hit minus 200 in the tracking values you probably better stop. That typesetting is tight. The period is also very confusing, reading as “Us. Foods.” — “Tarzan. Hungry.”, “Jane. Order.” — and of the usual punctuation for United States — US or U.S. — this is not one of them. It’s always sad when logos with high visibility get bad redesign jobs because we are the ones who are stuck seeing them all over the place.Read More →