IB... I Don't

Saw the new IBM logo on Sunday during the NFL playoffs over the weekend.

I am not sure which words to use to describe how much I loathe the new logo and marketing campaign for IBM.  Why, oh why, would one of the world’s oldest and best known brands change their branding?  Especially, when the new branding is, in my opinion, so, so very bad.  Reminds of the Science Fiction channel changing their logo to Sy-Fy.   If people are too dumb or lazy to understand what your brand is all about, do you really care? 

I know a lot of it has to do with phonetic spelling which I also deplore.  I get fussy when people spell my name, Dorthee, Dorthey, Dorthy, and the “I don’t get it spelling” of Dorathey

I feel that this is just another chapter in what I consider to be the road to “dumbing us down” as a nation.   IBM is a technology company and a leading innovator in so many things so why would you have a logo that looks as if your target demographic group is pre-schoolers.   Or do you have newer, younger, “hipper”  management in place who are convinced this is the way to gain new market shares? 

So, if you didn’t get my drift, I don’t “yike” the new IBM logo one iota and feel as if my intelligence is being insulted.   What do you think?