Well It’s a tough logo update to write about because it looks like it’s a trickling roll out for this brand update ( the parent .com site hasn’t yet changed ). It might only be for the fragerance line, people are suggesting this lock-up has only been used in that sector. But basically this brand update can be seen in online British sites so far. I think it’s classically refined looking on it’s own. As someone who has not recognized or cared much about the Davidoff brand prior it speaks to the ‘metro-man’ basically. It makes perfect sense for a fragrance identity in that context.  I thought the prior mark was very elegant and old school European. But I find the new mark well easier to swallow for international audiences and across many items. But I think it’s strength lies it’s in simplicity. Many people jumped on the band wagon to dislike this new mark, and I can understand why with it’s look being so very different from its starting place. But to me it looks like a brand re-position, their trying to attain new audiences. And I think appeal to a mass market rather than just smokers who know and are loyal to their brand.

I’d love to find out which agency did the work, and I look forward to seeing the interactive update as well. The prior logo reminded me way too much of the 1980s and I think this update will appeal to the mass market. But I wonder if it will be for the parent brand or just a secondary lock-up for their fragrance line. What are your thoughts?

- Joseph

In use here | As first seen on QBN

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