Population Statistic: Read. React. Repeat.
Tuesday, October 23, 2021

What do you do when you’re accused of indiscriminate and fatal paramilitary blunders in Iraq?

Naturally, if you’re Blackwater USA Worldwide, you roll out a less-threatening, more professional-looking corporate logo.

The rifle-scope crosshairs so obvious in the old Blackwater logo have been reduced to a set of horizontal elipses that bracket, but no longer enclose, the paw print, which has also changed to more closely resemble an actual bear-paw imprint. The original Blackwater logo had thick white serif lettering draped over the crosshairs on a menacing black field. The new logo separates the image and the letters, which now appear in buttoned-down sans-serif black and slightly italicized on a white field.

Though the red elipses in the new logo retain the horizontal crosshairs, the overall look is far less “kick your butt” and much more “quarterly report,” some branding experts said. The new logo, which began to appear on some Blackwater material in late July, may also speak volumes about the company’s desire to begin its second decade on a more anodyne note.

“I would say it’s a highly significant change; they’re repositioning themselves,” said Lauren Miller, the owner of MDesign, a graphic design firm in New York. “The old logo suggests that they’re targeting people. The new logo is a more ambiguous, more safe corporate logo.”

The new look may indeed be a more high-tech, truer-to-real-life crosshairs scope, but it certainly comes off as less specific. It almost looks like the paw is surrounded by parentheses.

I don’t know if this is intentional, but the Blackwater site’s favicon image retains the old killer-sights look, as shown here in the second image above. The shoddier Web-design outfits routinely overlook this subtle element of a website, so I’m assuming that’s what’s happened here. If, by chance, they come across this critique, I’ll go ahead and help them out by pointing them toward Chami/HTML-Kit’s FavIcon Generator, where they can quickly correct their oversight.

by Costa Tsiokos, Tue 10/23/2007 10:52:48 PM
Category: Advert./Mktg., Business, Politics
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