GATEWAY: Cow spot or cam?

New: Gateway logo

Launched: September 30, 2002

Story in brief:
No particular reason is evident for an identity change at this time, other than the launch of a new ad campaign by a new agency. ("The campaign features the company's fresh new look, which incorporates a stylized cow spot branded with a 'standby' symbol laid on its side to form an iconic 'g'.")

Credits:
C.E.O. - Ted Waitt
Identity design - Arnell Group, an Omnicon agency

First Impressions:
Tragic. What could they have been thinking?

The box was a true brand icon, which evoked a distinctive corporate culture. Gone. Along with bright green, another brand strength.

"Stylized cow spot"? It's a machine part. A 'standby' symbol, laid on its side, is no longer a standby symbol... whatever that means anyway. ("All our representatives are busy..."?) The new type is indeed fresh -- but that's not enough.

I am baffled. Why do smart companies like Gateway turn their backs on identity specialists, to let advertising agencies do the identity work?

On second thought:

Though the execution is weak, the strategy was sound, and the change took courage. Friendliness is of little importance, in driving computer purchase, compared to engineering and design strengths. The techie-look becomes an asset.