Cover the Earth...Outdated?

Back in the day I worked at Sherwin-Williams. Although I was familiar with the brand I had never recalled paying much attention to the logo. I remember after seeing it for the first time I was slightly appalled. The term "Cover the Earth" and accompanying image of paint being poured over the world was disturbing and this was years before the "green" movement took hold and at a time when environmentalists were on the fringe.

Sherwin-Williams continues to use this logo which to me invokes thoughts of oil spills and toxic waste. Maybe I'm over dramatizing my emotional response but this imagery and tagline seems very much outdated.

I may not be alone in thinking this as the Sherwin-Williams website has a section that explains the logo.

Our historical logo is one of the most recognized company logos in existence. Created in the late 1800's, the logo's purpose was to represent the company's desire to help beautify and protect the buildings of the world. It was a symbol of a young company's enthusiasm, idealism and hope regarding its future and the possibility for achievement that hovered on the nation's horizon. Over the years our "Cover the Earth" logo has become a figurative emblem signifying integrity and service.

That sounds great and I love nostalgic signs but I think it's time they consider a new slogan and logo for the next generation. This isn't about being politically correct but from a business standpoint why keep using a logo that taps into the wrong consumer emotions?

It's telling that the explanation for this logo is found at the bottom of the page that showcases their "Greensure" environmentally friendly products.

Please share your comments below.

Charles & Hudson | Comments () |

Shakinthembones

I've written to them twice. I never thought poorly of paint until I saw this ad. How could they take a product like paint that should be so easy to portray as being good, and turn it into an earth covered in goop, I can almost see the baby seals floating in it lol. Dumb, just dumb.

Hamsa V.

I've always disliked that logo too. It evokes the same associations for me, & probably since I'm a hippie from way back :-) my disquiet was even more detailed. Until earlier this year one of their stores was near my house, and I always hated seeing their sign.

Rob

I've been disturbed by the image of the earth awash in blood since the first time I saw it.

Heather

It's funny...I grew up seeing this sign often in my home town of Cleveland in the 60's and 70's.

As a child, I always thought it looked like a turtle!

MaryT

I totally love the logo! Long ago I had a friend who had a big vintage metal advertising sign of it in his kitchen. It's completely cool. It never looked like anything other than this to me -- a ktischy advertisement for paint. Why change it??? Too many companies abandon good design on a whim.

kelly

I like the logo. It's a reminder of how paranoid we've become about the environment and perceptions. All any reasonable person does is take a step back and realize SW is not out to saturate the globe in toxic paint. For the few imbeciles who think that, too bad. This logo actually makes you think of environmental causes, where a super clean spiffy politically correct logo one won't. Keep the logo; it will help educate the next generation.

Cilla

Their color choice for the paint is...interesting. A logo competition is a fabulous idea.

Laura

they (Sherwin-Williams) or you (C&H) should have a logo revamping contest...i love the "vintage" feel of the logo but definitely agree it could use some modernization and surely there are many artists out there who could design a winning logo.

Charles & Hudson

Great Idea!!! But I get the impression they don't want to change. We should still have a contest and present it to them.

Laura

would certainly be a good way for them to get some exposure so i should think they would be flattered.