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 Maybe I’m over dramatizing my emotional response but this imagery and tagline seems very much outdated.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.
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