AIG (American International Group, Inc.) has a “refreshed” logo.
“Our new logo reflects a rebuilt and forward looking AIG – contemporary, dynamic, transparent, and revitalized,” said CEO Robert H. Benmosche, in a press release.
All that in this new visual icon?
Yes. The new design uses a brighter color and a sans serif font lending a trendy, friendly look. I am surprised they didnt use all lower case letters which is also one of the most popular current trends.
Some may recall The Gap’s new logo launch a short time back. It created so much negative backlash that the company back-pedaled to the old logo.
Simple, yes. Effective, no. This minimal change will hardly differentiate AIG in a sea of brands.
Which poses the question: are they trying to create buzz around something without really making a change?