Wednesday, May 25, 2011
IS THERE A RED DOT SALE? DStv Media Sales is the new name of Oracle Airtime Sales. But what a really UGLY new logo.
DStv Media Sales is the new name of Oracle Airtime Sales (OATS), the advertising sales arm of MultiChoice.
DStv Media Sales also has a new logo that sadly looks like an amateur mish-mash of clashing and repulsive colours, seems to incorporate every shape from a circle to an ellips (just not a block) thrown together, and a font addition (IN CAPS!) that doesn't make sense at all. Remember: new people or possible clients who see your logo don't know, remember (or frankly care) how you looked before, and how that infused the new logo.
The new DStv Media Sales logo that looks horrible to me, makes so many questions bubble to the surface: Where are you supposed to look? What first grabs your eye (and what should)? Why does this logo look like something that belongs on the side of an experimental satellite rocket South Africa tried to build in the 80's? And finally: Is there a red dot sale going on somewhere I don't know about?
The ALL CAPS doesn't exude understated confidence (which is what you'd rather want to portray if you're in sales and want to make a great first impression) but conveys in-your-face jimble-jamble. Positioned so close to the beautiful futuristic liqui sans serif font of the word ''DStv'', it gives an overall clashing impression. The sets of type just don't fit. Your eyes unconsciously tell you the D's and the S's in the logo don't look the same - that something is ''wrong''. It comes across as unrefined.
In my opinion DStv Media Sales should relook their new logo, definitely simplify the colour scheme, go for a more unitone palette, and drop or do something different with that little bit of Tokyo. DStv Media Sales represents quality and premium brands who live and breathe in the very visual videosphere. Their logo (in our hyper visual world) should reflect that.