New Progresso Soup look

[BadSeed84]

Was lookin in the cupboard and I see progresso got a new look.

 

[See Red]

Not a fan.  Downgrade, I say.

[Ferdinand Cesarano]

I like it; it's a cleaner and more pleasant look.

I can remember that, back in the late 1980s, I was really annoyed when Ronzoni changed its logo from a beautiful friendly script to an awful baroque script.

 

 

I was so peeved by this that I began an absurdist telephone protest campaign against the company.  (A whole other story.)

Since then, Ronzoni has switched to a logo that has even less character; it is truly a lost cause.

But, in a sense, Progresso has compensated for the terrible choices of Ronzoni by adopting an aesthetically pleasing script.  Mille grazie a loro.

[BadSeed84]

I think it looks good, while usually I'm not a fan of every logo losing their serifs, this one looks better.

Plus it seems like they used this wordmark before.

[LEWJ]

On 5/10/2016 at 5:37 PM, EddieJ1984 said:

I think it looks good, while usually I'm not a fan of every logo losing their serifs, this one looks better.

Plus it seems like they used this wordmark before.

Nice observation.

 

I think the branding as a whole is a huge upgrade, and I don't think there should be any debate. The label design is far superior, in my opinion.

The logo is solid, nothing to write home about--but i will say I like it more now that I know there's some historical-backing to the sans-serif font.

Upgrade on both fronts.