Tuesday, March 3, 2009

New Recovery Logo: A Brief Semiotic Rundown

Via Talking Points Memo.

Here is the new logo for projects being funded by the stimulus bill. As is true with product launches and political campaigns, recovery campaigns need symbols, as the President said in remarks today.
These emblems are symbols of our commitment to you, the American people -- a commitment to investing your tax dollars wisely, to put Americans to work doing the work that needs to be done," Obama said. "So when you see them on projects that your tax dollars made possible, let it be a reminder that our government -- your government -- is doing its part to put the economy back on the road of recovery.
 I like the logo's inherent retroness, built on the notion that it's speaking  in images, save for the website address, which also serves a tag for government involvement. My impression is that signs have taken a turn for the textual over the past few decades, so this feels like a throwback. At the same time, it does not feel anchored in a particular time period, so it does not feel entirely nostalgic. 

The bottom left hand corner suggests a plant, and the right has gears, with either a plus or a cross in the center (adding or aiding--you make the call.) The plant presumably means green energy, but it could also mean just growth in general. The gears suggest working together toward a larger purpose.

I don't like the top half of the logo; the balance between the patriotic stars and "recovery.gov" seems off, even if that construction is intentional. The logo seems to want to forego the "recovery.gov"; it seems like a compromise. 

These individual components are surrounded by a circle, which suggests a wholeness and completion. Or perhaps smoothness and ease. Or maybe it's just a circle!

GreenSooner at Kos has a brief history of recovery logos.


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