For over 80 years a family selling cars has been represented by a sailboat. It makes no sense, but it's worked like a charm for four generations of Scott's.
It is often said that good logos must consist of five characteristics. They must be simple, memorable, timeless, appropriate and versatile. So often logos trend more towards cheesy, ugly, forced, complicated and confusing.
"Should a logo be self-explanatory? It is only by association with a
product, a service, a business, or a corporation that a logo takes on
any real meaning. A logo derives its meaning and usefulness from the quality of that which it symbolizes.
If a company is second rate, the logo will eventually be perceived as
second rate."
-Paul Rand, designer the logos for IBM, ABC, UPS, Enron and more
The evolution of the sailboat has been slow, subtle and simple and this enhancement falls in the same boat (pun intended). The change revolved around the word "SCOTT" under the boat. The previous font, called Textile (I'm told, never actually found it), appeared to be nothing more than a emboldened version of its predecessor had no connection to other fonts in the Sconda lineup. The improvement centered around the use of the "SCOTT" font from the front of our license plates in place of the old "SCOTT".
The update, besides adding consistency to our logo marketing imagery, is easier to read on the backs of our cars, which is paramount in the end.
With logos on the brain, look for the new logo for our new, used car superstore. Name, new logo and details surrounding this exciting news will be coming soon. Stay tuned!
