So when does a logo refresh go wrong? When you attempt to preserve a graphic element, but you extract its frame of reference. I noticed today that State Farm refreshed their logo.

On one hand, I applaud their effort for trying to make a logo that was designed long before the the digital age more digital-friendly. Look at the old one. Can you tell what it says in those red ovals?  I know my eyes aren’t the same as they used to be, but for as long as I can remember, it’s always been hard to read the words “Auto”, “Fire” and “Life”, until they got to up there in size—like the sign outside my insurance agents office. But I’m sort of left scratching my head as to why they kept the ovals and completely ditched the words. According to the State Farm VP of Marketing who oversaw the project, the reason for the refresh was to communicate the concept that State Farm offers a broad array of insurance and financial services—along with making it more digital-friendly.

I’m not sure they succeeded on all fronts.

But then again, I guess they assume that all the teens and young adults who are looking for an insurance provider already know that State Farm carries Auto, Life and Homeowners insurance. Or maybe they’re assuming the marketing campaigns will do the heavy lifting.

For me, if the goal was to communicate an array of services, I would have ditched the ovals all together because now they don’t stand for anything—at least in the eyes of this consumer, who also happens to be a customer.

What do you think?