Reebok has a new logo. In other news, Reebok denies that they have a new logo. Instead, they insist that their new look is a “symbol” rather than a logo. Matt O’Toole, Reebok Chief Marketing Officer, explains. “The new brand mark signals a clear purpose for our brand and it will be a badge for those who pursue a fuller life through fitness.  We believe the benefits of an active life go beyond the physical benefits and impacts your whole self and your relationships with others. It is our symbol of change – an invitation to take part, and to unlock your true potential. It’s not a logo, it’s a symbol…a way of life.”

This kind of pious, self-important art talk makes me want to vomit. Dude, you know it’s a logo. You know that we know it’s a logo. Just say you are adopting a new logo. Why play this weird fantasy game of acting as if a logo is somehow beneath you and is not synonymous with your use of “symbol” in this instance? You can see his use of the phrase “brand mark” is just a substitute for “logo”. His quote would have exactly the same meaning with logo this context. This seems to be a distiction without a difference. What is this, Dungeons and Dragons? Lets stick to reality, Reebok. And by the way, the new logo isn’t too bad.