New Argos logo
During the 1980s my brother and I would spend ages looking at the toys in the latest Argos catalogue, so the logo in use back then was really familiar. Complicated but simple too. A seriffed typeface, with the A and the S joined up to make a strange sort of smile.
Maybe it’s a case of childhood memories making it seem better than it really is. I’m not sure. Here is an example of the logo.
Sometime in the 1990s they changed the logo. Simplifying it a bit, losing the serifs, but still retaining the feel of the old one.
On Monday the new Argos catalogue will show a new company logo.
For me it lacks character, the font is uninspiring and far from looking modern – it looks cheap and dated. I can see that the smile really is a smile now, but they haven’t done anything to make the g and o look like eyes? Why couldn’t they have chosen a font that has the same sized holes in those letters?
Photo credit: Ian Britton
These logos definately look like they go from youngest to newest down the screen when it is in fact the other way around.