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Revamping our Image
September 2015
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How do we get from “The Pizza”…
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…to “Pacman” – successfully?
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NASA showed us how to not do it!Back in 1974, they switched from their “Meatball” logo to the “Worm”
“Worm”“Meatball”
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They were well prepared..New York design studio Danne & Blackburn created a new brand identity for NASA, including a “Graphics Standards Manual”
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It included a vision for clothing…
…and even space shuttles!
But their mistake was to roll it out by initially only distributing new stationary
Researchers and scientists were NOT happy…
NASA sent the “executive stationary” featuring the new design to each of its various “centres”…
Their beloved icon, a symbol of the most successful space program on Earth, replaced with... some new stationary?
…and remained unhappy for two decades!
The change polarised factions within NASA, between “old timers” who missed the meatball and the youths who liked the almost digital look of the 1970s worm.
They decided to go back to the old logo in 1992, and still use it until today!
A well planned roll-out within the organisation could have saved NASA a lot of trouble!
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Slides by:Peter KoekoekNew Media Manager Europe, Climate-KICPeter.koekoek@climate-kic.org
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