It’s the late 1970’s and I’m night skiing. My jeans are soaked through and my ass is cold but no one could be happier as I sit back into the ice encrusted chairlift and relax as it swings me back up the hill. Snowflakes twirl through the spotlights running along the side of the lift, Raindrops-are-falling-on-my-head wafts, I have three things only in the pocket of my jacket and it’s all I’ll ever need: tissues, a two dollar bill and my cherry flavoured ChapStick.
It is a discussion Ian and I have all the time; what is the defining characteristic of an iconic brand besides longevity? I think it is when a brand narrative jumps the corporate barricades and lands smack in the middle of our own lives and becomes a part of our personal story.
When Ian was hired to work on the new logo he was especially thrilled because ChapStick is part of his story, too. Skiing, windy/frigid bus stops…it seems incredible now but back then ChapStick was the only choice we had for lip protection besides lipstick and petroleum jelly.
Here’s the old logo then the new logo by Ian. He calls this kind of close-in redesign an evolution.