Why, Maple Pictures? Why?

I keep seeing the trailer for The Next Three Days and every time I do, it reminds me of the mistake Maple Pictures made when they ditched there old logo for the new one that adorns adverts today. 

I can’t seem to find any information regarding when they changed their logo or any press releases discussing their rebranding, but below is how it looked before:

That’s a sexy logo! It’s a great concept well executed, and I was so proud that they avoided the maple leaf cliche. (If my memory serves me correctly, I remember seeing this in motion on-screen and all those lines were circling around — forming rings — and then aligned to form the “maple” text. Again, I can’t find any examples, but I swear I saw it, and it was awesome.) And then, in the not too dusty past, they introduce this:

Boring, boring, and boring. While I think the typeface they’ve used is attractive, there’s nothing to it! A gazillion companies have had their name set in all-caps and then inside a rectangle. Why on Earth would they drop the old, attractive and clever logo for this totally underwhelming word mark? The only thing I can figure is perhaps there were  rendering issues when the old logo was scaled down, but who care?! Use the logo at whatever size is required! It’s not like it needs to be twenty feet tall.

A shame. A darn shame.


3 thoughts on “Why, Maple Pictures? Why?

  1. Dee says:

    Interesting … have you seen the 3D-ish color version? According to their style guide, they have been using the new logo since at least August 2009. Go to their site and click on the “corporate” tab. As for the animated logo, I guess you’ll have to rent an older movie and watch! 🙂

    • Yeah, the chromed-out 3D version is even more deplorable — another victim of a Photoshop effects zealot. I did dig around a bit in the Corporate section of their site but obviously missed the Style Guide. (I knew the logo was at least a year old.) I’m going to try and track down an example of what I recall seeing on screen…

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