RAC launches new corporate branding and positioning that is “For the better”
The RAC has announced important changes for the organisation, delivering an even stronger future for its members.
Group CEO, Terry Agnew, said the RAC is a proud Western Australian organisation,which has reinvested its profits back into the community, for more than 100 years.
“Today we are sharing our future with our members. Our new brand is a symbol of our commitment to our members, to our community, and to our WA,” Agnew said.
“As a market leader, strong and stable, we are moving our organisation forward again, because to build for the future, we need to evolve, as we have always done.
“Our values, history and heritage will be protected, because they are unique to WA, and are the foundations that have built the RAC.
“Our past successes have demonstrated what we can do, but now we want to do it even better. We’re building on our past to make a difference for the future.”
The RAC’s commitment will see the organisation become even more active and vocal on the issues that matter, and deliver more innovative and improved products, services, and benefits to more than 750,000 members annually.
The RAC’s new brand will roll out across Western Australia over the weeks and months ahead.
See the new brand video and visit RAC – For The Better.
11 Comments
The new positioning is great – ‘For The Better’ is a perfect platform to relaunch the brand. The full page press copy made a lot of sense.
The subtle cleanup of design elements on the website etc is very nice.
But that logo is a travesty. It’s a peeling sticker on bottom of a Transperth seat. It’s a warning label on a box of oranges. It’s not indicative in any way, shape or form of one of the most trusted and recognised brands in the country.
I get it, we all want to be modern and fresh and make our mark on a new client. But the new logo is a dumb idea that we’re all going to look back on and laugh in a few year’s time. The crest is 100 years old, it means something to people. And to reboot it in such a hamfisted, ‘trendy’ (as in mid-90s trendy) fashion is just a horrendous joke to a brand that’s weathered its share of silly decisions over the years.
There’s been at least 3 different variations of ‘bring back the old logo’, ‘go back to original logo’ etc on the forthebetter site that I’ve seen reached the high 100s in score and then mysteriously disappear into the void – a very disappointing outcome for a member organisation trying to make a point of being fresh and listening to the people.
Logo? I thought it was a blue cheese sandwich?
Wholeheartedly agree with the above.
Completely agree with ‘Come on Now’ – the new positiong ‘for the better’ is solid.
But that logo … put it this way … It looks like something I could create in Microsoft Word.
There, I said it and I feel dirty.
I’m sure there will be lovers and haters, but did the brand even need a relaunch? Maybe research was indicating that Sally Housecoat was getting bored with the brand, but I wonder if the solution could have been found in simply producing more engaging work. Maybe it’s on the way. Nonetheless, I can’t help but recall that Old Spice didn’t need to change its logo to renew itself. It just embraced some cool creative.
RAC-TAB? Every time I look at it I see race horses galloping to my rescue.
This is what happens when you get logos approved by committees of people who have no idea about branding or design aesthetic.
This looks and sounds very much like someone at RAC said, “I loved that last Commonwealth Bank ad, can we do something like that? And maybe make our logo similar too?”
The ‘kinetic type’ video about being ‘for the better’ and ‘for the people’ comes across as a try-hard Dumb Ways To Die mixed with bad late 90s corporate video.
Sorry RAC, you’ve just rebranded your company like a start-up – you’re trying way too hard to be something you are not – and have created a ‘new’ brand that looks about 20 years out of date.
What’s with the small ‘go faster’ serif on the R? It has no correlation to the rest of the type. The A is also rounded at the top, again having no linkage to the other characters. I find the type somewhat naive both in its creation and application.
Does anybody know if this was produced Perth or at JWT HQ
Could possibly have done a nice job on updating the crest in some way by simplifying the shapes and the overall style?
Yes, its easy to criticise when you’re not doing the job yourself but…
I’d love to hear the creative rationale behind the logo. And yes, I know creative rationales are usually one big yank – but hey, I’m up for a laugh.
Another view – http://www.underconsideration.com/brandnew/archives/new_logo_for_rac.php#.Uh6s6Ly9aHl
It feels very familiar in a dumwaysto-optuscharacter kind of way.
Interesting that they’ve switched to blue as their main colour, notice the blue helicopter? Does this mean their roadside assist vehicles will be dark blue and hard to see?
Love the Old Spice analogy. CB can you be like FB and add a like option to comments? Most of the above have the thumbs up from me. In an age where there is an app game of “name that logo”, which is quite popular, why change something that has history and meaning to so many? Dislike the new one – it’s not my RAC at all.