Word: logo
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...first time to reach a significant national audience in prime evening hours: it bought $650,000 worth of promotion spots on the three commercial networks. As a part of its nouveau big-league image, PBS grandiloquently billed itself as the "New Face of Television" and commissioned an expensive-looking logo with an anthropomorphic P-a sort of CBS eye with a brain...
...that familiar friend, The Saturday Evening Post, will be back on the newsstands. Or so says Beurt SerVaas, an Indiana publisher who has bought up most of the stock of the old Curtis Publishing Co. The new magazine will even look like the old Post, carrying the original logo. And just as before, it will be published in Philadelphia's Independence Square...
What has actually changed? There will be a new logotype on Coke cans, boxes, signs, trucks, cups, glasses and uniforms-everything but the bottles. But the logo will still spell Coca-Cola in the familiar flowing, baroque script. The new twisting white ribbon under the words is supposed to "echo" the wasp-waisted shape of the bottle. Coke signs and emblems, however, will now be square or at least rectangular; the old circles, diamonds and fish shapes will be banished from the company's advertising. Drivers of the 25,000 Coca-Cola trucks, a fleet that Coke officials claim...
...market, but the company's Tab ranks only third in the market for diet colas. On the other hand, Coke has diversified quite successfully in recent years, notably with its big-selling Fresca. Now the company hopes to put still more life into sales through the image and logo changeover, which is expected to be well on its way by the peak of next summer's soft-drinking season...
...keyed Sarnoff is a curious mixture of the modern and the conservative. The president's office in Manhattan's RCA building is adorned with abstract sculptures by Giacometti and De Rivera, and its occupant takes particular pride in the company's futuristic new logo, which is emblazoned in 24-ft.-high letters near the top of the 70-floor building. Yet Sarnoff seems to be playing the merger game, a favorite pastime of new-breed executives, with an eye more for posterity than for the present. He dismisses St. Regis' problems as the result...