Discard this ACE

I saw a full-page ad in the Wall Street Journal this week. The prominent logo provoked a feeling that was so contradictory to the company purpose and message that I was flabbergasted.

logo_aceOne glance at the logo make me immediately think of two things:

1. Disorder; and

2. Toys R Us

Unfortunately, the ad is for a global insurance company. And in these days of financial instability, I don’t think that a financial services/insurance company should give the impression that it is not serious. Yet that is what ACE Insurance does with this awful logo.

Surely these folks make enough money to project an image that connotes stability, seriousness, heft. This thing looks like it was whipped up in Powerpoint in 10 minutes by a Muppets designer. Please.

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