Armor All grows up

I just saw an Armor All commercial on TV and it reminded me how far the brand has come since I first saw it when I was kid. With each version of the logo, it seems that the image becomes more matured and streamlined. I think this appropriately shows the progress and evolution of the company since it started out simply as a maker of a formula that protected surfaces, to becoming a manufacturer of products that clean, shine, and protect dashboards, steering wheels, and tires.

The new look of the Armor All brand really projects strength and is achieved through the complete redrawn Viking character which is much more masculine and aggressive-looking, with bulging muscles and confident stance. Originally the brand featured a more cartoon-looking Viking, shielding himself from the force of a lightning bolt. Besides looking like clip art, the original character looked surprisingly weak for a “protector”. He is on his knees from the force of the blow, and looks as if cowering and unable to fight back. On the other hand, the visual metaphor of a warrior using a shield is highly effective at conveying the protective nature of the Armor All product. It is the defining characteristic of the logo and brand, that was expressed on each logo redesign.

Overall I think the new redesign of the logo is very successful, seeing as it is part of the automotive industry, it now has a more grownup and sleeker look that will surely appeal to its audience. Now the logo looks like it could actually appear as a sponsor-decal on a racecar.