• Drew ShimomuraDrew Shimomura, 7 years ago

    I have a hard time with the logo. That symbol means "not equal" in math. In other social movement logos, the equals sign means equality, like equality of people.

    So my first thought of what that logo means: "We're not equal!" or "You're not equal!" or "This rich person is not equal to us" or "Down with equality!"

    What??? This doesn't sound like occupy at all.

    Maybe you're assuming they'd use it ironically? Like "everyone thinks these rich people/companies are not equal (but that's obviously not true.)" But that doesn't make sense to me, not as a logo for a social movement. That'd be too confusing. I guess you could mean "these people are not treated equally to us"?

    Am I missing something? Is there something else in the movement's ethos that you're trying to put forward with this logo? Because the logo looks to me like the opposite of what you're trying to brand.

    Sorry to sound negative. I'd really like to know if I'm missing something here.

    4 points
    • Jodi WarrenJodi Warren, 7 years ago

      This was precisely my initial reaction too. I get that it highlights the dramatic inequality, but using it as a logo seems to be celebrating that.

      0 points
    • Alejandro Largo, 7 years ago

      Hi Drew, thank you for your comment and for starting the conversation.

      The reason we decided to have the unequal symbol as our main mark is because at the core Occupy is provocative, and this symbol suggests that occupy is exposing greed and corruption, as well as opposing economic injustice. The way we have used it, implies that the economic inequality the Zuccotti park occupiers were denouncing, still prevails. But we are going a step beyond of just denouncing and we are proposing a platform for people to join in and take action for real change. This is at the core of the new strategy. People need to trust that occupy will provide a clear, actionable path towards a solution.

      Thanks again!

      1 point
    • Conlin "Wuz" DurbinConlin "Wuz" Durbin, 7 years ago

      I think the point is that we aren't equal. The Occupy movement is all about that fact that there are 1% of people that are being held to different standards and that that isn't fair. So we are the ones that are not equal. The LGBTQ community uses the equals sign to represent that they deserve equality, thus the symbol represents the goal. IN this case, Occupy would be using the symbol to point out that we aren't equal, thus the symbol represents the reality. I think it is perfect, because it really sets the tone for the Occupy movement. Other movements are generally about getting people to see your point of view, while Occupy is about getting people to be against the other group.

      Great job, Alejandro!

      2 points
    • Nathan NNathan N, 7 years ago

      So my first thought of what that logo means: "We're not equal!" or "You're not equal!" or "This rich person is not equal to us" or "Down with equality!"

      Have you forgotten the "we are the 99%" mantra? The whole point of the occupy movement is that we are not equal.

      1 point
    • Nicola RushtonNicola Rushton, 7 years ago

      I immediately saw it as ' This doesn't add up'.

      0 points
  • Brian A.Brian A., 7 years ago

    The mark is simple and recognizable, and I dig it. Especially like the combination of structure/freehand in the "We are here to" madlibs. Good stuff.

    2 points
  • Derryl CarterDerryl Carter, 7 years ago

    Very nicely done.

    I disagree with the first couple of commenters (who had trouble with the ≠ symbol). I think it works very well. In fact, I can hardly think of another symbol that would immediately describe the core issue as accurately and succinctly.

    Keep in mind that Occupy is not trying to "make everybody financially equal". That's a ridiculous goal, which is neither feasible nor desirable. Rather, they're drawing attention to the unbelievably huge class/wealth gap in this country.

    Unlike most brands, Occupy is intended to be a temporary movement – sending a temporary message. If it's successful, then the "not equals" symbol will serve nicely as a reminder of the message they sent, and why they sent it.

    1 point
  • Paul BrophyPaul Brophy, 7 years ago (edited 7 years ago )

    I see the main advantage of the mark is that it's ambiguity does make you wonder what the story behind it is. It's not often that you can get away with a logo with multiple possible interpretations but maybe in this case it works.

    0 points
  • Andrew Coyle, 7 years ago

    Why yellow? Yellow is often used to represent libertarian thought. Is Occupy a libertarian group? My guess is that it's probably a mixed bag of socialists, liberals, and libertarians. Just like the tea party is a mixed bag of republicans, conservatives, and libertarians.

    BTW the tea party needs some serious re-branding...

    0 points
  • Whisky PetersWhisky Peters, 7 years ago

    Strikes me as conspicuous propaganda—too melodramatic. The problems with occupy run much deeper than branding.

    0 points
  • Joel CalifaJoel Califa, 7 years ago

    I actually love this a lot. I get what people are saying about the first message being "against equality" but a different interpretation of that would be "things are not equal, and we want to change that."

    I think two things could happen over time. Either the logo becomes synonymous with the Occupy movement in this implementation and loses its association with inequality. In that case the branding is extremely successful, and I do think it would be possible. The other scenario is that the brand is not powerful enough to change the association, and people will always parse it as "no to equality."

    It's risky, but I like risky stuff. Also, it's so strong aesthetically. Great job!

    0 points
  • Art VandelayArt Vandelay, 7 years ago

    Like the premise of the "not equal" thing. Publicly displaying the difference among us, in the advertisements and the message. Good call.

    My only thing - whats the difference between the symbol with the circle and symbol without? To me they are different. One is a unique piece for a cause/brand (with the circle), the other is a symbol for negation. Well, one of a few symbols for negation.

    0 points
  • Moeed MohammadMoeed Mohammad, 7 years ago

    My first impression was "No Equality". Probably the wrong message.

    0 points