This sticks with me

I don’t know why, but I’ve always been intrigued by the Sherwin Williams logo. For one, it hasn’t changed in like 60 years. And two, it’s got a really strangely placed tag line, dead-center in the mark. I can’t think of any other logo that has the same treatment. Sure, plenty of logos include tag lines (for the record, I disapprove) either beside or below the typography or icon but none quite like this.

Then, I realized that it wasn’t the graphic placement of the tag line that stuck with me. It was the TONE of the line itself. “Cover the Earth”. Good lord that is ambitious. And kind of metal. From a personal perspective, I love the foot-on-the-gas, take no prisoners, destroy everything in your path sentiment of it, even though I’m pretty sure Henry Sherwin and Edward Williams were really nice guys. Every time I see this logo, I’m compelled to say “Cover the Earth” in my best Vader and throw up the horns.

All that said, it’s the perfect statement for the company. It’s a mission statement (again, disapprove), vision statement (double disapprove) and company mantra all wrapped up in three succinct words. It’s simple, unexpected, and sticky.

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