The 'current' TAG Heuer logo...

Aquagraph
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Now that the dust has settled, how do you guys feel about the new logo?

I must admit it's grown on me, at first it looked way too stretched but now I've got used to it I don't mind it all. If anything it now makes the 'classic' logo look a bit clumsy (as much as I love it and as iconic as it is). I find it quite refreshing that a company has the balls to change something as fundamental as their logo design, and more than that to change something with a forward looking view - rather than 'reverting' to an old design.... eg- Breitling!

The nitpicker in me wants to complain that the outside edges of the T and G don't line up with the edges of the H and R, but that would require it to be even more stretched or the Heuer part squashed in, and I'm sure that wasn't up for discussion!
 
Jim Dollares
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Where the pictures at to make it easier for us to compare? 馃憤

Ps. I really really prefer the current version, the previous was never that good in my eyes, just a matter of taste I suppose
 
Carrera911
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I liked the old one ( little arrow in the G, classical F1 reference with Williams and McLaren, etc....) far better....
Edited:
 
Hubert
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Jim Dollares Jim Dollares
Where the pictures at to make it easier for us to compare? 馃憤

Ps. I really really prefer the current version, the previous was never that good in my eyes, just a matter of taste I suppose
I posted this back in 2015, the day of the reveal:

https://forums.calibre11.com/threads/baselworld-2015-preview.22775/#post-249999
While the old logo certainly could have used some updates, in order to match the currently "flat" design language used by many in the high-tech industry, I think the proportions should have been somewhere in between, like the 3rd image I edited below:
upload_2018-7-31_9-12-21.png
 
Jim Dollares
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Hubert Hubert
I posted this back in 2015, the day of the reveal:

https://forums.calibre11.com/threads/baselworld-2015-preview.22775/#post-249999
While the old logo certainly could have used some updates, in order to match the currently "flat" design language used by many in the high-tech industry, I think the proportions should have been somewhere in between, like the 3rd image I edited below:
upload_2018-7-31_9-12-21.png
Aaah yes the third one gets my vote 馃憤

Not a fan of the arrows on the G in the old one...
 
MRC
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Carrera911 Carrera911
I liked the old one ( little arrow in der G, classical F1 reference with Williams and McLaren, etc....) far better....
I agree with that. But as Techniques d'Avant Garde themselves are still using the old logo I wonder if they have requested that the current TAG-Heuer owners LVMH change to something else.

Were I in charge I would make everything just plain Heuer again. But then I am not in TAG-Heuer's target market, and own none 馃檮
 
Aquagraph
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MRC MRC
I agree with that. But as Techniques d'Avant Garde themselves are still using the old logo I wonder if they have requested that the current TAG-Heuer owners LVMH change to something else.

Were I in charge I would make everything just plain Heuer again. But then I am not in TAG-Heuer's target market, and own none 馃檮

But then how would we tell the 'good' watches from the 'bad' ones....馃槈

Mr Biver (the real Mr Biver, not my cat - obviously) said he would like to just go back to Heuer, but there must be a reason why he didn't... perhaps vast unused stock marked TAG Heuer?
After all we're still seeing new watches with the old logo on appearing in stores. Would it be acceptable in 2018 to launch a new identity but to continue to make and sell pieces with TAG Heuer on them - I don't think so, this isn't the 80s!

Hubert's 3rd way is better, although at first glance it's a subtle difference...
 
Aquagraph
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Jim Dollares Jim Dollares
Where the pictures at to make it easier for us to compare? 馃憤

Ps. I really really prefer the current version, the previous was never that good in my eyes, just a matter of taste I suppose

One good thing about the old one was that it was so difficult to copy, hence why endless fakes have really bad logos...
 
Hubert
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A benefit of the new logo (when applied to the dial, instead of printed) is its legibility over the old one.
upload_2018-8-1_13-31-27.png
 
MRC
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Aquagraph Aquagraph
After all we're still seeing new watches with the old logo on appearing in stores. Would it be acceptable in 2018 to launch a new identity but to continue to make and sell pieces with TAG Heuer on them - I don't think so, this isn't the 80s!

In the store does a punter know the correct logo or is it a case of "I like that and the price is OK"? The only (*) watch I have bought new in a jewellery shop was already three years old at the time but I only found that out years later. Still like it, still wear it -- even sent it to Omega in Bienne for a service that cost more than it is worth.

* Beaters excepted! Hmmm, might get my camera out for a thread on favourite beaters.
Edited:
 
Aquagraph
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MRC MRC
In the store does a punter know the correct logo or is it a case of "I like that and the price is OK"? The only (*) watch I have bought new in a jewellery shop was already three years old at the time but I only found that out years later. Still like it, still wear it -- even sent it to Omega in Bienne for a service that cost more than it is worth.

* Beaters excepted! Hmmm, might get my camera out for a thread on favourite beaters.

I guess it depends on the punter.... there will certainly be a huge TAG logo right in front of their face so they might wonder why the watch has a different logo on it. I can see it's going to be a long time before the old logo is gone, and in fact... as far as I'm aware I don't think TAG are making 'old' watches with new logos either, I think they are more likely replacing watches with slightly different ones (1mm larger) and then replacing the logo. I think there's an entry level F1 where they've done exactly this... I certainly can't think of one example that I've seen of a pre-new logo watch with the new logo applied. Which either means the stocks were huge, or they aren't making 'new' old watches, or they are still making the old watches with the old logo...
 
Aquagraph
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Hubert Hubert
A benefit of the new logo (when applied to the dial, instead of printed) is its legibility over the old one.
upload_2018-8-1_13-31-27.png

Isn't that just applied > printed though, does the logo itself make a difference?

I find the logo on my Heuer01 quite hard to see, your photo is very clear admittedly...
 
Hubert
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Aquagraph Aquagraph
Isn't that just applied > printed though, does the logo itself make a difference?

I find the logo on my Heuer01 quite hard to see, your photo is very clear admittedly...
I find the applied shield on the 50th Anniversary Carrera particularly tricky to photograph. Most of the times, the shield just looks opaque; I have to find the right angle, so that the letters are discernible.
upload_2018-8-2_9-52-22.png
 
Aquagraph
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Oh yes, those silver shields are particularly bad, like in the Calibre S Aquaracers as well...
 
Remo
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Aquagraph Aquagraph
Mr Biver (the real Mr Biver, not my cat - obviously) said he would like to just go back to Heuer, but there must be a reason why he didn't... perhaps vast unused stock marked TAG Heuer?.
Mr. Biver (not your cat obviously) was explaining the branding policy some time ago in detail in this sovereign Interview with DC:
https://timeandtidewatches.com/video-the-long-view-with-tag-heuers-ceo-jean-claude-biver/
If I am getting it right, the main goal is to avoid further confusion...
 
Aquagraph
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Remo Watchtiger
Mr. Biver (not your cat obviously) was explaining the branding policy some time ago in detail in this sovereign Interview with DC:
https://timeandtidewatches.com/video-the-long-view-with-tag-heuers-ceo-jean-claude-biver/
If I am getting it right, the main goal is to avoid further confusion...

Yes, a very good interview... but as I recall, he says something about only having 1 Monaco... and not having Grand Carrera anymore. Well, I believe the Grand Carrera is coming back next year and how many Monacos have we had since this interview?

I also think it's all very well looking back with the benefit of hindsight, but what TAG bought in the 80s was not the 'great' Heuer watch company, they were going down the pan with some dreadful looking watches and things needed to change quickly. 35 Years ago 'Heritage' was not what it is now, heck 10 years ago 'heritage' didn't have the cachet it does now... TAG's vision was a complete switch to a modernist style and part of that was the name change. You have to remember that pretty much everything that has been re-issued was ten-fifteen years before TAG came on the scene, the Monaco and Carrera weren't even in the range when they took over - instead you had Titanium and some truly hideous 2000 series models with screws holding the bezels on. Watches that I've seen on this forum held up as fakes! That's how bad Heuer truly was in the early 80s.

6f02bffaa0cc87af2aaaa3c9973df246.jpg

In fact, you could make a case that the TAG name was actually more well known in the mid 80s than the Heuer name due to their sponsorship of Williams, so while now it looks foolish, at the time it was probably a very sound business move. Plus it made a statement that this was a new company doing something different and it was very successful. Also, I like the name TAG Heuer, much better than just Heuer, but that's just me. 馃榾

This whole 'Heuer' thing didn't really become an issue until they started doing the 'Heritage' thing, and then the whole watch industry decided they'd run out of ideas and collectively figured - hey let's just re-issue everything we can get our hands on from the 60s. Call me crazy but I'd like to see a 41mm re-issue of the classic origianl Formula 1 with the fibreglass case (with the original TAG logo - obviously!).

So yes I can see the real Mr Biver's point, but at the same time I don't think the Heuer name would look right on Aquaracers and Formula 1's. Too much water has passed under the bridge and 'TAG Heuer' has created it's own legacy. I think the main point of confusion rests with the Carrera, that is now just as much TAG Heuer as it is Heuer, and I don't know how that particular puzzle can be resolved.
 
Mr_Orange
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TAG have made some very clever partnerships over the years, this being one of them even though they are out of the picture now.

The other, IMO, was TAG McLaren the British hifi company that, sadly, succumbed to the economic excesses of the early 2000s. The kit was amazingly well designed and built and honestly who wouldn't want hifi with the McLaren name on it, yes that McLaren (Ron Dennis). I still own a multi-channel power amp, tuner and pre-amp.
 
Mspeedster
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I don't mind the new one, but I'm old school, so I like the "classic" TAG with arrows the best. But I grew up a fan of the '70s era F1 Ferrari team, hence my true favorite is just the plain "Heuer" logo.
 
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