The website for the worlds biggest online retailer, Wiggle, was a bit shakey the last few hours, and then suddenly a new logo appeared. I have grown used to the playful logo with the looped g’s, it has always reminded me of the other playful Wiggle…. or The Wiggles to be exact. The Wiggles are an Australian entertainment group for kids which were quite popular across the globe.
What does the new logo reveal about Wiggle? We see the Wiggle orange, but now with a darker foreboding grey background. The company name ‘wiggle’ has a new font, still stylised but a little more refined and compact.
I am not married to Wiggle, and can live with the linked g’s being removed, but after the surprise of the new logo suddenly appearing, the Smiling Cyclops graphics which adorns the text is truely unexpected.
Yes, they are trying to create a unique graphic symbol to represent Wiggle which also works without the text. Chain Reaction Cycles have the broken chainring in their logo and can use the chainring as a stand-alone graphic.
But aside from the functional aspect of creating a recognisable symbol, the symbolism is equally important. What does it represent. It depends how you look at it and it looks like they are trying to evoke a similar feeling to the Toyota “Oh what a feeling” ‘thingy’. It’s a ‘thingy’ because it is not the actual Toyota logo, but is a recognisable and trademarked… um… ‘thingy’ which Toyota use in their advertising. It also means you are not allowed to jump for joy next to your car, unless it is a Toyota.
So if the curves in the new Wiggle logo mark represent a persons arms, and the dot is the head, do the g’s represent the ample breasts of a man or women with crooked legs?
But I didn’t see the ‘jumping for joy’ person when I first looked, instead I saw a Smiling Cyclops. If you want to freak yourself out, do a google search for “Smiling Cyclops”. I really loved the green monster from the film Monster AG, Michael “Mike” Wazowski (with the voice of Billy Crystal), and you could classify Mike as a happy cyclops so this is the visual that will probably stick with me when I see the Wiggle logo from now.
So now Wiggle have a new logo and we can expect to see this appearing everywhere – but can we also expect other big changes? Let’s see.