I drove by the Sherwin Williams store today and was stunned by their logo. I immediately came home and Googled it.

In a word that is being increasingly driven by branding, I believe that companies need to be aware of changing perspectives and attitudes that might impact their image.

Let’s take a look at this logo and de-construct why I found it so appalling.

1) Consumers are becoming more aware of their impact on the planet. I recently read an online article by Time Magazine stating that climate change will be the defining issue of our generation. So, knowing that people are becoming more aware, I don’t think the image of drenching the planet in red paint seems appealing.

2) The Paint is red, and it looks sort of violent. Like by covering the earth we are killing it.

3) The tagline states: Cover the Earth. When I initially read this, my first question was: “Why?” Why do we need to cover the Earth with paint? I think it sounds selfish and ignorant. Also a little ominious.

All in all, this brand communicated a distinct toxicity that left me with a bad taste in my mouth. I can guarantee you that if I ever had to buy paint it would NOT be from this particular brand.

Sherwin Williams - I think it’s time for an updated logo that reflects your awareness of the impacts your products have on the planet!