Last time on Rate the Ad, we wanted your opinion on the Recovery Act logo President Barack Obama unveiled last week. The circular logo, an RGB pie of URL, American flag, leaves and gears, will show up on signs for economic stimulus funded projects, so taxpayers can see in the branded light of day where all their money is going. A Chicago design shop, Mode Project, with designers Chris Glass and Aaron Draplin—check out the Talent piece on Draplin in our March issue out next week—created the emblem, as well as another tiger-striped mark for transportation-specific projects.
Rate the Adsters were divided on the logo design. Representing those who aren't fans, commenter "chocodile" thought the emblem looked like Microsoft clip art, while "kiki60" says, "I would have used the logo to represent each stage of the process...at the moment the emblem represents the attempt."
On the other hand, many thought that visually marking Recovery projects was a smart tactic. Commenter "dkosch" says, "I'm not crazy about the TIGER logo but I like the Recovery emblem. It looks as though Obama understands marketing well. People want to know where the money is being spent. Giving people a symbol to label all of the projects is smart business. It gives everyone something to rally around and will provide a tangible memory when looking back at history."