What has become of a company that has been pointed out that the whole body's new logo 'looks like a brief'?


Based in Philadelphia, USA, RJMetrics is a software company that provides data analysis software for small and medium enterprises. When that RJMetrics did Hackathon in the spring of 2012 and designed the logo as a new visual identity, this new logo became a topic in a different meaning because it "looks like a brief".

Our Logo Looks Like Underpants: A Case Study in Internationalization
https://blog.rjmetrics.com/2013/10/09/our-logo-looks-like-underpants-a-case-study-in-internationalization/

A new logo called RJMetrics made


Several times after announcing the new logo, RJMetrics encounters the following tweets.

"Why is the logo on the Y front in RJ Metrics?"


Robert J. Moore, CEO of RJMetrics, had never heard of the word "Y front" because he never heard the word "front". However, in other tweets I notice that there are lots of voices pointing out that the RJMetrics logo is like the Y front, such as "Tweets of RJMetrics were displayed in advertisements, their logo looks like the Y front".


"Your logo, you can see it on the Y front?"


"The logo looks like a huge Y front, is this on purpose?"


And when I search Google "Y front (y-fronts)", I know that this is the word that refers to the brief.



RJMetrics uses a promotional tweet to announce a new logo and some of the thousands of users who saw this tweet pointed out that it looks like "an orange brief." Certainly there is nothing invisible in the brief.


Unfortunately, while designing the logo, no one at RJMetrics seemed to think that "the logo looks like a brief." In addition, it is easy to check the profile of the Twitter account that muttered as "Logo looks like a brief", it seems that there were only British place names such as London Aylesbury Gloucestershire East Sussex, people in every country I notice that it was not murmuring that "the logo looks like a brief."

Moor who wondered that the voice saying "logo looks like a brief" only from the United Kingdom who should have advertised tweets to the world, was selected randomly in the United States and the UK using Google Surveys I asked a question about 1,000 people.

That question says, "What does this object look like to you?"


The answer that was the most frequent in both countries was "football" or "soccer ball". The second most frequent answer is "geometric shape" such as dodecahedron and the ratio of Y front desk or underwear is 0.2% (2 out of 1,000) in the United States, 2.6% in the UK (26 out of 1,000 People) and only a small part of the whole.



Moore found and contributed a contribution " A brief history of y-fronts ", and cited five possible theories as to why British mistreated the logo as Y front It is.

· Inside the RJMetrics logo there is an upside-down Y, which reminded me of the Y front, whose name is the same "Y" · The end of the logo looked like a rubber band with a white background · American underwear Jockey, the maker, established and underwear came to be called "jockey", so the answer "Y front" was less in the USA · Y front (brief) is more common in the UK than the United States · UK Children sometimes chat with "I think you are wearing a Y front" and there is a possibility that Y front is deeply penetrated by the spirit of British from such exchange etc.

It is unknown whether these are correct or completely different, but Moore says "Y front seems to be unique to Britain," and "When RJ Metrics created a logo, British There was no one, so I completely missed this (the phenomenon that the logo looks like a brief). "

After that, within RJMetrics, it will be shared immediately that "the logo looks like an orange brief" and it is becoming a tacit understanding that wearing an orange undergarment is an RJMetrics enthusiast I write it.



Unfortunately, it seems that marketing effect was not obtained by renewing the logo, and RJMetrics seems to have changed the logo so that it looks more dodecahedron by thinning the white line part of the logo.


After making this change, again using Google Surveys, we conducted a questionnaire survey to British consumers "What does this logo look like?" As a result, only 4 out of 1,000 answered "Y front (brief)", so the effect of logo change was felt firmly. Also, by changing the logo, the number of people who answered "the logo looks like a soccer ball" and the number of people who answered that "the logo looks like a geometric iron shape" are about the same, and from the original logo Mr. Moore wrote that he was able to correctly recognize the shape.

Based on these experiences, Mr. Moore said that the following lessons were obtained, "We can learn something new every day, we will not be disappointed with this experience."

· Doing business internationally means that all new images and terms are to be tested internationally. · Thousands of new people touches our business every month, so strangers hesitate We will point out mistakes · Hackathon can start a new idea and be a wonderful resource to prove concepts but should be used to avoid due diligence for large business decisions It is not possible to test a new logo towards a large global audience, with Google Surveys you can do it with just a few clicks

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in Design, Posted by logu_ii