Spicier New Slim Jim Logo

In order to boost the public image of a company known for selling beef jerky infused with mechanically separated chicken parts and mystery flavors, Slim Jim refreshed their logo. The new logo definitely brings more thoughts of “spicy” and “modern” to mind, compared to the old logo which looks like it had been on the shelf since 1989.

However, I can’t help but think they used a checklist of design cliches from the year 1999.

1. Make everything 3D
2. Rotate it to make it edgy (because people love tilting their heads to read)
3. Have the letters burst out of their container, because that is exciting and shows motion
4. Give text a jagged, metallic appearance, which represents the future

The snack itself is rounded, so the metalization of the logo looks like a design-by-committee idea to modernize the logo without giving it much thought.

They could have updated the logo by using less saturated colors and ditching the shield. Imagine the original slim jim logo with dark reddish brown letters (like a juicy steak). That’s it. Cool, huh?

What do you think of the new logo? How would you have changed it?

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2 Responses

1. paul says:

   February 21, 2009 at 11:50 am

   the original type in a ruddy brown is going to make it look like feces. literally. the logo will look like feces that spells out slim jim.

   Reply

   

   Harris Reply:
   February 21st, 2009 at 12:46 pm

   It could, but it wouldn’t if you used these shades. It just looks like
   meat, or blood.

   

   Reply