Print 39 comment(s) - last by DesertCat.. on Aug 16 at 2:40 AM

NVIDIA's new logo (top) and the old logo (bottom)
NVIDIA gives its image a facelift

For those who watch graphics manufacturers closely, you may have noticed NVIDIA changed its corporate logo over the weekend.

A quick search in the US Trademark Electronic Search System (TESS) shows that this new logo design is not officially processed yet.

The logo now appears to show the corporate trademark in all capital letters -- at least more so than it did before.  The previous logo appeared to show the trademark written as "nVIDIA," but the company had changed the official trademark to all capital letters (NVIDIA) several years ago. 

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capital idea
By measma on 8/15/2006 8:20:32 AM , Rating: 5
Seems odd that I have to point this out but a capital "n" is shaped like this: "N" - note the lack of curves, the three lines at sharp angles etc etc. It is not like this "n" - two lines, curvy bit ...

ie The logo has all letters the same size maybe but does not actually use a capital n at the start ... !

RE: capital idea
By Araemo on 8/15/2006 8:40:00 AM , Rating: 3
It is sad that corporate branding is so important we are arguing the fine points of a logo.

RE: capital idea
By Araemo on 8/15/2006 8:40:16 AM , Rating: 2
(Though you're right, and I was going to post that too. ;P)

RE: capital idea
By TomZ on 8/15/2006 10:18:26 AM , Rating: 2
It's a slow news day. :o)

By Fnoob on 8/15/2006 8:01:27 AM , Rating: 5
So they have gone from "Fancy Italian Car" to "Suzuki Verona" font?

This will fix everything.

RE: Fonts
By XtremeM3 on 8/15/2006 8:02:44 AM , Rating: 2
you beat me to it, lol

RE: Fonts
By Samus on 8/15/2006 1:03:44 PM , Rating: 2
That comment spells Top Gear all too well.

RE: Fonts
Web 2.0?
By linkinpark342 on 8/15/2006 8:24:19 AM , Rating: 2
Looks like they made it shinier too... Web 2.0 anyone?

RE: Web 2.0?
By GoatMonkey on 8/15/2006 12:57:27 PM , Rating: 5
It does look synergized with AJAX technology.

RE: Web 2.0?
By Knish on 8/15/2006 3:24:33 PM , Rating: 4
How holistic of you.

One Year to Register
By TomZ on 8/15/2006 8:29:03 AM , Rating: 1
A quick search in the US Trademark Electronic Search System (TESS) shows that this new logo design is not officially processed yet.

In the US, you have to use a trademark in commerce for 1 year before you can register it. There may be some exceptions, but that is the general rule.

RE: One Year to Register
By OrSin on 8/15/2006 11:06:10 AM , Rating: 3
No you don't. Just completely wrong. I have trademarks 3 names,and logo and before I did any business.

RE: One Year to Register
By TomZ on 8/15/2006 12:23:32 PM , Rating: 3
No you don't. Just completely wrong. I have trademarks 3 names,and logo and before I did any business.

This was told to me by my IP attorney, however, looking at the USPTO site, I also see nothing about a 1 year usage period.

RE: One Year to Register
By deeznuts on 8/15/2006 6:51:19 PM , Rating: 2
You need a new IP attorney. Having processed several trademarks and copyrights, that is one of the most basic facts your attorney should know, unless there was a miscommunication.

You can register before using it, just submit proof afterwards, or you can register after using. Just printing up a business card will suffice for submittal.

And to clarify, you don't have to register a trademark to establish rights, you just have to use it. There is no race to the office as there are with patents. Registering a mark provides other benefits.

By TacticalTrading on 8/15/2006 8:03:25 AM , Rating: 3
I hope they also change their "at game start" intro voice

By Flunk on 8/15/2006 3:04:42 PM , Rating: 3
I'd like them to stop putting their logo on games altogether. Come on, who doesn't think that's stupid?

I for one
By ksherman on 8/15/2006 9:33:52 AM , Rating: 2
... like it. As I have gotten more and more into graphic design, i tend to actually look more critically at things such as logos. I never really cared before, but it is my opinion that the new logo is a nice, subtle change. I like it. Never realized how odd the old one looks...

Is it silly to be musing over a minute design change? Maybe, but its actually fun to reinvent logos. Kudos to the designers

RE: I for one
By hightower204 on 8/15/2006 9:56:02 AM , Rating: 2
I agree that design changes are ok now and then. I guess this wouldn't have happened, if AMD didn't buy ATI. So Nvidia is trying to show us they change too. But this change is for the worse, I think the new font looks unprofessional and 'average joe'-like. A 'quickie' by the 'designers'. Both thumbs down!

RE: I for one
By Knish on 8/15/2006 3:31:16 PM , Rating: 2
Someone else posted this story here on Dailytech a while ago and I thought its worth sharing again, but I cant find the link. Here's how it goes:

A major NYC company was going to change its name. It spent millions of dollars hiring a marketing company to do it. 6 Months later the new name was announced, but the company was hit with a C+D almost immediately after. The problem? The new company name was the trademarked name of the coffee shop across the street from the marketing firm.


And this fixes BF2 how?
By PAPutzback on 8/15/2006 8:45:19 AM , Rating: 2
Well if this fixes the occasional tear then I hope EA changes their logo to fix the wall hacks and everything else.

Why is this in the news anyways. What happened to the days of something new everyday. Like when SATA was coming, WD releasing 10,000 rpm desktop drives. Usable LCD panels and I-Ram. Where's the cools stuff?

RE: And this fixes BF2 how?
By z3R0C00L on 8/15/2006 9:10:13 AM , Rating: 2
There's an easy wall hack with ATi cards as well. Just Alt-Tab out of a BF2 game, and enable or disable AA and AF.

Go back into the game and voila.. wall hack. It's stupid. Most games offer a protection against this.

RE: And this fixes BF2 how?
By gersson on 8/15/2006 2:44:24 PM , Rating: 1

Shut up they might fix it!

<_< >_>

why change a logo?
By bob4432 on 8/15/2006 11:56:55 AM , Rating: 3
why spend the millions of $$$ in marketing that they have done in the past with their "brand essence" and replace it with a logo that has a font that looks like the one hyundai cars uses? look at ford, pretty much the same logo since the beginning - why change something that doesn't need to be changed and millions of people already know and recognize it? if i viewed this logo at a swapmeet i would think the vendor was selling copied cards that were built in china.

the older one had a more mathematical look, this one is too plain. if that took their marketing dept more than 10mins somebody should be fired.

RE: why change a logo?
By hightower204 on 8/15/2006 12:42:02 PM , Rating: 2
Right on! Hyundai cars - now powered by nvidia.

this is awesome
By arswihart on 8/15/2006 8:42:24 AM , Rating: 4
I think I'll be getting an nvidia card because of this, that logo is so hot

Must be a...
By XtremeM3 on 8/15/2006 8:02:03 AM , Rating: 3
Slow news day when this is news..

Shouldn't it just read - "Nvidia changes font" ??

I was expecting something a little more grand...

looks more techie
By kuyaglen on 8/15/2006 11:28:01 AM , Rating: 3
To me it looks like they're almost using the same font as Intel's recently redesigned logo.

Still nVIDIA
By OCedHrt on 8/15/2006 6:22:23 PM , Rating: 3
The logo now appears to show the corporate trademark in all capital letters

Uhh..the new logo is still nVIDIA. Notice that it is still a lower case 'n'.

By Griswold on 8/15/2006 8:04:20 AM , Rating: 2
Good for them, if they got nothing else to do at the marketing department.

They probably still think they won the war, as claimed in some press releases/opinions following the AMD-ATI buyout. Which remains to be seen.

Now update your drivers!
By AlexWade on 8/15/2006 8:11:55 AM , Rating: 2
Still waiting on final XP x64 NForce3 drivers.

By INeedCache on 8/15/2006 8:48:33 AM , Rating: 2
I'm floored. My hands are still shaking.

ATI's Willl Be Better
By BladeVenom on 8/15/2006 11:46:16 AM , Rating: 2
nVidia rushed their logo change just to beat ATI to the punch. The combined marketing departments of both AMD and ATI plus the extra time will allow ATI to come up with a superior logo change.

By Josh7289 on 8/15/2006 11:55:05 AM , Rating: 2
This is so cool! The new logo looks so much better. This actually makes me like Nvidia a lot more! By the way, it still looks like nVIDIA in the logo.

Welcome Design Change.
By gersson on 8/15/2006 2:47:28 PM , Rating: 2
Glad they changed it. That logo screams pre 1997 interweb.

you know -- like how everyone used times new roman for everything. In fact I think it may have been exactly that.

They should have gone another step and made the letters white with a beveled shadow. The metallic color muddles it next to the green.


Step in the right direction
By lemonadesoda on 8/15/2006 3:46:18 PM , Rating: 2
I'm pleased that nVidia (oohps LOL) have changed their logo. Now we must all type nVIDIA (oohps, the size of font doenst quite work)... never mind.

Key points:

1./ Corporate branding is important, especially from high-value components.
2./ Your brand concept should be defined first, then your logo, and then your corporate branding materials.
3./ Personally I like the green aztec eye logo thing.
4./ Personally I don't like the shader-rendered-car-badge effect of the name.

1./ Irrespective of whether the marketing departmnet is busy or not, getting your brand right is important. It SHOULD MEAN that your marketing department is less busy in the futre, since WITH LESS EFFORT they should be able to achieve more. If this is not the overall result, then the rebranding was a failure.

2./They f'ed up on point 2. Look at their new website. Someone obviously liked the "glass effect but overshaded" effect for their website menu. Naff. But worse, you change your logo to copy the shading style of your website! That is branding in reverse. Faux pas! OMG they should fire their design studio.

3./ Nice fresh green on grey or black. This is one of the "new" colour styles, along with "grey and orange" from 2 years ago. I think it works. Although it is still an out of date concept... there is no link to "people" or "community" which is what selling is all about. Faux pas! OMG they should fire their marketing department.

4./ This type of chrome shader rendering is brand identify confusion with the automotive industry. In asia, a car is a status symbol, and perhaps they hope for a subliminal message that if your GPU is branded like a car, then you get kudos for buying this GPU over another? Does it work for you? Would you prefer to buy nvidia now because, subconsciously, it feels like buying a Nissan, Porsche, Mercedes, Fiat, Hyundai, (or any other car of your choice). OMG they should fire their marketing director.

You would think...
By XtremeM3 on 8/16/2006 1:48:00 AM , Rating: 2
That a company that specializes in oh i dunno...Graphics...could come up with something a little more creative than a different font.

By DesertCat on 8/16/2006 2:40:59 AM , Rating: 2
Obviously, Serif fonts are sooooo DX9. San-Serif fonts just reek fo DX10. All hail the future!

"I f***ing cannot play Halo 2 multiplayer. I cannot do it." -- Bungie Technical Lead Chris Butcher

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