Boston Market is one of my favorite restaurants. Well, it used to be until they stopped posting coupons on their site about 16 months ago. Every once in a while I will stop by bostonmarket.com to see if there’s any new coupons. I just encountered BoMa’s latest logo. It is a complete failure. I was so upset that I decided to leave them a comment on their feedback page. I have also contacted Carol Schuaer, Boston Market’s Marketing Contact, about this terrible logo.
Below is the message I have left on their feedback page:
Why did you change your logo? It looks terrible now. It lacks any identity. What’s a logo without an identity? A failure. This logo is a disaster.
The new logo has no direction. It’s trying to be traditional and established with its oval shape and curved type, yet it lacks the subtle details that lend that traditional feel from the previous logo. It is bland and dull and lacks any means of sophistication. It is currently failing miserably in its attempt to be a traditional logo. It is a deterioration from the previous logo.
It also is attemping to be a modern, clean logo with its simplicity of sans serif face and simple, basic forms. Yet is is failing as a modern logo. The shapes are indeed simple, but not the shapes themselves are not modern. They are traditional. The current logo is a weak study in being a crisp, modern logo.
This attempt to make the Boston Market logo both traditional and modern is inadequate in both respects. This logo is achieving no mood and no feel. This logo is a born loser, a dud, a flop. It lacks the charm and refinement of the previous logo. Expect marketing response to be poor. People will not be able to associate with this logo in any form do to its poor identity.
Please immediately change the logo back to the previous version.
-erik maldre, a concerned Boston Market patron