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The Original Self-help Firm Gets a Butterfly Logo

Chris Dickman Thu, 12/15/2016 - 05:59

Self-help books with a business focus continue to be released at a brisk clip but amongst these is the one that started it all way back in 1936. Dale Carnegie's How to Win Friends and Influence People was a hit on release and remains a brisk seller today, having sold more than 30 million copies world-wide so far. The third edition, released in 2011 and entitled How to Win Friends and Influence People in the Digital Age, attempts to bring Carnegie's folksy approach into the 21st century. But beyond the book, Carnegie's approach to business success via self improvement, which evolved from his skill as a teacher of public speaking, was from early on embodied in The Dale Carnegie Course in Effective Speaking and Human Relations.

In conjunction with the 80th anniversay of the publication of the book, Dale Carnegie Training has rebranded with a new name and visual identity. Now known simply as Dale Carnegie, the firm has adopted a simple monogram that's meant to evoke a butterfly, which we're told "symbolizes the transformative nature of Dale Carnegie training courses." While nice enough as a graphical object, I'm betting people unfamiliar with the firm won't see the letters D and C or a butterfly. But that probably wasn't the objective. The work was conceived and created by branding agency Carbone Smolan Agency (CSA), with research and strategy from Siegel+Gale.

The simplified name change emphasizes the strength of the Dale Carnegie name and positions the firm to deliver business services that go beyond its focus on training. The new logo is a vast improvement on the tired relic currently in use, with its dated all-caps serif type treatment and meaningless graphic. The new faces employed, Neue Haas Grotesk Display and Sanchez Slab, reflect a switch to stronger typography across the brand, with a punchier color palette rounding things out. It all adds up to a bold overall shift but as Dale once said, "Keep on raging – to stop the aging." With that in mind, perhaps How to Win Friends will still be around in another 80 years.

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