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Direct from http://www.usfirst.org/JALogoUpdateMessage.htm

Originally Posted by FIRST

A Message from John Abele, Chairman, FIRST Board of Directors


I’m writing to provide some additional background for the recent update of the FIRST logo. I’ve listened to reactions from the FIRST community during the initial days of the introduction. They are a reminder of the passion we bring to FIRST. I’ve heard those who are thrilled with the arrival of the new and I’ve heard those who are mourning the loss of the old. Amidst the reactions and discussions, I’d like to share more of the thinking behind the logo update.


The reasons are driven by very practical considerations:


1) To reduce name confusion. The old logo with its bold straight form was frequently viewed as an adjective to whatever word it was next to, FIRST LEGO LEAGUE, FIRST Robotics Competition, FIRST Canadian, etc. By slightly italicizing it we have increased the differentiation and made it into a logo without losing the characteristic bold black letters we've come to associate with our events and activities. We haven’t eliminated this problem, but we’ve reduced it.

2) To improve flexibility of use. The old logo with its black outlines worked well on light backgrounds, but not as well on dark ones. By adding a gray shadow, it works better in reverse and also in black and white.

3) To improve consistency. Over the years, a number of small changes were made with different uses. That loses the impact of making more people aware of the FIRST connection between the various activities it’s involved in. And we expect to add more.



The great challenge for FIRST is and has always been to make the understanding and excitement about technology and science even more cool than sports and rap stars. Yes, the “branding” is only a piece of that, but if people don’t remember it because we’re inconsistent or confusing, then we are losing an important element of our strategy.


I think you will agree that good design and good engineering are very much related. With that in mind, I know our updated logo is another step in making FIRST more successful.

Thanks for your support of FIRST.


Sincerely,
John Abele

Chairman of the Board