Okay, I’m just going to come right out and say it, this is probably a mean post. I mean marketing is freaking hard! Logos are impossible. Everyone is a critic.
If you didn’t see it recently, CareerBuilder (the job board – I feel like I have to tell the younger crowd what CareerBuilder is for some reason) came out with a new logo. Now, this is the 4th logo I know about since I started following the industry, there might be more.
At one point, probably like 8 years ago, CB was a client of mine. I did a bunch of work and they had a really great marketing team. They were also a cash cow and printing money, then came along this little startup called Indeed, that at the time they probably could have bought for next to nothing, but when you’re the biggest, baddest job board in town you just laugh at the young, little startups.
When I first started using CareerBuilder as a rookie recruiter this was their logo:
At some point, when your sales start to decline the first rule of marketing is to rebrand and seem new again, and more relevant. This was the first attempt:
I can’t even tell you the amount of money and time that went into producing this “new” brand. Shortly after this, almost everyone who was anyone left CB for greener pastures.
As the private equity folks begin to start sniffing around some consultants came into put some lipstick on the pig and this was the next iteration of the CB logo:
I actually don’t hate #3 – it’s clean and I like the color navy. But #1 is still my favorite.
And now to our most recent CB Logo change:
Okay, have you guys seen @EmilyZugay on TikTok? She’s the logo girl. She actually takes famous logos and does a redo on them, and she is hilarious! The only thing I can hope for the marketing team at CB is that they are working with Emily! Please tell me you’re working with Emily!
I can’t even with this logo. The best part is they trademarked it like someone was actually going to steal it!
As I said, mean, petty post. Sorry, CB marketing team. I hope this is a joke because it would be amazing if it was. If it’s not, I get it, marketing is super hard! I hate my own logo, sorry for poking fun. Also, call Emily and pay her a few thousand and this becomes an amazing story!