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M-m-m-my Caroma

New logo for Caroma

Caroma logo before and after
Caroma logo before and after

Caroma is an Australian designer and distributor of bathroom products. It was established in 1941 by Hungarian-born Charles Rothauser, and since closing its last factory in 2017 now sources all products from third-party overseas manufacturers. Caroma is a subsidiary of GWA International Limited, and introduced the world’s first two-button dual flush toilet system. The company self-distributes within Australia, and abroad sells through distributors such as Sustainable Solutions International in North America and Sanlamere in the United Kingdom. (Wikipedia)

Old Caroma logo
Old logo

The old logo was the simply the name in something akin to ITC Avant Garde, and I liked how the C was almost embracing the a, enabled by the angles of its terminals. (I assume the C was modified to make this possible.) The clinicality of the typographic form with its perfectly circular curves was satisfying in its simplicity, and the application of a dark cerulean was appropriate for associating with water. A perfectly good logo.

New Caroma logo
New logo

Where the old logo had rather tight kerning, the new logotype is far more relaxed, and it has appropriately become uppercase to accommodate. It is still in the geometric sans space, although unlike most other typefaces of this classification, this one has semi-rounded forms (see the apexes of the A and M) which provides a nice warmth without coming across as too playful.

The new mark, a C-shaped wave, is delicate and nicely rendered. (I call it a wave but you could also view it as water swirling down a drain…) I feel, however, that its visual footprint is too large and out-of-balance with the type. Even below, where it’s used as a decal on the entrance to the flagship store, it covers too much glass and casts a rather ominous shadow. I think it needs to be more subtle, whether by being smaller or by being stripped of the circle so that only the wave remains. Or perhaps the drop could have been integrated into the type somehow? Just thinking out loud here.

The grey/silver colour is fine and doesn’t just convey a premium feel, but also references the finishes of some of the company’s products.

Caroma flagship store entrance signage
Flagship store entrance signage
Caroma logo metal signage
Logo as metal signage

Overall, the new logo feels right for the brand. It hasn’t strayed too far from its predecessor typographically, and the introduction of the liquid C is relevant and has a certain calming effect… like a nice, hot bath…