Does FORMEX really need a logo ?
- Some watch brands use highly recognisable logos : Rolex, Longines, Omega, Breitling, ...
- Some have no logo at all, the brand name, in a specific font, plays that role : Nomos, Sinn, Doxa, Chopard, Oris
- Some even have only the logo, and no name on the dial : Islanders, from Long Island Watches
Back to Formex : for someone born in the 60’s, Formex sounds a lot like Solex and Moulinex, not really what you’d associate with high tech watches. But the sound of it has grown on me since (hey, I have actually ordered a 39 mm Essence !) ; after all, the fairly similar « Rolex » name has been around for a century and nobody seems too worried about it.
With this 50’s/60’s vibe into it, the former underlined FormeX signature looked appropriate. Like the Longines winged hourglass.
Similar to Christopher Ward + :: the new F/X logo tries too hard. Looks like the outcome of a long brainstorming session, with the company badly wanting to have a logo. But it does not make a lot of sense IMO
I think Formex should have kept the « no logo » policy, and simply make the dial fonts slowly change over time to keep it fresh
What’s your view ?
picture credit of Formex Watches
Three-handler, no complications kind of guy Been into watches since 2012, took me 10 years to finally know what I like in a watch
I like the new Formex logo and branding, and I also like the CW logo and branding...
I think Rolex's crown is silly looking, and if someone came out with a logo like that now people would laugh, and complain about it. They don't because it's established, and "prestigious" in the right circles.
Really, most logos are pretty silly when you think about them for more than a few seconds, particularly if you examine the logo outside the context of it having been around for a long time.
If you'd never seen that before, would you think it looks silly on a truck's front grill, or tailgate?
Its upto the individual to decide if its a dealbreaker - logo, logo placement etc. I like Formex branding. The CW logo at 9 o’clock was a visual oddity imo but it wouldn’t have put me off buying one of their watches if the watch itself was strong enough. For me, the logo/branding would have to be something catastrophic to put me off the Essence 39 - I think it looks (and feels) stellar.
Needs the logo.
I think Formex did a great job in the recent renewal.
Every brand needs a unique, easily recognizable logo. To me, it's all about fostering an association with the brand and potentially promoting a positive brand image. The new Formex logo is distinct enough to be not confused with the existing brands. It also contains some of the key letters (F, M, X) in the logo, so it is easy to associate with Formex. At the same time, it is not too generic. I've always felt Islanders really need a refresh in their logo because their logo is distinct in the watch space, but the symbols used are too generic to distinguish themself from other non-watch-related things.
I think Formex did a great job in the recent renewal.
Every brand needs a unique, easily recognizable logo. To me, it's all about fostering an association with the brand and potentially promoting a positive brand image. The new Formex logo is distinct enough to be not confused with the existing brands. It also contains some of the key letters (F, M, X) in the logo, so it is easy to associate with Formex. At the same time, it is not too generic. I've always felt Islanders really need a refresh in their logo because their logo is distinct in the watch space, but the symbols used are too generic to distinguish themself from other non-watch-related things.
I always thought their logo was a random but innocuous and fairly attractive shape. Never saw the F, M and X - very cool!
I like the logo. Just bought a Essence 39 white. Dial looks beautiful.
Pretty much dont even notice that they have no "logo".