Cheerier Cheer

No more than sixteen months ago we reported on the change of the Cheer detergent logo and packaging, and since then we have seen good things (I think) like the introduction of the Cheer Laundress, a lady whose hands you would want your clothes in. It seemed like the brand was moving on. So, it’s very surprising that not even with a year and a half in the market Cheer’s logo and label have changed once again. The previous change wasn’t too drastic, so I’m certain most consumers didn’t quite notice, allowing for something more pronounced this time around. If there is one thing that is consistent though is the quirky, yet not quite lovable, typography. The dropped “e” adds some dynamism to the mark, but not sure if provides any other function or what