Fake Grass with New Life

It seems everyone knows the brand “AstroTurf” but what many might not realize is AstroTurf has not been used in any major U.S. professional surface since 2005. AstroTurf has become as ubiquitous in language and common use as other brands like Kleneex, Band-Aid, or Q-Tip — yet AstroTurf owns no market share in the United States, even as a category creator. AstroTurf hopes their new identity and marketing campaign will put them a step above their competition and cut into the market share, mostly held by FieldTurf.It’s tough to compare and contrast AstroTurf’s logos. The prior looks like it was done in-house and a rush job where as the new mark, designed by French West Vaughan, is elegant and thoughtful. I like how functional the mark is: able to stand alone yet