View Larger Map

Rebranding Reviews: MapQuest

July 21st, 2010

By Matt Cook
Point.Click Media

Note: Point.Click Media was not involved with this project. This is merely a review for study purposes.

Remember MapQuest? Back in 2002 you felt like you had the technology at hand to build the atomic bomb because MapQuest allowed you to embed their web-based global mapping system right into your website. How cool was that?

First of all, does anyone still use MapQuest? It seems like in recent years MapQuest has fallen so far behind Google Maps that it wouldn’t shock anyone if they just fell off the face of the earth. Nevertheless, MapQuest is actually a subsidiary of AOL who have also recently rebranded. Perhaps the two coincide in some form in order to try and distance themselves from old, outdated, inept technology.

They’re trying to take leaps forward and branch off into some new avenues, so let’s give them credit. The MapQuest system and website has also undergone some significant changes and it’s all for the better. If Google was destroyed by an alien mothership full of robo-technodroids today, MapQuest could still certainly step in and provide our new robot overloads with a map to the nearest Orange Julius for a well deserved victory smoothie. We all just want a slice of that big internet pie in the sky, which is seemingly being devoured by Google in every nook and cranny available. AOL is still using MapQuest to serve its Patch information platform, which allows for a directory of information to be served along with maps in a similar fashion to Google Maps. Everyone is just trying to play keep up, I guess. MapQuest is also partnered with General Motors to offer GPS capabilities with OnStar.

mapquest

They’ve certainly taken a step into the corporate world. Gone is the groovy cartoon style wordmark that had dated the MapQuest brand to the dotcom bust era. In comes a sleek lowercase wordmark with an iconic symbol featuring the brand initials. At first glance the Q resembles either an eye or magnifying glass representative of MapQuest’s searching capabilities. The ‘M’ allows the subject to interpret it any way they want – be it a road, building, or location in general. The logo can also be read as “M to the power of  Q”, or “Maps to the power of your Quest”. Together, the two letters also form a character or mascot of sorts that can guide you along your way. Once you’ve seen the character, you wonder how you missed it. It’s a very subjective symbol to whoever is looking at it.

The brand has also adopted a new color scheme, ditching the traditional red and bringing in both purple and a vibrant green, which ties into AOL’s overall colourful rebrand in chasing down a new generation. It seems kind of funny though that MapQuest is trying to update their look by apparently choosing a color scheme that is also synonymous with the dotcom bust era. On one hand they’ve updated the font, but on the other have dated the color scheme.

Overall there are some things that can be considered positive for the new MapQuest brand, and some things I’m not so sure of. One thing is for sure though: The change is certainly major. It doesn’t even look like the same company anymore, and in many ways it isn’t. The goal for MapQuest was to create a brand that is clean, corporate and fun, and I believe they’ve accomplished that. AOL is changing the direction of MapQuest for use in its own technologies and thus a fresh start for an old college buddy is sometimes just what the doctor ordered. Whether or not it’s effective remains to be seen.

Let us know what you think.

You can leave a response, or trackback from your own site.
Posted in Branding Reviews, General News on July 21st, 2010

Have a Question? Leave a Reply!