There’s a billboard we’re seeing a lot of in central Alabama, and it jars me a little every time I see it.
Not because of what is there, but because my mind’s eye sees something that is not there.
Wait a couple of seconds, then look at the black box. Then you’ll see it.
There.
It was only up for a second or so.
What did it say again?
Drugs are bad, m’kay?
The billboard is part of a much larger campaign by district attorneys across the state, called Zero Meth. Meth-amphetamine abuse is rising here (as in many other places) because it’s cheap, and the manufacturers of the drug have figured out how to do it in less expensive and more portable ways.
The goal of the billboards is to drive awareness, and traffic to the website. On the site, you will find resources, information and links for those who struggle with addiction or the consequences. It’s not a very social site, and I am not sure the layout is all that friendly for either humans or search engines… but that’s not the point.
When the logo flashed into your retina, what did you see?
I don’t know about you, but I saw the word Aerosmith.
Every time I see that logo, that’s what pops into my mind.
Over the weekend, I saw one again, and this time asked my wife what she saw.
“Aerosmith.”
She doesn’t like Aerosmith, and might recognize only one or two songs. Maybe. I don’t know if I’ve even played an Aerosmith song in her presence (though I have been known to subject her to Rush.)
It doesn’t even resemble the Aerosmith typeface or logo in any way. It’s just the placement of the letters, the E-R-O and the M- -T-H… and the slant of that “Z” matching the lean of the Aerosmith “A.”
Simple and subtle cues that can take your attention away from the intended message, which is that drugs are bad. (The modern incarnation of Aerosmith would agree that drugs are bad, even if they made their reputation on some very good ones.) The effect is intensified with outdoor advertising, because drivers often don’t get more than a passing glance at a billboard.
The Fix?
Communicators need to remember that it’s not what you meant to say, but what was heard that matters.
I’m sure this logo scored quite well with the people who were vetting it. It’s edgy, it’s grungy-looking, and it has threatening colors that contrast well. I don’t think it translates very well to black-and-white, but that’s not as big a deal for an issue campaign as it would be for a permanent brand where the legibility of monochrome logos on stationery and business cards is a big deal.
Honestly, all it would have taken is a variant and the “Aerosmith” issue wouldn’t have surfaced. Stack the block-letters of “ZERO” on top of the “METH.” Now it doesn’t resemble the name of the band so much.
Did you see Aerosmith in the logo? Even for a moment?
Do you have other examples of poorly-tested logos, or instances where the unintended connotations got in the way?
There is a billboard on 65North just north of Clanton for the dog track. It is about 8 miles in the air and every time I see it i think “oh, someone put up a taco bell billboard” only to be angry at myself once I realize it’s just that stupid dog track sign again.
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Not really the same…. but I thought I’d share.
Yes! Â I wasn’t imaging this. Â I was driving back and forth to both UA and Auburn and kept thinking… that sure looks a lot like an Aerosmith ad.
For a second, Â I thought maybe they were sponsoring it… nothing says drugs like a band whose members are often in rehab.
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Yep, I can see what you mean. It reminded me of Megadeth, but still, point taken. Some preliminary research might have been in order—and why is the word “zero” in black, which makes it almost invisible?
Do you have to be using meth to see Aerosmith?
I don’t know, but your theory would explain the people who paid to see the Mary Jane Girls in concert.
That’s funny! Now I’m flashing to my Aerosmith t-shirt I wear in the winter with a long-sleeved shirt underneath. But I definitely did not see Aerosmith until you pointed it out. I think that makes me cooler than the rest of you.
Nope. Zero Meth registered the first time. Like Gini, I never saw Aerosmith until you mentioned it. Still see Zero Meth, even listening to Aerosmith. I guess that makes me just *older* than the rest of you 😉