Two Cheers

I don’t usually flog a laundry detergent on this blog, but as I was washing a tog last week, I was smitten by the recently redesigned Cheer logo (above) from this (below). I’ve always preferred the happy-sounding Cheer to the oceanic sound of Tide or the kittenesque Snowy. And now, with this new lower-case logo with the Kabel-derived extended “h,” Cheer appears to have broken the conventions of the detergent-dress ghetto. What’s more, the introduction of a new trade character (bottom), the Cockney-accented Rose Spires, the Cheer Laundress–whose motto is “I fight for the brights”–is a new oratorical persona on the commercial stage.
    Here’s Rose on the subject of dingy: “Dingy is the opposite of clean, love. It’s dull, grayish, faded, grimy, grubby, mucky, and just dreadfully dirty.”
    And here is what she does on her day off: “I fancy you’d find me drinking pints with my mates at the local pub or walking my corgi, Spencer.”
    Thank you Cheer for brightening me day.

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About Steven Heller

Steven Heller is the co-chair of the SVA MFA Designer /Designer as Author + Entrepreneur program, writes frequently for Wired and Design Observer. He is also the author of over 170 books on design and visual culture. He received the 1999 AIGA Medal and is the 2011 recipient of the Smithsonian National Design Award.

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