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Retreating from its severely streamlined rock, Prudential introduced a new version in 1989, designed by Siegel & Gale, which returned to a more conventional depiction of the rock. Critic Maud Lavin has linked the rejection of Prudential's sleekly abstract logo, grounded in the futuristic modernism of the 1970s, to the nostalgic "new traditionalism" that gripped the Reagan/Bush era. According to designer Kristie Williams, consumers did not recognize the striped rock as Prudential's symbol. Siegel & Gale's Rock is an immediately understandable pictorial image that subtly conforms with modernist principles of representation: it uses straight lines and a simple pattern of black and white to depict the object through minimal means.
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Prudential Insurance Company of America |