Guild branding change?

[amnicon]

Guild has been officially announcing the new Starfire I Jet 90 on social media.



It was striking to me that the "logo" that was shown at the end- (0:37 above)was not the G-Shield or the any of the other commonly associated shapes from headstocks, etc. In this case it was that thingy that is on the pickguards- is it a bird wing? A poorly-thought-through plains native headdress? Is this somehow like the bird on the headstocks of the T-Bird?

Any of you smart people know what gives?

 

[GGJaguar]

Dunno, but here it is.

 

[chazmo]

Looks like a headdress, amnicon. Kind of cool. Don't know if there's any historical (Guild) significance in that pickguard emblem. Calling Guilds of Grot..... That is indeed what was on the pickguard.

 

[walrus]

Is it stars trailing fire? i.e. Starfire?

Whatever it is, IMHO it looks pretty cheesy.

walrus

 

[chazmo]

^ ooh, I like that, Walrus. That, at least, makes sense.

 

[HeyMikey]

Nope, not a fan. Look amateurish to me.

 

[fronobulax]

Not seen it before. Reminds me a bit of a bird wing. I think the stars trailing fire makes sense, at least until CMG chooses to explain it to us.

 

[GAD]

Isn't something similar on pickguards from the '60s or so? Maybe I'm thinking of this:

I thought one of them had a sort of shooting star... It's been a long week.

 

[fronobulax]

Isn't something similar on pickguards from the '60s or so?

While I do get a sense of deja vu it seems to be from motorcycle logos. Honda, Ducati, Indian all used something similar at some time.

 

[FNG]

I like it!

 

[amnicon]

Isn't something similar on pickguards from the '60s or so? Maybe I'm thinking of this:

I thought one of them had a sort of shooting star... It's been a long week.

As I looked for a bit, I did see various star patterns on Starfires-four pointed stars with accents like above, five pointed stars with accents, four pointed stars without the accent things. But still Stars on the Starfire makes sense.
One old model had a "V" shape as well.

 

[AcornHouse]

Dunno, but here it is.

Reminded me of something else. (Note that I am not a fan of this, or any other sport ball organization, but, having grown up in Mass., certain things come with the territory.)

 

[Rebosbro]

How did that Pats logo get past the blog police! I’m reporting it as offensive!!

 

[davismanLV]

We have enough ways to say "Guild" and this is, personally, a really bad idea. We got new kids in the design team?? Good grief!!

 

[SFIV1967]

...it seems to be from motorcycle logos. Honda, Ducati, Indian all used something similar at some time.

Yes, and the ads show an old bike! But the bike in the ads isn't a BSA Starfire 250 bike, or?
At least those logos have a connection. The guitar is unique, so no problem with a unique logo for it.

By the way the Aristocrat HH also got a never before used pickguard design:

Ralf

 

[The Guilds of Grot]

 

[chazmo]

Frankly, I think we're ignoring the elephant in the room. What about that headstock itself? Was that ever on a Starfire?

 

[fronobulax]

Frankly, I think we're ignoring the elephant in the room. What about that headstock itself? Was that ever on a Starfire?

No. But we have discussed this headstock (and guitar?) before. If I find the coffee I might generate the energy to search for it

 

[The Guilds of Grot]

Frankly, I think we're ignoring the elephant in the room. What about that headstock itself? Was that ever on a Starfire?

That would be the "Jet 90" part of the name. It's an amalgamation of a Starfire and Jet Star.

 

[FNG]

Seems to me they are trying to snaz up their offerings to maybe sell some guitars.

Not everyone wants a X-500 jazzbox.

Wonder how much handwringing took place when they put out the Thunderbird?