Spikes in the new IMG logo point to the future, Volume 8, Issue 39, Page 33 by Tera Bisceglia

IMG, founded by Mark H. McCormack in the early 1960s, is the world’s premier sports and lifestyle management and marketing firm. After much deliberation and focus on company branding and hopes for a new vision for the future, IMG has decided to unveil a new logo to employees worldwide.
FAME, a brand identity firm, was hired by IMG to create the new logo that features the company name in spiky, new blue letters. According to IMG spokesperson Marcy Simon, “the company’s new logo reflects the success of IMG today and the opportunities of the future in three major business areas, “sports,” “entertainment” and “media.”
FAME created the spiky-lettered logo that replaced the old, dark-blue IMG name with dark-blue diamond shapes after conducting interviews with numerous IMG top executives worldwide. IMG states that the new logo “is not a change for change sake, but the result of thoughtful consideration of who we are as a company and what we represent.”
Having background in graphic design and communications media, I am aware of the importance of company branding. All companies should effectively distinguish company identity. This not only helps consumers or the general public recognize a companies identity, but it also provides worldwide corporations like IMG with a general overall identity in turn helping its employees on many levels to relate to one another. A logo can also provide workers with a sense of the mission providing them with greater chances to attain executive goals and objectives