Loved this article regarding the Cell C new logo design debate...
"Most noticeable in the new logo is the replacement of the old red dotted "C" with a new black and white symbol depicting a "C" within a solid black circle - a replica of the legally required copyright symbol.
However, company CEO Lars Reichelt says the new logo reflects Cell C's vision of understanding its customers and tailoring solutions around them. The white space between the black "C" and solid circle is symbolic of the customer. "There is no significance in the Cell C Logo resembling the copyright symbol. Primarily, the "C" in the centre represents Cell C putting the customer at the centre of everything it does. The logo is not designed to look like the copyright symbol," states Simon Camerer, marketing executive at Cell C."
erm, but it does.
and if Cell C honestly thinks that any consumer is going to a) GET that bit about the white space and the black bit being the consumer and all that Cell C can flog them; and b) give a continental, then they are starting to believe their own PR.
If you have to explain creative, it generally means it's not working......