June 6th 2001: The executive in charge of brand awareness C. B. goes on a long well deserved extended holiday to the island of J. For reasons unknown he leaves his cell phone in his bottom drawer.June 8th 2001: The copy writer F. S. and art director S. R. for Mars at D&B&C&V have a slumber party. Account secretary P. R. mentions the absence of C. B.; at this time we still have the good old logo (A).
June 9th 2001: In the wee hours of the morning F. ponders 'that it would be a hoot' if they would 'refunkifize' the Mars logo. Adobe Illustrator gets started up and a wicked twist of fate P. gets her hands on S's pen, selects the warp tool and creates (B) and saves it.
June 16th 2001: S. sees a strange file on his desktop, opens it, laughs (according to several witnesses) and for the hell of it creates (C). F. walks by and convinces S. that this could totally put them and D&B&C&V on the map.
June 18th 2001: S. has a creative breakthrough and utilises the pucker tool to create (D).
June 25th 2001: (D) gets presented to the Mars team headed by vice executive C. L. who normally works in pet food and (according to several sources at R&D )had had a couple too many the night before at club Z.
June 26th 2001: C. calls F. and S. at D&B&C&V and asks them to 'tweak the concept'. The result being (E).
July 26th 2001: Logo (E) gets a big hand at a meeting at Mars for some reason and gets tweaked and funkifies even more to produce (F). By the time C. got back from J. and gets on the phone with F. and S. at D&B&C&V the new logo has already hit the shelves... Chocolate would never be the same.
Note: I am happy to report that Thailand has remained untouched by this flawed design folley so far.
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