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Canoe Floats Boat-Free Logo

10/26/2011 4:49 PM

Canoe Ventures has a new logo to go with its new CEO, Kathy Timko, who took over at the MSO-backed advanced ad company after David Verklin’s departure in August (see Where Canoe Goes From Here).

The most salient feature? There’s no more boat.

Here’s the new logo:

canoe-logo-new.jpg

And here’s the old one:

canoe_logo-old.jpg

According to Canoe, the new logo is intended to connote expanding, dynamic and interconnected screens, with greater dimension. (Also: The rectangles spell out “can.”) The company worked with Brian Collins and his branding agency, Collins, to develop the new look.

So, new logo and a new CEO in Timko, formerly COO of telecom firm IDT, who’s already made several personnel adjustments (see Canoe Realigns Senior Management Team, Canoe Names GMs For Interactive And VOD, Hires Marketing VP and Canoe Names A&E’s Kelly VP Of Affiliate Relations).

But what about results? The three-year-old company has been quiet on this front, except to tout that its interactive TV capabilities now reach more than 22 million homes.

It seems like Canoe has learned from its early overly optimistic projections and missteps that making it work was harder than originally thought.

As for what will finally push Canoe toward a revenue stream (sorry, couldn’t resist the nautical reference), the venture has said it plans to keep adding more. As in, more ITV-enabled homes (which has to be done on a headend-by-headend basis), more network partners (in addition to the seven already in the queue) and more products like interactive polling and trivia in addition to request for information. And Canoe also is building out a national VOD dynamic ad insertion system.

In the image-oriented ad world, adopting a fresh new logo is a good move to show things are different. But Canoe still has the same tough work ahead of it, to sell Madison Avenue on its value proposition.

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Programming Note! Don’t miss the Multichannel News breakfast panel discussion at SCTE Cable-Tec Expo 2011 in Atlanta, Video’s Next Act: Setting the Multiscreen Stage, on Tuesday, Nov. 15, prior to the opening general session. Click here for more info: www.multichannel.com/SCTE2011.

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