Passing the Hat


Online investment advisor Motley Fool has a new logo named Elvis that is meant to be more inclusive of all investors: it eliminates the fool while making the jester hat available for anyone to try on.

Created by Pentagram, the new logo removes the side-eyed (and also blue-eyed and white) jester. From a Fool release: “We decided our logo should reflect the vibrancy, inclusivity, and humor of our Foolish community. By focusing on the jester cap with our new logo, we hope more people can imagine donning the hat and seeing themselves as Fools, too.” 

As a sort of curious build-up to the release of the new logo, The Motley Fool released over a period of several days a series of tongue-in-cheek “redesigns.” Either this was done just for fun, or perhaps these clearly silly parodies were used as lightning rods that could take the heat that all corporate identity redesigns seem to suffer at their launch. See


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