A letter writing campaign may be in order. Gateway is ditching its rustic Holstein cow spots in favor of a sleeker high-tech image. Their new logo features a symmetrical spot, “designed to evoke ‘cow’ without saying ‘cow'”, and a “G” designed to look like an “on” switch. Gone are the barnyard accoutrements, replaced by images that convey “sleek, silver, high-tech competence”. It’s a brand overhaul that removes any cute or homespun feelings that may have been detrimental to their business and government customers. Dell needed the opposite effect when they went after the home market with “Steven” (aka Mr. “Dude, you’re gettin’ a Dell”). But they weren’t abandoning such a well-established trademark as the Gateway cow look. While Gateway claims to be retaining the “essence” of the cow, their ad agency doesn’t want people to even think “cow” when they see the new logo. Seeing a stack of Gateway boxes will never be the same. Moo! Bring back the cow!