brand thinking blog

Brand Thinking Blog

Recent Posts

  • Logo Re-Designs: Fiasco or Success?

    By

    Posted on October 21, 2010 at 8:56 am

    Have you heard enough about the Gap logo? Most are saying that the re-design was an utter failure (Gap reverted back to the original after a week of pointed criticism). Some people believe the new identity was a hoax to bring new attention to the company. And others think it was a failed attempt at crowd sourcing. Read our previous post about the Gap re-design.

    Gap is not the first brand as of late to give themselves a new look or invite public backlash. Refreshing, or completely re-designing, iconic logos can be risky. Brand giants like McDonalds and Pepsi have instant recognition and an emotional attachment with the consumer after years and years of investment. Change can modernize a favorite brand, but one misstep in the process can be costly.  Just ask the people behind Tropicana’s 2009 redo of its orange juice packaging.  Reports say that the brand new look caused sales to drop 20%.  The old packaging replaced the new almost immediately in that case, too.

    “Inspired” by the Gap logo flop, AdFreak recently compiled a list of 30 corporate logo re-designs from the past few years. Some are absolutely refreshing retakes of iconic brands, while others are not quite so successful. Which ones carry on the brand essence? Which ones destroy it?

    Interested in refreshing your brand? Contact us today about re-designing your logo, refreshing your website, or jump-starting your brand.

    Tags:
    ,  


    Write a comment