A logo creates the brand identity. That's why a corporate logo has to be created long term to survive through many years.
Lately though there has been some changes regarding logos. Changing a logo requires a tremendous investment in time, money and emotion. Plus the fact that people are resistent to change.
I'll share some examples:
1. Gap
Could this be a rebranding action?
The new logo was launched in October last year and got a lot of criticism. As a response Gap wrote on their Facebook page: “Gap Thanks for everyone’s input on the new logo! We’ve had the same logo for 20+ years, and this is just one of the things we’re changing. We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding! So much so we’re asking you to share your designs. We love our version, but we’d like to… see other ideas. Stay tuned for details in the next few days on this crowd sourcing project.” In short, Gap is going to try to turn a misstep into a win.
However that course of action has now been reversed, as well. And Gap finally announcend on their Facebook page:
"OK. We've heard loud and clear that you don't like the new logo. We've learned a lot from the feedback. We only want what’s best for the brand and our customers. So instead of crowdsourcing, we’re bringing back the Blue Box tonight.”
2.Burger King
3. Yellow pages
4. Animal planet
5. Best buy
7. KFC
8 Kraft
10. Xerox
11. AOL
12.MTV
13. Nike
14. Pepsi
15. VW
16. Shell
17. Canon
18. BMW
19. IBM
Source 1 Source 2
Question: Why did so many big companies decide to take the text out of the logo? (like Nike, Apple, Shell, Pepsi, Starbucks). Sure, these companies are famous, but I think it has a negative long-term effect, especially on new consumers or new markets
ReplyDeletethat is a good question. I think they take the text out so it would look better but on the other hand you are right about the new consumers and new markets..
ReplyDelete