Logo episode III

This article focuses on the risky business of a logo change and refers to last years Gap logo and the more recent change of the Starbuck's logo as examples of a failed attempt and a successful change. So far nothing new under the sun and it pretty much sums up previous blog posts about the subject. 

What is interesting is that the article points to how social media in our days plays  the role as a feedback meeter to any logo change. It refers to the rather drastic changes of the Pepsi logo through several generations. If we could go back in time, for example to the 1950's or 70's; not many had a chance to say much about a logo change except from of course the buying client and the ad agency staff. Somehow the biggest fear and challenge were probably how well received or criticized the logo would be by the professional community and other competing ad agencies. 

In those days the direct communication between a brand and the consumer may have been through some random market research and questionnaires that even with correct statistical data could only give a reflection of the market. If a consumer wanted to comment on a design, options were limited to either contacting the company office directly (and if you did, do you really  think anyone listened  much to John Doe's complaint about  the logo colors?) or you could send a readers comment to the local newspaper. If you were lucky it may be accepted and printed.

This is the thrill and scare of our time where social media give all brands the opportunity of  a direct and massive input of opinions about their branding and branding choices. Still professional marketers and designers need to make the last judgment call, but it is increasingly important to listen to the rumble of the ground, which really isn't a new thing. Just think about how the native Indians did just that to time and plan their strategy for their buffalo hunting.

To read article about logo changes: Taking a risk on a Logo

Previous blog post about the Starbuck logo: The mermaid of Seattle 

Previous blog post about the Gap logo: Filling the Gap