Some of the brand logos that we are accustomed to today have experienced various phases of evolution. Tim Nudd on Adweek.com blogs about the evolutionary changes and potential logo changes of famous brands.
I thought Nudd’s predictions were fun and interesting to look at. When analysing the logos, you realize that the logos are beyond names and symbols; they can be a representation of a company’s relationship with consumers and consumers’ behaviour toward the company. Gap, for instance, launched a new company logo in 2010 that claims to provide “a more contemporary, modern expression.” (Parr, 2010) The new logo resulted with negative responses from consumers. Many comments criticizing the new logo were plastered on social media websites such as Facebook and Twitter. Social media is a key influence in consumer behaviour. The negative word of mouth spreads quickly and can damage the relationship between the consumers and the company. Gap no doubt reverted back to its original blue box logo. This demonstrates how a logo is can be a strong representation of consumers’ identity. I enjoyed Nudd’s situational humour of Gap’s next logo change was creative.
When attempting to change logos, I think companies should stick to incorporating different colours other than the generic tones, black, grey, and white. As discussed in class, colours help establish moods for consumers. With different combinations of colours, it helps create a more engaging and upbeat atmosphere/look. As seen in Volkswagen’s chain of logo changes, it moved from tones (black and white) to colours (blue). Having a certain colour in your logo may help target a customer to feel a certain way about your product from the corresponding emotion of the colour.
Source:
Adweek.com