Some people don’t realise what they have until it’s gone. There’s been many examples where brands decided to change their brand logo only to face an overwhelming reaction – but not the excited kind they were expecting. Does it shock them that their customers take the logo seriously? Probably. But to some, the logo is a symbolic representation of the feelings and values that derive from the brand which is basically what makes marketing so powerful. Why does one teenager choose to purchase one pair of trainers over another? The logo and brand essentially speaks for itself and actually has an influence on how consumers believe they are perceived by others.
Outcomes have been so overwhelmingly bad that brands have had to change back to their original logo which is on the down side, a bit embarrassing, but on the other hand, at least you know can see the real passion and fire of your customers towards your brand which isn’t a bad thing really. But it’s probably not the best idea to prank your loyal customers with a sudden brand logo change on April Fools just to big up your brand ego.
It’s been reported how Airbnb introduced its new “Bêlo” logo this year as a symbol of the new era for the business, but it was not as well received by online communities. Although some reaction was positive, negative responses have pointed out its similarity to Automation Anywhere’s logo and the logo had even been described as a pear, a vagina and even Family Guy’s Peter Griffin’s chin. Harsh, these people certainly don’t hold back. With social media opening up opportunities for worldwide communication, it’s now much easier for consumers to interact with each other publicly.
Although reactions die down eventually, some brands haven’t been quite as lucky and realise that their customers really can’t forgive and forget.
In 2009, the juice brand unveiled a new simpler logo on its new packaging. With the main criticism of the logo being that it was too generic and did not project a strong brand recognition, Tropicana experienced a 20% drop in sales of the Tropicana Pure Premium Line. The brand later reverted back to its original logo.
After changing the logo from the white text in the blue box to black text linking to a smaller blue box, the change attracted a negative reaction from customers familiarised with the 20 year old original logo. Gap responded by crowdsourcing new logo designs on social media before reverting to its original logo a week after.
Examples were obtained in the sources included below. The purpose of this post was not to embarrass the brands mentioned, but to highlight the fact that even the big names with large marketing budgets can get it wrong sometimes. It’s therefore essential to have a genuine reason to change your logo. Rebranding can be a fun and successful process in making things fresh and putting yourselves out there to get noticed by new customers or to regain the attention of existing customers, but all brands should consider the change and the reasons behind it. As Christopher Lehmann, executive creative director of Landor suggests, ask if this is “A change of symbol or symbol of change? Don’t change it because it has been around for a long time”. Afterall as the saying goes, if it’s not broken, don’t fix it.
Featured Image: Ben Mortimer