Remember, I’m a marketing major at Clemson, so this isn’t totally random.
Lately we’ve seen a plethora of logo redesigns from major national brands. Tropicana, GAP, PUR, Starbucks, Seattle’s Best, Caribou Coffee, Holiday Inn, and the YMCA have all created new logos recently. Unfortunately, Tropicana and GAP’s new logos were so poorly received that the companies have already reverted back to the old designs.
Logo changes are often made to appeal to new customers, but they just as often upset already loyal customers. Starbucks’ new logo is said to appeal to the Asian market and open the door for a wider product assortment, but loyal customers are up in arms. Tropicana’s logo change (and subsequent change back) annoyed many loyal customers, including myself, and I find it very hard to believe that it brought them new customers. I accidentally grabbed the wrong type of orange juice (low calorie) due to the logo change.
What was the thought behind GAP’s logo change? Why would YMCA change the logo they’ve been building equity in for ages? What goal does Seattle’s Best have for its redesign? If Seattle’s Best is trying to move away from being a “premium” brand and look more affordable it may accomplish that, but I don’t think that’s the intention.
Bear in mind that to fully implement a logo change requires millions upon millions of dollars, not just to pay for the design itself, but to pay for all the new signage and web redesign, among other things.
Holiday Inn’s new logo makes some sense because they were largely viewed as tired and old before the brand overhaul, but for all the other marketers out there changing logos when they get bored…leave our logos alone!