Posts Tagged ‘rebranding’

GAP’s new logo design mistake.

Friday, October 22nd, 2010

Logo-design-failure

On October 4, 2010 the Gap quietly introduced a new logo on their website. A curious initiative to be sure. There are excellent reasons for redesigning a logo, but none of them applied to the situation at the Gap. The result was the Gap’s worst nightmare.

According to company spokesperson Louise Callagy, (more…)

When does redesigning a logo make sense?

Thursday, August 26th, 2010

GS-logo-redesign-idea

The Girl Scouts organization is now over 30 years old. That may explain why the iconic logo has gone under the knife. But was it a good idea? When does redesigning a logo make sense? And in the Girl Scout’s case, (more…)

Rebranding an organization which has a distinguished history.

Monday, July 19th, 2010

y-logo-redesign

Branding has been shown to be a very effective activity in an organization’s efforts to increase its influence in a marketplace. This increased influence equals increased sales, increased awareness, increased understanding, increased margins, increased business valuation, etc. And this strategy is as effective for non-profit organizations as it is for companies.

The Young Men’s Christian Association is a charity well known by its initials, YMCA. And as is popular in the marketplace, names are shortened in common use. Jennifer Lopez is known as J-Lo. And the Young Men’s Christian Association has for years been known as the “Y.”

Now the Young Men’s Christian Association has formally dropped those four descriptive words in favor of the single letter “Y.” And they have modified the visual identity and logo as well. Is this a good idea? The short answer is (more…)

When to keep a logo in a merger.

Tuesday, May 4th, 2010

logo-design-airline-branding

In a merger, keep the logo that has Equity.

When companies merge, one of the crucial concerns is that a symbol is needed to represent the merged company. Unsophisticated management will ignore the importance but sophisticated management will handle the issue as a strategic business decision.

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The value of a well designed logo.

Wednesday, April 7th, 2010

Identity is established and reinforced through each communication a company produces and the trademark or logo should be the signature piece representing the nature of the business or product. It is a powerful visual aid, or not.

Properly designed and executed, it is an asset, portraying the integrity and personality of the business or product it symbolizes. Neglected, it misrepresents, and worse, it can speak negatively about the business or product. More about good logo design.

Leveraging a brand asset or forfeiting brand equity?

Friday, March 26th, 2010

leveraging the brand gatorade

What to do when faced with declining sales.

Sales in the “refreshment beverage” category are falling. The segment includes colas, energy and sports drinks, juices and bottled water. In 2009, for the second year in a row, sales were down. Down 3.1 percent according to a survey by Beverage Marketing Corp. This represents a steeper decline than was 2008. And there was one unusual statistic: (more…)

Valentine’s Day logo redesign.

Friday, February 12th, 2010

valentines_simple_heart_red

If a card with a sappy four-line poem, a cellophane-wrapped dozen roses, a box of not-so-heart-healthy chocolates, a clutch of pink balloons, or a pink oversize teddy bear fail to make you feel romantic, well, we understand. As Alissa Walker, writing in Fast Company says, (more…)

Does MTV have a new logo or
did the browser download stop too soon?

Tuesday, February 9th, 2010

mtv-logo-compare-new-and-old

Good thing they announced the “change,” otherwise we would’ve missed it. Of course, a new logo won’t turn around the channel’s image without improved programming. That said, a change in visual identity could

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What is more important in the marketplace, the Brand or the Product?

Sunday, January 17th, 2010

Houston made the short list of cities under consideration for the 2012 Olympic Games but ultimately lost out in the final culling. But then, regarding the 2016 Olympics, Houston didn’t even make the short list. This despite having the best collection of physical assets and excellent leadership. In 2006 I wrote an article for the Houston Business Journal about this Olympic site selection review.

event-logo-design

U.S. Olympic Committee Board Chairman Peter Ueberroth said of Mayor Bill White and Harris County Judge Bob Eckels, “They were spectacular. They were in a class by themselves in terms of administration. They were just so far ahead of any other city, it wasn’t close. … (more…)

The significance of a logo redesign.

Tuesday, August 4th, 2009

Is The Detroit Lions Logo Change Appropriate?

President Obama said it was time for change. And apparently the beleaguered Detroit Lions got the message. At a news conference April 20, 2009 the Lions announced that they changed their Logo from the one they’ve had since 1961. And it’s a good thing they told us they changed it, because if they hadn’t, it’s doubtful anyone would’ve noticed. Of course, Lions president Tom Lewand also admitted the obvious saying that this won’t turn around the team’s image unless the team improves on the football field. That said, a change in visual identity could serve as a powerful signal for change on the field and can motivate and encourage fan support. It’s an important clue. No other initiative offers more promise in enabling business transformation than effective branding. The key word however, is “effective.” By accurately defining the new company position, expressing it consistently through all marketing materials and forming tight alignment across the organization, it will: (more…)