When it comes to modifying an existing logo, the biggest brands on the planet always pay attention to Gap.
In 2010, the clothing retailer decided it was time for a change, revamping its 20-year-old logo, with its well-known white caps writing in a blue box.
In its place, Gap came up with a logo that made it Looks like the company is selling IT solutions, rather than jeans and sweaters.
The reaction from the public on social media has been overwhelming and Gap has listened – reverting to its original branding. When changing a logo, companies should exercise caution.
“Sometimes companies change their logos for the wrong reasons,” said Patrick Burgoyne, editor-in-chief of Creative review. “Sometimes they change it because there’s a new marketing manager. “
A complete logo change is one thing, but all companies make almost imperceptible upgrades to their branding. It can be a double-edged sword.
“Sometimes companies make very small changes – almost infinitesimal changes to their logos – that are rightfully ridiculed by the general public,” Burgoyne said.
“But a lot of times those little tweaks do a good job of making the business look a bit more up-to-date, a bit more modern. And if you go back to the logo over time, you’ll see that those little incremental changes were actually pretty big.
“Today people whose job it is to design or implement logos are very reluctant to introduce new ones because they have seen what can happen when people are unpleasantly surprised by changes in things. that they trust and cherish. “
He said the best logos are simple. Less is more. Deutsche Bank logo falls into that category, he said.
“It’s just a box with a slanted line on the inside, but if you think about it, that sums up some of the qualities you expect from a bank. The slanted line indicates growth, the box indicates security. ‘
A good logo should work in all kinds of sizes, he said, adding that companies increasingly want their logos to be able to move as they are usually displayed on a screen.
However, intellectual property specialists Withers & Rogers warned last month that moving logos may not be covered by trademark protection, which means that some companies may hesitate before embarking on this path.
Logos are often the first in the crosshairs when anti-capitalist activists are looking for a target.
The Maentis art collective has just finished his Universal Unbranding project, in which the world’s most recognizable logos were deconstructed – their McDonald’s Golden Arches are pretty plump than the real ones, for example.
Burgoyne said logos can be “blatant boys” for anti-capitalist sentiment, but pointed out that many people feel great affection for them.
We are intrinsically linked to our logos, whether we like it or not. A recent hit viral video, An honest introduction to Universal Studios, took the concept of the Universal film studio’s logo revolving around the Earth (as he does before his films) and imagined what humanity would look like on the ground if it happened in real life. It’s a smart idea and companies should be just as smart when designing their own logos. There is no excuse for not having a good logo – inspiration is everywhere.
“Anything can be a logo,” said Burgoyne. “Some of the biggest companies in the world are represented by a drawing of a fruit or a tick.
THE EVOLUTION OF THE LOGO: