It’s no secret that many brands, in their desire to ‘modernize’ or to simply change their look because a new CEO thinks it’s the cool thing to do, have received the wrong type of attention and response from not only the press, but more importantly, consumers. Gap, UCLA, Pepsi, that Miami baseball team are just examples of re-brands gone wrong. But what to do when your plan backfires? Some play it off and blame their Marketing team, some ‘decide’ to undo things and go back to normal, and some, like JC Penney, go a little beyond… Their latest ad is an open apology and ‘let’s be friends again?’ letter to its customers. Well done. Admitting you have a problem is always the first step to a positive recovery. But, would this make JC Penney as a company or store any better? Doubt it.
With so many tasteless and unsuccessful rebrands lately, I must admit I was a bit anxious yesterday when I read about American Airlines releasing a new look “very soon”. Not because I am a fan or a frequent AA flyer (I try to avoid it like I do Lindsay Lohan) but because deep down I knew this would not be good. You see, there’s this inexplicable obsession with shinny-3D bullshit going around, and unfortunately, it is devouring what’s left of those great iconic and legendary logos many generations grew up with. The new look features a new “evolved” icon more fitted for a small private jet company, and a few changes including new gradients, and as-american-as-you-can-get aircraft graphics.
Morgan Spurlock, documentary filmmaker best known for the documentary film Super Size Me presents his new documentary film called ‘The Greatest Movie Ever Sold’ and it features the good, bad and ugly world of advertising. Now, based on this trailers, why are there so many ’suits’ at these meetings and pitches I ask…
As you might know by now, PETA is an American animal rights organization. Over the past few years they have become notorious not only for exposing and fighting -sometimes a bit too much- big organizations and individuals that ‘exploit’ animals, but for their provocative and risqué advertising featuring nude celebrities. And for the past two years, they have launched ‘banned’ Super Bowl commercials, also known as ‘clever viral videos’ inciting viewers to ‘Go Veg’. So, why are these ads banned you ask? Because they use the oldest trick in the book, by ‘exploiting’ dumb humans and sex. It’s a vicious circle my friends…
So…. it seems like horrible logos are becoming some sort of trend. THANK YOU GAP! Yesterday, I received a press release from DoubleTree Hotels announcing their new Identity. If you know me, you know I get excited every time I receive one of these or find it online and this time wasn’t the exception, specially since it’s a fairly big company and I loved their warm chocolate chip cookies when I was freezing my arse up in New York. But the excitement didn’t last much as I saw the NEW, MODERN, SOPHISTICATED and CONTEMPORARY Identity….
It seems that besides Breast Cancer Awareness Month, October has become the new “Awful Identity/ReBrand Month”. Just when you thought everything went back to normal as GAP ‘decided’ to go back to their classic logo shortly after being lynched online, MySpace (yes, that website 14 year old girls used back in the day) announced their new identity, which is aimed to help revive their brand and awesome site……. I’ll let that sink for a second….. Now you may laugh….
There are bad logos and there are WTF logos! And the new GAP logo (www.gap.com) is definitely rising to the top. The typeface, the gradient/square…the…the… wow, it is hard to explain the many levels of wtfness! I have not been able to find out more information on it yet, I mean, would you blame the ‘creators’ of this thing for hiding? But I am sure we will get more info soon. Now, please excuse me, I have to go rinse my mouth…