With the new innovations in modern technology and social networking, it’s a no-brainer for brands to adapt and change with regards to their advertising and outreach efforts. So, changing with the times is good, right?
What about when it concerns a company’s name or logo?
Well-known, 50-year-old brand Yves St. Laurent demonstrated the effects of this recently, with not just a name change, not just a logo change, but both. The iconic fashion house, now branded Saint Laurent Paris, unveiled a new, “cleaner” logo earlier this week. Needless to say, reviews were mixed:
“@YSL: SAINT LAURENT twitter.com/YSL/status/226…” really like the new logo, 80′s but freshhh
— Daniel Wigham (@danwigham) July 21, 2012
Facebook Commenters Horrified by the New ‘Saint Laurent Paris’ Logo — The Cut ow.ly/cuO0j Like it? Hate it?
— JBCStyle (@JBCStyle) July 25, 2012
Here’s a peek at the new ‘Saint Laurent’ logo. More youthful, edgy, and minimalist. So Hedi Slimane!And we love it. lockerz.com/s/226435923
— ID No.1707 (@No1707) July 20, 2012
I don’t really like the bolding of the Saint Laurent font on the new logo.It makes it look like a tombstone styleblog.ca/wp-content/upl…
—
(@bradysbabymomma) July 25, 2012
The Saint Laurent rebranding. We love it. #saintlaurentparis instagr.am/p/Ng-s0QSM4n/
— Holt Renfrew (@HoltRenfrew) July 25, 2012
It’s just so…different RT @EJMfashion What do you think of YSL’s new logo? instagr.am/p/Nd7UGIootI/
— FashionTV (@FashionTV) July 24, 2012
Behold the new Saint Laurent Paris logo! YSL’s facebook fans are NOT loving it. Your thoughts? bit.ly/Qg659p
— Fashionista.com (@Fashionista_com) July 23, 2012
While YSL, er, Saint Laurent Paris’ rebranding will likely be accepted as a new era for the fashion house, only time will tell if the change really sticks. Check out these other brands who have dabbled in the logo change game:
After a pretty intense backlash, Gap scrapped its new logo.
Starbucks unveiled a new, cleaner logo in 2011.
The logo for the 2012 London Olympics earned its own share of controversy.
In related news, Twitter was recently abuzz with the news of Chuck E. Cheese’s updated mascot.
So the question is: how can brands avoid the new logo backlash?
Does it have to be a subtle, gradual change over time? Is it ever a good idea to even try? It seems that those who try and fail (like Gap), have a hard time living it down, while other companies, such as Wal-Mart, squeak by successfully.
Depending on the brand, logos can evoke all sorts of feelings; from nostalgia to trust, and even sometimes relief (imagine seeing those Golden Arches in a strange place with questionable food!) If you’re thinking a brand overhaul is just the ticket, give it some thought before fully committing – it could mean a huge disaster for your brand. Don’t underestimate the power of the logo and your customers’ allegiances to it.
What are your thoughts on the best candidates for a successful logo change?
