The Public Relations Papers

Because sometimes you just don't have a choice.

02 November, 2006

Corporate Logos


A recent article from Brandweek described how corporate logos are no longer set in stone, and are beginning to be modified more and more these days. I find it amazing how what used to be image taboo is now an industry trend. But apparently, consumers don’t really seem to mind the subtle changes.

Several examples of logo changers include GAP, Snickers and Perrier bottled water. GAP, which is well known for its traditional blue and white logo, is currently opting for red, in response to Bono’s Africa charity work. Snickers and Perrier are going for only slight modifications in certain ads, using certain words in their respective, unique fonts.

So what is the appeal of these updated and revised logos? To be honest, I’m not quite sure. But there is no evidence as of yet that says that consumers are opposed to them. Maybe these companies feel the need to change with the times, and to stay updated in a world that is changing at a faster pace than ever.

But in GAP’s case, they have adopted a modified logo in the name of charity. And Bono. I feel that the charitable, extrinsic motivation for the change will resonate well with the GAP consumers, and it will ultimately pay off for them. As for Snickers and Perrier, how knows. I don’t really see this as anything Earth shattering, but it’s something to think about. We may start to see logos change more and more often.

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