The Super Bowl logo needs to go in a bowl alright - one that comes with a flush handle. I don't know what they paid for it, but I am positive they were overcharged. I can only guess that real designers were on lockout when this was created. Is there still time to throw a red flag? I want a review!
Believe it or not, 2011 marks 40 years in business for beverage giant Starbucks. The company boasts more than 16,800 stores in 50 countries, and thousands of grocery stores line their shelves with Starbucks products. The global coffee powerhouse has become a necessity to people the world over and its siren logo is easily one of the most notorious brand marks in retail. In celebration of the company’s 40th anniversary, Starbucks will be introducing a modification of its trademark.
The famous siren will finally be freed from her ring and the words “Starbucks Coffee” will be dropped from the logo completely, a nod to the global notoriety of the little green mermaid. In a Q&A with Terry Davenport, Starbucks' SVP of Marketing, he ensured that the company will “stay close to [its] brand equity; there’s only so far you can move beyond your roots.”
Every now and then we need a reminder that our brand isn’t ours. It is the sole property of our customers. Something that the Gap is discovering. Their effort to create a different look is backfiring in a global way. If business is on the wane and market share dropping, fix the problem. Putting new type and colors on a bag is not likely to solve problems with competition, products and the elusive and short-lived “hipness factor."
Furthermore the new design is amateurish and looks like a freshman design student’s first assignment. A blue box with Helvetica? It has no concept. No creative idea and is devoid of anything memorable. As a creative director I wouldn’t even show this to my client.
How can anyone imagine that it could rekindle the GAP image? It is sad to think that GAP management thinks that putting a badly designed band-aid on bigger problems will make everything all good again. Even worse, they forgot their most valuable source of new business - their loyal customers.