Just Write: Changing an iconic logo not always a good idea
By Bobby Cherry
Published: Wednesday, Oct. 17, 2012, 8:57 p.m.
Brand logos are as much a part of Americana as companies themselves.
So when I read about the logo redesign fast-food chain Wendy's announced last week with plans to unveil in 2013, I wasn't surprised to find a variety of opinions online.
The pigtails, red hair and freckles remain. Removed from the refreshed logo are the block letters and two slogans — “Quality is our recipe” and “Old fashioned hamburgers.”
The Dublin, Ohio-based company dumped its popular block letters for a marker felt-type font that gives it a child-like appeal.
Reaction to Wendy's changes isn't as loud or fierce — yet — as it was for retailer Gap, which, in 2010, moved from its iconic dark blue box to a simpler design with a small blue box accenting the word “Gap.”
Feedback was mostly negative, ultimately forcing the company to return to the logo shoppers preferred.
A similar fiasco occurred in 2009 when PepsiCo Inc. caved to public outcries and returned to a former design of its Tropicana orange juice product. Gone from the design was the famous red-and-white striped straw into the orange.
I've always had an interest in design and font usage — how certain colors, font styles and designs sway moods and can increase (or decrease) consumer spending habits and loyalty.
Roadside signs always have caught my eye — not for the product being pushed, but for the appeal — or lack thereof of — the marketing design.
When I spotted the Laughlin Children's Center's new Broad Street sign in September, I stopped my car in the middle of the road around midnight to take in the appealing color scheme and welcoming design.
In an age when marketing seems to always be in our face, getting a logo right is important.
From beverage containers to candy wrappers, sporting events and even this newspaper, branded logos are part of everything we do.
As rapid responses increase thanks to the power of social media, it's inevitable that more companies will have their own Gap fiasco on their hands.
Bobby Cherry is a staff writer for Trib Total Media. He can be reached at 412-324-1408 or email@example.com.
Show commenting policy
TribLive commenting policy
You are solely responsible for your comments and by using TribLive.com you agree to our Terms of Service.
We moderate comments. Our goal is to provide substantive commentary for a general readership. By screening submissions, we provide a space where readers can share intelligent and informed commentary that enhances the quality of our news and information.
While most comments will be posted if they are on-topic and not abusive, moderating decisions are subjective. We will make them as carefully and consistently as we can. Because of the volume of reader comments, we cannot review individual moderation decisions with readers.
We value thoughtful comments representing a range of views that make their point quickly and politely. We make an effort to protect discussions from repeated comments either by the same reader or different readers.
We follow the same standards for taste as the daily newspaper. A few things we won't tolerate: personal attacks, obscenity, vulgarity, profanity (including expletives and letters followed by dashes), commercial promotion, impersonations, incoherence, proselytizing and SHOUTING. Don't include URLs to Web sites.
We do not edit comments. They are either approved or deleted. We reserve the right to edit a comment that is quoted or excerpted in an article. In this case, we may fix spelling and punctuation.
We welcome strong opinions and criticism of our work, but we don't want comments to become bogged down with discussions of our policies and we will moderate accordingly.
We appreciate it when readers and people quoted in articles or blog posts point out errors of fact or emphasis and will investigate all assertions. But these suggestions should be sent via e-mail. To avoid distracting other readers, we won't publish comments that suggest a correction. Instead, corrections will be made in a blog post or in an article.