It’s subtle, but you may have noticed that amid the various societal changes and trends that occurred during the 2010s, countless major brands have implemented almost the exact same type of change: their logos!
Traditionally, we may have thought of a “successful” and “strong” brand logo as being one that was intricate and elaborate in its design, with major companies and corporations spending considerable resources to perfect the complexity of their desired logo. Everything from the shadows and depth of a logo’s font to the 3D appearance and cartoonist “pop” of a logo was deemed unique and subtly engaging.
Over the last few years however, there has been a reversal of this tendancy by some of the world’s most recognizable brands. As you can see in the image above, many major brands have transitioned from logos that incorporated detail, depth and 3-dimensional appearance to flatter and “cleaner” designs with simpler colours and fonts.
Is this just another fad or trend among fashion cycles as it pertains to logos and art, or is there something to be said about the psychology behind consumer behaviour and our innate response to simpler and abstract designs? Perhaps as society became more oriented and accustomed to efficiency and simplicity in the types of products and services we demand and use, we inherently desired a more simplistically-designed logo to be accompanied with it?
It’s a crazy time to be alive, especially for brands. Shifts in social media of late have quickly gone from focusing on the impacts of COVID-19 to activism about anti-racism. This occurred following the tragic death of George Floyd, which caused outrage and a desire to change the systematic racism that exists in our society. Consumers more than ever are looking for brands to use their platforms to stand in solidary with Black people and the ongoing racism they face.
There are multiple examples of brands that have taken action by donating funds, posting a black square on their feed, or taking a week’s break from posting from on social media. Recently, three brands in particular have gone even further to rebrand their product lines. Uncle Ben’s, Aunt Jemima and Mrs. Butterworths are among those that have chosen to completely revamp their brand image as a result of this.
These brands have each acknowledged that their brand characters, which feature black individuals, perpetrate racism by featuring caricatures from the past. Parent companies Mars, ConAgra, and PepsiCo have each pledged to change their visual brand identity to be more in line with their company values, and work together to make progress towards racial equality.
This change is particularly interesting as it shows that these brands have been listening closely to what is going on in the world and are responding. Additionally, it represents an act towards greater social good. In making this pledge, they have gotten a lot of media attention and will as a result probably see a spike in sales when packaging is changed due to consumers supporting the change. This change may also target a new segment of customers that would have originally boycotted the brand due to a contrast in values.
Despite this step towards change, it is a huge undertaking for the brand. Each company will need to work towards ensuring that they rebrand in a way that customers still recognize it while also ensuring that they are able to better aligning with customer values. It will be interesting to see the financial effect of this re-branding and whether or not it is disastrous or positive implications for each respective brand.
Finally, just because we are seeing change now, doesn’t mean that there’s still a way to go for brands to help achieve racial equity in their branding and better align with customers changing perspectives.
On March 20, 2020, the governor of New York State, Andrew Cuomo, put a call out to businesses to help provide gowns, gloves and masks to hospitals in dire need. They were running low in PPE (personal protective equipment) with no supply in sight. Replying to this call was a business that in theory has all the resources to make the masks but probably wouldn’t have even been considered: Christian Siriano. Known for his couture dresses which have been worn by tons and tons of celebrities as well as fashionwear collaborations with brands like Payless shoes, Christian Siriano is no stranger in the fashion world.
I personally love, love Siriano’s gowns. Every red carpet has at least one of his glamourous designs. In 2018, he dressed up 18 women to the Oscars. At the 2019 Oscars, he dressed Billy Porter in a Tuxedo dress, yes, a tuxedo dress breaking the conventional gender norm.
When I think of Christian Siriano, I don’t think of gowns for a stereotype. I think all-inclusive, fluid and all-in-all beautiful patterns. He is also known for his openness to and amazing styling for all body types as well as his range of price points and partnerships with many inexpensive stores like TJ Maxx, Sams club, Lane Bryant etc.
Below you will see a few of answers to FAQ’s on his webpage. This will give you an idea how caring and personable his brand is. He is from high fashion but somehow, feels just one of us.
So when I heard he was stepping up, I wasn’t surprised. I was excited to see what happens. The tweet was sent out to the governor at noon and by evening he had a prototype ready. He followed standard patterns and added a bit of a flare (he is a designer after all) to make it more comfortable to wear and even got an approval from the FDA. Obviously, while his masks are not completely safe like N95 masks (which Christian accepts) it’s still better than no mask or a regular cloth mask. He also started a donation page to help support the costs associated with it.
As of April 10, 2020, Siriano and his team of eight seamstress had made over 8,000 masks that were being distributed to hospitals in New York city. He even got tweets for 100’s of seamstresses offering support if he needed to help push production. What started off as with simple, white masks has now turned into a fun colour party because hey, it’s Siriano. And honestly why not? The world needs a bit of colour, now more than ever.
He has been a true hero that no one asked for but desperately needed in a city facing such immense hardships. In some of his recent interviews, he mentioned that the face of fashion might be evolving and we might to adapt soon.
Even in this pivot, Christian hasn’t forgotten his brand and what he loves to do the most. Look at some of the amazing high fashion masks he has been making for fun. Masks don’t seem too bad now, do they. Need to get #masksbutmakeitfashion trending soon. Thank you Christian Siriano, for stepping up and helping 1000’s of frontline workers. Can I get one of these, please? 😉
Aritzia is a brand name that is known to most females in Canada, and one that has quite successfully marketed themselves into rare retail success over the past couple of years not just here but with our Southerly neighbours in the USA.
I will shamelessly admit that Artizia makes up probably 80% of my wardrobe (as I write this I am wearing one of their comfy button downs). Moral of the stor:, they make great clothes (albeit not for everyone, but their brand strategy has most definitely worked on me). Because I am such a brand-loyal customer, I have followed their recent expansion into the US and the success that they have had a result of their clever marketing. From “super puffs” to influencers, they have successfully built a brand identity that is working.
Because of this, their reaction to COVID-19, which was just revealed this week on their website, sparked my interest. Their “Heroes at Heart” campaign takes something they are good at (making clothes) and aims to help by donating up to $20 million dollars of clothes to female front line COVID health care workers. The main page of their website has now been dedicated to this, not having their clothing appear first, but the image above.
They admit on the donation page that “PPE Isn’t Our Specialty, But Clothes Are”. They are calling on the Aritiza community to help them help others,and have two packages that customers can buy and donate, one which is priced at $100 and one that is $200. For every package purchased, Aritzia donates two additional packages.
But what, might you ask, does this have to do with clever marketing? Many organizations are assisting with efforts, so why is theirs any different? Well, Aritzia has decided to donate clothing rather than PPE, as many heath care workers need several clean changes of clothing on hand for when they leave their shifts. And on all of this clothing, what do you see? The Aritzia Heroes at Heart logo. That’s right: Aritiza has branded their own relief efforts! So not only will they been seen as helping during this time, but their brand will be on each and every one of the pieces of clothing they donate, seen in the image below.
That’s right: Aritiza has branded their own relief efforts! So not only will they been seen as helping during this time, but their brand will be on each and every one of the pieces of clothing they donate
And finally, the end of the page that you navigate to has a sweet branded thank you message:
Their “Artizia Heart”, the same heart that will be seen on all of the care packages that they donate. I personally see this a genius branding opportunity Aritiza has uncovered, and a great cause that not many other clothing brands (at least that I have seen) have thought to do. They are donating something practical to those who are helping us most during this pandemic, the “heroes” and they have found a way to keep their brand top of mind and have associated those heroes with their Aritzia “heart”.
So, what do you think? Is Aritiza making a difference or is this all about their bottom line?
The sarcastic comment “everything pink must be for girls” during our first lecture brought this new vodka brand to mind right away. A new offering from New Amsterdam, this vodka has become an anomaly within the spirits world as it hip-checked the competition and found its way into the top 5 selling vodkas by volume for April 2020. New Amsterdam Pink Whitney Vodka was launched last September in the USA and just recently in Ontario.
Being a vodka that is coloured pink, yet aimed at men (specifically hockey players), it is doing shockingly well despite the traditional logic dictating this colour’s association with a specifically female target market. To date in Ontario, this brand’s sales velocity has already surpassed competitors with equivalent distribution at the LCBO and it has gained 5% share of the vodka category. The LCBO has even implemented purchase limitations on this product (limit of 2 per person). It is important to note that this success is also taking place during limited LCBO hours and other consumer behaviour restrictions!
Part of this brand’s explosive success can likely be attributed to its associated celebrity influencer and marketing platform that allowed it to go viral. Former pro hockey player and podcaster from “Spittin’ Chiclets” Ryan Whitney was the inspiration for this pink lemonade flavoured vodka and he continues to provide exposure to the brand via his podcast. The specific inspiration came from a discussion during one the episodes where he and his guests talked about their favourite vodka cocktails. Ryan Whitney mentioned that his favourite cocktail was pink lemonade mixed with New Amsterdam Vodka. Since New Amsterdam Vodka was already a presenting sponsor for the podcast, the company decided to roll with the idea and they have even incorporated the podcast’s unique branding into the launch in order enforce the association. Aside from colour pink, the bottle graphics include “Spittin’ Chiclets” imagery as well as popular catchphrases from the podcast such as “What a Legend” and “Not a Big Deal”.
I think the main consideration here for effective brand management is that heuristics are not always the be-all and end-all. We are welcome to keep our assumptions in mind, however creativity, strong brand associations, unexpected sponsors, and non-traditional marketing (podcasts) can bring life to a stagnant category and carry a brand quite far when implemented strategically.
The current social distancing paradigm brought on by COVID-19 has dramatically impacted businesses across all industries and consumers alike. It has encouraged communities, neighborhoods, and countries to stand unified against the spread of this virus. Even companies and brands all over the world are trying to show support during these unprecedented times.
One of the ways that companies are trying to promote safety and physical distancing is by altering their brand imagery to convey this message. McDonald’s was one of the first brands to respond through their social media accounts, where McDonald’s Brazil posted an image of their infamous logo with the golden arches pulled apart.
Burger King quickly followed suit, and posted this image of one of its stores with the caption, “We’ll be back, but for now..”
Chiquita posted an altered version of their logo without their brand ambassador, Miss Chiquita, who was “already home.”
Chaquita’s revised Covid-19 logo (top) is empty because Miss Chaquita is staying home…
In addition to promoting messages with altered logos online, some companies like Coca-Cola invested their marketing dollars in physical ad space. The beverage company installed a billboard in New York’s Time Square with each letter in the logo separated.
These efforts have been met with mixed reactions from consumers. At the onset of this trend, these altered brand logos were received with amusement and curiosity. However, as time has passed and the situation has worsened, social distancing logos are being seen as the design equivalent of “thoughts and prayers.” These efforts are increasingly being viewed as marketing gimmicks, even though the original intent was to raise awareness about social distancing. I have to agree with this sentiment, as I wouldn’t take public health advice from anyone other than health officials, especially at a time like this.
I understand that brands want to stay relevant so they can compete for a narrowing share of the market; however, just tweaking their brand logos isn’t going to cut it. Brands will have to demonstrate their support and solidarity with their actions, whether that is by contributing to research, offering relief funds, or donating goods in-kind. I know that I would much rather spend my consumer dollars with companies making such efforts.
In the world of footwear, NIKE has decided to take its most recognizable brand element and incorporate something different. The brand decided to take the orange swoosh-emblazoned shoebox and turn it into a rectangular bag. This bag carries the same colours and embellishments as the box was inspired by; the only difference is that swoosh lovers will be able to transport their kicks stylishly. The bag is made from 100% polyester with a zipper closure allowing for easy access to the inner storage compartment. There is an intricate detail on the lower side, which replicates every piece of text on the bottom of NIKE shoeboxes from logos to the address of the European headquarters. The bag is sold for $35 via retailers such as FootLocker and Atmos.
NIKE’s strategy for creating a bag that represents their iconic red box formulates a new competitive advantage. Not many brands have done this with their products, and it keeps consumers wanting more. I think consumers will respond well with this product as there is a niche market of NIKE owners who value and take very good care of their shoes. With the new trend of retailers collecting vintage NIKE shoes, fixing them up, and reselling them at a higher price, an enduring bag may become a necessity that consumers will want to keep their shoes in good condition. I also believe that as NIKE creates this reusable bag, they are reducing the company’s carbon footprint by implementing more sustainable packaging.
This past Monday, the Los Angeles Rams launched their rebranding by officially revealing the team’s new logo, and the reviews from fans are mixed to say the least. Fans took to social media to express their initial reactions. Some individuals like the new logo, whereas others are comparing it to the Internet Explorer logo, a news channel logo, or a garbage disposal company logo.
The team tried to use a revitalization strategy of retrobranding or “return to roots” as they intended for the new logo to be a tribute to the Rams’ past uniforms, but they also tried to combine it with a revitalization strategy of starting again with new associations. The team commented that “the shape of the ram horn that connects both logos mimics the spiral of a football and the crest of a wave in the ocean”. The team seems to have successfully hit the meaningfulness and memorability criteria for brand elements, but is missing the likeability element.
It was stated that the Rams are unlikely to make changes to the new logo in response to the negative feedback they are receiving from fans as they worked on the rebrand for over two years. It would have been smart for the team to seek fans feedback during this two year rebranding period and make changes accordingly. Testing the new logo by showing it to a sample of fans before officially releasing it to the public may have helped them to better understand how consumers perceive the new logo, and could have helped to address their desires and concerns.
It’s important for the team to manage the Rams’ brand over time to keep it from appearing stale or outdated by fans; it is also important that the team revitalize it in a way that adds value to consumers and the Rams brand.
Big Baller Brand (BBB) is a new brand trying to penetrate a competitive apparel market dominated by Nike, Adidas and Under Armour. The brand is inspired by the 3 Ball brothers: Lonzo, LiAngelo and LaMelo Ball. Lonzo the most notable brother and oldest at the age of 19 finished his freshmen year at UCLA and has entered the 2017 NBA Draft.
The sports world is forever changed? This might be a bit far-fetched…. I watched some of Lonzo games during his freshman year and he’s definitely good, but will he be a superstar like Michael Jordan, Kobe Bryant or LeBron James? These guys changed the sports world and the game of basketball with their play and even clothing lines, but is Lonzo there yet?
He’s not the consensus #1 projected draft pick, he didn’t take his team to the into the Final 4 of the 2017 NCAA Division 1 March Madness Basketball Tournament, he hasn’t even played a minute in the NBA or scored a point professionally… but his shoe has changed the sports world forever? I guess when you look at the $495 price tag of the ZO2 Prime, it has changed the sports world. There hasn’t even been a pair of Air Jordan’s priced this high in years, making the BBB the most expensive basketball shoes in the market.
When Nike, Adidas and Under Armour all pass on signing Lonzo to an endorsement deal and don’t want anything to do with the BBB prototype shoe what do you do…. You compare your shoe to a Rolls Royce and jack up the price since like a Rolls Royce not everyone has the disposable income to buy a ZO2. “If you can’t afford the ZO2’s you’re NOT a BIG BALLER”
Big Baller Brand has received a lot of buzz on social media, however the over 51,000 likes and re-tweets translated into only 500 pairs of shoes sold in the first week. The brand is looking more like an overpriced version of the Starbury shoe…
This is the beer I mentioned in class, a product of Oregon-based Rogue Beer. I did not buy it, so I can’t say if it’s deliciously spicy, or just strange.
Does the beer “steal” too much from its source? Or does it provide important brand and product associations? Do we forgive the “Rogue” version because it’s an independent, craft beer–and it’s going rogue–or is it appropriating another brand’s identity?
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