A logo update often speaks of a company trying to stay up-to-date in its offerings while strengthening its’ connection with consumers. But, with Starbucks falling into the bucket of recent logo evolutions within the last few months, I was forced to put down my Venti, Non-fat, Carmel Macchiato and ponder – could it mean something more? Could we be on the cusp of a branding revolution?
Every New Year begins with the hope for better things to come. Resolutions are made to convince ourselves that we can try harder and be more than we were the year prior. Every January, we are motivated to turn over a new leaf, conceive and commit to a better version of ourselves, and to accomplish big things.
Essentially, a rebranding.
I believe the growing appetite for brand evolutions may possibly be an effort by these companies to demonstrate a new promise for the future – even in spite of familiarity feeling more sensible to their consumers.
Perhaps after being smacked around by the impact of the recession – and still jostling from the residuals – we are all eager for a more optimistic perspective.
According to a recent Gallup Poll, twice as many Americans think the U.S. economy will be better rather than worse in 2011.
|2011 Expectation (vs. 2010) In Terms of the Economy (Percent of Group)|
|Expectation % of Group|
|$75K or more||55||23||22|
|$30K to $75K||52||21||25|
|Less than $30K||51||20||27|
|Source: Gallup, December 2010|
Recent tracking results show that consumers only became increasingly optimistic about the economy as 2010 came to an end.
Gallup analysts suggest this could be due to our general optimistic nature as Americans, or it could possibly reflect views of a recovering economy.
Or it could simply mean that we are all ready to move forward.
And, honestly, was it the attempt these organizations made to put forth a new image that has been debated? Or the lack of creativity, planning and strategic foresight that has forced us to question the success of these new brand transformations?
As Paul Rand said, “Good design is Good for Business.”
And bad design will get you posted on every blog and Facebook page known to man!