A lot has happened since my last entry but the motivation for the blog remains the same. Little responsibilities have gotten in the way but here is Urban Peanut: A Gallery’s redux. It’s still far from becoming a brick and mortar gallery but here it is with a vengeance.
The theme of rebirth has fascinated humanity for a long time and various faiths and schools of thoughts have found new beginnings, for better or for worse, to be inspiring; this might offer a small clue about why popular brands rebrand.
The Gap, Starbucks, and American Apparel have in the last couple of months decided that a new take on their respective logos for different reasons.
For the Gap, the general consensus about their new logo was so utterly horrible that within days. I am quite certain that Monster.com received new business in the aftermath.
Starbucks’ reason to rid its logo of its written word is valid; to reach new, non-English speaking markets is a goal that any company would like to have on its five year plan, to the dismay of some loyalists who might feel alienated.
Just walking on Queen Street over the weekend, I noticed that American Apparel on Toronto’s esteemed street, also went through a little facelift. (I tried looking for a press release regarding the new look and was unsuccessful.) I was thinking of using ‘touchup’ but changing the typeface is closer to butchery and is not turning anyone on as much as their well-placed ads on the back of weekly magazines, right after the adult ads. Inspiration: ugly script is the new Helvetica.
The more image-saturated our daily lives become, the more we rely on visual cues to speed up the way we process information. Logos symbolize, in one image, what we want and expect. It is still a mystery to me why the Gap thought it would be a good idea to change their logo. A new beginning evokes hope and rebirth/rebranding is on the same plane. Ultimately, though, rebirth can sometimes just mean a second hack at life as a dung beetle.