Tuesday, October 19, 2010
Thursday, October 14, 2010
From the Gwinnett Daily Post:
LAWRENCEVILLE — A department store that has been around for generations is developing a new modern brand.
Belk unveils new logoA department store that has been around for generations is developing a new modern brand.Reporter: From Staff Reports
Belk, which is three years from its 125th anniversary, created a new corporate logo and tagline — Modern. Southern. Style. — the first significant change since 1967.
“Our new brand clearly communicates what our company is today and what we aspire to be in the future,” Chairman and CEO Tim Belk said. “We want to reflect our increased focus on meeting the fashion needs of our modern customers. While we will continue to meet the needs of our traditional and classic customers, we are changing our brand and expanding our assortments to attract new customers who are looking for modern, updated brands and styles. Our vision is for the ‘modern, Southern woman to count on Belk first — for her, for her family, for life.’”
The re-branding process started more than a year ago and included a survey of more than 30,000 customers, a press release said. The company plans to install new logo signs in its 305 stores over the next 12 months.
In Gwinnett, Belk locations include the Mall of Georgia, Gwinnett Place Mall, the Forum at Peachtree and in the Snellville Pavilion. In Barrow, a Belk is located at Barrow Crossing in Bethlehem.
Tuesday, October 12, 2010
Gap's logo back to blue after fans gripe about new
Gap's logo returns to blue after fans gripe about new logo online
Emily Fredrix, AP Marketing Writer, On Monday October 11, 2010, 9:02 pm EDT
NEW YORK (AP) -- Gap is back to blue.
The casualwear chain will keep its decades-old white-on-navy blue logo after all. The move comes just one week after the company swapped it online for a new logo without saying a word. The new logo irritated fans, spurring them to complain about it online.
Gap North America president Marka Hansen said in a statement late Monday that the San Francisco-based company realized how much people liked the old logo after they put up the new one, a white background with black letters and a little blue box. She also says Gap didn't handle the change correctly and missed a chance to have shoppers offer input until it was too late.
"There may be a time to evolve our logo, but if and when that time comes, we'll handle it in a different way," Hansen said, adding that the project was not the right one to offer up to "crowd sourcing."
Crowd sourcing the new logo, or allowing fans to help design a new one, was the company's original solution to the issue of quelling consumer confusion. Marketers are increasingly letting fans help or fully make decisions, including PepsiCo Inc.'s Doritos brand having fans create and vote on Super Bowl commercials. But a logo change left up to the crowd is much more rare.
The new logo was still live on the website Monday, one week after the company swapped it in on gap.com. Confused fans took to Twitter, Facebook and tech blogs to complain. The company stood by the new logo, saying it would roll it out in stores and advertising next month.
The company plans to return the original logo to the website on Tuesday and is moving as quickly as it can, spokeswoman Louise Callagy said.
Gap announced the change on its Facebook page, where it has more than 700,000 fans. The old blue logo was never removed from the page.
"We've heard loud and clear that you don't like the new logo. We've learned a lot from the feedback. We only want what's best for the brand and our customers," the company said.
Fans reacted quickly and seemed relieved. One responded: "Thanks for listening. The blue box logo is truly classic. We love it as it is." Others wondered why it was even swapped out in the first place.
Originally the company had wanted the new logo to coincide with what it says was its updated image, including having more modern designs of jeans, pants and other clothing.
The company got itself into a jam by putting out the new logo without explaining the change, said Tony Spaeth, president of Identityworks, a consulting firm in Rye, N.Y. It had a reason for the change, but missed a key chance to share it with fans until it was too late.
Spaeth said he was surprised the company decided so quickly to return to the blue logo, but said it was right to admit it made a mistake both in putting up the logo and then reacting by suggesting fans help with the decision.
Logos are key to brands because they convey meaning and are something fans feel connected to. Spaeth said fans might be appeased now, but investors, competitors, and even potential employees may still be scratching their head that the company made such a mistake with something so important.
There probably will not be much long-term damage to the brand.
"They really were in big trouble," he said. "And now they have some breathing space."
Although fans be warned: The blue box will turn red for the holidays, as it has done for years.
Friday, October 8, 2010
From The Atlantic
Some clothing companies adapt well to changing times, and Gap seemed to be one of those venerable brands.
With little fanfare, the company decided to redesign its logo and post it on its website. Not too long after, waves of criticism from design firms, mainstream publications and just-plain bewildered bloggers started rolling in.
The company, which has apparently heard the cries of outrage, turned the redesign into a crowd-sourcing exercise on its Facebook page. No word yet on whether that was the official plan all along, or if it was just a knee-jerk reaction to all the bad press.
• 'Looks Like it Cost $17 From an Old Microsoft Word Clipart Gallery' notes Abe Sauer at Brandchannel, who deemed it a "monstrosity." The writer explains: It "demonstrates a prototypical brand panic move. With things not going in its favor, the brand decides to change the one valuable element it has going for it."
• Makes Old Navy 'Look Like a Luxury Brand' scoffs Armin Vit at Brand New: "The shaded square on the corner doesn't help at all either -- I'm not one to critique something by saying it looks as if it were done in Microsoft Word but this one is just too unsophisticated to warrant anything more than that."
• This Doesn't Make Any Sense writes David Brier at Fast Company. "It's all a cosmetic band-aid which is so unbelievable for a brand as big and 'mature' as Gap. I'll be surprised if a few people won't lose their jobs as this is basic Branding 101."
• Gap Sales Are Declining Anyway dismisses Jim Edwards at BNet. "There's a clue to what might have triggered the misstep in the fact that same-store sales at Gap are down 4 percent. ... Brand managers need to resist that temptation when they see revenues decline. There are lots of reasons sales might be down -- the recession, lack of discounts, off-trend product -- and not all of those respond to a new trade dress."
• Everybody Hates The Logo ... Except Us Time Newsfeed writer Nate Jones goes out on a limb saying that he "personally does not mind Helvetica, and so this new logo brings to mind visions of a streamlined, technologically dominant future America where everyone wears white suits and cool glasses. Sure, it's generic, but don't you know that in the future everything looks alike?"