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从星巴克、GAP到Airbnb:历数那些不如不换的品牌logo

Benjamin Snyder 2014年07月23日

Logo是一家公司的品牌形象,很多公司企图通过换logo来给消费者展示新形象,但越是受欢迎的品牌在换logo时的风险越高。已有前车之鉴显示,换不好不光会引来对“瞎折腾”的吐槽,甚至会把消费者推到竞争对手那里去。

    Gap

    发布日期:2010年

    寿命:一个星期

    当时服装商店Gap的一名发言人曾表示,Gap想把它的形象从“经典美国设计”改变为“现代、性感、酷”。但是这种改变最终以失败而告终。Gap一直以logo上典雅的瘦长字体为人所知,但是后来它把logo改成了黑色的小写字体,最后一个字母上还有一个尴尬的蓝块块。

    由于引起了消费者的强烈反感,该公司通过Facebook向顾客征集意见:“我们知道这个logo引起了很多议论,也乐于见到大家各抒所见! 所以我们请您分享您的设计。我们喜欢我们的版本,但也希望看到其它创意。”不过这条求助信息最终没起什么作用,该公司后来又恢复了它的“传统型”logo。

    Gap

    Date released: 2010

    Lifespan: A week

    Clothing store Gap tried to recast its image from "classic, American design to modern, sexy, cool," a company spokesperson said at the time. That ended in failure, however. The retail store has always been known for the elegant and elongated letters of its font. But it switched to lowercase black letters with an awkwardly placed blue box atop the letter.

    In reaction to the outcry, the company used Facebook to solicit its customers for advice. "We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding!” the company wrote. "So much so we’re asking you to share your designs. We love our version, but we’d like to see other ideas." The call for help didn't amount to much and the company later returned to its "classic" roots.

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