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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。

    JCPenny

    发布日期:2012年

    寿命:一年

    对于JCPenny公司来说,有关logo的苦水着实不少。这家公司曾经在四年时间里,年年都换一次logo的设计。2011年,该公司丢弃了它的经典logo,取而代之的是一串小写字母和一个红框框。然后它又举办了一场征集新设计的竞赛。最后胜出者,是把小写的“jcp”三个字母放在一个蓝块块里,外面围着一个更大的红框框。不过大概一年后,他们就改变了这个设计。当然,logo接连变换的同时,该公司的经济状况也是步履蹒跚。2012年第四季度,JCPenny报亏5.5亿美元。

    JCPenny

    Date released: 2012

    Lifespan: A year

    For JCPenny, the logo woes were many. In fact, the company switched up its design every year for four years. In 2011, it threw out its classic logo for another featuring lower case letters and a red box. It then held a competition for a new design. The winner? A lowercase "jcp" in a blue box, bordered by a bigger red box. The tweak didn't make customers happy, however, and they changed the design back a year later (having also changed the logo a year before that in 2011). Of course, all these redesigns came as the company stumbled financially, capped by a $550 million loss in the fourth quarter of 2012.

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