It's incredibly difficult to build a brand. For every Apple, Nike, and Coca-Cola, there's a million different failures that never attracted consumer recognition and loyalty. So its bizarre to find that in a bad economy, when every industry is struggling, established brands are spending millions of dollars to trash their brands and destroy their iconic symbols.
Take the Gap, which changed from their iconic blue box to... well, this universally-panned monstrosity:
Already, Gap has been forced to pretend this was all part of some social media experiment. Actually, Gap paid millions to a "creative agency" (which, ironically, touts the old logo on its website.)
We've seen this type of thing before. Remember when Tropicana lost its mind?
Yes, This Is More Generic!
Now, I know business is down these days. So I'm going to save the corporations of America a lot of money. Instead of these businesses needing to pay consulting firms and market research teams millions of dollars to redesign their beloved, iconic logos into horsetrash... I mean, "dynamic research driven graphic design paradigms," I'm going to perform this service for free. Eat your heart out Laird and Partners...
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