從星巴克、GAP到Airbnb：歷數那些不如不換的品牌logo
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??? 度假公寓租賃服務網站Airbnb上周發布的一個新logo引來了不少人的批評。有人說它像一枚三角型的曲別針，更無節操者甚至說它像是女性的某個器官。但是Airbnb公司仍然支持這個logo，該公司把它稱做Bélo，并稱它象征著歸屬感。Airbnb在其官方博客上稱：“它是一個象征，代表了那些想要在家中獲得新的體驗、感受新的文化、開啟新的對話的人?！贝蟾胖挥行币曆鄄拍芸吹贸鰜戆?。 ????正如所料，品牌專家們對這個設計并不十分感冒。他們的結論是：以前那個logo效果挺不錯的，為什么要換。 ????品牌代理公司CBX的創意總監里克?巴拉克表示：“我的意見是，舊的Logo對于這樣一家創業公司來說就相當不錯了?！?/span> ????Airbnb的舊logo，就是把該公司的名字用藍色的英文字母表示出來。巴拉克認為這個logo既簡單而且又有創業公司的感覺。它既傳遞了品牌的含義，同時又深深根植在用戶的腦中。不過巴拉克雖然不喜歡這個新logo，但他認為Airbnb還是得堅持下去，他預測道：“外界的怒火很快就會平息下去?！?/span>????在Airbnb發布新logo的背景下，《財富》也收集了另外幾家公司選用了失敗的logo的案例——至少人們的主流觀點都認為這些logo是失敗的?，F將這些例子羅列如下： |
????Vacation rental service Airbnb unveiled a new logo last week that generated a wave of criticism for its design. Some likened it to a triangular paperclip or, even more crudely, to certain female anatomy. But the company still stands by the logo, which it calls Bélo and says represents belonging. “It’s a symbol for people who want to welcome into their home new experiences, new cultures, and new conversations,” Airbnbsaid on its blog. Well, maybe if you squint. ????As to be expected, branding experts aren’t exactly thrilled by the design. Their verdict: Why futz with something that seemed to work just fine. ????“My issue is that the original logo was pretty good to begin with,” said Rick Barrack, chief creative officer at CBX, a brand agency. ????Airbnb’s prior logo – the company’s name in light blue lettering – was simple and something that more start-ups should do, he said. It communicated the brand and stuck in the mind of its users. Despite backlash, Barrack said that Airbnb should now stay the course. “The outrage will go away very quickly,” he predicted. ????Against the backdrop of Airbnb’s logo Fortune is exploring other examples of corporate branding that – at least according to popular opinion – missed the mark. Here are a few examples: |
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????純果樂 ????發布日期：2009年 ????壽命：將近2個月 ????作為百事可樂旗下的果汁品牌，純果樂聲稱要為顧客提供“100%純粹鮮榨的佛羅里達的陽光”。不過五年前該公司推出新包裝時還是遭遇了一陣“陰天”。當時公司換掉了它的經典logo——一只插著吸管的橙子，換成了一杯橙汁的圖案。結果負面反應非常嚴重。據《廣告時代》稱，當時純果樂的競爭對手銷量有所上漲，而純果樂自己的銷量卻下跌了20%。才過了一個多月，純果樂就匆忙換回了之前的設計。 |
????Tropicana ????Date released: 2009 ????Lifespan: Nearly two months ????The Pepsico-owned juices , which claims to deliver "100% pure squeezed Florida sunshine" to its customers, had somewhat of a cloudy day branding-wise five years ago when it introduced new packaging. The company replaced its iconic logo - an orange-with-a-straw-stuck-in-it - in favor of a glass filled with juice. The backlash was fierce: Sales by Tropicana rivals increased, while its own fell 20%, according to AdvertisingAge. A little over a month later, it switched back to its previous design. |
