There have been a number of high profile rebranding disasters in the last couple of years where consumers revolted and demanded their old brands back (rightfully so, they are the actual brand owners anyway). When the companies reacted they did it bringing their old logos back rather quickly, such as in the Tropicana and most recently Gap rebranding fiascos. But going back to an old logo 10 years later is quite an unusual branding move and JAL (Japan Airlines) has just done that.
The old JAL logo was designed in 1959 and 40 years later JAL felt it was time for an update. Unfortunately they went from a logo that conveyed a powerful meaning (in Japanese culture, the crane is viewed as a symbol of long life, prosperity and good health, and red is the color of happiness) to a nondescript logo design. It could have been a coincidence but soon after the new logo was implemented JAL started a steep decline that culminated with a bankruptcy filing in 2010.
JAL's president Masaru Onishi just announced that the old crane logo is coming back (untouched, just in case) and so returning to their core values. The japanese consumers didn't revolt when they took their logo away but ultimately they managed to get their logo back.
Read the full story in @issue
There have been a number of high profile rebranding disasters in the last couple of years where consumers revolted and demanded their old brands back (rightfully so, they are the actual brand owner
March 11, 2011. Peru launches its own country brand to represent not only its tourism but all the goods it produces for export. The logo design does a good job at balancing a contemporary look with an organic humanistic feel. It is simple and unpretentious so it also comes across as authentic and honest. The "P" is inspired by the concentric circle terraces found in famous Peruvian archeological sites, and it does it without falling into the ethnic trap. The instant recognition that the "P" concentric circles lends to the design makes the Peru brand a memorable one. Read the full story in @issue, The Online Journal of Business & Design.
March 11, 2011. Peru launches its own country brand to represent not only its tourism but all the goods it produces for export.
In 2010 as brands tried to adapt and stay relevant to consumers' taste, and increasing number of companies have been updating their identities. Some like PWC with new logos that behave well in the multimedia world, others like SECCA although elegant still feel anchored in the print sensibilities of the past and others like Gap have completely missed the mark with a meaningless design with a complete lack of strategic direction. Overall in my opinion this year we didn’t have any significant creative breakthroughs. Read the full Fast Company 2010 rebranding review. Looking forward to the new rebranding year.
In 2010 as brands tried to adapt and stay relevant to consumers' taste, and increasing number of companies have been updating their identities.
In this video Peter Lawrence, the chairman and founder of Corporate Design Foundation explains the business world views on design and why corporations need to "put design in the DNA of the company"
In this video Peter Lawrence, the chairman and founder of Corporate Design Foundation explains the business world views on design and why corporations need to "put design in the DNA of the com
