These days anyone who has an opinion about anything can instantaneously share it with the world. Of course this has its positives — but when it comes to branding, it has its negatives as well. Recently a number of big brands have redesigned their logos and gotten a lot of flack from designers and the general public alike. Think about the uproar among many die-hard Portland Timbers’ fans when the refreshed logo was released to the public. Or the recent upheaval over the redesigned Starbucks logo. And, of course, who could forget the Gap logo debacle?
Of course, everyone has, and is entitled to, their own opinion. That being said, it is problem when companies start listening to every opinion from anyone who happens to give their new brand a cursory glance and feels like sharing their thoughts. A true analysis of any new or re-designed logo is welcome. However, the analysis should be based on whether the logo is an intelligent, well-executed design solution that is appropriate to its intended audience. The problem is that the discussion often turns into more of a popularity contest than an analysis and devalues the branding process by assuming that it is a matter of making a pretty picture.
Another blog, Graphicology, put it like this:
“Clearly the design of a brand will be engaged by the public in some way, and it’s important they know for what it stands. But it’s not important that they like how it looks.”
As a final note, here is a quote from Duffy and Partners on the subject:
“Many can create something beautiful, but so much more goes into creating a great identity. The hoops we need to jump through these days are endless and sometimes we are fighting winless battles along the way. But without being involved from the original brief to the actual launch and all the steps in between, how could you possibly render a legitimate opinion?”