Logogate: the new Gap
The Watergate of the corporate identity and branding sector, "Logogate." is a real controversy as of late. Yahoo! just unveiled a new logo which the public deemed boring, the new Gap logo spawned a huge controversy, and sales of Tropicana products fell 20% after they revealed a new logo and new packaging. Even the University of California's new logo incurred huge backlash. That being said, it seems brand loyalty is closely tied to the branding and identity of the corporations who sell the products we buy. A new logo means a new image for the brands we choose to buy, therefore changing who we are as consumers. Judging by the backlash, or acceptance as is the case for Chiquita and Hot Topic, we as consumers do judge books by their covers and products by their packaging. So much so that both Gap and Tropicana went back to their old look based on the resulting consumer feedback and sales decline. Food for thought: do you buy into Logogate? You can decide by clicking on each text link above to see the logos, the stories behind them, how consumers received them, and ultimately what happened to them.
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