Design Business Logos For Fan Enthusiasm

Tonight is the Academy Awards broadcast. Get ready to slouch on the couch and predict the winners. Just keep in mind that we’re all retailing professionals here. So don’t waste all your attention on those trivial categories for the Oscar, such as Best Picture, Best Sound Mixing, and Best Adapted Screenplay. Save some crystal ball gazing for the most important one of all. I’m talking about you judging tonight’s entry in the category of Best Adapted Retail Logo. Will it be a winner or a loser?
     JC Penny Company, which has been the exclusive retail sponsor of the Academy Awards broadcast for a decade, is using the advertising occasion to unveil their new store logo. The new design, like the former one, uses red lettering and a Helvetica font. A major change is that “jcp” appears in lowercase and in a solid-colored square.
     That box triggers a memory of the ill-fated logo change by Gap last fall. It also introduced a square box to complement the Helvetica font. In the following days, plenty of critics said the Gap logo looked like something from a Microsoft clipart library. Not at all stylish
     Keeping your store’s image up-to-date is essential, and your business logo is one clear projection of your store’s image. Still, changing your store logo is a delicate matter.

• Welcome ideas from a range of stakeholders. JC Penny invited ideas not only from design agencies, but also from the company’s employees, the art school at University of Cincinnati, and the Rhode Island School of Design. About 200 ideas were submitted.
• Use marketing research. Find out how consumers are likely to react to the changes. Based on what you learn, you might decide to unroll the introduction rather than do it all at once and everywhere. When Sun-Maid Growers of California decided to update their Sun-Maid Raisin girl logo, they used the new version in ads, but kept the older logo on product boxes.
• Listen to your fans. Tropicana Pure Premium orange juice changed logos to the new and then back again. The old one was a straw sticking into an orange. The new one was a glass of orange juice. It wasn’t that the majority of shoppers liked the old image better. It was that Tropicana soon discovered the most vehement objections were coming from their most faithful customers. You never want to offend your fans.

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