Update: Their logo 'evolution' after a long wait was just a shade lighter

I watched a retail brand hype a total logo makeover for over three years. They released it yesterday and it's the same shape but a bit brighter blue. After all that time, you expect a bold step, not a baby one. This happens when brands are too afraid to really change. Compare it to a snack company that redid their look in six months and it felt new and fun. If you drag out a rebrand, you better make it count. Otherwise, why bother making everyone wait?

2 comments

2 Comments

chen.emery4h ago

Ever overthink something so much you end up right back where you started? Feels like these big brand committees talk themselves in circles for years until any real change feels too risky. My own version of this is staring at a menu so long I just order the same thing I always get. Spending three years to slightly adjust a blue shade is the corporate version of that. Sometimes you just gotta pick a new font and go live with it.

drewperez12h ago

That car company that spent five years on their "new direction" just made their silver badge slightly grayer. It's like the longer the timeline, the more scared the committee gets. Meanwhile, that tech startup redid their whole brand in eight weeks and it actually changed how people saw them. Speed forces a real point of view instead of endless tweaks.