They had to do it. That’s what I’ve decided after driving around today with my family to buy a birthday gift. I went by the local Jiffy Lube store and noticed that they had updated their logo:
There’s a context, a design, a sense of style that needs constant updating, and it’s a lot like paying dues. As companies stay current and intend to work with contemporary customers, their typography and colors and the like have to stay recent and fashionable (in most cases). We want to feel that a brand fits our time, lives in our moment, is something related to us.
Even “timeless” brands evolve their logos.
We can argue that looks don’t make the can. We can say that it’s the experience that matters, that what’s inside is what counts, but when we see logos or styles that seem old fashioned, they do stick out in our head.
Lower-case seems to be hot these days:
But that’s okay, too. Again, it’s like being sure to wear the current clothes. Several companies keep their designs current. We don’t ding them for it.
I think they had to do it. Was the fanfare necessary? I don’t know, but if you’re going to spend a lot of money tidying up your brand, how much more is it to get the word out there.
Some thoughts from the couch as I look at the side of a shiny new Pepsi can.
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