What do you do when the economy is the worst its ever been and people just aren’t buying anything?
Corporations are trying to get through these times by introducing a “new breed of corporate logo – non-threatening, reassuring, playful, even child-like. Not emblems of distant behemoths, but faces of friends.” (NYT) The logo is the face of the company. Hence, new logo = new face = new perception – kind of like plastic surgery for the logo.
So what’s in? It’s out with CAPS and in with the lower case, letterforms are lighter and rounder, there’s increased use of happier, brighter colors, friendly flourishes and happy faces – all in the hopes of coming across as less corporate and less austere and more informal, more approachable and more genuine. In with the warm and friendly, out with the cold and corporate. Can we say empathy?
Walmart & Kraft before:
image courtesy of NYT
Walmart & Kraft after:
image courtesy of NYT
So what do you think? Do you think that these new logos help you think more positively about these companies and feel better about buying their stuff?
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