a thoughtful branding change

An updated logo for Levi's Jeans

An updated logo for Levi’s Jeans

OK, so I like logos. Anyone who’s read this blog over the years knows that.

But beyond the art of it, to which I am drawn, there should also be some real thought put into a logo’s place in the complete branding of a product or service and some sound reasoning behind the change.

Often times when companies change their logo or publicly address their branding, they issue fluffy, non-sensical press releases usually written by their design agency team who have drunk their own Kool-Aid based on the content of their reasons for making the branding change (hint: the real but never stated reasons are usually about low sales, change in management or a self-inflicted catastrophe). They also craft cool videos (for which many times I am a sucker ) telling the story of the logo’s development.

In this case, Levi’s Jeans (to whom I have been a pretty loyal customer) really kinda came clean on their logo missteps over the years and laid out a very simple, straight forward case for the new branding going forward. I’m not sure there is any business category where branding is more important than clothing (maybe alcohol or perfume).

But I think when any business is thinking about how to explain the graphic part of their branding, this video shares a pretty thoughtful base upon which you might start a discussion about your own branding.

Otherwise just enjoy the pretty pictures.

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One Response to “a thoughtful branding change”

  1. Peter,
    You were so right. I did enjoy the pretty pictures. The lesson on branding was great, too…pretty pictures are always nice.

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