The old Netflix logo was highly recognizable and everywhere.įor the brand’s entire existence, up until the release of the Netflix original productions Lilyhammer, House of Cards and Orange is the New Black, it had been focused on better delivery of movies and TV shows. The logo that had represented the company for over 14 years was out, and a new one was in. Recently, and with no company fanfare, Netflix changed its logo. Netflix shifts strategic direction, then changes the logo The net result was that the Gap had to distract itself in order to clean up the mess. Suffice to say those weren’t great moves either. Let’s not go into how the Gap’s sudden attempt at crowdsourcing and subsequent backtracking on the logo only worsened the brand damage. It didn’t make any sense and the resulting backlash was instant, as well as intense. People saw the same website, same stores with the same merchandise but with a new logo. Rather than make a strategic shift followed by a signal to consumers, they signaled first.
Apparently the Gap felt that the logo had been around so long it needed to be changed. Basically, the company suffered from a case of “brand fatigue,” Brand fatigue is basically change-for-change’s sake. It was because the company hadn’t changed the logo in over 20 years.
Had they revamped its apparel lines heading into a new direction? No, again. Had they “reset” the brand experience within the stores? No. In 2010, amidst declining sales, the Gap decided it was time to change its logo. The first tried to let the logo signal an upcoming shift, the second made a shift then changed its logo.
Let’s take a look at a couple of companies who decided to change their logo. And it can actually negatively impact the value of a brand as a whole. Whatever the reason, it can be a waste of time and resources. Perhaps the new leadership wants to put their stamp on the company. The justifications are varied but the only real reason a company should change its logo is to signify a shift in strategy to address a change in the market.įrequently, though, the logo is changed in the absence of a thoughtful shift in strategy. There’s a temptation to change the logo at virtually every point in a company’s existence. Big thanks to my collaborators, Joel Mier and Gary McMath.
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