What would have made the ‘perfect’ Pick ‘n Pay logo redesign?
Let’s face it, logo redesign is without any doubt one of the most challenging element of rebranding. The question is, what does the redesign need to be to be regarded an improvement of the prior design? It has been a couple of months since Pick n Pay has rebranded, and as you’d expect not everybody was happy with their new look while a few approved the redesign.I know that some people have rejected the new logo simply based on the fact that everybody was used to the old logo, hence I only published this article a few months after we’ve all absorbed the new logo.
I’d like to know if there’s any people out there who didn’t like the logo at first but are now ok with it.
Bizcommunity ran a poll on whether people liked the new logo design or not and more than 52% of the people who voted don’t like the logo, 32% said they liked it while just over 15% weren’t sure whether they liked the new look.
Did the ‘familiarity’ factor play any role in the judgment of the redesign? If the new logo was their initial and the old was a redesign of the new one would it be tagged as successful rebranding? Confusing? ok, let me try this in English…
If we swap the two logos and pretend the new logo was initial design and the old logo was its redesign:
What would your take then be? Would it qualify as an improvement in your books?
While I totally agree on some logo design principles or rather lack of on the new logo that made a lot of people disapprove the new logo, apart customers being attached to the old logo – in terms of design what was so good about the old logo?
Take a look at this concept by the designer of the new logo, that was possibly proposed, I don’t know. Read more from him here.
I think that concept wins hands down compared to the final logo. The tittle of the “i” and the single quotation mark of the “n” are both retained (which many complained about), while the rest is given a subtle makeover which is all it really needed. Fresher but still familiar, with a touch of class (the serifs) which the new cheap and nasty logo is sorely missing.
coda,
I totally agree with you on the proposed logo concept working better than the chosen one. There’s just something ‘same but different’ about it.
Thanks for the links.
Of course they could have skipped the massive amounts of cash the whole exercise is costing and passed the savings on to already struggling consumers…..
Also agree with coda’s comment
The new logo is more hip and modern.
I especially hate the first empty black block on the old logo.
Leaving out the dot over the i and the ‘ on the n was a good choice. The final design is pleasing to my eye.
I have to agree with Richard Catto, I too like the new Logo
Richard and Lilly web,
It’s interesting to have comments from people who are happy with the new redesign.
Thanks for sharing your views.
pssst: is the new logo captioned: “old logo” and vice versa (in the picture you provided) a pun?
I never liked PnP — don’t care what they do with their brand — i do hope though with the ‘new change’ their stores will be less dirty.
*retreats
Lebogang,
“…If we swap the two logos and pretend the new logo was initial design and the old logo was its redesign…”
I’m aware of that and the captions are for the purpose of the above scenario.
Thanks for your comment.
*penny drops — I’ll stop pretending I know anything about design — sticking to coding.
(design)?0:1;
The old logo was absolutely hideous. I don’t know what took the food giant so long to redesign – very Std 3. Trust that the old ‘designer’ has opted for a new career in car sales.
New logo is a huge improvement. Nothing to rave about, but ok. We’ll all get used to it. Let’s hope they don’t wait 30 years before they redesign.
The other concept looks good, but is in fact too edgy and harsh for the image the company is probably trying to put out there. They needed something softer and more approachable.
I have to say that they did come up with a really nice logo, its so nice to have the change and its a good one
Lilly,
I think Pick ‘n Pay couldn’t have possibly produced a logo redesign that everybody will praise, thanks for sharing your views.
[...] The ignorance of a branding strategy was shown by how most graphic designers’ criticism on Pick ‘n Pay’s rebranding efforts, way too much focus and commentary was put only on the beauty (or lack [...]