从星巴克 GAP到Airbnb 历数那些不如不换的品牌logo
Vacation rental service Airbnb unveiled a new logo last week that generated a wave of criticism for its design. Some likened it to a triangular paperclip or, even more crudely, to certain female the company still stands by the logo, which it calls Bélo and says represents belonging. “It’s a symbol for people who want to welcome into their home new experiences, new cultures, and new conversations,” Airbnbsaid on its blog. Well, maybe if you squint.
度假公寓租赁服务网站Airbnb上周发布的一个新logo引来了不少人的批评。有人说它像一枚三角型的曲别针，更无节操者甚至说它像是女性的某个器官。但是Airbnb公司仍然支持这个logo，该公司把它称做Bélo，并称它象征着归属感。Airbnb在其官方博客上称：“它是一个象征，代表了那些想要在家中获得新的体验、感受新的文化、开启新的对话的人。”大概只有斜视眼才能看得出来吧。As to be expected, branding experts aren’t exactly thrilled by the design. Their verdict: Why futz with something that seemed to work just fine.
在Airbnb发布新logo的背景下，《财富》也收集了另外几家公司选用了失败的logo的案例——至少人们的主流观点都认为这些logo是失败的。现将这些例子罗列如下：Gap
Gap
Date released: 2010
发布日期：2010年Lifespan: A week
寿命：一个星期Clothing store Gap tried to recast its image from "classic, American design to modern, sexy, cool," a company spokesperson said at the time. That ended in failure, however. The retail store has always been known for the elegant and elongated letters of its font. But it switched to lowercase black letters with an awkwardly placed blue box atop the letter.
当时服装商店Gap的一名发言人曾表示，Gap想把它的形象从“经典美国设计”改变为“现代、性感、酷”。但是这种改变最终以失败而告终。Gap一直以logo上典雅的瘦长字体为人所知，但是后来它把logo改成了黑色的小写字体，最后一个字母上还有一个尴尬的蓝块块。JCPenny
JCPennyDate released: 2012
发布日期：2012年Lifespan: A year
寿命：一年For JCPenny, the logo woes were many. In fact, the company switched up its design every year for four years. In 2011, it threw out its classic logo for another featuring lower case letters and a red box. It then held a competition for a new design. The winner? A lowercase "jcp" in a blue box, bordered by a bigger red box. The tweak didn't make customers happy, however, and they changed the design back a year later (having also changed the logo a year before that in 2011). Of course, all these redesigns came as the company stumbled financially, capped by a $550 million loss in the fourth quarter of 2012.
对于JCPenny公司来说，有关logo的苦水着实不少。这家公司曾经在四年时间里，年年都换一次logo的设计。2011年，该公司丢弃了它的经典logo，取而代之的是一串小写字母和一个红框框。然后它又举办了一场征集新设计的竞赛。最后胜出者，是把小写的“jcp”三个字母放在一个蓝块块里，外面围着一个更大的红框框。不过大概一年后，他们就改变了这个设计。当然，logo接连变换的同时，该公司的经济状况也是步履蹒跚。2012年第四季度，JCPenny报亏5.5亿美元。Starbucks
星巴克Date released: 2011
发布日期：2011年Lifetime: Still alive
寿命：至今健在Starbucks switched its logo to something simpler to celebrate its 40th anniversary. The company added a lot of green to the design and removed the "Starbucks Coffee" phrase that had wrapped around the company's signature symbol - a siren. CEO Howard Kurtz said that the mascot had "been through it all" over the last four decades, and needed a "small but meaningful update." Reactions were initially mixed, although the criticism has since died down.
为了庆祝公司成立40周年，星巴克给自己换了一个更简洁的logo。首先是在logo里加入了很多绿色，其次是除去了“星巴克咖啡”的英文字样。这串字母原本环绕在星巴克的招牌符号——女海妖的身边。CEO霍华德o舒尔茨表示，这位女海妖在公司40年的风雨历程中“一直都在”，而且需要一次“虽然小但是有意义的升级”。消费者的反映最初是褒贬不一，不过目前批评的声音已经淡去。（财富中文网）
