If you want to change your logo, fine. What I find amusing, in an annoying sort of way, is marketers who feel they must spew hot air in commemoration of the blessed event in their product’s life.
Petco is one of the latest. Here’s the old logo:
Silly you. Read what Petco CMO Elisabeth Charles has to say about it : “The update to our logo reflects the fresh, forward-looking company that Petco is today. Our new visual identity better reflects the new Petco — healthy, active and contemporary — while retaining the essence of the brand, its warmth and our passion for pets.”
I am so embarrassed. How on earth did I miss all that?
This reminds me of what Pepsi had to say about their own logo redesign two years ago (an event so big that I bet most of you are saying, “Pepsi redid their logo two years ago?”). They heralded the one-million-dollar logo tweak as calling to mind “the Earth’s magnetic fields and the sun’s radiation,” thus evoking “...emotive forces [that] shape the gestalt of the brand identity.”
Whoa, dude, heavy.