{"id":1099,"date":"2021-01-19T14:55:53","date_gmt":"2021-01-19T20:55:53","guid":{"rendered":"http:\/\/capertongillett.com\/blog\/?p=1099"},"modified":"2021-01-19T14:55:53","modified_gmt":"2021-01-19T20:55:53","slug":"new-year-new-you-new-brand","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/new-year-new-you-new-brand\/","title":{"rendered":"New Year, New You, New Brand"},"content":{"rendered":"\n
\"\"<\/figure><\/div>\n\n\n\n

The new year has always been a time for new beginnings, life improvements, commitment to something better. Why? Because. Because it just has. We see the fresh calendar, and we think, “This is the year I’m going to finally do the thing I also said I’d do last year around this time, and the year before that.” (Fun fact: this past Sunday was National Quitters Day, so it\u2019s possible that all those new beginnings have ended anyway.)<\/p>\n\n\n\n

(Negative Nancy, at your service.)<\/p>\n\n\n\n

(Should I resolve to be less negative?)<\/p>\n\n\n\n

(Eh, not gonna.)<\/p>\n\n\n\n

Several brands have decided they, too, are up for a fresh start and have rebranded for a New Them in 2021. (I’m told that Dell has gone vegan and IKEA has signed up for pottery classes.) Has it worked? Sometimes. Here are two brands\u2019 new year\u2019s revolutions.<\/p>\n\n\n\n

Burger King<\/h2>\n\n\n\n

Burger King has totally changed up their visual identity<\/a>, top to bottom, and I\u2019m here for it.<\/p>\n\n\n\n

\"\"
(c\/o Burger King)<\/em><\/figcaption><\/figure><\/div>\n\n\n\n

Their stated goal was to go for a design that\u2019s \u201cmouthwatering, big and bold, playfully irreverent, and proudly true.\u201d And they nailed it. Ditching their 21-year-old logo in favor of throwback branding is, indeed, a super-fun choice, while still evoking the company\u2019s trusted and beloved history. In their new visual identity, Burger King has gone retro with the color palette, the typeface, the flat design, and other graphic elements, and I\u2019m into it. <\/p>\n\n\n\n

I\u2019m not going to lie: There\u2019s a possibility that what is currently very appealing to me (and, apparently, many others) will, over time, feel outdated. That\u2019s a problem you run into when you bring in throwback branding \u2014 it comes pre-dated. But even I, Negative Nancy, am not going to bash the brand for a problem that hasn\u2019t occurred and may not occur at all. I think it\u2019s quite groovy.<\/p>\n\n\n\n

Also: the monogram with the B as a burger and the K in the middle<\/a>? ADORABLE.<\/p>\n\n\n\n

General Motors<\/h2>\n\n\n\n

General Motors\u2019 new, \u201cmodern and vibrant\u201d brand<\/a> is meant to reflect, among other things, the company\u2019s commitment to responsibility, particularly in their new Ultim tech that powers their new electric vehicles.The old, straightforward sans-serif capitals on a field of blue have been replaced with lowercase letters on a field of white in a metallic-looking blue gradient.<\/p>\n\n\n\n

\"\"
(c\/o General Motors)<\/em><\/figcaption><\/figure><\/div>\n\n\n\n

It looks like an elephant.<\/p>\n\n\n\n

Not even sorry. Not sorry about my opinion, and not sorry about the fact that you\u2019ll now never be able to un-see the elephant.<\/p>\n\n\n\n

I will say that the new logo is, in fact, modern and vibrant. I just don\u2019t see it for a car company \u2014 even an electric-car company. I can see it selling me printers, or logistics services, or maybe a photo-editing app. But I don\u2019t really see it selling me cars, and I definitely don\u2019t see it as the purveyor of a lifted Yukon Denali. Your brand is meant to represent you<\/em>. It\u2019s meant to represent your history, your culture, everything you have to offer. It\u2019s meant to evoke familiarity and trust. And unless GM is planning to phase out their fossil-fuel-fueled vehicles entirely and start over as, in essence, a brand-new company, this new logo only really represents something they\u2019re hoping to be. Also, it\u2019s an elephant.<\/p>\n\n\n\n

I don\u2019t disagree that, with its new attention on sustainability and electric vehicles, a rebrand was in order for General Motors. It seems reasonable. And just as I\u2019d never tell a friend not to change their hairdo if they think they\u2019re ready for an update (unless bangs are involved), I\u2019m not going to tell a company not to rebrand if they think theirs is getting a little stale. But I will tell my friend if I think ash blonde isn\u2019t a good color on them, and I\u2019ll tell GM that their new logo doesn’t look like them but does look like an elephant.<\/p>\n\n\n\n

The good thing here is that GM doesn\u2019t use its own logo on car badges \u2014 they all get their own brand \u2014 so we won\u2019t be seeing a Sierra 1500 driving around with a metallic blue elephant on the front. The GM elephant will appear on corporate documents and websites and such, but it won’t be trundling around on city streets. And there\u2019s an all-black, non-gradient version that I think looks a lot stronger and a lot more “GM.”<\/p>\n\n\n\n

For their part, GM appears to love<\/em>-love their new logo, and the designer is exceptionally proud of it<\/a>, as she should be \u2014 it\u2019s cool-looking, and whether or not all her thought came across, she clearly put a lot of thought into it. I love me some thoroughly thought-out creative. Explain every single detail of your concept to me, and I will buy you a coffee every time.<\/p>\n\n\n\n

But still, just\u2026 nah.<\/p>\n\n\n\n

A New Me<\/h2>\n\n\n\n

Ha! Not really. My only resolution this year, as in years past, is to continue being awesome. And I, thank you very much, have kept it going long after Quitters Day.<\/p>\n\n\n\n

Did you make any resolutions this year? Have they held up so far? Good for you if they have, and don’t worry about it if they haven’t. Here’s a resolution for you: In 2021, resolve to be a cute little burger made of letters, not a gradient elephant. And if someone in your life doesn’t understand that, dump ’em. You don’t need that kind of negativity.<\/p>\n\n\n\n

(But for real, you see the elephant, right?)<\/p>\n","protected":false},"excerpt":{"rendered":"

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