In recent years, renewing the logo is being done in a common way. Soccer institutions like Atlético de Madrid or Juventus or brands from countries like Argentina or Tokyo are proof of this. But it is one thing to renew or modify to some extent and quite another to change it. In any marketing or design company, 'Don't touch the logo' is almost a primary requirement. But sometimes, to raise awareness, it wouldn't be a bad thing to skip it at all. Five brands have.
These five brands have created personalized images to raise awareness to all. All of this means that when a well-known brand temporarily changes its logo, people notice it. In recent years, various household names have done exactly that to raise awareness for a particular cause.
Products (RED)
Founded in 2006 by U2 leader Bono and ONE Campaign's Bobby Shriver, PRODUCT (RED) seeks to engage well-known private sector brands to help fight HIV / AIDS in eight different African countries.
In recent years this image has proven to be tremendously powerful, culminating his biggest challenge with Apple. And it is not to disparage brands such as: Nike, Coca-Cola, American Express ... But if we stick to the movement generated by those in Cupertino, introducing a variant in the apple company is almost imposible. That is why the value of doing it through your most precious asset, an iphone.
The RED product is quite a feat that has turned everything it touched red. And all for a good cause.
Google Doodles
Google has been playing with its logo since the early days. Back in 1998, founders Larry Page and Sergey Brin added a stick-shaped drawing to the second 'o' of 'Google' to indicate that they had left the office at the Burning Man Festival. It was the first Google Doodle.
Since then, we have entered the platform of google to look for something and it has surprised us with a new design. A clear modification in colors and shapes, which at times - multiple times - could interact with the user. Finding yourself in some of them games arcade that entertained forgetting what we were looking for.
Google Doodles often mark holidays and anniversariesas well as the lives of famous artists, pioneers, and scientists. And the team invites suggestions from the public.
Lacoste
A priori, it seems that Lacoste has little to change. The color white and a green crocodile is enough on your clothes. And no, it has not switched to the color (RED) to help fight AIDS. Rather it is the animal.
And it is that Lacoste, in its fight against the indiscriminate killing of certain endangered species, decides to make a limited edition. This edition consists of ten different animals that are at risk of extinction and is for a limited time. After eighty-five years of existence, Lacoste, momentarily changes its star icon. Quite a detail.
CokexAdobexYou
A gesture for sport is the one that Coca Cola has sent along with the Adobe brand. Well, also with each one of you, the designers. To celebrate the Tokyo 2020 Olympics, Coca-Cola worked with Adobe to host a global competition, CokexAdobexYou, inviting people to use Creative Cloud to remix Coke's iconic brand assets into works of art celebrating the sport, movement and strength.
Like last McDonalds
Although we already talked about this in a previous post, we count as the latest and most recent movement of the brands. In an attempt to mark International Women's Day 2018 and "honor the extraordinary achievements of women around the world," McDonalds rolled its iconic Golden Arches logo on its head to make a 'W' for 'women'.
While it garnered a lot of global publicity, the stunt backfired in some circles in terms of raising awareness of the real issues. Many drew attention to the issues of living wages and zero-hour contracts, and the effort was dismissed as "McFeminism" by the left-wing British group Momentum, demonstrating, once again, that the values and message of a branding extend far beyond your logo