We all know that in business image means a lot. If you want to attract business, you need to walk the walk and talk the talk but also look super fine whilst you do it.
This means thinking about the small details: co-ordinated stationary, smart business cards, a sleek logo; as well as the bigger picture of brand identity and corporate message. However, even the big boys of the advertising world get it wrong sometimes, and by wrong we mean serious PR disasters. Check out these bloopers!
Re-inventing the wheel.
It is just so not necessary; if something works don't medal with it. In 2009, Tropicana thought they would update their longstanding packaging design, (the one with the straw stuck in the orange). They decided to go all modern and minimalist, resulting in a packaging design that their customers described as 'boring,' 'generic' and 'cheap.' Needless to say they quickly reverted to the traditional design.
Trying too hard to be cool
When adults try to act 'down with the kids' it is, more often than not, completely cringe inducing. The same goes for advertising companies attempting to harness the youth market. The Olympic logo for London 2012 is a perfect example: instead of sticking with one of the most symbolic emblems (the five rings) ever invented, the organisers let the designers run a-mock.
The result was supposed to be 'simple, distinct, bold and buzzing with energy.' The public hated it. The Olympic committee wanted something that felt 'young in spirit,' however, in normal language this translates as 'childish;' not really the best look for an occasion so steeped in tradition as the Olympic Games.
In 2008 Capital One was another victim of trying to be 'too cool for
school.' The corporation wanted to update their logo and image to a more
youthful vibe. For some reason, the designers decided to plunder the
'swoosh' and add it to the logo.
However, the era of the swoosh really didn't match up to the financial disasters that befell 2008/9 and I'm not entirely sure that I like the idea of a financial company marketing itself on the idea of spontaneity and carefree living that is associated with the swoosh!
By all means be innovative in your branding and PR, but remember sometimes traditional can still be best!