I've got to say that, even in spite of the stretched-out text, dated appearance, and hideous beveled edges (that I don't recall being present on all Giant's advertising, actually), this logo is completely amazing. What could symbolize Giant better than the Big G? This logo is strong and imposing, and it makes everyone completely believe that Giant is big, confident, and will always take care of their grocery needs. (For those of you who generally don't have such nerdy thoughts, please bear with me.)
Now, contrast that big, strong, faithful image with the new Giant logo. Oh, dare I even post this?
Now, in terms of the execution of the logo, this new version is far superior. The icky beveled edges are long gone, the typography is more clean and simple, and the design is, overall, fresh and modern. Based on the elements alone, this is a great logo, and I honestly like the design.
But what went horribly wrong in Giant's logo re-design, at least in my opinion, is that they lost the pathos, the emotional appeal. Now, I know it sounds naive and almost cheesy to trust a logo, but if you think about it, the former logo really was very reliable-looking. Then look at the new version. It's ultra-hip, which, to some, constitutes unreliability and a constant need to follow trends - definitely not what you want for a grocery store. There is something to be said for a grocery store that you can count on, and Giant is one like that. Their old logo showed that; their new one doesn't.
In addition, the new logo is just plain confusing. What are those semicircular colored items? Bowls? Simplified pieces of fruit? Random flying UFO's? If someone knows, please tell me, because I think I'm missing something. Also, this logo seeks to appeal to the "next generation" of shoppers who are super health-conscious and trendy, but the logo could create potential for losing one set of customers in favor of gaining a new one.
Giant's logo needed a re-design, there's no doubt about that. But why did the facelift have to be so drastic? The Big G logo could've easily be modernized a bit (perhaps the colors changed slightly to reflect more modern hues, and the typography updated) without totally changing the design.
What I'm learning more and more, and what the Giant logo progression illustrates, is that logo design - and graphic design in general - isn't all about how the logo looks or even how hard it was to make it, but what the logo or design item says. And they can say a lot! Don't forget...a picture speaks a thousand words.
Okay, now that I've given my opinion, it's time for discussion! What do you think? Was the Giant logo re-design a brilliant marketing plan or a giant mistake?
6 comments:
I prefer the older one. It's what I grew up with, and it did lose that feeling it used to have. The completely new design is good, yes. But it's not classic, not familiar.
I agree with you, carrie; I like the old design better. I love the colors on the new one, but, like you said, it just needs some color and font updating.
-sarah
The old one was pretty good, but I actually like the new one better. It's simple, fresh, modern, and has much more attractive colors :D
I have to agree with you.
At first when I looked at the new one I thought,"Is that a grapefruit with wings?" So that right there tells you something. :D
it actually looks like a yellow boat with multicolored sails to me....on a grocery store logo! you're right, it makes absolutely no sense =) however, on a more optimistic note in favor of the new sign, at least the colors aren't as awful as the old ones (blue & red is just....ugh). wow now i'm going to be wonderin' which is better for the rest of the week. great post <3
Funny you should mention it! No one in my family ever commented on the Giant logo until just a few days ago when Jonathan asked me what the picture on the sign was. I said I thought it might be a bowl with fruit, although it looks more like colored bowls than fruit.
Post a Comment
Please use the form below to leave a comment on my blog! I'd love to hear from you!