The recent introduction/retraction/introduction/bigger retraction of the new Gap mark is one of the best things to happen in the study of corporate branding this year and maybe even this decade. It illustrates many of the new rules and how they work.

1. Your logo doesn’t matter but it does (wait what?)  Companies now have to consider outlets and channels that their brands live among and most of them aren’t even visual. Things are mainly verbal and experiential now. Can you visualize or name anything distinct about the American Apparel logo? Do you know if they even have one? It doesn’t matter. Their name, values and reputation make a logo an afterthought. But if they did introduce a new mark people would take notice and it would affect the perceptions people have of the company based on the existing notoriety of the brand.

2. Your logo might not belong to you anymore There is a point where a brand is so pervasive or such a hallmark that the logo no longer belongs to its creators. They can get so big and live in so many households and channels that the logo now belongs to the consumer and any modifications are subject to a heightened level of scrutiny or outright rejection. Some prime examples are automobile brands who’s products are more status symbol and persona than conveyance. It may be several more generations before BMW or Mercedes Benz modify their marks as they are far too symbolic and trusted to tamper with.

On the other end of the spectrum you have the case of the Tropicana carton redesign which eliminated the well-known orange with a straw in it. People take their fridge space very personally.

3. Respect This incident will help large retail institutions gain a new respect for the consumer and their unique needs. Customers now have several tools at their disposal to voice their praise or annoyance within a matter of seconds and they know how to use them.

The death of paper as the day to day communication medium is a common debate lately. Along with that digital presses are now commonplace and one day almost all communication will become completely electronic. When that day comes I am hopeful this beautiful workhorse is still clanking away creating works of art. Found on Vimeo

Delrio is now up and running. Much thanks to my dev support for helping squash some launch bugs and getting this new site up and running.