MTV – Pepsi – Qantas, how slight changes in the logo can make and indicate such differences…

by Helene

MTV changed and rebranded itself at the beginning of 2010. From being a pioneer in the television world where music videos were played non-stop, with minimum news (other then celebrity gossip), it has worked on its rebranding which happened after 29 years. The new MTV logo clearly shows how the M for music is now in the background and smaller, and the TV concept is in the front: a cropped version of the original logo.

According to an MTV Press Release in 2010: “The logo is part of MTV’s re-invention to connect with todays millennial generation and bring them in as part of the channel.”

The content of the programs now seem to be moving towards reality shows and instant celebrity that comes from those. This change seems to have been hugely successful, as ratings have gone up 40%. Which means more viewers and more opportunities to increase purchases and revenues for advertisers.

This rebranding not only affected the logo design but coincided with a repositioning in the world’s networks as a serious channel which media buyers should consider advertising as indicated an insert of their new logo in Advertising Age, a trade mag dedicated to advertising professionals.

http://universaleverything.com/289

http://brightpinkstudio.com/pinkink/2010/09/20-famous-rebranding-stories/

http://www.entrepreneur.com/marketing/branding/imageandbrandingcolumnistjohnwilliams/article159470.html

The small change in the logo of MTV along a big change in the direction of the network worked successfully.

However, another similar “slight” change in the logo of a well established product and company doesn’t seem to have had the same positive effect: Pepsi spent millions of dollars changing its logo into the side smile which looks different  on each product… but has not received the hoped support from consumers and critics! The change may have been too drastic… change of fonts, change of direction (up down Pepsi word) and side slant on the white “smile”…

FROM THIS

TO THIS…

Discussions are split over this… I don’t understand why the many looks? It’s too confusing.

http://www.logodesignlove.com/pepsi-branding-and-logo

Another slight change in the logo of Qantas and the redesigning of their flying kangaroo done by the same company who redesigned the Woolworths peeling apple logo…

The kangaroo seems to be flying better with a more aerodynamic tail and head, and the more pronounced italics on the typography in the Qantas word gives a movement which definitely gives a modern look to the whole logo. A slight change with a great effect!