A successful or unsuccessful case after taking stock of a new Logo

After 29 years of continuous use of the old logo and brand logo,  recently said that starting next March, it will be in the global implementation of a new logo and supporting the language of the "future, not waiting."

In addition to the refinement of the font color, the new Logo the biggest difference is that it removed the of the two Chinese characters.  expects the new brand logo to be completed within 2015 years.

 said that the new logo design mellow, flowing, fully embodies the youth, freedom, openness, integration of the characteristics of the times and advocated the new CGO (cool, Green, open) corporate culture. You may be skeptical of own assertion, but there is no doubt that has publicized its international strategy, or that internationalization has become the key to the company's future development plans.

In fact, last August, officially launched the M-ICT strategy, announced to the operators, enterprises and enterprises, consumers and the emerging blue Sea market as its four major markets. Starting in the second quarter of 2011, growth in the global handset market was 3%. But to enter more emerging markets, carrying a Chinese logo may have some limitations, which explains why it has to replace the 29 logo this year, brand marking is to serve the market strategy.

we simply counted the following several brand for Logo. They are revised for different reasons, the new Logo will also bring them to a different future, some success, some failures.

Li Ning: not to please the other, but also be abandoned by the

In 2010, Li Ning revealed its one-month brand-reshaping plan. Although many years of "logo like Nike, the slogan like Adi" has been criticized, but its new LOGO is not how to get consumers like.

Setting aside the design factor, Li Ning replaced the original Chinese slogan "Everything is possible" with the word "make" (Let the change happen). After that, it frequently in the major media on the theme of "" "ads, but unfortunately the group did not pay for this, and it was a number of loyal customers also turned to other brands.

And then in the second year of the LOGO, Li Ning's annual profit is 386 million yuan, down 65% from the previous year. 2012 was even worse, for the first time in the company's history, a loss was almost 2 billion yuan. The Avalanche's general loss momentum continued until the middle of 2014. The main reasons behind this are two: 2008 disastrous inventory accumulation has been unable to digest, as well as the market innovation capacity is insufficient. So just changing a Logo doesn't make it happen.

GAP: The new logo has been removed for only 11 days

October 2010, the United States's largest clothing brand Gap in its official website Gap.com issued a new trademark, and it also replaced the use of more than 20 years old version of the blue background white label. But this senseless decision quickly turned into a PR disaster in the next few years. As an American casual apparel brand, social networks are awash with new trademarks of Gap.

After that, things changed. October 11, Gap finally decided to withdraw the new target, continue to use the previous classic LOGO. "The trademark is ours, is also the consumer's, but in the final analysis is the consumer." "The Gap seems to have deduced this truth.

In the aftermath of the PR disaster, Gap replaced the head of the brand marketing campaign and appointed the first Chief marketing officer in the company's history. Fortunately, such a change in the LOGO does not seem to bring too much negative impact on the former.

Lenovo: Probably one of the most successful replacement Logo cases

In the April 2003, Lenovo replaced the original trademark "Lenovo LEGEND" with "Lenovo Lenovo". The main reason for this is that Lenovo, which prepares to enter overseas markets, has found that Legend has been legally registered.

You will find that, in addition to this "accident", this change is also an important step in Lenovo's internationalization strategy. But in addition to the waste of about 40 billion yuan in trademark fees, Lenovo faces the biggest challenge is how to let users remember the new LOGO.

Lenovo made a big campaign, the most important thing is to find the Olympic Games platform. 2004, Lenovo spent 650.08 billion of dollars to qualify for Olympic sponsors. And with the "Human lost Lenovo, how the world will be" such a pun advertising copy, welcomed.

It spent 1.25 billion of billions of dollars in 2005 acquiring IBM's PC business, as well as the latter's Olympic sponsorship. Lenovo became the first Chinese company to become the top global partner of the National Olympic Committee in 2006 and became a sponsor of Chinese athletes at the Turin Winter Olympics. With this world-wide platform, Lenovo linked its new logo to the five rings, leveraging the latter to create enough exposure opportunities for itself.

The acquisition of Motorola from IBM by the end of 2014, including Lenovo's current performance in overseas markets, can be said to be a smooth ride. Although not all thanks to 2003 years of change, but this step is obviously the right way.

Airbnb: From "Somewhere to Live" to "Welcome Home"

In July 2014, Airbnb released his new Logo. At the same time, the start-up company, which started with short rental services and gradually transformed itself into a tourism service platform, also positioned the corporate slogan as "Belong Anywhere Welcome Home", from the earliest "somewhere to live" to the emotional level.

But Airbnb's new Logo, the "Bélo", is quite topical, and it is the kind of discussion that has been raised on social networks. In addition to a run on it with pornography, BuzzFeed also has a list called "18 things with Airbnb new Logo".

Airbnb must be aware of the topic of his Logo, so it is willing to make a fuss over it. In order to cooperate with the promotion, Airbnb also launched an invitation to the user to design Logo activities. How to give the new Logo color all look at the user's favorite.

Last October, Airbnb's valuation reached $13 billion trillion. As the hottest start-up company in the world today, Airbnb does not have a reason to keep a low profile on the Logo.

Starbucks: not just coffee.

Starbucks is the name of the first American writer Herman Melville of the famous "Moby Dick" (Moby), in the text of the whaling ship's favorite coffee mate is called Starbucks.

Starbucks logo evolution from 1971 onwards, the first edition of the logo for coffee Brown, the trademark image of the 16 century Norway's twin-tailed beauty fish carving case. This early Logo is considered erotic, however, thanks to the clearly visible mermaid breasts and navel patterns.

1987, Starbucks launched a second edition trademark. Then Starbucks founder Baldwin and Bowker have sold their stakes to Schultz. This version of the logo identifies the deep green that Starbucks has been using so far, and the original chest and navel are covered with the long hair of the mermaid.

1992, the third revision. The mermaid changed from full-length to bust.

2011, Starbucks ushered in its fourth revision. This time, it simply will original trademark on the text "STARBUCKS COFFEE" all removed, only the mermaid image.

As you can imagine, this is not just an image shift. In 2012, it acquired the American chain bakery brand La Boulange, which later produced a large number of baked goods and sandwiches to be promoted to the Starbucks stores across the United States.