On February 12th, Oklahoma unveiled the new logo and brand identity that will present the entire state. It was beloved by all and lived happily ever after – is what I would say if I were a liar. You know of my theory on reactions to new logos so you know that very few designs are universally beloved.
When you reveal the logo you have been slaving over for days, weeks, months to the general public, someone somewhere will hate it. This is what we call an irrefutable fact. In 2017, it’s easier than ever to provide your personal opinion of others work.
I’ve already given you the play-by-play of what happens when new logos are released into the wild. As a spectator, I see those 5 stages play out on a regular basis. In recent weeks, I’ve witnessed the Twitter evisceration of the new Los Angeles Chargers logo and the new Juventus logo. Both franchises showed signs that they heard the backlash and made adjustments. Brandon Moore wrote a great piece about branding and the fear that can come with it, citing the storms these two specific brands dealt with. (I got a hardy laugh out of his “Cowards” tweet where he screenshot Juventus reverting back to its old logo on their Twitter account.)
When a company or organization unveils its brand new logo, people react in a myriad of ways. My favorite part about seeing a logo reveal announced is knowing that the design community will be ready with some hot and fresh critiques. Some logos are immediately rejected by the public, some are immediately adored, and others have to grow on people. Everyone has opinions. The way these opinions manifest themselves can be a source of great entertainment or frustration, depending on your perspective. The cycle that usually occurs surrounding many reveals is something I like to call the 5 Stages of New Logo Reaction.