Skip to Navigation

Amitava Chattopadhyay

Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay

Don’t just come up with a new logo, research it first!

The new Airbnb logo has stirred up a veritable hornets nest. Gizmodo yesterday wrote that “The New Airbnb Logo Is a Sexual Rorschach Test For Our Time”! And the BBC today reported that “Airbnb’s new logo faces social media backlash”.

Airbnb new logo on left and spoofs of it to the right!
Airbnb new logo on left and spoofs of it to the right!

This is not the first time that a company has goofed up when renovating or changing its logo. Some years ago, GAP attempted to change to a new logo but abandoned the effort when its new logo met with a fast and furious backlash on both Twitter and Facebook.

It surprises me no end that companies do not seem to recognize the profound influence that logos can have. For instance, even its shape can influence consumer judgments of the physical characteristics of the brand.

As an example, our research shows that angular logos lead consumers to make inferences about the hardness (inflexibility for services) and durability of the product or service associated with the logo. Rounded logos, however, lead consumers to infer that associated products or services are soft (customer responsive for services) and comfortable.

So, to all the companies contemplating refurbishing or changing their logo, please do your homework. Ask consumers what they associate with the new logo, whether they like it,… Going with internal opinions is like playing Russian roulette.

  Jul 18, 2014 | Musings





Recent Tweets

Sat, 25 Mar @ 02:37 pm

The worst outcome for West Bengal will be #BJP government. TMC isn't great, but BJP far worse. Left Front or Congre…

via Twitter for Android
Fri, 24 Mar @ 08:29 am

@ManjunathaRSwa5 @sidd_sharma01 @narendramodi Nope. We've voted in a fascist government. Wake up.

via Twitter for Android
Fri, 24 Mar @ 08:23 am

RT @sidd_sharma01: Dear Mr. PM @narendramodi Ji, I have no affiliation to any political party. But as a common man and a tax paying citi…

via Twitter for Android
Fri, 17 Mar @ 05:25 pm

@GovindarajanV10 @MahuaMoitra The fact that we have politicians who have pending criminal cases against them or tha…

via Twitter for Android
Thu, 16 Mar @ 10:57 pm

No end to #GautamAdani 's lies. Yet, the Government of India, which has made 3000+ ED raids in 8 years, is deafeni…

via Twitter for Android
Tue, 14 Mar @ 11:55 am

@rowdynation8n23 @ReallyAmerican1 @DonnaKaberline Small price to pay to get rid of the lies.

via Twitter for Android

  Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava