|Scooped by Alexa Hillery|
The Appalachian State Mountaineers have just unveiled a new logo and it looks like a deranged Simpsons version of Abe Lincoln. What were they thinking?
Alexa Hillery's insight:
This is a very interesting perspective on brand change, or at least rebranding your organization. I just read another article about the trending change in design recently and the fact that flat design is more popular now. This article notes that retro logos are very trendy especially with sports teams. While this is a fun change, Appalachian State University took retro a little too far. App State changed their logo (which was pretty cool to begin with) to "drunk Abraham Lincoln's evil twin." It looks like someone drew this logo on Microsoft Paint, not a modern twist on a retro logo. This is the ugly logo that everyone laughs about after they change it. The reason they changed it permanently was because "students liked the retro change" but I don't think students thought it was going to be a lasting thing. This could be a marketing tactic and a way to just make more money with people purchasing new gear with the retro logo on it. While this is mostly a marketing issue, this is their reputation and currently they have the reputation of the worst logo update of 2013. Chances are, they won't sell many shirts with this ugly logo, which will affect everyone in the department. This would be an example of integrated marketing communications (Guth & Marsh, p 169). The public relations department at App State is having to deal with the marketing department's decision to change the logo. They will have to respond to all the questions and figure out a way to fix the issues they are having. How many potential freshmen are going to want to go to a school with an ugly mascot? I also think that App State isn't thinking about all of their publics. They are a recently converted NCAA Division 1 school, which means that people other than students at their school are going to be more invested in their mascot. They need to focus more on their outward special publics (Guth & Marsh, p 142). A lot of people might only know App State by the tiny picture of their mascot on Sports Center. It's analogous to changing your profile picture often; it is discouraged because people won't recognize your profile. I think people won't realize this logo even is App State because it's so drastically different from their previous one. I am surprised that App State changed their logo, but I am not surprised at the negative reaction from their publics. It doesn't seem like App State really thought about the consequences of their change, but I wonder if they will have any reactive media relations because of all the negative feelings toward "Victory Yosef" (Guth & Marsh, p 114). So far, they have just been supporting the change and saying that all of their students like it.