State of the Brand :: by Jason Voiovich

A weekly discussion of how branding affects the world around you.

Starbucks minus Starbucks

Q: When do you know if your venerable brand is ready to lose the name and rely on logo alone? A: You just know.

The Gap Widens

Casual clothier the Gap did an about-face on its new logo, switching back in response to sharp criticism.

The (South) Butt of the Joke?

The South Butt and both borrow visually from larger cousins The North Face and the Humane Society of the United States; both are legally problematic, but only one is a marketing problem.

Detroit and its Lions: Looking for a new roar

1. The city of Detroit and its NFL franchise Lions mirror each other’s woes. Both are in search of wins right now.
2. The new Lions logo is a striking visual evolution; likely to drive renewed interest as well as a surge in merchandise and ticket sales.
3. Also a symbolic psychological change, the visual represents a new beginning and new hope for the team and its hometown.

Wal-Mart’s new logo is a head-scratcher

Author: Jason Voiovich Ecra Creative Group I do not hate Wal-Mart. The title to this week’s essay certainly belies a distinct point of view regarding the company’s recent logo change, but it does not come from a place of elitist indignation or new age, anti-consumerist, big box angst. In fact, I stand in humility and […]

Everyday differentiation from Wells Fargo

Author: Jason Voiovich Ecra Creative Group We sure have come a long way from the dreaded “green screen” automated teller. Without much fanfare, Wells Fargo’s reintroduced ATM user interface sports a number of visual enhancements to speed common transactions, make the process more intuitive, and personalize the experience – all without scaring off the technophobes […]


Jason Voiovich
director_corporate marketing, Logic PD
Black Belt
Caffeine Addict

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